There’s No Place Like Home – How Young Aussies Are Living With Cost Of Living Pressures
Amazon Australia releases ‘The Young Aussie Home of 2023 Report’, a deep dive into how Gen Z and Millennial homes have evolved
Despite 84% of Young Aussies surveyed having ambitions to own, they estimate they’ll be renting for, on average, five more years before entering the property market
Amazon.com.au releases ‘starter-pack’ homewares ‘bundles’ to help Young Aussies make any space a home
Sydney, 18 May 2023: Australians’ homes and living spaces have fundamentally changed. The ‘Young Aussie’ generation (Gen Z and Millennials) born between 1997 – 2009 and 1981 - 1996 respectively, have had to adapt when it comes to their homes and living spaces. Cost of living and housing pressures have resulted in 68% of the Young Aussies surveyed for a report commissioned by Amazon Australia1 having to make changes to their living situations in the past 12 months. Of these, almost 1 in 5 have downsized, 1 in 6 say they’re living with more people to share costs and 43% are cutting back on household expenses such as groceries and toiletries.
Due to generational shifts, a pandemic and macroeconomic pressures, the Young Aussie Home of 2023 is very different to the ‘Great Australian Dream’ of previous generations. To shine a light on this evolution and offer home solutions for Australians everywhere, Amazon Australia has released ‘The Young Aussie Home of 2023 Report’. This report dives into how the ‘Young Aussie’ generation are living, and the different ways they’re making their spaces feel like a home.
The report shows that despite the home looking a little different, the Great Aussie Dream is not dead, just evolved. Young Aussies are still very proud of their home and how it looks, with Millennials surveyed more house proud than any other generation (86%). Almost 1 in 2 Aussies surveyed in share houses (48%) say they care about how their home looks, with 23% saying they really care and look out for affordable and unique items.
Rather than ‘making do’ with their home-spaces, Young Aussies are finding ways to make their spaces not only work for them and their needs, but also fit their personalities, with three in four (75%) agreeing that the space they live in reflects who they are. Young Aussies’ are less willing than older generations to cut back on home décor (63% compared to 81%) and homewares/ appliances/ furniture (58% compared to 68%).
To help Young Aussies kit their homes out, rented or otherwise, Amazon Australia is now offering customers a new way to shop with the launch of Home ‘bundles’, which are one-click starter-packs with a variety of products for specific use-cases – built from research findings. These fit-for-purpose bundles make navigating changing spaces easy for those in need of inspiration, practicality and great value. These include:
- The Share House Kitchen Starter Pack – the essentials to help ensure customers never run out of forks again.
- The Wardrobe Expander – from smart hangers to shoe racks to help Aussies maximise their space.
- Renter-Budget Friendly Loungeroom – Décor and Homewares that don’t break the bank
Mark Carter, Behavioural Expert said: “Young Aussies’ needs when it comes to homewares have changed drastically and furniture based around traditional living ideas are less relevant for young people in compact, non-traditional living spaces. Many young adults may be facing a tough time trying to get on the property ownership ladder, however they are not letting this get in the way of living in a home they’re proud of with styling that works for them. They are resourceful and have inspiration at their finger-tips in order to really maximise and enjoy their living spaces.”
Ian Bradley, Head of Homes, Amazon Australia said: “We know that no two customers or indeed, homes, are the same. This is why we we’ve released the Young Aussie Home report, which found that while many Young Aussies have needed to change their living situations, they are still looking to make their spaces their own.”
“We are excited to introduce a new way to shop with our Home bundles. These have been designed to provide practical solutions across the huge range of home products available on amazon.com.au, tailored for personality and use-case; from rented share houses to multi-purpose rooms. Just because you’re renting or looking to save doesn’t mean you have to compromise.”
Amazon.com.au has a huge selection of Home products, including Amazon Basics, at low prices, with convenient delivery options, that are suited for all Aussies. For full research results, the ‘Young Aussie Home of 2023’ report and Home Bundles can be viewed here.
ENDS
Notes to editors
1 All figures, unless otherwise stated, are from a study commissioned by Amazon Australia and conducted by YouGov Plc in 2023. Total sample size was 1540 Aussies aged 18 years or older, with a boost of Gen Z/ Millennials. Fieldwork was undertaken between 20th - 27th April 2023. The survey was carried out online. The figures have been weighted and are representative of all Australian adults (aged 18+). The survey is not drawn from Amazon customers.
For more information, please contact: amazon@onegreenbean.com
About Amazon Australia
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. For more information, visit amazon.com.au/about and follow @AmazonNews.
About Amazon Home
Amazon Australia offers a huge range of home products, at great prices with convenient delivery options, and is offering Aussie customers a new way to shop with ‘Home ‘bundles’, which are 1-click starter-packs with a variety of products for personalities, aesthetics and use-cases.