Havas Australia has published a new report exploring evolving Australian values, and the stark shift from traditional 'mateship' to 'me-ship', with the agency network introducing a new segmentation model based on the insights.

The Havas Labs 2025 Aussie Futures report reveals that Security has become the foremost value for Australians, with 22% of the population prioritising safety from crime, terrorism, and instability. It marks a departure from 2022, when 58% of Australians valued 'mateship'. By 2025, 'mateship' has fallen to 17th place, underscoring a growing trend towards individualism.

The report also indicates a decline in the sense of community, with only 23.7% of Australians reporting a strong sense of communal belonging. Furthermore, less than half (46.2%) of Australians consider social groups essential for achieving their life goals. This data suggests a move away from collective values towards prioritising individual action and self-agency.

In terms of optimism, the report finds that 34% of Australians are optimistic about the nation's future, while a larger proportion, 54%, express optimism about their personal futures. This further reflects the shift towards individual priorities.

In response to these findings, Havas Australia has developed six new segments: Support Seekers, Caring Connectors, Aspiring Altruists, Enjoyment Explorers, Progress Pioneers, and Status Seekers. This segmentation model aims to assist marketers in connecting with Australians based on their real-life needs.

Each of the segments are described as follows:

Support Seekers: "The quintessential Aussie battler trying to make ends meet. They crave the simple things – a steady job, a home to call their own, and the peace of mind to support their families."

Caring Connectors: "The Australian family provider and supporter who places value in their relationships with family and friends above all else. They fear what the world may end up like for future generations."

Aspiring Altruists: "Australians frustrated by the lack of real action from government. They are intent on taking matters into their own hands fighting to create a better world based on their beliefs, actions and purchasing power."

Enjoyment Explorers: "Australians focused on getting the most out of life as it is now despite the challenges of the world around them. With financial security to do what they want they seek the confidence to actually make it happen."

Progress Pioneers: "Australians defined by their aspirations to create a better more fulfilled life for themselves valuing critical thinking, technology and culture. They see life and the world around them as an opportunity to learn, move forward and evolve."

Status Seekers: "Free-market Australians driven by traditional markers of success – a high-flying career, money, and luxury. They view their careers and social network as critical to their success making them the nation’s ultimate networkers."

The study was conducted by YouGov, involving a nationally representative sample of over 2,000 Australians. The research was carried out online between December 4-9, 2024, by YouGov Australia.

Chief Strategy Officer at Havas Creative Network Australia, Olly Taylor, said: "Brands can only add value if they first understand what is meaningful to Australians. By segmenting the nation on six crucial needs for people to fulfil their dreams, we have given marketers a new way to identify audiences, meet their needs and connect with them," Taylor stated.

Chief Strategy Officer at Havas Media Network Australia, Mitchell Long, said: "In a climate of increased uncertainty, our findings show Australians are looking for more tangible and practical solutions from brands. The intention of our research is not to act as a standalone report, but as a usable playbook for brands to forge more meaningful connections with the needs defining Australians in the current climate."