Aussies now more creative so as to reach their financial goals, ING finds

Research by ING Australia reveals how Aussies are living life to the fullest without exhausting funds. From rejecting faddy fashion (62%) and micro-splurging in the supermarket to making the most of their time at work, Aussies are being savvy about reaching their financial goals.

What were the findings of ING’s research?

The 2023 ING Sense of Us Report has found fashion and beauty to be one of the biggest areas that Australians are looking to cut back (70%), with a quarter (24%) purchasing off-season items and one in five (18%) cutting their own hair. What’s more, a fifth (22%) of millennials say they are ditching fast fashion to save money according to ING’s research.

Supermarket micro-splurging trending

The research also reveals a new trend, supermarket ‘micro-splurging’. While the majority of Aussies (88%) are cutting back on supermarket spending – micro-splurging, i.e. splurging on premium everyday grocery products, is one way they are affording a little luxury in their lives.

According to ING’s new research report, the top micro-splurging items include: meat and fish (30%), tea and coffee (29%) and pet food (16%). Also, the report found Aussie workers are finding ways to live life to the fullest at work. Two fifths (41%) say the opportunity to learn is one of the most important things they want out of their job, whilst 33% want to socialise at work events, and a fifth (20%) admit they attend for the free food and drink.

Additional research insights

Family, friends and relationships

  • Technology continues to influence our relationships, as two in five (41%) of Aussies made friends on social media in the past 2 years. When it comes to dating, IRL (in real life) meet-ups are the way most Australians have met their most recent or current partners (64%).


  • After saving money (45%), travel (31%), came second in the list of Aussies’ top goals for 2023.
  • Over three quarters (77%) are planning holidays this year, up from 61% in 2022.
  • Trips to see relatives tops the nations’ holiday wish list (30%).
  • Almost three in four (73%) Aussies who plan to travel are willing to cut back on everyday luxuries in order to afford their trips, most commonly giving up meals and drinks out (41%), new clothes (38%) and takeaway coffee (31%).

The simple life

  • Amongst this all, Aussies are finding new appreciation for the simple things, most commonly investing in their happiness through regular exercise (50%), healthy eating (45%) and connecting with friends and family (39%).

What are ING’s thoughts on the survey findings?

Carly Yanco, Head of Brand at ING Australia
Carly Yanco, Head of Brand at ING Australia

Commenting on the report findings, Carly Yanco, Head of Brand at ING Australia, said: “We do this report each year to delve into how Australians are thinking and feeling about the current state of affairs – as the name suggests, it’s a sense check of Australians. This year it seems faddy trends are out and finding creative ways to experience a little luxury is in!”

“While for a third year in a row, ‘saving money’ has topped the goals list for many Australians, what’s different about 2023 is that Australians are, understandably, more conscious about economic conditions. This is what’s driving them to be more creative about how they go about spending and saving to ensure they’re still living fulfilling lives.”

The full comprehensive ING Sense of Us report can be found here.