Over eight-in-ten Australians who have seen a recent campaign promoting Australian-made are now willing to pay more than 10 per cent extra to support local businesses and services.
This is according to independent YouGov research, commissioned by News Corp Australia – the company that launched the Back Australia marketing campaign in October 2025.
Since the initial launch, the campaign has generated over 19 million content impressions across News' digital, video and social platforms.
The YouGov research found 86 per cent of respondents exposed to the campaign are now likely to redirect up to $100 per week towards Australian businesses, a 16-point increase from pre-campaign levels. Purchase intent for Australian-made products over the next few months increased to 79 per cent, up 15 points following campaign exposure.
YouGov senior research manager Jo Lynn Lee said that, alongside an increase in how much they are willing to spend, those interviewed also feel confident identifying local products and indicate a greater willingness to shift spending towards local businesses.
“This points to a campaign message that is resonating beyond awareness and into more tangible expressions of support,” Lynn Lee said.
This follows a recent push by the Australian Fashion Council (AFC) and bootmaker R.M.Williams to revive local manufacturing. The pair have consulted with the industry over the last several months, which culminated in a strategy outline that was handed to the Federal Government in March.
This also comes amid rising revenues for Australian manufacturers in the clothing, footwear and accessories sector in the fourth quarter of 2025.
News Australia client partnerships managing director Lou Barrett said the campaign is heloung shift the dial beyond awareness to behaviour change.
“Australians aren't just reading this content, they're acting on it.,” Barrett said.
“The research validates what our partners are seeing: when you give people compelling reasons to choose Australian, they will. For brands, this is an opportunity to demonstrate their contribution to Australia's future with proven consumer support behind it.”
The Back Australia campaign will return this week with a focus on national sovereignty across manufacturing, energy, health, fuel, technology and defence sectors. News Australia pointed out that this comes as global events reinforce Australia's need for greater self-reliance.
The campaign will roll out over the next three weeks across the News network. Returning partners of the campaign include Harvey Norman, Australian Made Campaign, Westpac, Bunnings, Coles, TechnologyOne, and R.M.Williams.