Leading Australian retailers, including bootmaker R.M.Williams, have voiced their support for a national marketing campaign to promote making things in Australia.
News Australia has launched Back Australia: It's Good For All Of Us, a national campaign aimed at empowering consumers to make informed choices that will support and strengthen the Australian economy, while helping businesses realise their full potential and propel the nation’s prosperity.
This comes amid growing interest across Australian industries to grow local manufacturing. This includes the Australian Fashion Council and R.M.Williams teaming up to launch a national manufacturing strategy this year, with a report soon to be revealed following months of community consultation.
The Australian Government has also tabled its Future Made in Australia plan, committing $22.7 billion over the next decade to build local capacity.
“At a time of rapid change and uncertainty, the Back Australia campaign will unite businesses with Australians through a shared ambition: building a positive future,”News Corp Australasia executive chairman Michael Miller said.
“For consumers, the campaign will make everyday spending choices feel purposeful and powerful. For brands, it's an opportunity to be part of the solution.”
The initiative will feature three key content pillars: Consumer guidance, community impact and expert insights.
Alongside R.M. Williams, the campaign is also backed by Harvey Norman, Australian Made Campaign, Westpac, Bunnings, Coles, TechnologyOne, REA Group, Cadbury, Qantas, Vodafone and BHP.
The campaign will roll out in two stages until April 2026 and is expected to engage more than 18.8 million Australians, with Roy Morgan research showing 12.8 million are already primed to Back Australia.
“We know there's a genuine desire among Aussies to support local business, but they face real barriers around availability, affordability, and clarity about what constitutes Australian support,” News Australia client partnerships managing director Lou Barrett said.
The campaign will run across News Corp publications, with the Seven Network also supporting the campaign with editorial coverage featured across its flagship programs Sunrise and 7NEWS.