Aussies’ biggest concerns revealed in new survey

A new survey published by Broadsheet and SOON Future Studies has revealed that Aussies are most concerned with the cost of living and climate change.

The third annual edition of the Future Cities research report, A Tale of Two Cities, delves into three prominent topics in society: Climate Crisis on a Budget, New Age Living, and Connected but Disconnected.

The report’s insights are derived from the 2024 BroadsheetSurvey, which gathered responses from 6,420 readers residing in inner urban neighbourhoods.

40% of respondents reported the cost of living as their top concern, while 13% said climate change. This was a significant increase from the same report in 2022 when the cost of living (30%) and climate change (29%) were almost equally important.

Broadsheet studio and strategy director Roya Lines said: “As we navigate a permacrisis (permanent-crisis), thanks to an aging population, declining birth rates, cost of living crisis and, of course, climate change, the shape of our cities is on a path of significant change.

“Our report this year highlights how people from all corners of the world are innovating to change the path we are on, and brands that can embrace age, foster community, and facilitate connection will be the ones to win.”

The survey also recognised the importance of taking a break from technological devices, with 75% of respondents noting screen-free time as essential or very important.

For the Broadsheet audience, younger readers feel like they face more obstacles to making friends than the older cohort and are lonelier than ever before. Only 24% of younger readers feel they face no obstacles when making friends, compared to a much larger 70% of boomers.

According to the report, one in five Broadsheet Millennial readers also have no desire to have children, which is higher than the global average.

SOON Future Studies strategic futures director Tully Walter said: “Despite the complexities, deciphering these unstoppable forces provides us with the insights and strategic foresight to adapt and innovate in an uncertain world.

“In analysing the global megatrends with the Broadsheetaudience’s emerging attitudes we aim to uncover the opportunities and white spaces to connect with future brands, communities and consumers of the future.”


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