The Afterpay Cost of Culture Study reveals how Zillennials are balancing spending  priorities to keep up with culture 

Despite the rising cost of living, and contrary to popular  belief, a new study from Afterpay reveals that Zillennials (Gen Z and Millennials) are one of the most  financially savvy generations with almost three quarters (70%) saying they use thrifty saving  techniques to balance spending priorities whilst keeping up with lifestyles.  

From sharing Netflix logins and using marketplaces, to avoiding spending on café coffees and  making clever investment decisions the Afterpay Cost of Culture Report, reveals how the next  generation are navigating the ever-shifting role culture – which we’re defining as ‘societies’ pursuit  of new trends, innovation, experiences and wellbeing’ – has on our lives, and our back pockets. 

Savvy and saving 

Whilst four in five (81%) of Aussies enjoy dining out with friends, more than one-third (37%) are  ordering the cheaper options on the menu so they don’t sacrifice dining out altogether. 

They also share their subscription logins with friends and family (73%), avoid using credit cards  (35%), buy items second hand or on sale (34%), use buy now pay later services such as Afterpay to  budget (29%), and avoid buying café coffees (29%). 

In fact, three quarters (75%) of next gen Aussies reveal they get more enjoyment from saving  money than spending it on the latest fads and trends. 

The influence of inflation 

Having experienced the impacts of the GFC, lived through Australia’s first recession in 30 years, and  now inflation, Zillennials are more financially resilient than sceptics may think, however it has  affected the mindset of the next generation. 

Although one quarter (26%) prioritise savings first and then budget with what they have left over,  almost 2 in 5 (39%) are worried they don’t get paid enough to cover expenses if inflation continues.  

The perception of value 

Since the rise of blockchain, cryptocurrency and NFTs, the perception of wealth has shifted for  Zillennials. 

Aware of the finances required to own a property, the next gen are looking at other ways to invest.  One in five (21%) have invested in cryptocurrency, which is more than sneaker collections (20%),  stocks (18%), property (11%), and luxury handbags (8%). 

Non-Linear Life 

With a volatile job market, almost one quarter (22%) of young Aussies are choosing to upskill via  courses or tertiary education to future proof themselves. 

In addition, if they’re not ‘quiet quitting’ (19%), young Aussies (27%) are looking for jobs that allow  them to work from anywhere in the world.

Matters of the mind 

In the 2021 Afterpay Lockdown Liberation Study (prequel to Cost of Culture Report), more than 2 in  5 (45%) Zillennials said they believed prioritising mental health was the most important lesson they  took out of lockdowns. 

This year, almost two thirds (64%) of young Aussies said they are spending more on their mental  health this year than last with the majority (89%) agreeing that investing in their mental health  long term is important. 

Katrina Konstas, EVP, Country Manager at Afterpay, said, “It’s been 12 months since we've  been enjoying getting back into the things we love most - spending time with friends at  restaurants, seeing live music, and returning to travel. But now many Australians are faced  with a new challenge of watching their spending in this current economic climate. 

“The Afterpay Cost of Culture Study delves into how next gen Aussies are balancing the  competing priorities of the increasing cost of living and keeping up with lifestyles. The  findings show the thrifty techniques the next generation are using to maintain a balanced  budget, showing why they really are some of the most culturally and financially savvy  generations yet.” 

Further key findings include: 

• Sticking to their financial guns - 3 in 4 (76%) of next gen Aussies say they don’t let  culture sway them from their own financial goals 
• Scrolling marketplace - more than three quarters (76%) of Zillennials reveal they use  marketplace to shop, and a quarter (27%) always scroll on marketplaces first when items  cost more than $200. 
• Hobbies first - The majority (85%) get enjoyment out of investing in their hobbies over  buying the latest ‘must-have’ item and dining out with friends. 

The full study can be read here. 

Afterpay is available in-store and online to help Aussies budget for everything in their life from  fashion and health, to homewares and appliances, to travel and experiences. Customers can pay off  purchases in four, fortnightly instalments without incurring interest ever. Customers can head to  the Afterpay website (www.afterpay.com.au) or the Afterpay app to see where Afterpay is accepted.  

ENDS 

About the Afterpay Cost of Culture Study 

The Afterpay Cost of Culture Study was commissioned by Afterpay and conducted by McCrindle. The survey was in field  between 2nd September and 9th September 2022 with a nationally representative sample of 1,001 Australians between the  ages of 18-42, plus an additional 573 Australians aged 43-99.