How Australians are making their money work harder

There’s no denying that Aussies love a bargain, but these days the cheapest deal isn’t always a winner.

Of course, with cost-of-living pressures continuing to put a strain on our wallets, affordable pricing is still a top priority — but it’s not the only one. More and more, Australian shoppers are looking for increased value and longevity in their purchases.

If consumers are going to part ways with their money, they want to be sure the product or service will stand the test of time.

In fact, recent research by Monash University revealed that 67 per cent of Aussie consumers are willing to pay more for product durability, and around 51 per cent consider a product’s sustainability profile when making a purchase.

These shifts reflect the growing trend of conscious consumerism, where shoppers aren’t just searching for bargains — they’re searching for ways to make their money work harder. Whether it’s supporting ethical brands, investing in long-lasting products or signing up for loyalty programs that give back to their consumers, one thing’s for sure: Aussies want smarter ways to shop.

The rise of the conscious consumer

According to Dr Kate Sansome, research fellow and marketing lecturer at The University of Adelaide, the more the cost of living increases, the more consumers think about the value of their purchases.

“Many people are becoming conscious that buying a ‘cheap’ product can actually cost more in the long run if it breaks or wears out quickly,” she explains. “There’s growing frustration around replacing items that don’t last as long, particularly if the consumer was anticipating, or was promised by the brand, that the product would last for longer.”

As Sansome notes, practical and long-lasting products don’t just make good financial sense — they also provide added experiential value. “[These products] also save people time and energy (not just money) because you don’t have to worry about repairs or shopping for a replacement,” she says.

How to maximise your money with brand loyalty programs

Smart shoppers don’t just want more bang for their buck when making a purchase, they also want competitive service. According to a report by Shopify, 92 per cent of consumers would remain faithful to a brand if it offered them something in return — and that’s where loyalty programs come in.

“With the rising cost of living, consumers are becoming more savvy and more strategic,” Sansome says. “In online communities, we’re seeing people actively share tips for getting the most out of loyalty programs.”

One such program is OnePass — a digital membership that not only unlocks huge savings and discounts at some of Australia’s biggest retailers (such as Kmart, Target, Bunnings, Officeworks, Priceline and InstantScripts), but also offers free shipping and 365-day returns on eligible items.

Genuine benefits like these make all the difference when it comes to brand loyalty programs. As Sansome notes, it’s important for consumers to really consider whether the rewards a membership offers are truly useful.

“If they’re just generic gifts or branded merchandise you don’t actually want, it can feel like a waste and that has implications for both brand loyalty and sustainability,” she explains.

It’s also important to consider if perks are unique to the loyalty program or if they can be accessed elsewhere. “Part of the value for consumers is that sense of exclusivity,” Sansome says.

“When shoppers feel like they’re accessing benefits or value that others miss out on, it makes the program feel worthwhile or that they are valued by the brand for being a loyal customer.”

These memberships provide you with one-of-a-kind discounts and deals you won’t find anywhere else. As well as allowing you to save big on shipping and frequently made purchases, a membership can also turbocharge the benefits of other loyalty programs you may have.

For every dollar spent in store or with Click and Collect, you can unlock extra value and convenience. Members can boost their rewards, helping their dollars go further, and enjoy the ease of express Click and Collect at participating retailers such as Kmart, Target, Bunnings, Officeworks, and Priceline, saving you both money and valuable time.

OnePass is the membership for Australia’s favourite retailers. From savings to rewards, get more value from the brands you shop. Now $20 for a year (usually $40). Limited Time Offer.