Spending is down for some Australians, but one group continues to thrive
As cost of living pressures bite, retailers are taking bold steps to draw out cautious buyers
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Spending continues to trail inflation as Australians head into the final quarter of the year, new data from the Commonwealth Bank has revealed.
The CommBank iQ Cost of Living Insights report showed the amount of money being spent on essentials halved in the past year, down to 1.7 percent, driven by a fall in petrol prices, down 6 percent, and lower spending on utilities, down 3 percent.
However, there is a marked difference across age groups, with Australians between 18 and 29 years cutting back on spending more than any other age group, down 2 percent over the past year. At the other end of the scale, Australians aged between 60 and 69 years increased spending over the same period, up 3.9 percent, while spending among those over 70 rose 7.7 percent.
Wade Tubman, CommBank iQ Head of Innovation and Analytics said it was further evidence of the widening generational gap when it comes to cost of living pressures.
“Lower petrol prices and government energy relief programs have eased the pressure on essential spending and July’s income tax cuts have increased take home pay for many Australians, however there continues to be a discrepancy between the spending power of older and younger Australians,” he said. “In fact, we’ve seen those all the way up to 40 years-old cut back on spending, highlighting the large swathe of the population feeling cost of living pressure.”
The report also showed that spending had risen in some areas, with value and convenience identified as key drivers. The ‘General Retail’ category saw a 5 percent increase in spending, with online marketplace sale increasing by 20 percent, food delivery up by 6 percent and streaming services experiencing a 13 percent rise.
The news comes as Australian retailers embrace the US-style Black Friday sales. Traditionally held the day after US Thanksgiving — November 29 this year — a number of leading retailers offering ‘early’ sales deals to draw in budget conscious shoppers ahead of the Christmas season. Amazon is among those who officially kicked off their sales period today.
Choice reported the Black Friday four-day period accounted for $8.7 billion in spending last year, based on NAB data, up from $7.1 billion in 2022. Data from the Australian Bureau of Statistics showed last year’s spend in that period overtook the December period, indicating Australians are bringing their Christmas spending forward.
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With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.
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A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.
The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.
The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.
GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.
“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.
The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.
Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.
According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.
“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”
The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.
Hunt said consumer brands offered a level of tangibility that many investors found appealing.
“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”
The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.
With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.
For more information, contact marc@kanerbridge.com.au
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