Back in 2005, I was pioneering consumer insights at Kraft Foods, digging for black gold in the Vegemite mines.
After a solid day of turning yeast extract into a cultural icon, I would unwind by blasting Triple-J through my Australian-made Ford, heading straight to the bottle shop to slate my hard-earned thirst with a VB (for those under 30, Victoria Bitter was a beer we once drank quite a lot of).
Here’s a quick snapshot of life in 2005:
- Half of Australian families didn’t have access to the internet.
- Support for same-sex marriage sat at a dismal 38% - John Howard wasn’t exactly out there waving a rainbow flag.
- Tinder? First, explain what an iPhone is.
We thought we were pretty progressive, though. 39% of millennials were confidently declaring marriage irrelevant – convinced they were rewriting the rulebook on what family meant. Turns out, they bent a few pages, but the book stayed open.
Fast Forward to 2025
The UK Times ran a piece recently that caught my attention. In a recent survey, only 21% of Gen Z are now saying that marriage is irrelevant. That’s a big shift.
At the same time, social feeds are full of trends like #cottagecore (a romanticised version of the simple, traditional, homely lifestyle of your grandparents) and #tradwives like Nara Smith and Hannah Neeleman reimagining the traditional homemaker lifestyle. I’m not saying these are necessarily cultural shifts, they’re more like viral curiosities, but they still beg the question: why now?
We’ve spent the last few decades questioning, dismantling, and reshaping institutions. We’ve let go of traditions that felt outdated or restrictive, and religious conservatism is on the decline - the American Family Survey (2015-2024) records a sharp drop in traditional, faith-based values.
At the same time, we still crave something to belong to, something to believe in. Even with a broader view of culture, religion, and identity, the human need for family, community, and connection hasn’t gone anywhere. In fact, in a world of messy politics and climbing costs of living, it makes sense that we’re reaching for something solid and seeking out traditions that are meaningful to us.
Take housing, for example. A recent T Garage SaySo study into affordable housing initiatives found that 41% of Gen Z had a neutral stance on these programs, far less than any other generation—despite being the generation most likely to benefit. One respondent summed it up: Buying a house is so far out of our realm, why worry about it?
So if the dream of home ownership is dead (for now), what are they investing their hopes in instead?
Why This Matters
This trend isn’t a flash in the pan, it’s about being human. The need for stability, connection, and belonging isn’t going anywhere. But right now, against the backdrop of an uncertain world, those needs are manifesting in very specific ways.
For brands, this is a big deal. The companies that highlight stability, authenticity, and tradition in a modern way stand a good chance of winning consumer trust and meeting those needs.
- Bunnings are still delivering on “lowest prices” and the great Australian weekend project.
- Melbourne Football Club? Established in 1858, bringing families and friends together ever since.
- Vegemite and Tim Tams still stock pantries nationwide (VB… maybe not quite as popular as 2005, but still a cherished brand).
On the flip side, industries that aren’t supporting this fundamental human need (think certain financial institutions and grocery retailers) are seeing dips in brand loyalty. That creates space for challenger brands to step in with fresh ideas and bold campaigns that reinforce family, connection, and security.
At the end of the day, this isn’t just a passing trend, it’s a fundamental human drive. How we express it changes over time, but the desire for stability and connection is stronger than ever. And right now, in a world that feels increasingly chaotic, people are looking back to find something worth holding onto.
Jed Simpfendorfer – Director Strategy & Partner T garage.