Australians are emotionally fulfilled—but physically frustrated. According to Ipsos’ 2025 Love Life Satisfaction Survey across 30 countries, 75% of Australians say they feel loved, yet only 53% are satisfied with their romantic or sexual lives. The emotional connection is intact, but intimacy is under pressure.

This isn’t just a personal issue—it’s a cultural shift with serious implications for brands, marketers, and the $1.1 billion Australian relationship economy.

Australians Are Choosing Emotional Closeness Over Physical Intimacy

• 75% of Australians feel emotionally loved (down only 1% YoY)
• Boomers report the highest love satisfaction (80%)
• Gen X is least likely to feel loved (70%)

But when it comes to sexual or romantic satisfaction:

• Only 53% of Australians say they’re satisfied
• Millennials lead (59%)
• Gen X again trails (46%)

This suggests a fundamental re-prioritisation: in uncertain times, Australians are doubling down on emotional support rather than romantic indulgence.

The rising cost of living isn’t just reshaping wallets—it’s shrinking the space for romance.

Mental Health is Undermining Intimacy

Emotional and sexual disconnection also has a mental health dimension:

• 41% say mental health is their biggest source of unhappiness
• 46% of women cite it, compared to 37% of men
• One in five Australians report high psychological distress
• Antidepressant prescriptions have surged 25% over the last decade

These pressures are reducing emotional bandwidth for romantic expression and spontaneity.

Paradox: Stronger Relationships, Weaker Romance

Despite all this, relationship satisfaction has actually increased:

• 85% of partnered Australians say they’re satisfied with their relationship
• That’s up 5% from last year
• Yet only 53% are satisfied with their romantic or sexual lives

The data suggests Australians are turning relationships into safe havens, prioritising emotional stability over passion and novelty.

What This Means for Brands and Marketers

The shift from romance to resilience is a defining trend for consumer behaviour. Brands that cling to outdated ideas of love—grand gestures, luxury indulgence, fantasy romance—will struggle to connect. The new Australian love story is about practical intimacy, emotional safety, and shared survival.

1. Reposition offerings toward emotional wellness

• Focus messaging around connection, bonding, quality time—not just seduction or extravagance
• Promote everyday rituals that strengthen relationships (shared meals, self-care kits, couple mindfulness)

2. Make romance affordable again

• Offer budget-friendly date experiences, staycation ideas, or subscription gifts that feel intimate but cost-effective
• Highlight flexibility, simplicity, and ease of use

3. Tap into the ‘relationship repair’ economy

• Couples therapy, coaching, journaling apps, and “slow love” communities are growing fast
• Products and services that help people reconnect—not just impress—are seeing increased uptake

4. Millennials are the sweet spot—reach them now

• They still have both the emotional appetite and spending power
• Personalisation, storytelling, and co-experiences (vs solo pleasure) work best

5. Ditch clichés—be real

• Consumers are burned out on filtered perfection
• Authentic, vulnerable, and practical stories resonate more than champagne and roses in today’s climate

Final Word: Love in the Time of Uncertainty

Australia’s love life isn’t collapsing—it’s evolving. Emotional closeness is holding strong. Sexual satisfaction is weakening. Romantic gestures are giving way to quiet resilience.

For brands, the opportunity is massive: if you can meet Australians where they are—not where you wish they were—you can build trust, loyalty, and meaning.

Because in 2025, love isn’t about grand declarations. It’s about getting through life together.