R.M.Williams research: Aussie's are hungrier for more adventure, fun and freedom
New research has revealed Aussies are hungrier than ever for more adventure, fun and freedom in their life before they kick the bucket.
The study, commissioned by Australian brand R.M.Williams, shows that nearly 80 per cent of Australians have a bucket list.
While almost half are actively pursuing their goals, there's strong signs of motivation: one in ten Aussies booked a last-minute experience in the past year, and 65 percent say they're craving more spur-of-the-moment adventures.
The Grab Life by the Tugs campaign launched this week to inspire even more Australians to take that next step, whether they desire setting off on a spontaneous weekend away (48 per cent), spending a night under the stars (36 per cent), or finally ticking off the Sydney Harbour Bridge climb (19 per cent).
'There's a deep desire to live more boldly and break away from the ordinary,' R.M. Williams' head of brand marketing communications Victoria Taylor said.
Despite busy schedules, 61 per cent of Aussies still prioritise holidays, and nearly half say they regularly make time for life's simple pleasures, like sharing a great meal.
Young Australians are leading the charge, with 23 per cent of Gen Z planning to complete their bucket list by the end of this year alone. And across all ages, a third say they'd be disappointed if they didn't get to live out their dreams. Encouragingly, nearly 90 per cent say they'd take more steps toward their goals with the right gear behind them.
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