SBS Upfronts 2027: SBS reveals the $140 billion Booster Economy – SBS has launched a new multi-year CulturalConnect study into the Booster Economy, examining how everyday inheritances are funding younger Australians.
The research says Australian parents and grandparents spend more than $140 billion each year on support for adult children and grandchildren.
The study gives SBS a clear commercial message for advertisers at SBS Upfronts 2027. Older Australians are not only a valuable audience; they also influence household spending decisions across generations.
Beyond The Bank Of Mum And Dad
SBS said the research moves beyond the familiar Bank of Mum and Dad discussion around housing. It focuses on day-to-day support and direct purchases.
That support can include holidays, furnishings, insurance, groceries, petrol and phone bills. It also extends to cars, school fees, toys and electronics.
SBS Acting Director of Media Sales Lee Fifoot said parents and grandparents are stepping in to make or fund key purchase decisions across many categories.
What The Research Found
According to SBS CulturalConnect, more than 12 million Australians support younger adult family members in some way.
The research found 42 percent have given cash support. It also found 19 percent have helped pay off debt.
The direct spending patterns are broad. SBS said 34 percent of supporters bought groceries, 33 percent bought restaurant meals and 30 percent bought clothes.
Other spending included travel, toys, cars, appliances and electronics.
Why It Matters To Marketers
Damien Eames, Head of Strategy at SBS CulturalConnect, said marketers need to understand that purchase decisions can involve several stakeholders.
SBS estimated that older Australians drive 49 percent of toy spending, 17 percent in furnishings, 14 percent in school fees and education expenses, 10 percent in home appliances and 21 percent in roadside assistance.
SBS said the Booster Economy project is the first phase of an ongoing research program. It will examine the scale, category impact and equity implications of this spending shift.
The study joins other SBS thought-leadership work, including What Australia Means to Me, multicultural consumer profiles and upcoming tools based on 2026 Census data.
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