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Research

Since 2016, Greenstone has invested heavily in research, using these insights to produce thought leadership content on key consumer topics to help our family of brands make smarter business and marketing decisions. Conducted by our partner, MyMavins, this independent, qualitative, and award-winning research is freely made available for use across education, business, and media on a range of topics from the cost of housing to the quality of life.

RESEARCH

The Australian Seniors Series: Sandwich Generation Report 2025

The Sandwich Generation Report 2025 forms part of the Australian Seniors Research Series and explores the realities of caring for both ageing parents and younger generations. Surveying over 4,500 Australians, this chapter examines the time, financial, and emotional pressures of dual caregiving, and the impact on work, relationships, and long-term wellbeing. The research also highlights the gendered nature of care, with women more likely to shoulder a heavier caregiving load.

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RESEARCH

The Real Concerns Report 2025

The Real Concerns Report 2025 examines the issues weighing most heavily on Australians ahead of the federal election. As part of the Real Insurance Research Series, this chapter uncovers rising anxiety driven by cost-of-living pressures, global instability, government transparency, and the spread of misinformation. Surveying Australians nationwide, the research highlights how financial, health, environmental, and political concerns are shaping public sentiment and influencing confidence in the country’s future.

RESEARCH

The Real Neighbours Report 2025

The Real Neighbours Report 2025 explores how neighbourhood dynamics are evolving in Australia, revealing a significant decline in connection and community spirit. As part of the Real Insurance Research Series, this study examines shifting attitudes towards neighbourly relationships, rising tensions, and the influence of digital communication and home security technology. The research uncovers the qualities Aussies value most in a good neighbour and highlights the growing desire for stronger, more supportive local communities.

RESEARCH

The Real Commute Report 2025

The Real Commute Report 2025 forms part of the Real Insurance Research Series and explores how Australians are travelling to work in an evolving transport landscape. Surveying 2,000 Australians, this chapter looks at commuting distance, costs, mode choices, and the growing influence of hybrid work. The study reveals rising tolerance for longer commutes, shifting attitudes toward public transport, and the financial pressures shaping daily travel, offering a detailed snapshot of how commuting impacts our time, budgets, and wellbeing in 2025.

RESEARCH

The Real Relationships Report 2025

The Real Relationships Report 2025, part of the Real Insurance Research Series, investigates how Australians are forming, maintaining, and losing connections in an increasingly complex social environment. Exploring friendships, dating, digital interactions, and the financial pressures influencing social life, the study reveals shrinking circles of support and rising digital fatigue. Surveying over 1,200 Australians, this chapter highlights the challenges shaping modern relationships and the continued importance of strong personal connection.

RESEARCH

The Australian Seniors Series: Grey Gap Year Report 2025

The Grey Gap Year Report 2025, part of the Australian Seniors Research Series, looks at how Australians over 50 are embracing travel in retirement. Surveying more than 1,200 seniors, this chapter explores post-pandemic travel trends, preferred destinations, budgeting strategies, and key barriers such as cost, health, and safety. It also uncovers the growing importance of multigenerational and “legacy” travel, as many prioritise shared experiences and memories alongside traditional financial inheritance.

RESEARCH

The Australian Seniors Series: Scams Report 2025

The Australian Seniors Scams Report 2025 is the latest instalment in the Australian Seniors Research Series and investigates how over 50s are navigating an increasingly complex digital world. Surveying more than 1,200 Australians aged 50 and over, the study explores the rise of AI-enabled scams, deepfakes, and misinformation, and the impact on trust, financial security, and emotional wellbeing. The report also examines common scam types, channels, and the steps older Australians are taking to protect themselves online.

RESEARCH

The Choosi Insurance Gap Report 2025

The Choosi Insurance Gap Report 2025 is the latest instalment in the Choosi Research Series and explores how Australians are navigating insurance in a cost-of-living crisis. Surveying everyday Aussies, this study uncovers the consequences of delaying or avoiding essential cover, the financial impact of underinsurance, and the widespread confusion around key insurance terms. The research also highlights how many rely on assumptions or blind trust when purchasing policies, often leaving themselves exposed to significant out-of-pocket costs.

RESEARCH

The Choosi Financial Red Flags Report 2025

The Choosi Financial Red Flags Report 2025 forms part of the Choosi Research Series and examines how Australians use “green,” “red,” and “beige” flags to assess financial behaviours in themselves and others. This study explores the gap between what we know we should do and what we actually do, from budgeting and goal setting to managing debt and everyday spending. It also looks at how cost-of-living pressures, relationships, and digital habits are shaping our financial decisions.

RESEARCH

The Generation Debt Report 2025

The Generation Debt Report 2025, commissioned by OneChoice, explores how rising living costs and financial pressure are reshaping the realities of debt in New Zealand. Surveying over 1,000 Kiwis aged 18 and above, this study examines the prevalence of debt, its impact on financial confidence, and the toll it takes on mental wellbeing. The report also uncovers gaps in financial literacy, growing anxiety about future financial security, and the difficult trade-offs many are making to stay afloat.

RESEARCH

The New Zealand Seniors Series: The Quality of Life Report 2025

The Quality of Life Report 2025, part of the New Zealand Seniors Series, explores the key factors shaping wellbeing for Kiwis over 50. Surveying more than 500 New Zealanders, this chapter examines access to healthcare, financial security, aged care preferences, and the emotional aspects of retirement. The research highlights growing concerns around rising living costs, long wait times for medical care, and the challenges of ageing in place, while also revealing what seniors value most for a fulfilling later life.

RESEARCH

The Australian Seniors Series: For the Love of Pets Report

The For the Love of Pets Report 2024 forms part of the Australian Seniors research series, which explores the subject matters most important to our community. Surveying 720 Australians over 50, this comprehensive study delves into the attitudes, benefits, and potential challenges of being a pet parent in later life.

RESEARCH

The Australian Seniors Series: Love After 50 Report

The Love After 50 Report 2023 forms part of the Australian Seniors Research Series, studying the landscape of relationships among our senior community. Surveying 1,240 Australians over 50, this chapter explores the factors currently influencing relationship satisfaction during later stages of life, the evolving dynamics of singlehood, and the influence finances and retirement planning has in our relationships.

RESEARCH

The Australian Seniors Series: Cost of Death Report 2.0

The Cost of Death Report 2.0 comes four years after the research was first conducted in 2019, and forms part of the Australian Seniors Series which explores subject matters that are growing increasingly relevant to Australians over 50s. Following the 2019 report, this chapter investigates rising funeral costs and related challenges, shifting funeral preferences, emerging funeral trends, and the conversations around death and dying wishes.

RESEARCH

The Kiwi Concerns Report 2023

The Kiwi Concerns Report 2023, commissioned by OneChoice in partnership with research group CoreData, surveyed over 1,000 Kiwis about their attitudes towards the state of the country and their top concerns. As we take a closer look at our collective worries about the state of New Zealand, rising living costs, work-life balance, and the nation's future emerged as the key pain points.

RESEARCH

The Real Sleep Report 2023

The Real Sleep Report 2023, part of Real Insurance's Research Series, explores the relationship between Aussies and sleep, and the far-reaching consequences of sleep deprivation. The study focuses on the factors attributing to sleep struggles, the impact of parenthood on sleep habits, and the strategies used to improve sleep quality.

RESEARCH

The Real Digital Risk Report 2023

The Real Digital Risk Report 2023 which surveyed more than 5,000 Australians, forms part of the Real Insurance Research Series and explores the attitudes and behaviours of Australians over 18 concerning the risks associated with their online activities. The research also looks at the concerns of parents regarding their family’s safety in the digital realm and Aussies’ perceptions of the increasing use of AI tools.

RESEARCH

The Australian Seniors Series: Cost of Health Report 2023

The Cost of Health Report 2023 forms part of the Australian Seniors series and explores subject matters that are growing increasingly relevant to our senior community. Surveying 1,200 Australians over 50, this chapter investigates how recent events and the current economic environment have transformed our attitudes and behaviours towards our wellbeing, health, and healthcare costs.

RESEARCH

Choosi Modern Dating Report 2023

The Choosi Swipe Right Modern Dating Report 2023 is the latest release from the Choosi Research Series and investigates the Aussie dating scene including attitudes and behaviours of dating both online and in-person. The research explores the good, the bad, and the ugly sides of the dating world in Australia, with a focus on the fast-moving online dating scene.

RESEARCH

The New Zealand Seniors Series: Working Seniors Report 2023

The Working Seniors Report 2023 forms part of the New Zealand Seniors Series, which explores the issues that matter most to our community. Surveying 500 New Zealanders over 50, this chapter delves into our disposition towards working, what’s motivating us to continue working, working beyond retirement, and the challenges we face now and in the near future.

RESEARCH

Choosi Cost of Kids Report 2023

With the unforeseen costs of raising a child, do Aussies still have the same attitudes towards having children? The Choosi Cost of Kids Report 2023 forms part of the Choosi Research Series. In its latest instalment, this study explores the expected costs versus the real costs involved in raising children, and the general sentiment towards starting a family in Australia in 2023.

RESEARCH

The Australian Seniors Series: The Super Savvy Report 2023

The Super Savvy Report 2023 forms part of the Australian Seniors Series and explores the subject matters most important to our senior community. Surveying 5,016 Australians over 50, this in-depth study explores how we’re looking to tackle super savings and the impacts of economic downturn.

RESEARCH

Canadian Life Insurance and Final Expenses Report 2023

Estate planning and the purchase of life insurance are realities Canadians must confront at one point in their lives. Overall, this report explores the views and behaviours of Canadians when it comes to end-of-life planning, including conversations about estate planning and life insurance.

RESEARCH

The Choosi Pet Lovers Report 2022

This latest edition of the Choosi Research Series reveals the apparent cost and benefits of owning a pet in Australia. The data contained in the Choosi Pet Lovers Report 2022 explores the relationship between pets and their owners, measuring how this impacts their lives and the amount of time and money they are willing to spend on their pets.

RESEARCH

The Australian Seniors Series – The Quality of Life Report 2022

Part of the Australian Seniors Series, the Quality of Life Report 2022 explores the issues that are most important to our senior community. Surveying 5,000 Australians over 50, this in-depth study explores how our priorities have changed since the pandemic, with physical and mental health, financial security, and living independently for as long as possible being our top concerns.

RESEARCH

OneChoice – Housing Trends Report 2022

Buying a home is a common life goal for most, but the rising cost of living is changing the way many think about home ownership. Based on a survey of 1,128 New Zealanders, the Housing Trends Report 2022 explores how perceptions of the local property market have changed over time, including housing affordability and preferences around living arrangements.

RESEARCH

New Zealand Seniors Series – The Retirement Living Report 2022

For many, the pandemic has forced us to re-evaluate what matters most. Part of the New Zealand Seniors Series, The Retirement Report 2022 explores the subjects that are important to our senior community, surveying 1,000 Kiwis over 50 to explore our main concerns and priorities, along with perceptions on retirement and the future of care.

RESEARCH

The Real Education Report 2022

We know children are resilient and can adapt to change quickly, but with serious disruptions to schooling over the last two years the limits of what they can bear have been tested. The Real Education Report 2022 explores key education issues in Australia, from the impact of the pandemic on children and their education to attitudes and key decision drivers of Australian parents around school preferences.

RESEARCH

The Australian Seniors Travel Trends Report 2022

Explores the subject matters most important to the Australian senior community. Surveying more than 1,000 Australians over 50, this in-depth study uncovers how the travel landscape is changing post-pandemic, with a specific focus on the effect of global events, the uncertainty they have created, and how this impacts destination preferences.