Picture this: you finally get that pay rise, upgrade your car, or move into a bigger house. For a while, life feels fantastic. But soon enough, the buzz fades and you’re dreaming about the next upgrade. This cycle isn’t a personal failing—it’s called the hedonic treadmill, and it’s quietly running beneath much of modern Australian financial life.
What is the Hedonic Treadmill?
The hedonic treadmill describes our tendency to quickly return to a baseline level of happiness, no matter how much our income or lifestyle improves. Psychologists have found that humans adapt rapidly to positive changes—so a new purchase or higher salary brings only a temporary boost before expectations reset. In 2025, as cost-of-living pressures and consumer temptations intensify, more Australians are finding themselves running faster but not getting further ahead.
Recent ABS data shows that while average household incomes have risen steadily over the past decade, reported life satisfaction has remained stubbornly flat. Australians are spending more than ever on discretionary items, but personal debt (including credit cards and buy now pay later schemes) is at a record high. The cycle of earn, spend, adapt, repeat is alive and well.
Why the Hedonic Treadmill Matters in 2025
- Rising Incomes, Flat Happiness: In 2025, median full-time wages in Australia are up 3.4% year-on-year. Yet surveys by the Australian Unity Wellbeing Index reveal no significant increase in overall happiness.
- Relentless Consumer Marketing: Social media and influencer culture are amplifying the pressure to keep up with peers. Australians are exposed to over 5,000 marketing messages a day, many urging bigger, better, newer purchases.
- Cost of Living Crunch: With inflation stabilising at 3.1% and housing affordability still a challenge, more Australians are questioning whether chasing material upgrades is worth the squeeze on their budgets.
The result? Many feel like they’re on a treadmill—working harder, spending more, but not experiencing greater satisfaction.
Breaking Free: Practical Strategies for Australians
Escaping the hedonic treadmill doesn’t mean rejecting all comforts or ambition. It’s about recalibrating what brings lasting satisfaction and making intentional financial choices. Here’s how Australians can step off the treadmill in 2025:
- Spend on Experiences, Not Just Things: Research from the University of Melbourne shows spending on experiences (travel, learning, social activities) delivers longer-lasting happiness than buying material goods. Budgeting for holidays or family outings can have a more enduring impact than the latest tech gadget.
- Practice Gratitude and Mindful Spending: Regularly reflecting on what you already have—not just what you want—can counteract adaptation. Apps like Pocketbook and WeMoney help track spending and encourage mindful decisions, making it easier to align purchases with real values.
- Invest in Financial Security: Australians who build emergency savings, reduce debts, and invest for the future consistently report higher wellbeing. The 2025 Federal Budget’s continued support for the First Home Super Saver Scheme and increased superannuation caps make it easier to prioritise long-term goals over short-term splurges.
- Set ‘Enough’ Goals: Define what ‘enough’ looks like for you—not what the neighbours or influencers are doing. This could mean capping your home upgrade budget, setting a savings target, or deciding how much work-life balance you’re willing to trade for extra income.
The Hedonic Treadmill and Your Financial Future
Understanding the hedonic treadmill is empowering. It explains why that bonus, new car, or bigger home might not deliver the happiness you expect—and gives you permission to focus on what truly matters. As Australians navigate a rapidly changing financial landscape in 2025, the smartest move isn’t just to earn more or spend more, but to spend—and save—more meaningfully.
