Hunter Lifestyle Shines as Australians Look to the Regions

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New research shows younger Australians and families are driving momentum towards regional living.

The Hunter is emerging as one of the nation’s most attractive regions, as new research from NGM Group – the customer-owned bank behind Greater Bank and Newcastle Permanent – highlights a growing preference for regional living.

The national YouGov survey found that nationally, 27% of Australians say life in a regional area feels more appealing than it did 12 months ago, and that sentiment is strongest among younger Australians (35% of Gen Z and 35% of Millennials) and families with children at home (34%).

Nearly a third of New South Wales residents (31%) say regional living is more appealing now compared to 12 months ago.

The trend is also reflected in the latest ABS population data1, which shows the Hunter's local government areas collectively grew by more than 10,800 people in 2023-2024.

The Hunter is a prime example of the appeal of regional living – offering space, lifestyle and affordability without compromising on opportunity.

James Cudmore, Chief Customer & Digital Innovation Officer at NGM Group, said the findings highlight the growing appeal of life in the regions.

“As a major employer based in Newcastle, we’re seeing real momentum towards the regions, and the Hunter is a standout example. Younger Australians and families are leading the charge, drawn by the balance of affordability, lifestyle and opportunity this area offers,” Mr Cudmore said.

“What the research shows is that people are making deliberate, values-based choices. They’re rethinking what matters most, and for many that means considering regional living.”

The national survey, the first in NGM Group’s new What Matters Most research series, found that almost three quarters (74%) of Australians have changed their spending habits over the past year.

Among those who have made changes, 51% say they now feel more in control of their finances – indicating that for many Australians, changing habits is as much about gaining clarity and confidence as it is about affordability.

More than half (59%) of Australians who have adjusted their spending say it has improved their quality of life in some way. This trend is also strongest among younger generations, with 39% of Gen Z and 36% of Millennials reporting a definite improvement.

“The pressures people are facing aren’t new – we know Australians have been feeling the pinch for some time. But what stands out in this research is the way people are adapting. They’re making smart, values-based decisions to regain a sense of control and shape a lifestyle that works for them,” Mr Cudmore said.

Confidence remains strong, with nearly eight-in-10 New South Wales residents – including those in the Hunter – saying they feel confident in their ability to manage financially in the year ahead.

NGM Group commissioned the What Matters Most series to better understand how Australians are responding to economic challenges – and how their priorities are evolving as a result.

The second report in the What Matters Most series will be released in early 2026.