Australians continue to back small business amid cost-of-living pressures

New CommBank research reveals Australians remain strongly committed to small business, with more than half (55 per cent) willing to pay more to support small businesses they value - even as cost-of-living pressures shape household spending decisions.

However, that goodwill is being tested, as strong intent to support small business is balanced with financial constraints. While one in four Australians (25 per cent) say supporting small businesses remains a priority, almost two in five (39 per cent) admit they are finding it increasingly difficult to do so financially. 

The research highlights a growing gap between intent and ability, and the critical role visibility plays in helping small businesses attract customers. It comes as CommBank launches a new initiative to support small business, focussed on visibility, connection and growth.  

In partnership with entrepreneurial icons Brittney Saunders, Adam Liaw and Jamie Durie, CommBank’s Backing Business competition gave 15 small businesses the opportunity for greater visibility by having their businesses highlighted and in short videos with the icons to help connect them with new audiences. 

“The entries submitted as part of the competition were incredible, with applications coming in from businesses across the country and from a wide range of sectors including hospitality, landscaping, construction, transport, fashion, arts and recreation, creative products, design and agriculture,” Warren said. 

From these entries, 15 businesses were selected to take part in an exclusive meet and greet and will now be amplified across Brittney, Adam and Jamie’s social channels, as well as CommBank’s own channels.” 

Connection is a powerful driver in small business support. Nearly three quarters (72 per cent) of Australians have a personal relationship with a small business owner and are significantly more likely to shop small, even if it costs more (61 per cent vs 40 per cent), and to regularly choose small businesses over larger chains (33 per cent vs 24 per cent). 

Bec Warren, Executive General Manager Small Business Banking at Commonwealth Bank, said the initiative was designed to turn strong community support into tangible growth for small businesses. 

“Australians want to support small businesses even when budgets are tight, but visibility remains one of the biggest barriers to growth. Through this initiative, we’re going beyond banking to actively connect small businesses with new customers and communities, helping them turn that support into real, sustainable opportunity. 

Community support means the world

Karina Goudie, Founder of Klaypots Studio in Sydney, started her ceramic journey in 2016, before launching Klaypots in 2020 with an aim to create functional wheel-thrown and handmade ceramic homewares.

“As a small business owner, what matters most to me is creating meaningful, hands-on experiences and products that people genuinely value. When customers choose a small business like mine, they’re not just buying an object or booking a class, they’re supporting creativity, their local community and the courage that goes into building something from the ground up.

"Like many business owners, cost-of-living pressures can make things challenging, and I’m often playing the role of teacher, accountant, or handyman to save costs.

"I’m so grateful to have the opportunity to connect with Brittney Saunders through this experience. I’ve been inspired by her and her journey for a long time, so being able to share ideas and learn from her experience was incredibly valuable,” Ms Goudie said.

Word of mouth is king 

In an increasingly digital world, word of mouth remains the most powerful driver of small business discovery, with 64 per cent of Australians finding new small businesses through personal recommendations.

Social media follows closely (49 per cent), playing a particularly strong role among younger audiences. More than three quarters of Gen Z (76 per cent) and 65 per cent of millennials use social platforms to discover new small businesses.

Younger generations are also more likely to seek out small businesses through local markets and community events (47 per cent of Gen Z and 41 per cent of Millennials), compared to Gen X (29 per cent) and Baby Boomers (24 per cent).

Backing small business sector a priority for CommBank

CBA offers a wide range of tools and programs to support business customers at every stage of their business journey. This includes: 

• Comprehensive cash flow tracking capabilities via a Business Cash Flow tool in the CommBank app. 

• Bill Sense to help customers predict future bills. 

• CommBank Business Masterclass modules to help upskill businesses in the areas of AI, cashflow, HR, Marketing and Digital Safety with more to come. 

• Eligible business customers can also benefit from discounts and special offers available via CommBank Yello for Business, the bank’s customer rewards and recognition program. 

• A range of financial support options are available for business customers experiencing difficulty, including deferred business loan repayments or debt restructuring. 

About the research

All figures, unless otherwise stated, are from YouGov. Total sample size was 1007 Australians aged 18 years and older. Fieldwork was undertaken between 19th - 23rd March 2026. The survey was carried out online. The figures have been weighted and are representative of all Australian adults (aged 18+).