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Budget 2025: What's behind New Zealand's frustration?

Opinion Report

Budget 2025: What's behind New Zealand's frustration?

We analysed thousands of online conversations about 2025's budget across political, media, and community platforms. Sentiment was overwhelmingly negative, driven by public frustration and distrust. KiwiSaver concerns featured prominently, highlighting the need for New Zealand financial brands to remain responsive and market-focused.

Published on
May 30, 2025
Sence Opinion Analysis Highlights

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74% of discussions about KiwiSaver expressed negative sentiment, with recurring themes of scepticism and worry of retirement funds long-term.
Cost-of-living concerns were echoed across many opinions. With negative sentiment of this theme at 88%, it’s clear the nation’s economic backdrop is shaping how the budget is being interpreted.
Despite the government's focus on long-term growth, many Kiwis feel the vision doesn’t connect with their personal financial concerns.

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The public response to 2025’s budget highlights a crucial shift: people aren't reacting to policies on face value, they're interpreting them through the lens of personal financial strain. The emotional undercurrent is rooted in the elevated living costs New Zealand has been experiencing, and has led to concerns about the budget – especially the changes made to KiwiSaver. For financial institutions, market-oriented insight during this time means not just knowing the public sentiment, but understanding the key themes driving these reactions.

4,800 comments analysed
10 major themes
3 key takeaways

Sence Opinion Report highlights

  • 8% Positive
  • 16% Neutral
  • 77% Negative

Public sentiment surrounding 2025’s budget was defined by a strong wave of negative sentiment. While National intended to present the budget as a pathway for long-term economic growth, many felt left out of the narrative and were concerned by specific policies. Discussion around KiwiSaver and the cost of living featured prominently in conversations, reflecting the public’s heightened sensitivity to their own financial situation. Rather than a partisan division, what emerged was a shared mood: a concern about the budget's implications for long-term savings, and doubt that cost-of-living pressures will ease any time soon.

Key Theme #1

KiwiSaver and retirement savings confidence

Capturing 6.7% of the conversation, this theme reveals growing doubt about the stability of retirement planning. While the National Party wanted to make it clear that Kiwis will be better off long-term with the rise in employer contributions, public reaction focused on the reduced government support. The response shows how anxiety can overshadow benefit when financial confidence is already low. Right now, fear is outweighing hope, with financial confidence already low for many Kiwis. This presents an opportunity for financial brands to give clarity and reassurance to their customers, so that confidence is kept in KiwiSaver as a reliable path to long-term security.

What New Zealanders are saying
“Increasing KiwiSaver balances by lifting contribution rates, so Kiwis have more savings at retirement, and more opportunities to invest in New Zealand for growth is another way to take money out of our back pocket, not put it back in. “
"Knew they were dipping into everyone’s KiwiSavers 🤣"
"The halving of the government kiwisaver contribution is just brutal. Now I really never will own a house."
"I used a helpful online tool to calculate what my Kiwisaver will now be at retirement, and I'm now slightly better off under the changes. Try it."
KEY MENTION

Inflation and cost of living

The ongoing cost of living shaped public reaction to 2025’s budget. With 88% negative sentiment, people expressed frustration over the affordability of essentials like food, fuel, and housing. Many people also expressed concerns about being able to afford the increased KiwiSaver contributions given the current cost of living. This sense of unease and doubt frequently surfaces in media and political posts related to finance and the economy.

What New Zealanders are saying:
"Your forcing the increase in kiwisaver on us, yet we are struggling now, I get its only 1% more but far out every dollar counts when your struggling to make ends meet. Something you wouldn't understand with your 14k payrise eh"
"How the hell can people save when they can barely afford to live."
"Most important to Kiwis would have to be cost of living...sort it out. Can't even buy block of butter under $10."
"I should be comfortable with the wage I get 5 years ago I could say I was cracking it, today we get by. Lucky I'm grateful for life in general I feel so bad for those who aren't in my position."

Other political mentions

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Labour Party

Labour was talked about in 13.9% of the Budget 2025 conversations, often being blamed. With 81% negative sentiment, commenters held Labour responsible for previous overspending, rising debt, and economic strain. Many used Budget 2025 to revisit Labour’s government term, showing how opposition narratives remain active even when out of government.

National Party

The National party was specifically mentioned in 18.4% of all commentary, with 87% of sentiment negative. While some praised the Budget’s discipline, many criticised the perceived favouring of high-income earners and cuts affecting everyday Kiwis. Comments reflected distrust in National’s ability to deliver equity, with recurring frustration around cost-of-living inaction.

Nicola Willis

Nicola Willis was a focal figure in Budget 2025 reactions, being directly mentioned in 3.9% of the conversation, with 83% negative sentiment. As Finance Minister, she drew criticism not only for policy decisions but for how they were communicated. Public sentiment often blurred between her personal image and professional performance, reflecting the challenges of delivering major decisions in political leadership.

Sence Check

Checks to elevate your engagement strategy
Meet people where they are: Understanding financial stress means speaking with empathy to personal concerns, not just focusing on facts or figures.
Reassurance can matter more than detail: When confidence is low, clear and simple communications are more effective than a detailed explanation.
Emotional context drives reactions: Financial choices aren’t always logical, they’re greatly influenced by how people feel about their future security.

The reaction to 2025's budget suggests many New Zealanders feel frustrated and uncertain about their financial futures. Key policies, such as changes to KiwiSaver, have brought the cost-of-living pressures many are experiencing into focus. Despite the government’s efforts to outline a plan for long-term growth, many Kiwis are unconvinced, as their current financial struggles make it hard to have confidence in these policies.

For financial marketers, this moment is a crucial opportunity to listen carefully and understand the public's opinions. Knowing how people are reacting to new policies gives brands a clearer direction in how to respond in a way that is relevant. 

Sources
New Zealand National Party - Facebook, nzherald.co.nz - Facebook, RNZ - Facebook, The Spinoff - Youtube, The Spinoff - Facebook, r/newzealand, Nicola Willis MP - Facebook, Christopher Luxon - Facebook, Q+A with Jack Tame - YouTube, New Zealand Labour Party - Facebook, Ginny Andersen MP - Facebook
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