GSEM Satisfaction Survey reveals hidden surprises in cost-of-living stress within seats that could decide the election

MEDIA RELEASE

Residents living in Melbourne’s south east are borrowing money to pay for groceries, relying on buses to cut costs and warning that infrastructure is falling behind population growth.

With Victorians heading to the polls in November, insights firm Redge was commissioned to undertake the first GSEM Satisfaction Survey in a region that includes some of the state’s most marginal electorates.

The survey showed that cost of living is keeping Victorians up at night, with 67% ranking it as their main concern and 41% confirming they have accessed some form of financial support in the past 12 months. Strikingly, that number is higher for GSEM residents, with close to 45% needing support to make ends meet.

GSEM Chair Simon McKeon AO says the type of support they are accessing, means they may not be on the government’s radar.

“Most commonly people are borrowing from family and friends and it’s not for luxuries, but to pay for groceries so they can put food on the table,” he says.

“This is not a one-off hit. Almost 70% of people who needed financial help in the past year needed it more than once, and more than a quarter needed it regularly.”

The new research highlighted that 35% of residents in the region regularly travel by bus and when they were asked what they valued most about the service, users pointed above all to cost, with a number singling out recent fare discounts as the best thing about catching a bus.

“The bus network is vitally important to young people and many multicultural communities in the region,” Mr McKeon says.  

“Two-thirds (67%) of surveyed residents aged 18 to 24 ride buses. Residents born overseas are also significantly more likely to be regular bus users: 56% for residents who speak a language other than English, and 48% for those born overseas, compared to just 31% of Australian-born residents."

The research also reinforced that local government is the level closest to the community, with 90% of residents recognising that they used at least one service or facility in the past two weeks. Local roads, parks and waste services were the most commonly used.

Hospitals are the top priority for government investment, followed by roads, community safety and public transport. More than half of the GSEM residents surveyed felt that infrastructure was not keeping up with population growth.

Mr McKeon said the research sends a clear message ahead of the November election. “Residents clearly need better transport, better roads, stronger communities and more investment in health and services.”

“Our election platform directly responds to these priorities, with targeted investment in better buses, improved road networks and critical infrastructure to support growing communities.” 

The region supports more manufacturing jobs and businesses per capita than any other part of Australia, making it our nation’s leading industrial hub. This survey shows it is a point of pride for the community that they want to see protected and enhanced.

“The platform also recognises the importance of protecting industrial land and supporting advanced manufacturing, which underpins local jobs and the state’s economy.”

“This is a region that is growing fast, contributing strongly to Victoria’s economy, and asking for its fair share of investment,” he said.

“The message is clear. If government invests in the south east, it will relieve cost of living pressures, improve livability and unlock economic growth for the whole state.”

ENDS

• Media contact: Maggie Hill 0404 196 452
  

  Methodology

  The survey was conducted by Redge in June 2026 with 596 Victorian voters, including 433 respondents from Greater South East Melbourne. Data was collected via an online survey and analysed for trends in community sentiment.

  Read GSEM’s 2026 State Election Platform.

  GSEM represents communities and businesses in the municipalities of Cardinia, Casey, Frankston, Greater Dandenong, Kingston, Knox, Monash and Mornington Peninsula. The body includes representatives from each local council, and is supported by an Independent Board comprising Simon McKeon, Margaret Fitzherbert and James Merlino.See gsem.org.au