What moved (Jul '25 – Jun '26)
| Metric | Jul 2025 → Jun 2026 | Change |
|---|---|---|
| Awareness | 78% → 86% | +8pp |
| Investigation | 56% → 67% | +11pp |
| Claimed Usage | 56% → 66% | +10pp |
What's behind the growth
Afterpay has been building presence across a full mix of brand and experiential activity. It launched the 'Own It' brand film and campaign across TV, digital and out-of-home, positioning Afterpay as a smart, modern way to pay and pushing back on the stereotype of BNPL as just for young, impulsive shoppers.
It also revived its experiential side, with the Pay It Forward Mystery Market taking over Sydney's Pitt St Mall for Afterpay Day, offering a $200,000+ prize pool built around gift-sharing to counter cost-of-living pressures.
On top of that, it keeps running its twice-yearly Afterpay Day sales, embedding deeper with merchants, went further with a five-year naming rights deal to rebrand Sydney's Qudos Bank Arena as Afterpay Arena, and expanded beyond BNPL itself by integrating Afterpay Ads with Square to build a broader commerce intelligence platform.
