As Australia entered the 2025 influenza season, public health researchers sought to understand what motivates adults to receive their annual flu vaccination—and what continues to hold others back. The 2025 National Vaccination Insights survey, part of the National Vaccination Insights project, examined behavioural and social drivers among more than 2,000 Australians aged 18 and over. Its findings offer a detailed snapshot of how attitudes, beliefs and practical factors shape vaccination decisions in a post-pandemic era.
Key Motivators for Getting the Flu Shot
The 2025 survey identified several important drivers that significantly influence the likelihood that an adult intends to get a flu vaccination:
- Personal Responsibility and Health Protection
Many respondents reported that feeling personally responsible for protecting themselves and others was a key factor in their decision to vaccinate. Similarly, seeing the flu shot as an important way to safeguard one’s health and reduce the risk of severe illness increased vaccination intention. - Personal Autonomy in Decision-Making
In 2025, adults were more likely than in 2024 to consider themselves the main decision-maker when it came to influenza vaccination. This highlights a shift toward greater individual agency in vaccination choices. - Trust and Endorsement from Health and Community Figures
Trust in healthcare professionals who administer the vaccine, and seeing support for vaccination from community and religious leaders, were linked with higher intention to vaccinate. These social influences help normalise vaccination and reinforce confidence. - Practical Prompts and Reminders
Receiving reminders—whether from health services, workplaces or family and friends—acted as a useful cue to action, encouraging some adults to book their flu shot.
How Aussies Shifted Compared to 2024
When compared to data collected in 2024, the 2025 findings highlight some notable changes:
- Greater clarity on where and how to get vaccinated, meaning more adults reported knowing where to access the flu vaccine and finding it easy to afford.
- Increased trust in vaccinators, with more adults reporting confidence in health professionals delivering flu shots.
- Less emphasis on a sense of responsibility or health importance compared to the previous year—suggesting subtle shifts in how people perceive the personal need for vaccination in the post-pandemic context.
Barriers and Reasons Some Aussie Adults Opt Out
Not everyone planned to get their flu vaccine in 2025. Among those hesitant or unwilling, several recurring themes emerged:
- Beliefs About Personal Health
Some adults felt vaccination was unnecessary because they rarely get sick, have previously avoided the flu without a vaccine, or believe they are healthy enough to fight off infection. - Vaccine Safety and Efficacy Concerns
Concerns about side effects or doubts over vaccine effectiveness—sometimes linked to experiences or attitudes shaped during the COVID-19 pandemic—were cited by a portion of respondents. - Distrust or Pressure Perceptions
A minority expressed distrust of government or pharmaceutical companies. Some also reported that feeling pressured to vaccinate during the pandemic reduced their willingness to accept future vaccines. - Practical Barriers
Issues like fear of needles, cost, lack of time, or difficulty securing a convenient appointment deterred some adults from getting vaccinated. - Misconceptions About Flu Risk
A small number believed that influenza is mild, unlikely to affect them, or that it does not spread in Australia’s warmer climates. - Medical or Access Reasons
Very few cited medical contraindications or clinical advice not to vaccinate as their reason for opting out.
The 2025 National Vaccination Insights data show that Australians’ decisions around flu vaccination are shaped by a complex interplay of beliefs, social influences and practical factors. While many adults recognise the personal and community benefits of vaccination, barriers such as misconceptions about risk, vaccine concerns, and access challenges remain. Understanding these drivers is essential for tailoring public health strategies that resonate with diverse attitudes and experiences—especially as influenza seasons intensify and healthcare systems continue to navigate post-pandemic realities.
References:
NCIRS 2025a, What drives adults to get the flu shot in 2025?, National Centre for Immunisation Research and Surveillance, viewed 12 December 2025, https://ncirs.org.au/what-drives-adults-get-flu-shot-2025.
NCIRS 2025b, 2025 National Survey: Adult influenza vaccination behavioural and social drivers, National Centre for Immunisation Research and Surveillance, viewed 12 December 2025, https://ncirs.org.au/adult-vaccination-insights/2025-national-survey-adult-influenza-vaccination-behavioural-and-social.