What drives adults to get the flu shot in 2025?

The latest National Vaccination Insights project survey sheds new light on what influences Australian adults to want to get their annual influenza (flu) vaccine – and what continues to hold some people back.

The second study in the Adult Vaccination Insights series surveyed 2,009 adults aged 18 years and older to understand the behavioural and social drivers shaping flu vaccination intention ahead of the 2025 flu season.

Results were benchmarked against 2024 data, revealing evolving trends in motivations, barriers and decision-making – shifts that offer valuable guidance for strengthening future immunisation program strategies.
 

What were the key drivers of flu vaccination intention in 2025?

Researchers identified several factors that significantly influenced the likelihood of adults intending to get the flu vaccine. These included:  

• personal responsibility – feeling accountable for protecting themselves and those around them from flu  
• personal health – viewing the flu vaccine as important for safeguarding their own health and preventing severe illness  
• personal decision-making – being the main decision-maker about whether to get the flu vaccine
• vaccination reminders – receiving timely prompts from health services, workplaces or family
• community leaders – perceiving strong support for flu vaccination from local leaders
• religious leaders – receiving support or positive messaging from faith leaders
• vaccine safety – trusting that the flu vaccine is safe and well-tested.  
   

What changed since 2024? 

Significant shifts were observed in 2025 compared to 2024, with adults more likely to: 

• be the main decision-maker about whether to get the flu vaccine
• trust the professionals who give the flu vaccine
• find it simple and affordable to pay for the flu vaccine
• know where to access the flu vaccine
• report that community leaders want them to get the flu vaccine.

Adults were less likely to:  

• feel a responsibility to get the flu vaccine
• believe that the flu vaccine is important for their health.
   

What were the reasons for not wanting a flu vaccine in 2025?

Adults who did not intend to vaccinate cited a wide range of reasons that reflected both personal beliefs and practical barriers. Key themes included:   

• beliefs about personal health – feeling healthy, rarely getting sick, or not being in a perceived risk group
• beliefs about vaccines – concerns about vaccine safety and effectiveness related to negative personal experiences  
• decision-making influenced by other relationships – distrust of authorities or feeling pressured by others  
• vaccination processes and experiences – fear of needles, cost concerns, being too busy, or inconvenient appointment options   
• beliefs about flu – perceiving flu as mild, unlikely to be caught, or not a relevant threat
• medical reasons – contraindications or advice not to vaccinate.

The findings offer timely insights into how adults make their vaccination decisions, the role of trust and access and the beliefs that either motivate or undermine intention. 
 

Access the key findings summary

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