New research commissioned by CommBank shows more than 90 per cent of Aussies believe that talking about scams with their loved ones will help to build awareness, however only 8 per cent say they would be comfortable discussing with family about being scammed.
The research also found that around 60 per cent of Australians are more concerned about scams than they were a year ago.
When it comes to recognising and avoiding scams, 33 per cent of people under 60 say they are very confident in spotting a scam, this drops to just over 20 per cent for those over 60.
Recent data from the National Anti-Scams Centre (NASC) also shows that older Australians are overrepresented when it comes to scam losses. The government organisation’s latest Targeting Scams Report shows that people over the age of 65 accounted for around 31 per cent of losses reported to Scamwatch, despite only making up just over 17 per cent of the population.1
As part of the Bank’s commitment to providing Australians with greater education about scams, CBA is collaborating with Australian journalist Jess Rowe and her mother Penelope to launch a new campaign – Talk to a Loved One.
The education campaign aims to encourage conversations about the dangers of scams between generations. By addressing intergenerational knowledge gaps, it seeks to equip all Australians, particularly older generations, with the information and tools necessary to protect themselves and their families.
CBA Head of Group Fraud James Roberts said: “At CBA we have seen customer scam losses decrease by 70 per cent over two years, and we know education is one of the most important parts of fraud and scams prevention. The research shows older Australians feel particularly exposed to scams, so we hope this education campaign helps change that, and all Australians learn how to spot a scam and stay safe.
“Our campaign ambassadors, Jess Rowe and her mum Pen, embody the importance of open family conversations and reflect exactly what we are encouraging all Australians to do—talk to their loved ones about scams, share knowledge, and protect each other,” Mr Roberts said.
CBA is collaborating with journalist Jess Rowe and her mother Penelope to launch Talk to a Loved One.
To support Australians in having these crucial discussions, CommBank has launched a new scam safety tips webpage filled with comprehensive resources and educational material, including a conversation guide.
When speaking about taking part in the campaign, Australian journalist Jess Rowe said: "It's so important to talk openly about fraud and scams with our loved ones. By sharing our experiences and supporting each other, we can create a safer environment for everyone. I'm thrilled to be part of a campaign that encourages these crucial conversations and empowers Aussies to protect themselves and their families.”
“In the first half of this financial year CBA invested more than $450 million to prevent fraud, scams, financial and cyber crime and while this is important, so too is raising awareness in the community on how we can protect ourselves,” Mr Roberts said.
CBA is urging all Australians to take part in the Talk to a Loved One initiative by:
For more information about the campaign and how to stay safe from scams, visit commbank.com.au/scam-tips
Note to editors: The research, commissioned by CBA and conducted by YouGov, was carried out online between 6th – 12th January 2025 with a nationally representative sample of 1,500 Australians aged 18 years and older.
1Targeting scams - Report of the National Anti-Scam Centre on scams data and activity 2024
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