New research by ING Australia has revealed that millennials are the most likely generation to be sought for advice on scams, with 49% of respondents saying people come to them for advice and 38% identifying as a 'Scambassador'. This term refers to individuals who are confident and informed about scams across all generations, with 94% feeling confident in their ability to help loved ones identify and avoid scams.

64% of millennial 'Scambassadors' feel a responsibility to protect their family and friends from scams, and 57% believe it is a necessity in today's digital-first world. Younger Australians, including Gen Z and millennials, are more likely than older generations to seek advice or assistance from various sources when they realise they are a victim of a scam, including family (41%), friends (30%), and online forums/communities (31%).

However, the research also highlighted a concerning gap in knowledge, with 33% of Australians admitting they don't know where to go for trusted information and education on scams. To address this, ING has developed a pocket guide to scam prevention to support Australians and Scambassadors.

"With scams being so prevalent and with nearly half of Aussies falling for a scam at one point in their lives, having a trusted person to lean on and seek advice from is an important part about being scam safe," said ING Australia Head of Fraud, Brett Dalkeith.

The research was conducted online by YouGov between 5-7 February 2024 with a nationally representative sample of 1,063 Australians aged 18 years and older.

"It's great that we have this group of Australian legends that are helping inform and educate those around them about the latest scams. At ING, we believe anyone can be a Scambassador once empowered with the right resources and information," said Dalkeith. "We encourage all Aussies - Scambassador or not - to stop, reflect and protect yourself from scams by staying up to date with the latest scams, and learn about the protocols to follow if you find yourself a victim. We also have resources to help customers avoid scams via the ING website security page and on the ING mobile app. The ACCC's Scamwatch and ASIC's Money Smart websites are also great resources for more information and tips to avoid scams."