Faced with the inevitability of a technology and AI-driven future, Australians and New Zealanders are embracing innovation, but on their own terms. According to the latest biannual Mood of the Nation report from insights and research agency TRA, the findings reveal that while we’re not anti-technology, we are distinctly pro-human, and when it comes to how we think and feel about the future, we are seeking progress that enhances, rather than replaces, human connection, creativity and control.
Titled, ‘The future we want’, the study surveyed 2,000 nationally representative Australians and New Zealanders in partnership with Dynata, following an initial qualitative phase involving high school students, parents, young adults, white-collar professionals, and trends experts. To better understand perspectives on the future, respondents were presented with nine possible future scenarios, exploring the way we may live, work, connect and play, including fully automated customer service, hyper-personalised brands, and digital twin advisors.
Colleen Ryan, Partner at TRA, said: “When we asked people to imagine the future, they were honest about their worries, but equally, they saw enormous opportunity. Across both Australia and New Zealand, people want technology that enhances their lives, not replaces the human connections that make life meaningful. The research shows a strong appetite for brands that can combine innovation with empathy.”
Many respondents reported optimism about the direction technology is heading with 56% of Australians and 60% of New Zealanders stating positive sentiment. When asked what words they would use to describe how they feel toward the future of technology, given a choice of optimistic or pessimistic, 72% of Australians and 75% of New Zealanders reported feeling optimistic. However, sentiment trends in the research were nuanced, and while people acknowledge the benefits of AI, they also harbor a deep unease – revealing that if given an off switch, most would opt to shut it down rather than risk what it might become. Notably, four attitudinal groups emerged across both countries:
- 42% optimistic and sceptical
- 25% sceptical and worried
- 21% trusting and hopeful
- 11% trusting and cautious
Ryan explained: “People recognise AI’s transformative potential, but they want to remain in control, and they want brands to act responsibly. The future we want is not about more automation or efficiency alone, it’s about ensuring human connection, agency, and societal benefit remain at the core of innovation.”
The research highlights that brands have a critical role in shaping a future that people want. By combining transparency, human-centred design, and a commitment to societal impact, brands can earn trust, loyalty, and relevance in an era of rapid change.
Five key areas where brands can earn trust and relevance in the future were identified:
- Earn trust through transparency – Consumers are willing to give brands influence over their decisions, but only after trust has been demonstrated. Honesty alone is not enough; brands must proactively communicate why they are best placed to support decision-making.
- Design for discovery – While AI-driven personalisation creates seamless experiences, people value the unexpected. Brands that delight with unexpected discoveries as well as meeting known needs will create deeper engagement.
- Put people in the driver’s seat – Technology is most valued when it empowers, not overwhelms. Brands should ensure control is visible, intuitive, and celebrated, not hidden in settings menus.
- Celebrate what it means to be human – Behind every data point is an individual with unique interests and identity. Authentic connections, recognition of individuality, and human touches complement technological efficiency and build loyalty.
- Build systems that serve all – The future isn’t just personal, it’s collective. Brands demonstrating genuine societal and environmental commitment will earn trust and social licence to operate in an increasingly efficiency-driven world.
Ryan continued: “This study shows that the most successful brands of the future will be those that embrace technology thoughtfully, always with people at the centre. Australians and New Zealanders are not anti-technology, they’re pro human.
“The opportunity for brands in the next decade is to innovate with heart, and to create experiences that genuinely enrich lives,” she concluded.
To review the whole report http://theresearchagency.com/future
