AUCKLAND, Today: In a time of uncertainty, honesty and authenticity are what people want most from brands, according to TRA’s latest Mood of the Nation report.
The research, Are We Nearly There Yet?, surveyed over 2,000 people across Australia and New Zealand, looking at how views on progress and brand responsibility are shifting.
While 77% feel they’re making personal progress, only 21% think their country has moved forward. Nearly 40% believe things have actually gone backwards.
Against that backdrop, 96% of respondents said honesty is the most important way brands can support them — outranking economic contributions and product improvements.
Colleen Ryan, Partner at TRA, said, “Progress today is complex, messy, and deeply personal. People are looking for brands that show real, unfiltered authenticity — not polished perfection. It’s not enough to project success; brands must back it up with action.”
“Progress today is complex, messy, and deeply personal. People are looking for brands that show real, unfiltered authenticity — not polished perfection.” – Colleen Ryan
The report shows people are redefining success in everyday moments — like paying bills or getting through work — rather than just major milestones.
Ryan said, “These small victories create a continuous sense of forward movement and tap into the brain’s reward system.” Only 10% of people said they post about progress online, signalling a move away from curated digital lives toward more private, offline wins.
Nearly 80% of respondents think brands should play an active role in helping them progress, especially by listening and removing obstacles.
“People believe it is a brand’s role to help them make progress so CMOs and leading brand story tellers must listen to their customers and remove barriers to progress. The leading brands will demonstrate even more ambition than that,” Ryan added.
The report also highlights uncertainty around AI, with most believing it helps companies more than individuals. Just 13% disagreed.
- Read the full report at theresearchagency.com/progress
Share this Post
