AUCKLAND, Today: Australians and New Zealanders are embracing technology and AI, but only when it enhances creativity, connection and what makes us human.
Titled The future we want, the study surveyed 2,000 people across both countries with Dynata, following in-depth interviews with students, parents, professionals and experts. It explored nine future scenarios covering how we might live, work and connect — from digital twins to hyper-personalised brands.
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.”
More than half of respondents feel positive about technology’s direction — 56% of Australians and 60% of New Zealanders. When asked to choose between optimism and pessimism about tech’s future, 72% of Australians and 75% of New Zealanders said optimistic.
But optimism doesn’t mean blind trust. Many said that if given an “off switch,” they’d use it — preferring control over uncertainty. Four key attitude groups emerged across both countries:
- 42% optimistic and sceptical
- 25% sceptical and worried
- 21% trusting and hopeful
- ‘11% trusting and cautious
“Across both Australia and New Zealand, people want technology that enhances their lives, not replaces the human connections that make life meaningful.” – Colleen Ryan, Partner at TRA
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 found that brands play a crucial role in shaping a future people want. Those that prioritise transparency, human-centred design, and social impact will earn trust and relevance in a fast-changing world.
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.
- Read the full report at theresearchagency.com/future
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