TRA partner Colleen Ryan said brands must shift how they think about progress. Image: TRA
Brands looking to connect with consumers must prioritise honesty and authenticity over polished messaging, according to new research from insights agency TRA.
TRA’s latest Mood of the Nation report, Are We Nearly There Yet? surveyed over 2,000 Australians and New Zealanders, with panel support from LiGHTSPEED Research.
It found that 96% of participants said honesty was the most important way brands could support them, ranking higher than economic contributions or product improvements.
“Progress today is complex, messy, and deeply personal,” said TRA partner Colleen Ryan.
“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.”
Almost 80% of respondents said brands should play an active role in supporting individual and community progress, not just through innovation, but by listening before acting.
“People believe it is a brand’s role to help them make progress. The leading brands will demonstrate even more ambition than that," said Ryan.
The report also highlighted concerns around AI, with most seeing it as a benefit to businesses more than individuals. Just 13% disagreed with that view.
“A warning for brands to ensure their use of technology is clearly positioned around customer benefit, not just operational gain,” said Ryan.
Gender differences also emerged. Women cited a broader range of personal progress indicators, including health and wellbeing. Men were more focused on financial stability.
“Brands must shift how they think about progress,” said Ryan.
“Instead of focusing solely on major milestones, brands that help consumers celebrate smaller, everyday steps, and do so with radical honesty, will be best placed to earn trust, loyalty, and relevance.”
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