Futurists, trend forecasters, fortune tellers, sci-fi authors...
There are countless professions with perspectives on what lies ahead, who theorise what life could look like in the future. But what about everyday Australians and New Zealanders? Given the choice, what future would they navigate to? We decided to find out.
It’s hard to imagine what life might be like in 2030
1900
People struggle to imagine themselves in 5, 10, or 20 years’ time, our brains are not good at seeing ourselves in the future. So, to better understand perspectives on the future, we presented people with nine possible scenarios, exploring how the way we live, work, connect and play might look in the 2030s. The scenarios were fleshed out to show a day in the life of someone living in this scenario.
Future scenario
1
Identity
ownership
ownership
Future scenario
1
Imagine your name, image, voice, and digital persona have become tradeable assets that you actively manage and protect. Everyone has a ‘personal vault’ that tracks unauthorised use of their identity across platforms, while consent chains allow real-time control over how and where you appear.
Identity
ownership
ownership
Future scenario
2
Urban living
networks
networks
Future scenario
2
In this scenario, transportation has dissolved into continuous flow. The city itself carries you, reading your intentions and moving you seamlessly through living infrastructure to make every journey effortless.
Urban living
networks
networks
Future scenario
3
Fully automated
customer service
Future scenario
3
These best-in-class experiences require no conscious interaction – they simply happen around you. Instead of you serving yourself, AI systems serve you automatically. Your devices, apps, and environments form a connected ecosystem that anticipate needs, remove friction, and handles admin tasks without you noticing.
Fully automated
customer service
Future scenario
4
Bespoke
brands
brands
Future scenario
4
What if brands were completely personalised to individuals? In this scenario, every person experiences their own unique version of a brand, optimised
for maximum appeal to their specific preferences, interests, and desires.
Bespoke
brands
brands
Future scenario
5
Future skills
monitoring
Future scenario
5
Imagine we all have real-time scores that track how quickly our job-related abilities become outdated. People are notified when some skills are no longer
in demand, allowing them to actively invest time and money in refreshing their skillset.
Future skills
monitoring
Future scenario
6
Property climate
stewardship
Future scenario
6
In this scenario, drone-based environmental scanning, real-time climate modelling, and predictive risk scoring are used to embed ecological responsibility into home ownership.
Property climate
stewardship
Future scenario
7
Digital twin
advisor
Future scenario
7
Imagine having an AI simulation of your ideal future self. When faced with decisions (new job, partner, food choices), your digital twin will simulate the potential outcomes and offer insight into the recommended path.
Digital twin
advisor
Future scenario
8
Device-free
spaces
Future scenario
8
What if there were places of refuge from a hyper-connected life? Places that operate with strict no-documentation policies, anonymous naming systems, and complete digital disconnection. Cultural spaces where people can connect, human-to-human, without being tracked, followed, or turned into content.
Device-free
spaces
Future scenario
9
Intelligent
learning systems
Future scenario
9
Imagine AI-orchestrated experiences adapt in real-time to each person's emotional state, energy levels, and learning patterns. Rather than forcing people into rigid schedules and curriculum, the system continuously reads biometric data, mood indicators, and engagement signals to dynamically adjust when, where, and how learning happens.
Intelligent
learning systems
Future scenario
1
Identity
ownership
ownership
Future scenario
1
Imagine your name, image, voice, and digital persona have become tradeable assets that you actively manage and protect. Everyone has a ‘personal vault’ that tracks unauthorised use of their identity across platforms, while consent chains allow real-time control over how and where you appear.
Identity
ownership
ownership
Future scenario
2
Urban living
networks
networks
Future scenario
2
In this scenario, transportation has dissolved into continuous flow. The city itself carries you, reading your intentions and moving you seamlessly through living infrastructure to make every journey effortless.
Urban living
networks
networks
Future scenario
3
Fully automated
customer service
Future scenario
3
These best-in-class experiences require no conscious interaction – they simply happen around you. Instead of you serving yourself, AI systems serve you automatically. Your devices, apps, and environments form a connected ecosystem that anticipate needs, remove friction, and handles admin tasks without you noticing.
Fully automated
customer service
Future scenario
4
Bespoke
brands
brands
Future scenario
4
What if brands were completely personalised to individuals? In this scenario, every person experiences their own unique version of a brand, optimised
for maximum appeal to their specific preferences, interests, and desires.
Bespoke
brands
brands
Future scenario
5
Future skills
monitoring
monitoring
Future scenario
5
Imagine we all have real-time scores that track how quickly our job-related abilities become outdated. People are notified when some skills are no longer
in demand, allowing them to actively invest time and money in refreshing their skillset.
Future skills
monitoring
monitoring
Future scenario
6
Property climate
stewardship
Future scenario
6
In this scenario, drone-based environmental scanning, real-time climate modelling, and predictive risk scoring are used to embed ecological responsibility into home ownership.
Property climate
stewardship
Future scenario
7
Digital twin
advisor
advisor
Future scenario
7
Imagine having an AI simulation of your ideal future self. When faced with decisions (new job, partner, food choices), your digital twin will simulate the potential outcomes and offer insight into the recommended path.
Digital twin
advisor
advisor
Future scenario
8
Device-free
spaces
spaces
Future scenario
8
What if there were places of refuge from a hyper-connected life? Places that operate with strict no-documentation policies, anonymous naming systems, and complete digital disconnection. Cultural spaces where people can connect, human-to-human, without being tracked, followed, or turned into content.
Device-free
spaces
spaces
Future scenario
9
Intelligent
learning systems
Future scenario
9
Imagine AI-orchestrated experiences adapt in real-time to each person's emotional state, energy levels, and learning patterns. Rather than forcing people into rigid schedules and curriculum, the system continuously reads biometric data, mood indicators, and engagement signals to dynamically adjust when, where, and how learning happens.
Intelligent
learning systems
Most of us are optimistic, but sceptical about the future
Trusting
21%
are trusting
and hopeful
and hopeful
This group believes that collective human agency can shape positive outcomes through innovation and creativity.
Hopeful
11%
are trusting,
but cautious
but cautious
A small group with a desire for boundaries and limits. Their trust in the future is conditional on the ability of brands/governments to act responsibly.
Cautious
Optimistic
42%
are optimistic,
but sceptical
but sceptical
The dominant point of view captures
a need to balance optimism about potential progress with scepticism about potential downsides.
Worried
25%
are sceptical
and worried
and worried
This group leans towards a dystopian perspective, demonstrating high levels of anxiety towards political instability and global crises.
Skeptical
The future we want
People are complex, and every individual is unique, but there’s a lot we have in common. Across the scenarios, we see the same deeply seated and uniquely human traits emerge. Faced with the inevitability of a march toward a technology and AI-driven future, people felt, thought, and envisioned
similar themes.
At an individual level
•
The fear of life without spontaneity
When we act spontaneously, we're exercising intrinsic motivation – the kind of behaviour that comes from internal satisfaction rather than external pressures. It’s a counterbalance to our busy brains, to the cognitive load of constant planning and decision-making.
“This isn't living, this is a pre-programed life without spontaneity.”
When we act spontaneously, we're exercising intrinsic motivation – the kind of behaviour that comes from internal satisfaction rather than external pressures. It’s a counterbalance to our busy brains, to the cognitive load of constant planning and decision-making.
“This isn't living, this is a pre-programed life without spontaneity.”
•
Our sense of self
We have a deep need for identity. It's tied to our need for meaning and purpose – understanding who we are helps us know our place in the world and what matters to us.
“I have strong concerns about the loss of individual thought, self-direction, and autonomy."
We have a deep need for identity. It's tied to our need for meaning and purpose – understanding who we are helps us know our place in the world and what matters to us.
“I have strong concerns about the loss of individual thought, self-direction, and autonomy."
•
The power of discovery
Discovery taps into our fundamental drive for curiosity. We're motivated to close the gap between what we know and what we want to know. It’s how and why we make progress through this positive feedback loop.
"Part of what makes life fun is the risk and uncertainty”
Discovery taps into our fundamental drive for curiosity. We're motivated to close the gap between what we know and what we want to know. It’s how and why we make progress through this positive feedback loop.
"Part of what makes life fun is the risk and uncertainty”
•
Control is a core human need
It’s essential that humans believe they can influence outcomes, as it lowers their stress and anxiety. This need is so strong that we often prefer to have control, even when the outcomes might be worse than if we let others – or AI-driven technology – decide.
“It’s doing what you 'think' you want which may not be what you want"
It’s essential that humans believe they can influence outcomes, as it lowers their stress and anxiety. This need is so strong that we often prefer to have control, even when the outcomes might be worse than if we let others – or AI-driven technology – decide.
“It’s doing what you 'think' you want which may not be what you want"
•
The loss of not making mistakes
Mistakes provide challenges that can be frustrating in the moment but ultimately lead to learning that improves future outcomes. It’s why we pay attention to things that are unexpected. It satisfies our need for mastery and growth.
“Making mistakes and learning from them is fundamentally human”
Mistakes provide challenges that can be frustrating in the moment but ultimately lead to learning that improves future outcomes. It’s why we pay attention to things that are unexpected. It satisfies our need for mastery and growth.
“Making mistakes and learning from them is fundamentally human”
•
Humanity is a muscle we don’t want to weaken
People see their humanity as an internal muscle – if we don’t use it, it atrophies. Which is why we want a future that preserves what makes us feel most fundamentally human: emotions, relationships, creativity, and moral agency.
“If you saw someone struggling to cross the road, you’d help them, but if there’s a robot to do that, would our humanity shrink if we don’t need to use it?”
People see their humanity as an internal muscle – if we don’t use it, it atrophies. Which is why we want a future that preserves what makes us feel most fundamentally human: emotions, relationships, creativity, and moral agency.
“If you saw someone struggling to cross the road, you’d help them, but if there’s a robot to do that, would our humanity shrink if we don’t need to use it?”
At a societal level
•
Governance and power
At the societal level, the most fundamental concern expressed is regarding power and accountability. As technology becomes more influential in our daily lives, people struggle with questions of governance and trust.
“People can start helping companies, individuals and local Governments now.”
At the societal level, the most fundamental concern expressed is regarding power and accountability. As technology becomes more influential in our daily lives, people struggle with questions of governance and trust.
“People can start helping companies, individuals and local Governments now.”
•
Do we all benefit equally
People worry that technological advances could create or worsen existing inequalities, leaving some communities behind while others race ahead. The concern extends beyond just our homes to all areas where technology promises improvement. It reflects fears that smart technology solutions – from AI-optimised homes to personalised climate adaptation – might only be accessible to those who can afford them
“Not good when there gets to be a big divide between people with access to stuff that helps them get ahead…”
People worry that technological advances could create or worsen existing inequalities, leaving some communities behind while others race ahead. The concern extends beyond just our homes to all areas where technology promises improvement. It reflects fears that smart technology solutions – from AI-optimised homes to personalised climate adaptation – might only be accessible to those who can afford them
“Not good when there gets to be a big divide between people with access to stuff that helps them get ahead…”
We’re not anti-technology,
we’re pro-human
The research highlighted a conflicting relationship with technological progress. We know that technology can deliver huge benefits to mankind; but we’re concerned that people won’t receive those benefits fairly and with meaningful agency.
This isn’t a story of blind faith or wholesale rejection, but of a desire to create the future we want. Brands that understand this compass will head on a journey with their customers. Brands that don’t may be set adrift.
This isn’t a story of blind faith or wholesale rejection, but of a desire to create the future we want. Brands that understand this compass will head on a journey with their customers. Brands that don’t may be set adrift.
Download the full report to explore the findings more deeply and access guidance for brands.
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