As humans, we like to feel a sense of control. It makes us feel safe. At an individual and collective level, we want to believe we’re moving forward, towards something better.  

However in 2025, our experience of this is fractured. TRA’s most recent major study identified a gap between our sense of progress at the individual and national levels. Roughly 40% think their country has gone backwards over the last two years, and 40% think it’s stayed the same. This isn’t a feeling that’s isolated to a single country either, it’s a sentiment shared across Australia and New Zealand.  

What’s driving this lack of optimism? People attribute it to a sense of stagnation, or regression, in their overall quality of life, economic stability and social well-being. During the research interviews, people cited a wealth of examples as reasons for this feeling, including the rising costs for basic goods, a lack of time for the things they care about, fewer career opportunities and the long-term impacts of extreme weather events. These challenges often feel overwhelming and out of individual control, but there’s a powerful opportunity here for brands to step in and help bridge the gap.

When asked, eight out of ten people said it’s important that brands help people progress. How? Perhaps unsurprisingly, in lots of ways. People see a role for brands to support them in everything from financial stability to health, well-being, safety and security. At a time when people are less optimistic about national level progress, they turn to organisations to fill the gap. Regardless of the specific action, there’s a theme running through the responses – meaningful change.  

People are looking for something deeper than just a transaction. They want authentic action. Over the last few decades, there’s been a movement towards purpose-driven brands in Australia and New Zealand and through this study we found people’s expectations for this haven’t waivered. People (particularly younger generations) continue to express a desire for brands to do more for people, communities and nature. Additionally, we’re increasingly seeing signals that people want brands to be more like us – to act human.  

One of the clearest ways for brands to demonstrate they’re moving forward, and helping people move forward, is through innovation. 93% of people say it’s important that brands innovate with their products and services – but they expect more: honesty in communication, fairness in how employees are treated, and ongoing improvements that reflect people’s needs. This means looking beyond features or services; seeing innovation as a marker of intent, a sign that a brand is actively working to make a customer’s life better.  

In the research, people identified local and global examples of what this looks like: Ben & Jerry’s ongoing commitment to innovating their product range and service in line with their core values (like their new all-electric scoop trucks), Kowtow innovating the clothing supply chain to be fully traceable, and local gyms offering rewarding commitments to fitness plans. People notice these efforts, they hold meaning.  

Two-thirds think bands have a responsibility to drive innovations that support progress. So, how can brands innovate in a way that aligns with the progress people seek? Our research reveals three essential types of progress: personal, societal, and structural. By viewing innovation through these lenses, brands can help shift the dial on both individual and collective success.  

‍At a personal level, innovation can help people get ahead

Whether it's using gamification in an app for daily wellbeing, tools that help nudge people to establishing better savings habits, or campaigns that help people protect themselves against scams – there’s permission for brands to show up and help people navigate the messiness of daily life, pursue their goals, and make the little moments more enjoyable.

At the collective level, innovation can foster a sense of togetherness

In an era where the social fabric feels increasingly stretched, brands can play a key role in helping people reconnect. This can take many forms, from creating shared spaces to supporting community events, or partnerships with local brands. Facilitating spaces and tools that bring people together around shared meaning provides an authentic context for brands to show up with purpose.

At a structural level, innovation can show people brands care for their future

People are calling on brands to act with real intent on the issues that matter – climate action, equity, affordability and healthcare. When innovation supports structural change (even in small ways), it sends a powerful message: we see what you care about, and we’re working to help. During the most recent weather events in New Zealand’s South Island, ASB responded swiftly with a suite of tools to support those affected. It’s a perfect example of an innovation made yesterday to help people with tomorrow.

Whatever the solution, it must begin with deep listening – tuning into what genuinely matters to people and the world around them. While this can surface tensions with what a brand offers today, it also uncovers clear opportunities to evolve in ways that better meets people’s idea of progress.  

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