New research from strategic insights consultancy, Nature, reveals a divided Australia, with only 50% of the population feeling optimistic about the future.

Factors such as social norming, economic uncertainty, and the influence of technology have amplified several seemingly contradictory 'truths and tensions' of the modern world.

Younger generations, aged 18-29 years, are resorting to conservative behaviours as a coping mechanism, with 51% expressing concern about voicing their opinion on polarising topics. Key findings include a widening intention-action gap on sustainability, increasing health obsession yet deteriorating health, increasing busyness yet boredom, increasing connectivity yet loneliness, and increasing rebelliousness and individualism yet regression and conformism.

The study identified three key pressure points: imbalance in downtime, playtime, and personal interests; women feeling out of balance when it comes to physical health; and younger Australians feeling pressure to make sustainable choices.

"Tensions like these are prevalent in almost all walks of life today as there seem to be paradoxes and emerging signs of polarisation wherever we look. Our research shows that there is a growing conflict between one’s ideal self and real self," said Nature’s Managing Partner and Founder, Chris Crook.

Nature’s Head of Strategy, Aliya Hasan, said: "We are developing an unhealthy obsession with our working selves, with 'busyness' labelled by many a modern-day epidemic. Coupled with an overwhelm of stimulus and technology, this leads to a state of perpetual fatigue, disengagement with the real world and forgetting the simple joys of what makes us who we are as individuals."

Hasan believes brands have a significant role to play in this scenario. "Think about leaning into entertainment over interruption, re-ignite play through the power of experiences and human connection and find ways to keep things simple, being acutely aware of the seductive power of technology that can unintendedly over complicate and force your brand message into eternal servitude of the algorithms."

Hasan also emphasised the need for brands to be empathetic towards women. "Brands speaking to women must be particularly empathetic as it is widely known that women carry greater cognitive load. Supporting the women’s health agenda, both mental and physical as well providing the right motivational spurs and nudges to help women achieve their goals has never been more important."

Hasan urged brands to invest in sustainable products and services. "Brands will need to invest in R&D and work together to make sustainable products and services affordable and achievable for the mainstream. The onus is well and truly on brands to help consumers achieve the sustainable lifestyles they aspire to."

The research was conducted in April 2024 and covered 1,000 people across Australia, representative of the national population.