Australian and New Zealand consumers are embracing innovation in their droves, but it's got to be on their terms and with a decided emphasis on pro-human connection, creativity and control.

That's the top-line finding of the latest Mood of the Nation report from TRA, a research and insights agency, titled 'The Future We Want'. The study surveyed 2,000 individuals across Australia and New Zealand, conducted in partnership with Dynata. It also included a qualitative phase involving various demographic groups.

The report indicates a preference for technology that enhances human connection, creativity, and control, rather than replacing them. A significant portion of respondents expressed positive sentiment towards the direction of technology, with 56% of Australians and 60% of New Zealanders sharing this view. Furthermore, 72% of Australians and 75% of New Zealanders reported feeling optimistic about the future of technology.

The study identified four distinct attitudinal groups among respondents: 42% were optimistic and sceptical, 25% were sceptical and worried, 21% were trusting and hopeful, and 11% were trusting and cautious.

Colleen Ryan, Partner at TRA, commented on the findings, stating, "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."

Ryan further elaborated, "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 report suggests that brands should focus on transparency, human-centred design, and societal impact to earn trust and relevance. Five key areas were identified for brands to earn trust: transparency, designing for discovery, empowering users, celebrating humanity, and building systems that serve all.

"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," Ryan said.

"The opportunity for brands in the next decade is to innovate with heart, and to create experiences that genuinely enrich lives."