Honesty the best policy as Australians, Kiwis redefine progress in latest TRA study

A growing disconnect between personal progress and national outlook is shifting consumer expectations of brands, according to the latest Mood of the Nation report from insights agency TRA.

The biannual study, based on a survey of more than 2,000 Australians and New Zealanders, found that while 77% of respondents felt they were making personal progress, only 21% believed their country had moved forward in the past two years. Nearly 40% believed their nation had gone backwards.

In this environment, honesty and authenticity are emerging as non-negotiables for brands. A striking 96% of respondents ranked honesty as the most important way brands can support their journey of progress, ahead of contributing to the economy, supporting local communities, or improving products and services.

“Progress today is complex, messy and deeply personal,” Colleen Ryan, partner at TRA, said. “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.”

The report, titled Are We Nearly There Yet? challenges marketers to shift their thinking around progress. Rather than focusing on major life milestones, consumers increasingly measure forward momentum through small, everyday wins, from ticking off a to-do list to staying on top of household bills.

Despite the cultural obsession with public performance, only 10% of people said they post about their progress online, with most choosing to share milestones privately. This, the report notes, points to a broader rejection of overly curated digital personas in favour of more grounded, offline authenticity.

“Brands exist in the sticky middle between individuals and nations,” Ryan added. “Those that listen deeply, act authentically, and celebrate small steps forward will be the ones that thrive.”

The study also found that 78% of respondents believe companies should play an active role in supporting progress, not just through innovation, but by listening first. This has direct implications for CMOs and brand leaders tasked with demonstrating impact in meaningful, human-centred ways.

Artificial intelligence, for instance, was widely perceived as driving corporate progress more than individual benefit, with only 13% of people disagreeing with that claim.

Ryan said this is a warning sign. “Brands need to ensure that their use of technology is clearly positioned around customer value, not just operational gain.”

The report also highlighted gender-based differences in how progress is experienced. Women associated progress with broader themes like health, wellbeing, and personal growth, while men were more likely to focus on financial stability. 

The upshot? Brands that help people feel a sense of progress, not just promise it, and do so with radical honesty are better positioned to build long-term relevance, loyalty and trust.