In today’s fast-paced world, technology is everywhere, shaping how we live, work, and connect. Yet, a new study from research agency TRA reveals that Australians and New Zealanders are eager for a future where innovation enhances human life rather than replacing the connections that make it meaningful. People in both countries are optimistic but want to ensure that people remain at the center of innovation.
Optimism Meets Caution: Public Sentiment Toward Technology
The research found that 56% of Australians and 60% of New Zealanders hold a positive view of the technological future. When asked about their outlook, 72% of Australians and 75% of New Zealanders described themselves as optimistic. Despite this optimism, the study highlighted a nuanced attitude: while people appreciate AI and other technological advancements, they remain wary of potential risks. Many expressed a desire for an “off switch” for AI, signaling a need for control and responsible use.
The study identified four distinct groups across both countries: 42% were optimistic but sceptical, 25% sceptical and worried, 21% trusting and hopeful, and 11% trusting but cautious. This diversity shows that while people see tremendous opportunities in technology, they also want safeguards to ensure innovation works for them, not against them.
Technology Should Empower, Not Replace
Colleen Ryan, partner at TRA, emphasized that Australians and New Zealanders value innovation that empowers them rather than displaces human interaction. “People want that enhances their lives, not replaces the human connections that make life meaningful,” she explained. The research shows a strong appetite for brands that combine technological innovation with empathy, enabling individuals to retain control while benefiting from new tools and systems.
The Role of Brands in a Human-Centered Future
According to TRA, brands play a critical role in shaping in a way that aligns with public expectations. The report outlines five key strategies for brands to earn trust and remain relevant:
- Earn trust through transparency: People expect honesty and clear communication about how technology is used and how decisions are supported.
- Design for discovery: While personalisation is valued, users also enjoy opportunities for surprise and delight, making experiences feel more engaging.
- Put people in the driver’s seat: Technology should empower users with intuitive control, enabling them to decide how and when it is used.
- Celebrate what it means to be human: Recognizing individuality and fostering authentic connections builds loyalty and emotional engagement.
- Build systems that serve all: Commitment to societal and environmental outcomes strengthens trust and reinforces a brand’s legitimacy in the eyes of consumers.
Ryan stressed, “Australians and New Zealanders, they’re pro-human. The most successful brands will be those that innovate with heart and create experiences that genuinely enrich lives.”
Balancing AI Innovation with Human Agency
AI and advanced technologies are transforming industries and daily life. However, the TRA study underscores that people want to maintain agency over these systems. The desire for an “off switch” reflects a broader expectation: technology should assist rather than control, enhancing human decision-making rather than replacing it. This balance between innovation and empowerment is crucial for building trust and adoption.
A Path Forward: Technology With Empathy
The research suggests that the future of technology in Australia and New Zealand is not about automation alone. It’s about creating systems that respect human connection, individuality, and societal benefit. Brands that embrace this philosophy will not only meet consumer expectations but also foster loyalty and long-term relevance.
Innovation with a human touch is the guiding principle. Australians and New Zealanders are ready to embrace AI, digital tools, and new experiences, but only when they feel empowered, understood, and part of the decision-making process. By putting people first, brands can ensure serves humanity rather than the other way around.
Conclusion: Australians and New Zealanders are optimistic about the technological future but insist that human values remain at the center. Technology should be a tool to enhance creativity, connection, and agency, not replace them. Brands that understand this balance and design with empathy and transparency will lead the way in shaping a future that is both innovative and human-centered.
Disclaimer: This article is based on publicly available research from TRA and is intended for informational purposes only. It does not constitute professional advice. Readers should consult experts for guidance on technology adoption or related strategies.
