Jed Simpfendorfer.
Jed Simpfendorfer – Director of Strategy & Partner, T garage
Philip Tetlock, the political psychologist behind the Good Judgment Project, spent years trying to identify who the world’s best forecasters are.
His conclusion was simple. The best predictors constantly update their views as new information appears. They treat their opinions as probabilities, not certainties.
In other words, the best forecasters are those who are most willing to change their minds.
That feels particularly relevant for the world we are living in right now.
Since publishing our consumer sentiment report last December, it feels less like we are watching subtle behavioural nudges in Australia, and more like watching large forces colliding at speed.
To keep the AdNews community across the shifts in sentiment, we ran a survey in February 2026, and again in March 2026, following the latest interest rate and oil price increases, to help us better understand how to navigate this change.
What’s not surprising is the rapid rise in concerns across most areas of life. But, what is surprising is the relative stability in overall sentiment. In fact, we are still seeing the modest gains in sentiment, holding through these challenges.
WHAT ARE WE CONCERNED ABOUT?
No surprises here. Key concerns have risen around inflation, rising petrol prices, global political events…and pretty much everything else. What is different is the speed and magnitude of these changes. We haven’t observed a shift this rapid since COVID, and probably not for many more years before that.
TOP 10 Concerns of Australians over time (T garage Sayso, March 2026, Feb 2026)
OVERALL CONSUMER SENTIMENT MAINTAINS
What is interesting is that despite these knocks, our overall consumer sentiment is hanging in there so far. In fact sentiment appears to be maintaining the momentum we first started seeing late last year.
At the time of writing, we are currently maintaining some happiness and hope for the future, or alternatively, we might just be learning how to live in a more disruptive environment. As one respondent said in a focus group recently, ‘It doesn’t get better, you just get used to it.’
Consumer Sentiment Tracker, March 2026 (T garage Sayso)
But the story in Australia right now is not just economic.
Alongside financial pressure sits something deeper. You can see it in the rise of the red line that identifies our top 10 concerns.
The result is a population dealing with both financial stress and mental load -simultaneously.
With our nervous systems on overdrive, it also makes sense that we are seeing interest continue to rise in ways to take a break from the world. From exploring new hobbies through to looking for more holistic ways to regain control and slow the world down.
Which raises an important question for brands and businesses. What do consumers actually need from us right now?
The answer is not heroic purpose statements or virtue signaling.
In uncertain environments, people are not looking for brands to save the world. They are looking for brands that make everyday life easier.
What consumers are really seeking is peace of mind. Brands that can create moments of calm, reliability and support, will stand out, in an environment where everything else feels like it is speeding up.
The brands that will win are the ones that make life feel a little more manageable.
And if Australians are maintaining our optimism, then maybe there’s an opportunity for us to work with them and help them keep building this positive momentum.
The next three to six months are likely to remain volatile. The best organisations will keep listening closely to consumers and adapting as conditions change.
If you need a lift and want to find out more about where Australia’s happy place is, check out our previous article on how Australians find happiness at: https://www.adnews.com.au/opinion/in-the-trends-finding-australia-s-happy-place