Let’s face it, if you’re even remotely aware of cultural trends in Australia, you’ve probably noticed the same recurring themes: mental health concerns, rising stress levels, the elusive pursuit of happiness and of course, the ever-climbing cost of living.
Every swipe of your phone delivers another reason to worry: economic uncertainty, political tensions, housing affordability. When was the last time you opened a news site and saw, “Stay calm, everything is okay”?
It’s no surprise that Australians are feeling the weight. In our industry, it’s even more pronounced. Ask anyone how they’re doing, and chances are they’ll tell you, “Really busy”. Busy has become the baseline. If we are not overwhelmingly busy, then what are we doing?
As cultural trend researchers heading into 2025, we decided to ask SaySo, T garage's 25,000-strong panel of Australians, to tell us what’s stressing them out. The results? Financial pressure topped the list, followed by work-related stress and health concerns.
And when we zoomed in on workplace stress specifically, the findings underscore the same story we hear all the time – Australians are exhausted and searching for ways to regain control.
As companies push for a return to the office, they risk amplifying these workplace triggers. For example, WPP’s recent office mandate sparked a backlash so significant that 19,000 people have signed a petition against it.. Policies like this highlight the disconnect between leadership and employees’ desire for flexibility and understanding.
This isn’t just about remote work versus office work. It’s about listening, understanding, and making decisions that reflect the needs of the people.
What Do Australians Want to Help Manage Work Stress?
When we asked Australians what would help them manage stress, they asked for tools that feel both practical and personal.
Notice any common themes? These aren’t just workplace skills, they’re life skills. The need for better time management and mindfulness reflects a broader desire to slow down, prioritise, and feel more in control, the exact same trends we see in the world outside of work.
Connection is Key
At its core, this data points to a deeper truth: Australians want authentic connection. Employees don’t just need their leaders to delegate and organise; they want them to understand, connect, and—most importantly—be real. No more corporate jargon. No empty platitudes. Just listen, care, and act.
For instance, instead of a one-size-fits-all approach to in-office policies, why not ask: What works best for you? 2 days, 3 days, 4 days? People want to be seen and understood as individuals.
And guess what? Your customers want the same thing. They’re feeling the same financial pressures, time crunches, and overwhelm. They don’t just want a product to solve a problem—they want to feel like you get them, you understand their life and experience and can adapt to their needs.
The Opportunity for Leaders and Brands
The challenge (and opportunity) for leaders, marketers, and brands is to meet people where they are. Be honest about the challenges they’re facing, but don’t stop there. Pair that honesty with optimism: offer solutions, inspire them, or even just make them smile. Authentic connection, whether with your team or your audience, is what we all need right now. For a deeper dive into these trends, check out the report written by Dr Amir Sharif:
Jed Simpfendorfer, Director Strategy & Partner, T garage.