AdNews: Tariffs, tension and the search for comfort

Research Team

Jed Simpfendorfer

Overview

This month on AdNews, we unpack how a wave of cautious optimism has turned again as new U.S. tariffs hit Australians’ hip pockets.

Our latest research shows most people now expect their finances to worsen—especially older Aussies feeling the sting of super losses and rising costs. In this climate, brands have a choice: lead with care.

The mood calls for comfort, connection, and values that go beyond price tags.

Read the full article on AdNews.