When the OCR dropped to 2.5% this month, it wasn’t just a financial shift, it was a signal. If you’ve got a mortgage (and believe me, I do), you felt it. That sigh of relief. But it wasn’t just about the numbers. It was something deeper. Something we haven’t felt in a while: optimism. And that feeling, more than any policy lever or economic model, is the most powerful force we’ve got to drive recovery. It’s what gets people moving again. It’s what gets businesses investing. And it’s what gets consumers spending. That’s where marketing comes in.
Let’s not sugarcoat it. This downturn has been hard. For many of us, it’s been the toughest in our working lives. My dad likes to remind me that Black Friday in ’87 was worse, but he’s like that. What we’ve just come through has tested everything, our budgets, our resilience, our creativity. We’ve had to work harder to earn attention, justify spend, and prove value. We’ve had to be more agile, more empathetic, and more resourceful than ever before. And while we’ve seen glimmers of recovery, the weight of uncertainty has lingered.
But every cycle ends. And this one is ending. Not with fireworks, but with a quiet shift in sentiment. People are starting to believe again. And belief is the fuel that powers recovery. John Key recently said New Zealanders should “believe in what they can see and be optimistic about what they can achieve.” That’s not just sentiment, it’s strategy. When people feel confident, they act. They spend, they upgrade, they invest. And they respond to brands that reflect that confidence back at them.
So what does this mean for us as marketers? It means we have a job to do. A big one. We’re not just here to sell products. We’re here to lead the emotional recovery. To be the voice that says, “It’s okay to believe again.” To give people permission to dream, to spend, and to move forward.
Consumers might have a bit more in their pockets now, but they’re still cautious. They’re looking for signs that it’s safe to re-engage. Marketing can be that signal. It can be the spark that turns relief into momentum. People are waiting for someone to say, “The tide is turning.” That’s us. Our campaigns can be the first to say, “Better days are here.” Not in a cheesy way, but in a way that feels grounded and real.
We’ve all been through a lot. Let’s acknowledge that. Let’s tell stories of perseverance, of local businesses that made it through, of families who adapted, of communities that stayed strong. This builds emotional connection and national pride. It makes people feel seen. And when people feel seen, they feel safe. And when they feel safe, they start to act.
People want to spend, but they want to feel smart doing it. So let’s help them. Position purchases as timely, meaningful, and future-focused. Make every transaction feel like a step forward, not just a splurge. Optimism is contagious. When people see others spending, upgrading, and investing, they follow. Your marketing can amplify that momentum, through testimonials, community stories, and bold creative that says, “You’re not alone. We’re all moving forward.”
We’ve seen this work before. After COVID, Air New Zealand’s “Better Days Are Coming” campaign helped reconnect Kiwis with travel and each other. It wasn’t just about flights, it was about freedom, reconnection, and hope. ASB’s “Borrow the Feeling” campaign took a different approach to finance. It didn’t talk about interest rates or loan terms. Instead, it focused on what borrowing could unlock, those emotional, life-changing moments like buying your first home or helping your kids get ahead. It reframed borrowing as a means to something meaningful. And it worked, because it made people feel something. Even Pak’nSave’s humour-driven ads kept spirits high and wallets open during tough times. They didn’t just sell groceries, they sold levity, familiarity, and a sense of normalcy. These campaigns gave people permission to feel good again.
If you’re planning for 2026, now is the time to lean in. Don’t wait for the economy to roar back, be on the front of the wave. After all, planning now means campaigns are landing in March next year. That’s when the real momentum will start to build. Use language of renewal: “You’ve earned this,” “Let’s move forward,” “It’s okay to treat yourself.” Highlight green shoots: local wins, customer success stories, community growth. Build campaigns that feel like a celebration, not just a transaction. Be bold, but empathetic. Consumers are ready to move, but they’re still sensitive. Striking the right tone for the consumer context will be key to success.
This is the moment to be brave. Because what we do now will shape how people feel, and how they act, in the months ahead. Optimism turns cautious consumers into confident buyers. It turns hesitant businesses into believers. And it turns marketing from a cost centre into a growth engine once again.
As New Zealand steps into a new chapter, marketing has the power to shape the story, spark belief, and drive real results. We’re not just selling products, we’re selling progress. We’re not just running campaigns, we’re leading a movement.
So let’s be the voice that says, “The good times are coming back, and you’re part of it.” Let’s be the signal that it’s okay to believe again. And let’s make 2026 the year we didn’t just recover, we started living again.