Why the most effective environment for brands is still news media

Published Mi3

In 2026, Australians are living in a paradox. Information has never been more abundant, yet certainty feels increasingly fragile and trust increasingly scarce. Social feeds refresh endlessly, AI-generated material multiplies by the minute, and algorithms reward outrage that goes viral, over accuracy and credibility.

Against this backdrop, ThinkNewsBrands’ News Nation report tells a clear and urgent story: journalism has never mattered more for society and for brands.

News media is a demonstrably valuable environment where Australians slow down, pay attention, seek truth, and make decisions.

For advertisers and media leaders navigating a fragmented media landscape, the question is no longer ‘Where can I reach people?’, it’s ‘Where can my brand sit above the noise, be noticed, remembered and trusted?’

News as the antidote to misinformation

Australia now leads the world when it comes to concern about misinformation, with 74 per cent saying it is a key issue for them.

There has been a sharp rise in AI-generated and fake videos – the conflict in Iran is a current example – that has left people unsure about what information they can trust.