Business-as-usual is dead: what client research reveals about the new reality

The 2026 ‘What Clients Think’* report confirms what many Australian design studios know: the old ways of working aren’t cutting it anymore. But rather than another doom-and-gloom analysis, let’s look at what’s changing and what some studios are doing about it.

The shift is real (and measurable)

I’ve written a lot about Up to the Light research over the years. This year, looking at data covering nearly 3,000 client interviews, three things stand out:

Clients are more pressured than ever.
In 2026, 80% of clients report decreased resources and smaller internal teams (up from previous years). But here’s what’s interesting: 67% say they need more agency support, not less.

Clients want you to push back.
This is gold: 64% of clients want their agencies to be more assertive. While we’re complaining about clients pushing us around, clients are literally asking us to push back.

Positioning has become critical.
A shocking 8% of clients can accurately recall their agency’s positioning in 2026. That’s not a typo: eight percent.

What this means

Stop being so nice

The biggest opportunity hiding in plain sight: 64% of clients want agencies to be more assertive.

They’re literally asking you to:

be tougher on deadlines and hold them accountable
give more opinions based on your knowledge and experience
push back when there’s a better solution (or even a better brief)
argue your case with clarity and rationale

Action step: In your next client meeting, instead of saying “Whatever you prefer,” try “Based on our experience with similar projects, I’d recommend…”

Understand your client’s client

With 67% of clients needing more agency support, the successful design agencies are those who truly understand their client’s world.

This means learning about:

their industry pressures and market dynamics
their customers’ real needs and behaviours
the actual job-to-be-done (which might be different from what they’re asking for)
their internal stakeholders and decision-making process. How can you help them make a timely decision?

Action step: Before accepting the next brief, ask “What’s driving this request?” and “What does success look like for your customers?” Question whether what they’re asking for is really the problem that needs solving.

Fix your positioning

If only 8% of clients remember your positioning, you’re invisible in a crowded market. The good news is the same research found 74% of clients believe most agency positioning lacks relevance and value so the bar is low. 🤷🏼‍♀️

Action step: Why not test your positioning with three (friendly) current clients this week. Ask them to describe what you do and what makes you different. If they can’t, neither can prospects.

Next steps

Business-as-usual no longer cuts it but there are opportunities for design agencies willing to change their m.o. The clients are clearly stating what they need: assertive partners who can think strategically while handling the day-to-day pressure.

The question isn’t whether to change — clients are ready for designers to step up. The question is: are you?

Homework 🙂 Pick one insight from this research and implement it with one client.
Test it. Measure the response. Then scale what works.

As always, happy to discuss further, just email Carol

*What clients think is an annual report based on 700 client interviews conducted on behalf of creative agencies.

Carol Mackay

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