Liza Williams.
More than half of Australians struggle to find moments that bring them together in an increasingly fragmented world, according to research.
The Growth Distillery in collaboration with The Research Agency released Reframe: Shared Moments, showing 58% of Australians struggle to find unifying moments, with shared experiences such as music festivals and sporting finals emerging as rare unifiers.
The research uncovered three types of moments that provide opportunities for brands: Buzz, playful viral trends that build quick connection but fade fast; Belong, community celebrations, festivals and shared purpose that foster deep trust and long-term brand association; and Hope, social movements and calls for change that inspire action but require sustained commitment.
"Belong moments present the strongest opportunity for brands, offering deep connection with manageable risk," said The Growth Distillery head of growth intelligence, editorial and product Liza Williams.
"Shared moments like festivals, sports finals and cultural celebrations are rare unifiers in an increasingly fragmented society. Brands that participate authentically can embed themselves into public memory in ways traditional advertising can't."
The research identified five rules to ensure brands show up authentically: choose the moment wisely, don't fake it, be present not prominent, play the long game, and read the room.
The Growth Distillery is an independent research think-tank powered by News Corp Australia.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.