The Growth Distillery in collaboration with The Research Agency has lifted the curtain on Reframe: Shared Moments, revealing 58 per cent of Aussies struggle to find moments that bring them together in an increasingly fragmented world.
The research identifies a powerful opportunity: shared moments like music festivals and sporting finals are emerging as rare unifiers, creating value for brands that show up authentically at the right moments.
The research uncovered three types of moments that provide opportunities for brands but not all are created equal. Different moments provide brands with different risks and rewards, and finding
the right moment for a brand is multifaceted.
The three types are buzz, belong and hope.
Buzz refers to the playful, viral trends that build quick connection but fade fast, and belong is community celebrations, such as festivals and shared purpose that foster deep trust and long-term brand association.
Whereas, hope is in reference to social movements that calls for change that inspire action but require sustained commitment.
The report details five rules to ensure brands show up in ways that are authentic and help them avoid pitfalls. These are: choose the moment wisely (understand which emotion is being tapped and whether the brand has the right to be there), don’t fake it (only show up where values and actions genuinely align), be present, not prominent (enable connection, don’t make the brand the hero) play the long game (especially in hope moments. Show up even when attention fades), and read the room (speed and authenticity matter. Cultural moments move fast and missteps damage credibility fast).
The Growth Distillery’s head of growth intelligence, editorial and product, Liza Williams said, “Belong moments present the strongest opportunity for brands—offering deep connection with manageable risk. 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 Growth Distillery is an independent research think-tank, powered by News Corp Australia.
