How brands can turn shared moments into lasting trust

The Growth Distillery, in collaboration with The Research Agency, has released its latest study, Reframe: Shared Moments, uncovering how brands can connect more meaningfully with Australians through collective experiences.

The research found that 58 per cent of Australians struggle to find moments that bring them together in an increasingly fragmented world.

Shared moments such as music festivals, sporting finals, and cultural celebrations are emerging as rare unifiers, offering significant opportunities for brands that show up authentically at the right times.

Three shared moments: Buzz, Belong and Hope

The study identifies three distinct types of shared moments that present different risks and rewards for brands:

• Buzz: Playful, viral trends that drive quick connection but fade fast.
• Belong: Community celebrations and shared purpose that foster trust and long-term association.
• Hope: Social movements and calls for change that inspire action but demand sustained commitment.

According to the report, each of these shared moments offers a unique emotional landscape for brands to engage audiences, but success depends on alignment, timing and authenticity.

Five rules for showing up authentically

The Growth Distillery outlines five principles for brands aiming to participate meaningfully in shared moments:

• 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.
• Read the room – Speed and authenticity matter; missteps can damage credibility fast.

Liza Williams, Head of Growth Intelligence, Editorial and Product at The Growth Distillery, said Belong moments present the strongest opportunities for brands seeking deeper connections.

Liza Williams, Head of Growth Intelligence, Editorial and Product at The Growth Distillery

“Belong moments present the strongest opportunity for brands - offering deep connection with manageable risk.” Williams said.

“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.”

Reframe: Shared Moments is the latest in The Growth Distillery’s Reframe research series exploring brand growth and cultural influence.

The think tank, powered by News Corp Australia, positions itself as an independent research hub focused on helping brands better understand changing audience dynamics.

The full report is available for download on The Growth Distillery website.

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