A house. A car. A carefully curated record collection...
Ownership has shifted – and with it, the codes brands have relied on for decades. Now we don't just possess. We access.
As access, not ownership, becomes the default, many brands are still relying on ownership signals built for permanence, loyalty and commitment. Those signals aren’t landing the way they used to, and the impact shows up in weaker attachment, lower perceived value and shorter relationships.
In this webinar, we’ll unpack:
How the shift from owning to accessing is reshaping behaviour
Which ownership cues are breaking down
What still matters in an economy where access leads
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ABOUT THE SPEAKERS
Colleen Ryan
Partner at TRA
Colleen Ryan, Partner at TRA, has a curious and strategic mindset fuelled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.
Daniel Talbot
Strategy & Innovation Director
As Strategic Qualitative Director at TRA, Daniel draws on his diverse background in research, human-centered design, and strategy to bring human truths to the forefront. With a belief in the ability for insights to solve any problem, he has helped brands across Aotearoa and the globe connect more meaningfully with their audiences and grow in the right direction.
Laura Mulcahy
Head of Cultural Practice
Laura Mulcahy is a cultural foresight researcher and strategist. Prior to TRA Mulcahy spent nearly a decade at Nike, USA. Most recently part of their Global Insights team where she spearheaded research projects across the US, Europe, and Asia, influencing Nike's design, brand, and business strategies. Prior to that role, she excelled in Nike's Trend Forecasting team, identifying global lifestyle shifts shaping sport, fashion and culture.
Ngaia Calder
Business Director, Sydney
Ngaia Calder, Business Director at TRA Sydney, understands people. With a passion for uncovering what drives our choices – from what we buy to what we love (and what we avoid) – Ngaia brings a thoughtful approach to brand strategy. Connecting with people in their homes, online, and in everyday spaces, she helps teams understand their customers – bridging the gap between brands and the real lives they touch.
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