TRA x Mumbrella 360

TRA is a proud Gold sponsor of Mumbrella 360, taking place this year from 21–23 May in Sydney. Our Head of Cultural Practice, Laura Mulcahy, and TRA Partner Colleen Ryan will both be speaking on the topic of Connection.

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Brands want to connect with people. But what's really going on with human connection?

Loneliness is on the rise, yet we're told we are more connected than ever before. Global movements flare up from disparate sparks, yet voter apathy is growing and community engagement dropping.

We've seen the visceral expression of fans connecting through individuals or teams, yet there's evidence that technology is causing people to disconnect from real life.

So, what’s going on? And why should we care?

In this session, you'll hear about the meaning of connection, where brands can play and whether brand communities are viable – and, if they are, who calls the shots. Survey data from 2024 will draw the Australian connection ecosystem, highlighting the connection networks that brands can leverage. Plus, as business models change to reflect a sharing economy, how insights from the data describe a blueprint for brands to connect.

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To purchase your tickets, check out the Mumbrella 360 website for more information.

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ABOUT THE SPEAKERS

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.

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.