The framework that underpins how TRA reads culture
Earlier this year, TRA spent nine weeks exploring a question shaping everything from spending to identity – what does it mean to own something today?
To unpack this shift, we used TRA’s proprietary ME WE ALL framework. It underpins how TRA reads and understands people – mapping cultural impact across the individual, the group and the systems level. This led to ‘Out of Reach’, an exploration into how the access economy is changing our relationship with the things we own.
Now, we’re lifting the hood on ME WE ALL, with an interactive demo bringing the framework to life. It shows the cultural shifts behind the change and how they play out across everyday choices.
To unpack this shift, we used TRA’s proprietary ME WE ALL framework. It underpins how TRA reads and understands people – mapping cultural impact across the individual, the group and the systems level. This led to ‘Out of Reach’, an exploration into how the access economy is changing our relationship with the things we own.
Now, we’re lifting the hood on ME WE ALL, with an interactive demo bringing the framework to life. It shows the cultural shifts behind the change and how they play out across everyday choices.
Ownership is shifting – the value people seek is changing with it.
People are moving between having, accessing, sharing and borrowing – and in that mix, they’re reshaping what ownership even offers. Across Australia and New Zealand, cultural signals show people redefining the value they expect from the things they use. Sometimes it’s agency and control, sometimes it’s connection and contribution – more often, it’s both.
To make sense of this shift, Laura Mulcahy, Head of Cultural Insight, led an investigation into how ownership is playing out in people’s lives today.
Working with a cross-disciplinary team, Mulcahy applied the ME WE ALL framework to this research - a way of understanding cultural impact across multiple layers of human experience
Laura Mulcahy
Head of Cultural Practice