Each and every week the Square Holes team are deep in the bowels of a number of projects, working to mine all of the insights that we can to help grow businesses and support thriving cities.

These insights are used by businesses and organisations to innovate their offerings, move into new markets, track their impact and hone their products and output. Each week we will be sharing a broad insight that we have learnt for you to use in your own work.

Let us know what you find valuable!

Mahalia: The mediocre middle 

This week, I’ve been thinking a lot about legacy and politicians who are willing to stick their neck out on the issues that mean something to them. While writing about former Premier Don Dunstan, I was surprised by the difference one leader can make to the fabric and reputation of a place. His pioneering spirit is one rarely seen in Australian politics these days. As our current Prime Minister walks back so many of his ethical standpoints from the past, it’s hard not to dream of a leader like Dunstan again. So much of today’s government practices is about toeing the middle ground to keep as many voters on side as possible. But if we keep aiming to please everyone, is anything of note actually going to be achieved?

Dylan: Community connection

We are currently working on a project exploring the eating habits of older Australians. As part of this process, I’ve been reflecting on the role of community – something that has consistently emerged across several projects we’ve undertaken over the years.

Those with strong social connections tend to experience greater well-being and a stronger sense of purpose. A supportive community fosters feelings of safety, belonging, and shared strength, while meaningful connections help bring deeper significance to everyday life. Ultimately, feeling seen, supported and valued by others plays a powerful role in overall quality of life.

Ewa: Social media unrealities 

This week, I’ve been reflecting on the quiet but powerful role imagery shared via social media plays in shaping our collective perceptions. We’re all familiar with the obvious effects: how curated images on Instagram can distort body image, glamourise unattainable lifestyles, or normalise excessive consumption. But a recent set of scientific articles, shared by one of our clients, revealed a more unexpected influence. They explored how Animal Visitor Interactions, when captured and circulated online, can unintentionally shift public perception in problematic ways. For instance, an image of a person interacting with a gorilla can lead viewers to believe these animals are approachable – even suitable as pets. In reality, the participant likely received expert guidance and context that never makes it into the frame. What remains is a simplified, highly shareable moment that ripples outward, shaping assumptions far beyond its original intent. It’s a good reminder that images don’t just reflect reality – they actively construct it.

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