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: Music to our ears

I feel like the pandemic reduced job titles into ‘essential’ and ‘non-essential’, and those labels have stuck – informing where we place value, and therefore support. In addition to this, the pandemic also changed how we socialise, with the cost of living crisis turning purchases into essential and non-essential. As a result of this, our music industry is suffering. People are less likely to splurge on expensive festival tickets or to head out to their local to see a live band. Our research has shown that instead, we are heading to bars and restaurants to meet with friends over a drink or a meal. But what does life look like in Australia if we fail to support our struggling music industry now? Do we really want to find out?

Ewa: Wrong shoe theory

The “wrong shoe theory” is a styling approach where you pair outfits with unexpected, seemingly mismatched footwear. More broadly, it represents the idea that the best outfits usually contain one thing that feels slightly off. A floral cocktail dress with heavy boots. Tailored pants with worn sneakers. The wrong shoe stops an outfit from looking overstyled. It adds personality and the feeling that someone made an instinctive choice rather than following a formula.

In branding, “imperfect branding” works in much the same way. As consumers get sharper at spotting when something feels over-engineered, brands use strategic imperfection. Imperfect layouts, conversational copy, unexpected humour. Imperfection signals confidence. It suggests a brand understands that authenticity is often more persuasive than polish. That “good friction” can make brands feel more approachable, human, and memorable than their overly refined competitors.

An example of this is Ryanair – a brand that leans directly into its reputation as a no-frills, budget-tier airline. Strategic imperfection became its communication platform. By roasting its own seats, baggage fees, and customer complaints on TikTok, Ryanair turns its shortcomings into an inside joke that drives engagement and surprising brand affection.

And closer to home, the South Australian Tourism Commission’s “Simple Pleasures” direction leans into the charm of small, imperfect moments rather than glossy tourism clichés – a roadside bakery stop, a wonky beach shack, a quiet glass of wine at sunset. It feels less like advertising and more like a memory someone casually shared with you.

Which is probably why it works.

Jason: Walk a mile

It can feel at times that leaders and decision-makers become removed from the everyday realities experienced by businesses and communities. Often the challenge comes in ‘walking a mile in the shoes of others’ — or at least taking the time to genuinely listen to perspectives beyond one’s immediate circle. Good research matters. Looking beyond people like ‘you.’ Seeking diverse experiences, evidence and lived realities to better understand complexity and potential consequences before decisions are made.

In challenging economic and social periods, people increasingly value transparency and clear evidence that decisions and initiatives will lead to positive outcomes. Communication, consultation and demonstrating the rationale behind decisions can be just as important as the decisions themselves.

At the same time, over more than two decades of research, we consistently see that government remains fundamentally trusted. A government logo on an initiative or campaign still adds credibility and reassurance. There remains an expectation that those in leadership positions are thoughtful, informed, undertake due diligence, and are acting in the broader public interest.

Perhaps that’s why listening, openness and ongoing engagement matter so much. People do not expect perfection, but they do value leaders who seek perspectives beyond their own experiences and remain connected to the communities they serve.

In the current time, of increasing strain on businesses and community, to survive, it is more important than ever to feel like the government is on their side, not trying to make hard even harder.

Square Holes is a cultural insight studio.

We design mixed method explorations of people and culture beyond the category,  uncovering the patterns, tensions and shifts shaping behaviour to inform strategy, inspire innovation and enable confident decisions. Our studio model brings together the right mix of thinkers, researchers and specialists for each exploration. If you’re navigating change, entering a new market, or seeking deeper understanding of people and culture, let’s start a conversation >