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: A jump to the right

South Australia was in the news last week, as the lower house of parliament voted down 36 to 9 a bill by Family First that sought to restrict late-stage abortions in the state. Currently, South Australian law permits abortions after 23 weeks, with the approval of two doctors, if the continuation of the pregnancy would involve “significant risk of injury to the physical or mental health” of the pregnant person. Family First hoped to remove that exemption. The bill was supported by One Nation leaders and Family First, but many were shocked to learn that Premier Peter Malinauskas and opposition leader Ashton Hurn were both represented in the 9 votes for, despite those who voted against the bill arguing that it contradicted the advice of medical professionals.

Malinauskas stated of his vote, “I voted consistently, my view has always been that abortions should always be safe, legal and rare and I’ve had particular concerns around very late-term abortions and last night’s vote just reflected the same way that I’ve voted in the recent past.”

I feel his vote reflects a worrying trend the world over of previously centrist parties moving to the right. And this week, Channel Nine’s highest-paid presenter, Karl Stefanovic, is in the news after he published and then quickly deleted an interview with UK far-right activist Tommy Robinson, which included footage of him with his arm around Robinson. In this era of Trump, it seems that both media personalities and politicians are becoming more comfortable with publicly aligning themselves with the right—a worrying trend.

Ewa: The Flush Factor

A while ago I wrote about Uber’s Lost & Found Index, which turns forgotten phones, wigs and even the occasional bizarre item into a fascinating snapshot of human behaviour.

This week, ahead of the Showdown, another brilliant use of data came to mind: Melbourne Water’s annual Grand Final reporting of the “Flush Factor”.

Every AFL Grand Final, Melbourne Water tracks changes in water usage across the city. Predictably, water consumption drops during play and then surges at quarter-time, half-time and after the final siren as thousands of Melburnians make a simultaneous dash to the bathroom.

But here’s the best bit. Melbourne Water’s long-running analysis has revealed a surprisingly strong link between excitement and sewer flows: the closer the game, the bigger the Flush Factor. In nail-biting Grand Finals, water usage after the final siren can jump by as much as 100%. In contrast, Geelong’s 81-point demolition of Sydney in 2022 produced the lowest Flush Factors on record, with just an 8.4% increase after the siren.

It turns out the Flush Factor shows that during the Grand Final, Australians hold more than just their breath.

As researchers, we’re always looking for unexpected ways data can reveal real life. Melbourne Water has managed to do that while making people smile. It’s brilliant. Thank you, Melbourne Water.

Jason: Meeting mahem

This week, I presented on the cultural shifts shaping business. I deliberately embedded discussion throughout on the patterns, tensions and shifts impacting the businesses of those in the room. The response was interesting, but perhaps not surprising. The issue was less about not seeing the changes and more about finding the time and space to think about what was happening and what the next best play might be.

In the absence of space to think creatively and strategically about the next calm ‘chess move’, change can’t occur. The day-to-day demands of business are all-consuming. Simply getting through a day’s tasks and dealing with the challenges of the moment is enough to fill the timesheet.

For leaders, there’s the responsibility of ensuring the team isn’t wasting time and is achieving outcomes, alongside a diary that’s often filled with more meetings than are probably necessary. Back-to-back meetings seem to have become a badge of honour.

I’d place a very safe bet that one of the biggest productivity issues facing Australia, and many other countries, is attending too many unnecessary meetings. Does everyone really need to be there? If people aren’t adding value or contributing, should they be? Couldn’t they simply read the AI-generated notes afterwards?
Finding ways to reclaim time and create more space for productive thinking about the next move is more critical than ever. Too many businesses are punch-drunk from the constant stream of challenges, one after another, without the time to plan. The problem of the moment is leading to more meetings. Creating space to reimagine what might be on the other side would be a better use of time.

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 >