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.

Businesses and organisations use these insights 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!

Dylan: The in-between

In preparation for an article I’m writing next week, I’ve been exploring the role of rituals during major life transitions. With my own wedding planning well underway, it’s fascinating to think about why we attach so many rituals to moments like getting married, graduating or retiring.

The concept of liminality, in particular, was fascinating to me – that uncertain ‘in-between’ period when our old identity no longer quite fits, but our new one hasn’t fully formed. Rituals help give these transitions structure, allowing us to acknowledge what we’re leaving behind and recognise what comes next.

Mahalia: Ritual investment

Building rituals takes investment. While many of us are often both time- and money-poor, it’s easy to drop the rituals that keep us connected to ourselves and our community.

But a study conducted by Berkeley University reveals that investment in ritual acts as a “psychological shield” against uncertainty. When under threat (e.g., natural disasters or high stress), human ritualistic behaviours organically spike as a subconscious mechanism to regain a sense of personal control. This means that in these turbulent times, building and practising ritual is more important than ever.

Ewa: Bored? We’ll Save You

I’m biased on this one. As a passionate Henley SLSC member, I’m already a big fan of surf lifesaving. But I really like the new campaign by Surf Life Saving SA. It feels fun and fresh.

What makes it engaging is the shift in perspective. Surf lifesaving becomes less about what you’re expected to do or give and more about what you might get back – friendships, adventure, experiences, belonging and a sense of purpose.

And from an insider’s perspective, the promise feels very believable. Surf lifesaving really does give back. I think it’s a great example of a campaign capturing and prominently communicating the benefits of a membership/volunteering organisation. I’ll be watching the results with interest.

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 >