Brands that cut through read culture

Staying ahead isn’t about chasing an algorithm. It’s about digging deeper. Understanding the root drivers and anticipating what’s next to shape your brand’s future.

Designed with FMCG brands in mind, join our cultural analysis workshop and learn how to cut through the noise.

We’ll teach you our proprietary and straightforward method for unpacking cultural shifts and their impact on your category, customers and brand. Rather than being swept up by what’s trending, we’ll show you how to understand the bigger picture and translate this into clear actions for your brand.

Led by Industry leaders, Laura Mulcahy, Head of Culture Practice TRA, and Ngaia Calder, Business Director, Sydney, this workshop will give you the confidence to make smart, strategic decisions and tools to shape your brand’s future, not just responding what’s happening in the moment.

Register below.

ABOUT THE SPEAKERS

Laura Mulcahy is a cultural foresight researcher and strategist. Prior to TRA Mulcahy spent nearly a decade at Nike, USA. Most recently part of their Global Insights team where she spearheaded research projects across the US, Europe, and Asia, influencing Nike's design, brand, and business strategies. Prior to that role, she excelled in Nike's Trend Forecasting team, identifying global lifestyle shifts shaping sport, fashion and culture.

Ngaia Calder, Business Director at TRA Sydney, understands people. With a passion for uncovering what drives our choices – from what we buy to what we love (and what we avoid) – Ngaia brings a thoughtful approach to brand strategy. Connecting with people in their homes, online, and in everyday spaces, she helps teams understand their customers – bridging the gap between brands and the real lives they touch.