I had the pleasure of attending the 2025 Engagement Conference in Melbourne — always one of the most energising events on the engagement calendar. Alongside catching up with colleagues from across the sector, I particularly enjoyed Bernard Salt’s keynote on demographic change and Australia’s emerging “next normal.” His reflections on population shifts, urban renewal, and community identity were spot on for anyone working in place-based engagement.

It was inspiring to see the breadth of projects being delivered across Australia, each one showing how thoughtful engagement shapes better outcomes. And of course, it was a proud moment to watch Cumberland’s Guildford Laneway project recognised with an IAP2 Core Values Award during the conference.

A terrific few days all round — and plenty of ideas I’m bringing back into my work with ERIS Consulting as we head toward 2026.

Keynote speaker Bernard Salt addressing the audience at the 2025 Engagement Conference in Melbourne, sharing insights on Australia’s demographic future.

Tall ships on Cannes Beach at sunset

In 2018 I had one of the best vacations of my life, I was fortunate enough to participate in an international retreat for a fitness activity that I love. Although I didn’t know anyone else there when I arrived, there were 800 people with a common interest staying at a beautiful relaxing resort.

We were able to exercise and relax, meet new people, and also get business and marketing advice as part of the information sessions. On the final day there was a very special presentation by the founder of this fitness group, and he said something I found interesting but at the same time very important.*

Sometimes this organisation partners with big name celebrities and musicians in order to generate publicity, views on YouTube, likes on Twitter and so on. This is a common marketing practice, and I’ve watched some of those videos myself. What I didn’t realise is that some participants are so passionate about the fitness hobby / business, they then go on social media and complain about the celebrities and singers not doing ‘real’ fitness moves. Or the music in the videos is just pop music, not the ‘real’ music for the classes. They are so passionate about the details, they unwittingly publicly undermine the larger plan. Our guest presenter said:

“We are doing this for YOU. To get publicity, to get attention, to spike interest, and ultimately bring people through the doors of YOUR classes. We love your passion, we love your enthusiasm, but please don’t be so focused on the details that you miss the big picture. Sometimes we have to do things and make decisions that may not make sense to you, but at the end of the day, our worldwide marketing plan is all about every one of you.”

And he is correct. To those of us who work in marketing and communications every day, we understand exactly what is happening. It never even occurred to me that this strategy had to be articulated. But of course, most people do not have marketing experience and that is why they need assistance from a marketing team or a head office. Some people learned that there is a marketing strategy behind every decision, and I learned that not everyone understands those strategies.

My take-away is that I will work hard on making my own marketing strategies more accessible for those who need to understand them. Don’t let them get so bogged down in the details that they miss the big picture. That sounds like a great resolution for 2019!

This photo is also about the bigger picture. The tall ships were far out from the beach, and the bird is right in front of me. But together - they look fantastic. You would never know there is a huge distance between them.

*My involvement is purely out of interest, I did the training so I could understand it better and be the best I could be. I don’t run classes, but I want to learn more about the international marketing side of the organisation.