Tilt[ed.12, 2026]
Happy Monday! It’s been a busy week so instead of a full piece I’m bringing you a series of half baked reflections on some interesting articles I’ve read recently. Plus a bonus (could become recurring?) segment; random thoughts from Lizzie and Bridget’s weekend coffee.
A quick anecdote: on reaching audiences beyond the bubble
At coffee on Saturday morning Bridget (author of this fantastic earlier edition of Tilt[ed]) and I somehow ended up in a conversation about which AFL clubs have the most members. After consulting the data, Bridget expressed her surprise that Melbourne wasn’t higher up the list; “we’re such an old club and I feel like I know so many Melbourne supporters”.
An AI search result summary suggested their difficulties recruiting members (beyond them having “endured a long period of poor on-field performance before their 2021 premiership success”) was their challenge appealing beyond “more affluent or social” supporters to reach working class fans.
A reminder that none of us live in a ‘representative sample’ bubble; who’s around you ≠ who’s out there.
I’m asking: what can the ‘climate action’ brand learn from the Collingwood football club (no. 1 with 112,491 members) (go pies)