The "Taylor Effect"

The Taylor Swift Eras World Tour in Australia, which started in Melbourne where I live, has been an absolute frenzy of excitement, hype, pink sequins, cowboy boots and more! And it’s not just for the girls!! It highlighted to me the powerful cultural movement surrounding Taylor Swift and its resonance with the concept of belonging and friendship - or as we call it 'mateship', a fundamental aspect of Australian identity.

Integrating this with the drivers of being part of a movement you strongly believe in can align to how we choose which organisation or business we want to work in. Observing my family and friends, and everything they experienced with the concert and surrounding activities, blew my mind! But in the best way!

I reflected on the work we achieve in supporting businesses with their HR strategy and more specifically diversity, equity, inclusion and belonging.

Here is my takeaway on everything that Taylor Swift brought to Melbourne!

• Shared Beliefs and Values – being a part of a movement entails sharing core beliefs and values with your working community. In Taylor Swifts tour, fans are drawn not just to her music but to the shared sense of camaraderie and friendship or 'mateship'. 'Mateship' is defined as the bond between equal partners or close friends, and this deeply resonates with Australians and serves as a unifying principal during her concert – it is magnetic!

• Inclusivity and Community – movements often foster inclusivity and a sense of belonging. It was incredible to witness as part of Swift’s largest crowd yet in Melbourne, the ritual of exchanging friendship bracelets, which exemplified this inclusivity. Despite differences in musical taste, people from all walks of life are drawn together by the sense of community fostered by Swift’s music and the shared experience of her concert.

• Emotional Connection and Support – being part of “something” can evoke strong emotional connections and support networks. The emotional response Swift elicits from her fans as seen by the overwhelming turnout, and acts of kindness with the exchanging of bracelets, underscores the depth of connection and support within this community. Fans feel a sense of kinship with each other, and Taylor Swift herself, creates a positive supporting environment where individuals feel understood and valued regardless of their background, age and orientation.

• Collective Action and Impact – Movements have the power to influence impactful and meaningful changes - we see this through politics, music and art. Swift’s record-breaking attendance and cultural significance is not just a series of concerts but a collective experience with far reaching effects. Through her music and the community she fosters, Swift inspires her fans to come together, support one another and enact positive change both within the fan base and beyond.
  

I loved being here in Melbourne, enjoying everything the Swifty movement has brought but more importantly reflecting on how it has achieved a sharing of beliefs, fostered inclusivity, built emotional connections and effected change that I know will be everlasting for everyone I know who is following this incredible human – TAYLOR SWIFT. She is and will be one for the ages. And ultimately, she is in an HR influencer amongst all other things!

Our team, like Taylor, takes the lead in our industry.

Reach out to me kylie.saunders@worktrybe.com for a coffee and a chat on how WorkTrybe can partner with your organisation, to take that next step.