2023 'The Evolution of the Tasmanian Brand' Qualitative Research Report

The Tasmanian brand is about our people and what they achieve through hard work, struggle, and ingenuity. To understand the brand, we need to understand Tasmanians and their values, hear what makes them different, and listen to what they want to achieve together.

It is Brand Tasmania’s responsibility to ensure the Tasmanian brand continually evolves and is kept current. As part of this role, Brand Tasmania, with support from Folket Consultancy, embarked on a project to speak with 100 Tasmanians across the state in late 2023. This report summarises the findings from the stories we heard, providing insights into how the Tasmanian brand values, identified in the original 2018 research, have evolved.