The Nature of Nature

The last week or so have been fairly monumental for all of us at Nature, and pretty special for me.  Winning the Research Society’s Agency of the Year for two year’s running has made me pause and reflect about how lucky I am to be surrounded by such incredible people.  It also made me think about what we’ve got right so far, so we can make sure we can keep on doing it. 

From the purchase of a single IKEA Flarke desk for $24.99 in 2006, to expanding into three offices in three cities, and now a hybrid team of professionals across Australia and New Zealand in 2024, Nature has evolved from a small start-up into a multi-award-winning strategic insights consultancy. Yet, our energy and passion remain stronger than ever.

Throughout this journey of growth, one thing has stayed constant: our commitment to the start-up mindset. This ethos—our way of working and connecting with clients—is what sets us apart.

As we’ve grown, our focus has increasingly shifted towards our people. We aim to create the most enriching work environment, where everyone can do the best work of their careers, form meaningful relationships, and help drive our rapid growth.

It became clear early on that to continue succeeding, we needed to focus on scaling the essence of what made Nature special. The “magic” lies in staying true to our values—giving the team ownership of our vision and creating a human-centred approach to data and client relationships. In short: people first.

We’ve built a strong sense of purpose and culture by investing in our team in five key ways:

1. Fostering an ownership mindset in every team member.

2. Supporting individual growth and development.

3. Promoting a highly collaborative and collegial environment.

4. Encouraging authenticity and inclusivity, ensuring everyone can bring their full selves to work.

5. Cultivating a caring attitude, towards both each other and the wider community.

The Ownership Mindset

When Nature began, there were no clients, a pile of mortgage debt, and a lot of hope. Hard work, a non-complacent mindset, and some luck sparked the fire that has grown into what Nature is today. That passion—the ownership mindset—drives everything we do and is something we encourage in our team. It shows in how we show up, how we care, and how we never take anything for granted.

Growth and Development

At Nature, we believe that when our people grow, we grow as an agency. We’ve built a proven system to support this:

• A culture of active feedback.

• Opportunities to work on diverse and challenging projects.

• Mentorship from experienced researchers, consultants, and marketing scientists.

• Nurture, our comprehensive learning and development programme, designed with flexibility in mind.

• Knowledge-sharing resources, including playbooks and formal sessions.

Our feedback culture, grounded in radical candour, fosters growth through open, honest conversations. We challenge ourselves to be better, not just as professionals, but as individuals who are open to new perspectives and social issues.

Collaboration and Teamwork

The pandemic reinforced the importance of collaboration and teamwork. While remote work is valuable, there’s something irreplaceable about in-person interactions—whether it’s brainstorming around a whiteboard, a casual conversation, or debriefing after a meeting. These moments build trust, strengthen bonds, and remind us of the power of “we” over “me.”

At Nature, we emphasise team-based work, where everyone takes ownership of their role in the larger puzzle. We actively train on team dynamics and encourage our team members to embrace their responsibilities.

Bringing Your Whole Self to Work

Nature’s strength lies in the human element. We don’t sell products or rely solely on technology—we trade on individual and collective skill, and human nature. That’s why it’s essential for our team to bring their full, authentic selves to work. A diverse team makes us stronger, and our inclusive, flat culture encourages open expression and vulnerability.

Our progressive policies reflect this commitment. From our public holiday swap-out policy to our industry-leading parental leave programme, we prioritise inclusivity. We continually evolve our flexibility policy based on team feedback, ensuring it meets the needs of our people while maintaining our culture.

A Caring Mindset

At Nature, we balance ambition with wellbeing. We look out for each other, especially during challenging times. Our values emphasise mutual support, and we’re proud of the warm, caring community we’ve built.

We also give back to our broader community. Our team members have the opportunity to support charitable causes, and we regularly engage in pro bono work for organisations like the Australian Literacy and Numeracy Foundation, Movember, and Safe Steps. 

Our caring orientation is what drove us to become Australia and NZ’s first certified B-Corp in the insights industry.

So What?

Ultimately, Nature is a people-first agency. Our senior leaders dedicate significant time to connecting with the team, ensuring that everyone feels supported and valued.

Our secret? It’s not really a secret. We know that continual investment in our people and culture is the foundation of our success. It’s the essence of the start-up mindset, and it’s what has built Nature into the business you see today.