The daylight debate: time for a brand new day?

by David Everton, Director, Government Relations

Published on
January 19, 2017

Daylight savings (or is it just daylight saving?) remains political kryptonite in Queensland. The most recent referendum in Queensland in 1992 asked the question “Are you in favour of daylight saving?”. The result was 54.5 per cent ‘no’ with the strongest opposition in northern and western regions, and the strongest advocates in the state’s south-east.

However, almost every summer the debate is revisited and rebuffed. Population distributions have changed since 1992 and, as with the rest of the world, populations are drifting towards cities. More than two-thirds of Queenslanders now live in south-east Queensland — so is it time to have the conversation again? And is ‘daylight savings’ the brand too damaged?

Products or brands that suffer reputational damage often change a name — think when Andersen Consulting becoming Accenture, or Leighton becoming CIMIC. Perhaps all daylight savings needs is a re-brand, a reboot of what made it so popular to appeal to a new generation?

We’ve put our heads together to come up with some hot-takes from around the office:


  • Lunarannuation — David Everton, Director, Government Relations
    Superannuation is about putting money aside for retirement. Lunarannuation is about putting the moon aside so one can enjoy the day a bit longer. As it’s a new term, it’s got no baggage.


  • Catch-up Time Melissa Kaplan, Director, Digital and Innovation
    In 1930, British economist John Maynard Keynes predicted that, within 100 years, only 15 hours of work per week would be needed to satisfy one’s ‘absolute needs’ yet we are no closer to this utopia than we were 87 years ago. Shifting our clocks forward one hour gives us the ability to catch-up on things in our increasingly complex lives.


  • Time Align Marcellina Powell, Senior Consultant, Integrated Marketing and Communication
    Much has been said about how daylight saving is divisive in Queensland. However, by not having it, we are being excluded from the rest of the east coast of Australia. Time Align is about inclusion and alignment.


  • Time Hack Dean Power, Creative Manager, Creative
    ‘Life hacking’ refers to any trick, shortcut, skill, or novelty method that increases productivity and efficiency, in life. The term was primarily used by computer experts who suffer from information overload, or those with a playful curiosity in the ways they can accelerate their workflow other than through programming. Time hack is a human way of getting more out of seasonal changes.


  • Active Time Rebecca Kowald, Senior Graphic Designer, Creative
    Daylight savings has been shown to have positive health benefits of getting people more active. Active Time allows me to maximise my daylight hours and get more exercise in.


  • DayMax  Christine Rosher, Creative Manager, Creative
    To me, daylight savings is all about maximising usable daylight hours, and the increase in productivity and work/life balance that it makes possible.


Whatever side of the debate you are on, this little bit of fun we’ve had is really about underlining the importance of keeping your brand fresh, real and relevant.

If you want people to pay attention, it’s worth regularly revisiting your brand’s position in an increasingly noisy and competitive communication landscape.

What better time to think about a refresh than at the start of a bright and sunny new year?