Our approach

We help organisations apply the social identity approach to strengthen leadership, culture, and strategy

University jacaranda tree

Grounded in evidence, shaped by practice

At Synact, everything we do is informed by the social identity approach. This approach is grounded in two core theories from social and organisational psychology: Social Identity Theory (Tajfel & Turner, 1979) and Self-Categorisation Theory (Turner et al., 1987).

These theories explain how people define themselves through group memberships—as part of a team, a profession, an organisation, or a community. This sense of “us” shapes the way we think, feel, and act at work. It affects motivation, trust, collaboration, communication, resilience, and performance.

Importantly, identity is not fixed. It can be activated, shaped, and aligned to support shared goals. That’s where leadership come in.

We help leaders and organisations understand and work with social identity to:

  • Build more connected and effective teams

  • Create inclusive, purpose-led cultures

  • Align strategy with what matters to people

  • Lead change in a way that people support

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We make identity practical

We translate leading research into actionable tools, workshops, and advisory support. Our work is designed to:

  • Be easy to understand and use

  • Be sensitive to your context

  • Strengthen your internal capability

  • Make an impact that lasts

We use structured frameworks like the CARE model (Creating, Advancing, Representing, Embedding identity) and 5R Leadership Development (Readying, Reflecting, Representing, Realising, Reinforcing identity) to help people apply the social identity approach in practice.

We also draw on the Social Identity Model of Organisational Change (SIMOC) and the Social Identity Model of High-Reliability Organisations (SIM-HRO) to support identity-based approaches to change and strategy.

Whether we’re working with a leadership team, a frontline supervisor, or a cross-functional project group, our goal is the same: to build shared identity, shared direction, and shared success.

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What makes our approach different

  • We use research that works. Our methods are backed by decades of scientific evidence and tested in diverse industries.

  • We understand complexity. Identity is not a buzzword—it’s a dynamic process. We help you work with this complexity in a practical way.

  • We stay close to context. We don’t push generic models. We help you find and strengthen the identity that matters most to your people.

  • We build capability, not dependence. Our goal is to leave your people stronger, more connected, and more equipped.

Want to learn more?

Explore our diagnostics and assessment, leadership and team development, or strategy and change services.