Council, Investment Attraction, UniSC

Businesses called on to shape City of Moreton Bay’s business reputation

Belinda Boyce

Published: 1 Oct 2026

read time 3 min

Key takeaways

Moreton Bay businesses are invited to take part in UniSC’s 2026 Business Reputation Survey, open until 6 November.
Businesses based in Moreton Bay gave the City a score of 77 out of 100 as a place to do business in 2025, up from 72 when the study began in 2022. Businesses elsewhere in Australia scored it 77, up from 74.
Last year’s results were taken back to 27 local business leaders, who used them to help shape how the City tells its business story.
This year’s responses will show what’s changed and how the City can enhance reputation

Businesses are being asked to share their views on doing business in the City of Moreton Bay as the University of the Sunshine Coast (UniSC) launches the 2026 round of its long-term business reputation study.

Conducted in partnership with City of Moreton Bay, the research has tracked local and national business perceptions since 2022, providing evidence to help strengthen the City of Moreton Bay’s reputation as a business destination.

UniSC Associate Professor in Journalism Dr Renee Barnes said the latest survey would build on four years of research into how businesses perceive the City as a place to do business.

“We’ve seen the City of Moreton Bay’s reputation as a place to do business strengthen since we established our baseline in 2022, and the 2026 survey will help us understand how that is continuing to evolve.

“We’ve seen the City of Moreton Bay’s reputation as a place to do business strengthen since we established our baseline in 2022, and the 2026 survey will help us understand how that is continuing to evolve.

“Local businesses have a strong connection to the City. Around eight in ten feel attached to Moreton Bay and would recommend it to others.

“But a score is only a starting point. We want to hear what’s working, what isn’t, and what would make this a better place to run a business,” Assoc Prof Barnes said.

Each year, the survey asks businesses how they rate Moreton Bay’s business environment, how they feel about the City, and whether they would recommend it.

These answers are combined into an overall score out of 100. Among businesses based in Moreton Bay, that score has moved from 72 in 2022 to 77 in 2025. Businesses located elsewhere in Australia, who see the City from the outside, now rate it at 77, up from 74.

The research also extends beyond the annual survey, with findings taken back to industry through co-design workshops.

In 2025, UniSC brought together 27 City of Moreton Bay business leaders and owner-managers across three workshops to explore the research and co-develop a place narrative reflecting the experiences of businesses operating in the City.

Community and connection emerged as the strongest unifying theme, alongside growth and opportunity, liveability, strategic location and a supportive business ecosystem.

Participants also identified an opportunity to further strengthen the City of Moreton Bay’s identity as a destination for investment and employment.

Assoc Prof Barnes said the co-design process gave businesses an opportunity to help interpret the research and shape the narrative developed from it.

“We took the research findings back to industry and worked with businesses to understand what they mean and how they can be used.

“That gives local businesses a genuine role in co-designing the narrative about doing business in the City of Moreton Bay and helps ensure it reflects their experiences.

“By participating in the 2026 survey, businesses are contributing to the evidence that will inform the next stage of the research.”

City of Moreton Bay Mayor Peter Flannery said Council’s support for the research highlighted the importance of understanding how the City is perceived as a business destination.

“City of Moreton Bay is one of Australia’s fastest-growing cities, but growth alone does not guarantee success. How we are perceived by investors, businesses, visitors and future residents influences the opportunities we attract and the jobs we create,” Mayor Flannery said.

“This research gives local businesses a voice in that process, and provides valuable insights that help Council strengthen Moreton Bay’s position as a destination for investment, innovation and economic opportunity.

“I encourage businesses to take part in the 2026 survey and help inform this important work.”