Play the McCrindle Research Conference Cliché game at your next event!

Wednesday, October 10, 2012

Conference Cliché | Game | McCrindle Research'Tis the season for conferences and events!

If you’ve ever been stuck in a meeting or conference with the management clichés flowing thick and fast, wondering if you’ll ever again see the light of day, then we hear you, and have designed this Conference Cliché game just for you. While you should avoid clichés like the plague, they make for a fun game so bring it on we say and circle 5 in a row and you’ll be #winning. It’s a no brainer, play McCrindle Research’s Conference Cliché at your next event – it’s not rocket science, in fact it’s all good!

Click here to download the PDF 

The reality is that clichés are a dime a dozen. To be honest, many people want closure on cliché use but having said that they’re not taking ownership of their language - go figure. Clichés are the low hanging fruit of management speak and because most of us are so over them, we need to take this on board, and if it’s doable, give them the flick!

This McCrindle Research project studied Australians nationally to find the most annoying clichés working Australians hear around the water cooler so we have unpacked this important issue in the hope that leaders can get on the same page as their workers and cut these over used clichés - it might seem like climbing Mount Everest, and it may not happen overnight, and while there’s no silver bullet solution, when it comes to curtailing clichés, never say never. Having said that, if all else fails, these 24 clichés can be read out to make a winner of a speech, so go for gold!

Click here to download the PDF 

McCrindle Research on Pinterest & Instagram [read: Follow Us!]

Tuesday, October 09, 2012
McCrindle Research | Social Media | Pinterest and Instagram

At McCrindle Research we can appreciate that not everyone relishes in statistic-heavy and wordy reports. That's why we want to be as engaging as possible in sharing our research findings in as many different ways and through as many channels as we can!

So for those of you who are more visually stimulated, McCrindle Research are now on Pinterest and Instagram. We'll work stats and figures, social analyses and research summaries into photos, infographics and more. If you're on either of these social networks, be sure to follow us! :)

Find us on both Instagram and Pinterest under the username: McCrindleResearch

See you there!
- The McCrindle Team -

"By Popular Demand" - Mark McCrindle's latest and most requested keynote presentation topics

Thursday, October 04, 2012

Mark McCrindle is a social analyst with an international renown for tracking global changes, and analysing social trends.

In our research fields of demographic change, social trends, employment shifts and technological and consumer influences, nothing stays the same for long and innovation is key.

This is mirrored with the speaking topics and issues that are most requested of Mark and therefore the content of his presentations and the sessions that he creates are similarly ever-changing. Here are some of his newest and in-demand sessions:

  • Trends and Tactics with Social Media: Engaging with New Communities, Connecting with Emerging Customers
  • 21st Century Consumers and the Key Influences Upon Them
  • A Demographic Snapshot of Australia Now and Towards 2020
  • Understanding and Engaging with Generation Z
  • Strategic Trends Forum: The External Environment

Want more details? Click here to download the PDF.
For more on Mark visit his website, Twitter, or check out the video below!

Words, Phrases and Symbols that Define 21st Century Australians

Monday, October 01, 2012

Aussie words, phrases and Symbols - Boxing Kangaroo imageOur national spirit is tied strongly to our words and phrases. And it seems that our unique Australian words are not only iconic, but well regarded by Australians. Top of the list was “mate” at 65.6% extremely/very proud of this word, 2nd was “g’day” (60.7% extremely/very proud) followed by “arvo”, “tucker” and “snags”.

However of all Australian terms, “arvo” is the most used by Australians (73.2% use this term) followed by “g’day” (71.1%).

Our unique language is still a strong part of our national brand. From our colourful language to our unique humour, the Aussie lexicon is one of fun. Only in Australia is a redhead called “Bluey”, and a stranger is called “mate”.

Top 5 “Best regarded Aussie words by Australians

  1. Mate
  2. G’day
  3. Arvo
  4. Tucker
  5. Snags

However there are some well recognised local slang that Australians feel uncomfortable using. The top 5 words with more Australians “uncomfortable” than “comfortable” in their use are:

Top 5 “most uncomfortable” Aussie words

  1. Cobber
  2. Sheila
  3. Strewth
  4. Dunny
  5. Crikey

We have affection for iconic Aussie phrases with “No worries” a clear winner (73.7% extremely/very proud) followed by “g’day mate“ (71%) and “she’ll be right” (56.7%).

Top 5 best regarded Aussie phrases

  1. No worries
  2. G’day mate
  3. She’ll be right
  4. Too easy
  5. Fair dinkum

Many phrases were well known and well regarded but considered too ocker to be used in general speech, and topping this list was “not within coo-ee” (12% of Australians have used this phrase), “woop-woop” (13% use this term) and “dinky-di” (18%).

Top 5 “too ocker” Aussie phrases

  1. Not within coo-ee
  2. Woop woop
  3. Dinky-di
  4. Stone the crows
  5. You beauty

The ubiquitous chant “Aussie aussie aussie – oi oi oi” split Australians but overall was rated more positively (45.5% proud) than negatively ( 37.5% uncomfortable).

As Australians we love our iconic phrases and particularly those that communicate our down-to-earth attitude and community values. From the relaxed “no worries” to the generous “too easy”, and anything ending in “mate”, our favoured phrases radiate warmth. However there is a self consciousness and even a cringe factor which sets in with words like “cobber, sheila” and “stone the crows”. We have an affection for our quirky language- but this is balanced with a 21st Century sophistication.

Further evidence of embracing our language, Australians are pushing back on the AmericaniZation of spelling. Less than 1 in 20 Australians (4.5%) embrace American standard spelling (color, organize, center etc) with almost 4 in 5 Australians (79%) strongly or significantly opposed to the trend.

Aussie symbols

We love the flag (79% of Australians are extremely or very proud of the Australian flag) and the “Australian Made” symbol (67.1% very/extremely proud) but have mixed views on the Southern Cross symbol. In fact both the Australian Aboriginal Flag, and the Boxing Kangaroo had a larger proportion of Australians rating a feeling being proud of them even over the southern cross. Further, 1 in 4 Australians (23%) stated they were “slightly” or “very” uncomfortable in its use. Only the Eureka Flag had a higher “discomfort rating”.

  1. Australian flag
  2. Australian Made
  3. Australian Aboriginal Flag
  4. Boxing Kangaroo
  5. Southern Cross

Australians have always been proud of their nation, but in an understated, assumed-not expressed manner. Of recent years this patriotism has been more visible, particularly seen through a fond embrace of the Australian flag” states Mark McCrindle. Yet it is not surprising that in this land of the “fair go” symbols which articulate exclusivism rather than belonging decline in popularity. The Eureka Flag has long been viewed this way, being joined more recently by the Southern Cross.

McCrindle Research Rooms: Sydney focus group facilities [VIDEO]

Thursday, September 27, 2012

McCrindle Research Rooms are located in the fastest growing area in Sydney. These purpose-built rooms are designed by researchers, for researchers specifically for focus groups and boardroom briefings.

Hit the jump for the video with a virtual walkthrough of what we provide!

For more information visit the Research Rooms website, or give us a buzz on FREECALL 1800 TRENDS (1800 873 637).

21st Century Customers: Engaging with the global consumers [INFOGRAPHIC]

Monday, September 24, 2012

Following from our last McCrindle Research Future Forum Breakfast Event, we've put together an infographic which maps out our increasingly global market culture. Take a look below!

21st Century Customers: Engaging with the global generations

McCrindle Research presents the Australian Communities Forum event [VIDEO]

Thursday, September 20, 2012

McCrindle Research are proud to present the Australin Communities Forum, which exists to empower and equip organisations to engage with their communities.

This one-day event will provide a demographic and social overview of Australian communities, it will equip leaders with resources to better connect with communities, and uniquely it will facilitate networking opportunities across the commercial, not-for-profit and government sectors. The Australian Communities Forum will deliver the latest information in an interactive format, with innovative local examples, and the sharing of great ideas.

Join us on Friday November 16th at The Star Room in IMAX, Darling Harbour for a full day's worth of analysis of Australian communities. We'll be looking at Communities Defined, Communities Engaged, Communities Equipped and Communities Inspired. Ticket prices are $495 per person, or $345 per person for multiple registrations.

Click here for more information on the event.
Click here to register now.

Six shifts in Australian communities

Thursday, September 20, 2012
Six shifts in Australian Communities

Australia has moved beyond the isolated, insignificant young country of the 'ocker' and the'outback' over the years to an urbanised, sophisticated and diverse nation. See how Australia's communities have shifted over the years in the table below.

McCrindle Research are running the Australian Communities Forum on Friday November 16th, 2012. Register now.

Read this Social Analysis in full. 
Click here to download the PDF 



Shift 1:
Global Identity

  • Tyranny of distance
  • Isolation from bustle of busy world
  • Independent, separated
  • Insignificant, down under
  • Insecure, cultural cringe
  • Close to new epicentre of world
  • Home to some global cities
  • Global connections, regional hub
  • Influencer, regional leader
  • New posture, cultural exporter

Shift 2:
Relaxed Complexity

  • Stereotypes, clichés
  • Self deprecating, dinky-di
  • Ocker, snags & beer
  • Success in sport
  • Beach & 'burbs
  • Sophistication, complexity
  • National self confidence, Aussie pride
  • Cosmopolitan, marinaded steak & wine
  • Leading-edge technology,
    world class medical innovation, business leadership

Shift 3:
Redefined Community

  • Diggers, cobbers, blokes, mates
  • Give us a fair go
  • Anti-authority
  • Community - geographically connected
  • Male, younger - middle age
  • Rich diversity, community engagement
  • Give all a fair go
  • Anti-pompous
  • Community - culturally & globally engaged
  • Gender, generational & cultural diversity

Shift 4:
Rich Diversity

  • Self consciously embraced, intentional engagement
  • Culturally defined, ethno-centric
  • True-blue = Aussie
  • Little more than food & festivals
  • Different groups & cultures
  • Who we are, intrinsic, part of our DNA
  • Diverse, mature, post-category
  • True blue = Authentic, real
  • Our national identity & way of life
  • Diverse lifestyles, richness of culture

Shift 5:

  • Outback, red centre
  • Uluru, untouched beaches
  • Koalas & Akubras
  • Football, meat pies, caravans
  • Tradition, nostalgic, historical
  • Urban life, built environment
  • Festivals, global events
  • Cafe culture, suburban lifestyles
  • Small business, focaccias, overseas holidays
  • Innovation, engaging, emotional

Shift 6:
Confident Ingenuity

  • No worries - it doesn't matter
  • Land of the long-weekend, lazy
  • Care-free, laid back
  • Less demanding, average quality
  • Tall poppy syndrome
  • Lucky country
  • No worries - we'll sort it out
  • Committed, hard working & social
  • Relaxed, warm but professional
  • Casual, enjoyable yet high standards
  • Celebrate success
  • Can-do attitude

Read this Social Analysis in full. Click here to download the PDF 

Humour, multiculturalism, and the Aussie spirit: The Australian Identity in 2012

Wednesday, September 19, 2012

From our focus groups to our national surveys, from social research to demographic analysis, we spend much time taking the pulse of the community. In the lead up to the Australian Community Forum, here’s a snapshot of Australia in 2012.

Read this Social Analysis in full. Click here to download the PDF 

Australia today is loved for more than its sweeping plains and far horizons. Certainly the old affections run deep however there is more discussion on Australia as a cultural hub, a fashion destination and a nation hosting iconic events.

It seems that Australians are comfortable in their own skin - embracing of this sunburnt country with all its iconic landmarks, yet proud of the cultural achievements and events, many of which are renowned internationally. There’s an understated confidence that welcomes the world to this unique landscape, yet has the posture to proudly list off our cultural achievements.

There is expressed a self-assuredness of our place globally and an acceptance of our traditions, history and Australian Spirit beyond clichés.

The irrepressible Aussie humour comes through strongly too. It is a safe humour- witty, dry and usually self deprecating. Current events and troubles are responded to with a laugh. The old “stop laughing- this is serious” attitude lives on.

Our weaknesses (e.g. the old tyranny of distance and isolation) are reinterpreted humorously as strengths.

There is a depth to our reflections on 21st Century Australia. The iconic language and Australiana is retained and reinterpreted with a new sophistication, and without the cringe.

Read this Social Analysis in full. Click here to download the PDF 

Australia's community spirit: Pride, fun, teamwork, community, freedom

Thursday, September 13, 2012

McCrindle Research is delighted to be hosting the inaugural Australian Communities Forum in November. For more information, or to register click here. As a reminder of what Australians love about their communities, here’s a summary of 5 values and characteristics that define this community spirit.

[ Read this Social Analysis in full. Click here to download the PDF  ] 


Australians have a deep pride in our country and culture which is more often felt than spoken. Our understated Aussie spirit stands in contrast to the overt nationalism expressed in other countries. Forrest in Sydney says “We don’t seem inhibited by the fact we’re at the end of the world”. In the hearts of most Australians the love of this land, her people and achievements just is. As Susan from Clifton Beach NSW writes “Our eternal optimism, “She’ll be right mate” attitude in a world of negativity!”


From our colourful language to our unique humour, the Aussie spirit is one of fun. Only in Australia is a redhead called “Bluey”, and a stranger is called “mate”. Phil from Glebe sums this up well “This is what I like about Australia - we can laugh at ourselves in the face of adversity: The Pacific Dawn docked a few years back after its Swine flu troubles and the passengers chant: Aussie! Aussie! Aussie! Oink! Oink! Oink!”


Australia is collaborative rather than individualistic. As Aussies we recognize that individual achievement rarely occurs without a helping hand from others. After all we call this the lucky country- we don’t take the credit for it all ourselves. The community spirit- helping out your mate and your neighbour alike shines strongly in the Australian psyche. As Ian from Belair, SA says “Australians are legendary for their generosity and ability to collaborate to get things done”.


Whether at a street, city, state or nationally level, the Australian spirit unites us not just to celebrate success, but also to battle adversity. Having experienced such diverse and sometimes harsh environments and situations, Australians do not shy away from hardship, yet bond together to tackle it. As Tim, from Camberwell, VIC, states “What makes Australia great is the way we band together when things get tough”.


The Australian spirit is enlightened and motivated by our endless opportunities and equality for all. The freedom to pursue our dreams in this land gives everyone the chance to “make it”. As Woo from Highgate Hill, Queensland points out “You do not need to be ANYONE to be someone in Australia! It’s the ‘come over for a cuppa’ kinda attitude that makes an Aussie an Aussie”.

[ Read this Social Analysis in full. Click here to download the PDF  ] 

Mark McCrindle, Social Researcher is hosting the Australian Communities Forum in Sydney, November 2012

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