Connect with the global, digital, multi-generational, value conscious consumer

Monday, August 20, 2012

McCrindle Research presents the Future Forum Breakfast Series event, 21st Century Customers, engaging with the emerging global consumers this Friday at The Tea Room, QVB in Sydney.

Consumers today are not just regional or national, but global. It's no longer just about the Boomer or Generation X customer, but now also about Generations Y and Z. It's not just about the traditional aspirational consumer but the value-conscious, price comparing shopper. It's not just about the conventional store fronts but now also about connecting digitally with the online consumer, who are focused on value, are connecting globally, are influenced by new brands and who are harder to track and connect with than ever before.

Australia's digital communications expert Adam Penberthy will be joining us and will be talking about connecting with the younger generations, and Social Researcher Mark McCrindle will be speaking about demographic, social and household budget changes and connecting with the emerging market segments. Don't miss out on this highly practical event!

Call us to register now: FREECALL 1800 TRENDS (1800 873 637) or register online here: 

Boomerang Kids - The trend of adult children living in their parents' home [MEDIA]

Wednesday, August 15, 2012

Aussie Baby Boomer parents are experiencing a growing trend where their adult children are staying at home. In a society where cost of living is increasing, the parents' home is often a fall-back option.

Mark McCrindle appeared on Today Tonight last night to shed some more light on this subject. For a generation with more lifestyle debts, travel more & spend more on technology, the savings that come from living at home is a good incentive!

Watch more clips on the McCrindle Research YouTube Channel.

Sport and the Redefined Australian Identity - Post by Mark McCrindle

Monday, August 13, 2012

Sport and the redefined Australian identity | Aussie sports supporter

Australia has not had the number one cricket team for several years. The Wallabies finished third at last year’s Rugby World Cup. At Wimbledon this year, Australia had its worst result since 1938 and at the London Olympics, Australia ranked 10th- our worst result for twenty years. Yet while there are questions being asked, there is no national soul searching, no sense of mass mourning, and not even much visceral disappointment. All of which begs the question: why?

Australia has matured, changed, and with this Australians have developed a broader perspective and a more global outlook. There is a new self-assuredness of our place globally and a strong national identity defined beyond sporting success and the old ocker clichés. Gone is the tyranny of distance, and the insecurity of being “down under”, and in its place an awareness that Australia is home to some global cities, and being on the rim of Asia, we are close to the new epicentre of the world. Any sense of our small stature amongst mega-nations has been replaced by a confident posture of being a regional influencer, a cultural exporter and a global player. Its neither plucky overconfidence, nor nationalistic pride- but rather a grounded confidence.

There is a depth to our identity in the 21st Century. The iconic language and Australiana is retained and reinterpreted with a new sophistication, and without the cringe. Certainly the old affections run deep but with these, an acceptance of Australia as a cultural hub, a fashion destination, a global influencer, a thought leader, a business innovator, and a quick technology adopter. The “snags and beer”, “sheilas on the beach” Australia has seamlessly been transformed into an urban and urbane, cafe-cultured, cosmopolitan society of both sophistication and complexity. Somehow we’ve shaken off our adolescence and are free of any self-consciousness.

Only a people comfortable in their own skin can embrace both meat pies and foccacias. It’s not club footy or arts festivals but both. There is both a love for this sunburnt country with all its iconic landmarks, yet also pride in the medical innovations, cultural achievements and business success. There’s an understated confidence that welcomes the world to this unique landscape, yet has the posture to profile a culture of creativity rather than just the latest sporting victory.

Cultural diversity has come of age in Australia. You can tell because there is little self consciousness and even less tokenism expressed. Rather, the cultural mix is in our national DNA, it’s part of our lifestyle- it’s who we are. The fact that more than 1 in 4 of us weren’t born here seems unremarkable- as though it has always been thus. From the inner urban to the outer suburban is the richness of modern Australia that has been forged through the input of so many cultures.

The new attitude has influenced our old lexicon. “No worries” doesn’t mean “we don’t care” but rather “we’ll sort it out”. The land of the long-weekend has become a nation committed to hard work without compromising lifestyle. We’re care-free and laid-back perhaps, but professional, with high standards and big expectations. So the lucky country armed with a can-do attitude has become self-made yet it has kept its community spirit. We value independence but in a community-minded way. Helping out your mate and your neighbour alike still shines strongly in the Australian psyche.

From being recognised on the arena of sport to being noticed on the world stage of science, arts and technology, Australia has come of age- and no one noticed. The talented kid with the ball found meaning in a broad array of pursuits, and made a name for himself. And what’s more he’s still got great talent with the ball as well.

Australia's Generation Ys are Big Spenders | Mark McCrindle on Today Tonight [MEDIA]

Wednesday, August 08, 2012

Australia's younger generations tend towards a lifestyle of spending rather than saving. Mark McCrindle was on Today Tonight this Monday with a social commentary on one of the possible causes of this trend.

Want more videos? Check out our YouTube Channel.

21st Century Customers - engaging with the global consumers [EVENT]

Monday, August 06, 2012

Future Forum Breakfast Series

McCrindle Research are presenting the second of three Future Forum Breakfast events for 2012 in just a few weeks. Mark McCrindle and Adam Penberthy will be sharing at the event. Watch the video below for what else to expect!

Visit the Future Forum website for more information.
Register yourself or your team for this event.
FREECALL 1800 TRENDS (1800 873 637) to register over the phone :)

Australia and sports: are we at our best?

Thursday, August 02, 2012

Olympic ringsAustralians are learning to be patient for medals at the London Olympics. While the Australian Olympic team has always given their all, the expectations of many Australians are perhaps unrealistic high. The majority of Australians (52%) expect that we will rank 5th or better on the medal tally. While we have achieved 5th position at the last two Olympics, the global competition continues to rise and it is unlikely that the expectations of many will be realised. The 15% of Australians who think we will end up in 10th position or worse by the end of the Olympics have perhaps sensed the changes on the Olympic sporting stage.

Interestingly, 4 in 5 Australians believe that children's sport today in its focus on participation and having fun has lost the value of competition and improving on results...

Continue reading the findings and statistics of this research here: Olympics and Sports  

Australians' thoughts on where Australia will end up ranking on the medal tally at the London Olympics

How is Australia performing overall in sports & achievements?

Download the Research Summary here: Olympics and Sports

Other links / articles:

B&T: Aussies' high Olympic hopes
SMH: The crowd went mild: Sydney snubs live Games sites

The Sandwich Generation: Aussie Baby Boomers have become our nation's carers - financially, practically, and emotionally

Thursday, August 02, 2012

From the Sandwich Generation to the Boomerang Kids, McCrindle Research have been busy identifying and labelling some emerging social trends. The Baby Boomers have been given many labels in their lives, buy as they move through mid-life, many have become sandwiched between their stay-at-home adult children and their ageing parents. Even for Boomers whose children, grandchildren or elderly parents are living separately from them, they're not necessarily independent from them. Australia's Boomers have become our nation's carers - financially, practically, and emotionally.

Read more about The Sandwich Generation in this SMH article.

Mark McCrindle, social researcher, demographer, futurist [VIDEO]

Thursday, July 26, 2012

Mark McCrindle - Social researcher, analyst, demographer, futurist, professional speaker

Bob Dylan had it right. "The times, they are a-changin'". Today they're a-changin' faster than ever - technologically, demographically, and economically.

Mark McCrindle, director of McCrindle Research is a social analyst with an international renown for tracking emerging issues, researching social trends, and analysing customer segments. Armed with the latest research findings and insights at the press of his presentation clicker, all presented in a customised a relevant way, Mark is very much an in-demand professional speaker and social commentator.

Check out the video below for more information. You can also visit Mark's website, download his Speaking Pack, follow him on Twitter @MarkMcCrindle, or Facebook

Slanguage (Slang language) in Australia amongst Generation Z

Thursday, July 26, 2012

Word Up, a lexicon and guide to communication in the 21st century by Mark McCrindle, McCrindle Research.

Slanguage Top 5’s

In Word Up we analyse slanguage in Australia and particularly amongst Generation Z. Here's a summary:

Top 5 Changed Slang words





Mighty fine

Disappointment or surprise



Very skilled or good looking



Cute or adorable


Male - usually a friend

Anyone, male or female


Lots of love

Laugh out loud

Top 5 blended words




Chill + relax


Confused + puzzled


The Twitter world


What's up - a greeting


Using the internet at work for non-work purposes

Top 5 overused slanguage











Fo' shiz

For sure

Australia Defined - A snapshot of population growth and change [INFOGRAPHIC]

Thursday, July 19, 2012

Here's a new infographic!

More than half of Australia's growth can be attributed to net overseas migration, which is filling our skills shortages. The United Kingdom and New Zealand dominate our migrant lists, but we are culturally diverse.

We're also growing through natural increase, with our nation going through a record baby boom and increased longevity rates. We're seeing changes in household types, we have an ageing population, but we're growing.

And it's easy to see why... because while Australia comes 52nd in population and 6th in land mass, it's the best place to live!! :) 

Keep scrolling for the eye candy...

Australia Defined Infographic: A snapshot of population growth and change

All our infographics can be found on our account McCrindle Research | Visually | Infographics

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