Scouts Australia Project in Review

Tuesday, June 09, 2015

Organisations must respond to the times to remain relevant amidst significant demographic shifts, cultural change, and generational transitions.

Scouts Australia is the nation’s largest youth organisation with a membership of 52,000 youth members. The not-for-profit recently commissioned McCrindle to guide the direction of a major Youth Program Review (YPR) through a three-phase project, helping Scouts to engage with the needs and desires of Australian families, their perceptions of Scouting, and what families are looking for in a contemporary youth organisation.

Engaging Stakeholders for Strategic Organisational Change


Through conducting nation-wide research, Scouts Australia sought to determine future directions and develop a detailed understanding of the wider community to:

  • Ensure the values of Scouts Australia engage with those of 21st Century Australia
  • Create a program that meets the needs of their appropriate youth target market


As part of the research, a number of methodologies and tools were utilised:

  • Awareness and Perception Brand Testing: Testing the perceptions, attitudes, awareness of Australians and Scouting families towards Scouting.
  • Competitor Analysis: Defining how the Scouts Australia brand is perceived in comparison to other Australian youth development, extracurricular, and sport organisations.
  • Segmentation Analysis: Comparing Scouts families with Australian families nationally and differences in their values for Australian youth.
  • Demographic Forecasting & Trends Analysis: Understanding the factors that shape and influence Generation Z from a demographic and social trends perspective.


Phase 1 provided qualitative insights through a series of focus groups with current and former Scouts members and Scouting parents, testing Scouting’s current landscape and the changes needed in the program, thus setting the foundation for the Phase 2 and Phase 3 research.

Phase 2 sought to define the needs and desires of Australian families for a national youth program through a comprehensive national study of 1,078 Australian parents with children aged 6 to 18, asking parents about their values and what a youth program should look like for a 21st century Australia. These results were compared to the perspectives of 1,858 Scouts parents.

Phase 3 featured a demographic and social trends scoping study on Generation Z and Generation Alpha incorporating McCrindle data, Australian Bureau of Statistics data, and trend analysis from McCrindle’s generational experts.

The McCrindle team visualised and presented the results of all three phases at national and state executive meetings throughout 2014 to engage key stakeholders with the strategic changes required to shape the new Scouts program.


The Scouts Australia YPR team is using the research as a key engagement piece with Scouts members and their families. The results have led to significant discussions among members and decision-makers on what it could look like to provide a highly sought after youth program for 21st century Gen Zs.

“One chief commissioner suggested this is the best research we have ever completed. Your work has assisted in giving credibility to the YPR and strengthening the belief of others for the need to have the YPR.” – Scouts


In 2015, McCrindle is conducting a sector-wides study for Australian not-for-profit organisations and charities entitled the Australian Community Trends Report. Organisations are invited to participate and sign up by 30 June, 2015.


At McCrindle we are engaged by some of the leading brands and most effective organisations across Australia and internationally to help them understand the ever-changing external environment in which they operate and to assist them in identifying and responding to the key trends. See our Research Pack for more information on our services.

Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare

Last 150 Articles


unaffordable growth brands curiosity group session parenting teachers leadership workshop innovative property market child care research services gen alpha New Zealand 1968 consumer eliane global Christchurch domestic bureau population growth cold work The ABC of XYZ relevant schools suburban living house price HSC dreaming forecast optimistic infographic wall rise of local careers personalities manly food 2013 village hills shire newspaper ultimo Melbourne victoria forum huffington post goals ashley fell google for education Australian Census mccrindle in the media Assistant Store Manager mining boom future proofing responsive wealth social shifts rental stress shbc leader English Education Future Forum SMART university February 16 financial future omnibus priorities australian social research event generations 1980 summer Northern beaches Event technology shifts Res Vis changing face of sydney cancelling plans millennials demographic trends 24 million rule keeper transport engage SMSF customer society local religion high density living change urban living holiday grave decision education future James Ward Generation Y Financial Planning Association of Australia schools students university degree data visualisation product marketing national wealth sydneycity baby wage litter tuesday property price the hills shire learning styles keynote social issues financial fears royal influence Australian communities Vocational education students future-proof Wellington small business property VET wolloomooloo insights Love politics define cooking Valentine’s Day travel 2020 father's day perth ageing statistics Population Clock emerging technologies Northern Territory training gold coast typical australian personal growth Christmas presents world youth day professional services woolworths Social Trend volunteers SA generation DIY state investing dessert baby names business average aussie public speaker grandparents presentations new office housing growth TAS organisations sydneysiders generation Z Australian Trends group mortgage ageing population narcissism consumerism meals proactive housing market 2016 brand experience townhouses survey design supply and demand conference 2012 employers workplace culture World Water Day social change sydney metro gen z future of work bus living internships social analysis language rising house prices collaborative hobart baby names australia report google darwin Australians Real Estate Institute of Victoria states cars System's Architect healthy future resource mccrindle research ACT train high density 40 million public holiday Work place Territory wellbeing census fail annual income optus renting baby name easter work-life rich Royals tv balance winter blues online communities poor professional speaker baby boom community engagement Merry Christmas business index parents office space click long weekend culturally diverse environment ashley mckenzie internship forecasting house prices IT Specialists NEETs experience population map market research capital city wealth and income distribution lifestyle Tuesday Trends participants Wagga Wagga 10 years the hills staying in insight networking high density apartments intern innovation social enquiry JOMO workshop 2015 divorce aged care puzzle geomapping men affordable mover and shaker ethnography events Real Estate greatness commute renter of the future skills sunny days South Australia New South Wales house price rise moreton bay national private wealth VIC 2016 census results communication trends analyst royal baby millenials spend sector Hornsby Shire Council Do It Yourself twentyseventeen overcast easy rider Canberra repayments Aussies fresh travelling ABS bondi keynote speaker NBRS Architecture social researchers contiki hello fresh study brisbane Research Executive earnings Caregiver Tasmania Western Australia dream ferry coffee blaxland sydney event sun urban Crime Rates vegetarian Australia Day 2017 mythbusting cash financial buildings organisational culture family Australian Population charity speakers hopes GPO CBD housing motivate program australian communities trends report focus groups conference presentation global financial crisis households tea school work mates career weekly earnings engagement christianity Wodonga baby name predictions social life hornsby seasons demographer communications teach home Births church trend spirituality Kiwi in the media education financial independence census results January 26th education future report learn Northern Beaches New Zeland Kirsten Brewer Christmas season professional development aged care salary future of education earn Channel 7 affordability stay home resilience Hills Shire Council social trends NSW medicine trends of 2017 entrepreneurial fears research visualisation trend tuesday learner investor demographics post rationalism data analyst high school mccrindle Skilling income public speaking research slideshare Australian Home Andrew Duffin growing population waverton future digital acf15 culture ipswich business performance NT wages clothing middle class celebration faux-cilise Aussie norwest divorce rate visualisation Adelaide Generation X Australian schools research data christmas internet community event cost offenders NBRS Tuesday Trend award area equip Australia Day selfie Scouts optus my business awards social commentary EFF snapshot media commentary debt earning leadership mobile 1975 brand identity stats royal australians staying home more capital cities crime criminal wedding millionth economy list infographic PSI cancelling event social lives Gen Y media educated prince george poker master meetings REIV Conference investment FOMO storytelling challenge socialites social impact results year 12 kate middleton relational follow increasing densification gender "know the times" researcher population megatrends plans qualitative research car paying to work mythbusters cancel plans story research report children faux-ciliser toys teacher 2017 jobs sentiments marrickville tips Word Up pharmacy australian communities forum commuters eliane miles royal family DESTEL baby names report mother's day socialising news suburb office opening conference speaker safe communicate publication 1994 unemployment anzac life economic data young people Queensland Macquarie University facts ideas know the times entertainment WA sunburnt country baby boomers The Daily Edition Mark McCrindle princess charlotte household student report Duchess of Cambridge wealth distribution future proof demographic transformations 2014 women marriages Queensland: QLD recap thrive mateship sydney speaker collaboration logan urban taskforce Myth weather McCrindle Speakers cloudy days population milestone generational trends Northern Beaches Christian School tableau names Financial Planning Association financial dreams goal Australian Dream lalor park ACF Australian Bureau of Statistics focus group Christmas lunch house winter non profit couple youth unemployment Sydney faith teaching social media families dare to dream panel trends of 2016 Netflix Geoff Brailey local communities energy online shopping owning a home authenticity land of the middle class learning education sector education research year 7 Financial Planning Week neutral bay emerging generations #censusfail housing affordability the changing face of water monarchy teleworking faux-cilising Bathburst the average aussie cartodb Sydney Hills Business Chamber futurist VET sector rent happiness retirement staff the australian dream home owner government social researcher presentation workplace housing trends media activity belief not for profit FPA real social research visual deloitte 2016 census budget shopping 24,000,000 Channel Seven rain going out sports shopper's pick sustainable youth outsourcing research pack trends friends REIV National Conference trades award winner case study potts point not-for-profit ease of travel Australian Communities Trends media release etiquette finance analysis interactive low density entrepreneurs of today urban living index employment vegemite world national crime rates menai environmental scanning video in depth interviews 23 million global generations sydney hills workforce Gen X pyrmont crows nest australia home ownership builders new york times tattoos graphs sector wide wealth and income holidays cultural diversity school students Deaths educhat social daily commute tertiary education community breakfast jobs of the future cost of living marriage Australian demographics sector wide study friendship Australian Families social commentator young australians Charlotte survey thought leadership census 2016 quote emerging trends suburbs professional office TDE society trends apartment entrepreneur nfp Sydney keynote speaker conferences school satisfaction mentor Engineering Manager baby name trends generation alpha mccrindle tea aussie culture alpha residents city ACF 2016 demographic census debate pharmacies daily telegraph moderators guide christian