Gen Z Career Aspirations & the Future of Work

Wednesday, November 22, 2017

What do Gen Z aspire to be when they grow up? Social researcher Eliane Miles was recently asked to unpack the latest findings from the Australian Institute on Family Studies on ABC The Drum.

Gender-based career preferences

The research identified there are significant gender differences among Gen Zs aged 14 and 15 when they think about their possible futures. Boys gravitate most towards engineering (14% of those who stated an occupation), information technology (10%), construction (9%), automotive (8%), or sports (6%), while the top five occupations chosen by girls were medical professionals (13%), education professionals (11%), legal (11%), personal services (7%), and performance arts (7%). Just three occupations (health, design, and performance arts) overlapped among both genders when looking at the top ten list.

Girls need more inspiration to move towards STEM

While are naturally career preferences that appeal to each gender (with Eliane’s commentary highlighting that this is strongly linked to parental influence, as shown in our work with the Career Industry Council of Australia), there are challenges that may emerge for women in future-proofing their careers.

We know that Australia’s workforce is at the cusp of significant change. In 2030, the majority of the jobs that we will do (85%, according to Dell Technologies) are not yet invented. Yet 75% of the fastest growing careers require STEM skills – qualifications and skills in science, technology, engineering and maths. As we look across Australia’s educational landscape, just 16% of STEM graduates in our nation are female, highlighting the continuing need to lift the profile of STEM careers for female school-leavers among parents, educators, and media personalities.

Fantasies or a new work order?

There were a disproportionate number of ‘fantasy-type’ occupations listed in the AIFS study, things like ICT (‘games developer’, ‘YouTuber’, and ‘blogger’), sports (professional AFL player), and performing arts (actor, ballet dancer). And, not surprisingly, 41% of young people aged 14 and 15 didn’t have a clue as to what they want to do when they are older.

This uncertainty of the future is to be expected, and not only among Gen Z. In an era of multiple careers, lifelong learning, the gig-economy, in which digital disruption is bringing whole sectors to an end, and new jobs are emerging each year (nanotechnology, virtual reality engineers, user-experience managers, data designers etc.), what will the future of work look like?

Our average length of job tenure is now less than three years, and three in ten workers now work casually or contractually (up from one in ten three decades ago). Today’s school leaver will have multiple jobs (17) across many (5+) careers, and part of their reality on the job is that they will constantly be learning. We all will be. By 2030, workers will be spending at least 30% more time on the job learning.

As the workforce shifts (with 32% of our workforce comprised of Gen Z in a decade’s time), so will our mindsets in regards to careers and the future of work. Yes, Gen Zs will bring idealism and self-assuredness, but they will also bring a new wave of entrepreneurialism that might just be what we need to face disruption and manage change. They, and we all, will need to increase our level of critical thinking, problem solving, and digital skills as we move towards this new reality.

About Eliane Miles

Eliane Miles is a social researcher, business strategist and Director of Research at the internationally recognised McCrindle. From the key demographic transformations such as population growth and the ageing workforce to social trends such as changing household structures and emerging lifestyle expectations, from generational change to the impact of technology, Eliane delivers research based presentations dealing with the big global and national trends. 


If you would like to have Eliane Miles speak at your next event, please feel free to get in touch. 

Download Eliane's full speakers pack here and view her show reel video below.


2017 Australian Communities Forum Recap

Tuesday, September 19, 2017

Last Friday, McCrindle and AlphaSys were proud to present the Australian Communities Forum (ACF) at Customs House in Sydney. The ACF featured 14 brilliant speakers and 4 jam-packed sessions. We began the day with tea and coffee on arrival before kicking off our first session, which focused on the research results from the Australian Communities Trends Report into Australia's not-for-profit sector. Before we launched into the findings we received a warm welcome from Councillor Jess Miller on behalf of our event sponsor, the City of Sydney.

SESSION 1 – RESEARCH AND CENSUS RESULTS

Eliane Miles opened Session 1 with a snapshot of the key factors influencing Australian communities and some surprising findings from the just-completed Australian Communities Report. Eliane provided an overview of giving in Australia, indicating that 4 in 5 Australians give financially to charities / not-for-profits, the top 8 causes Australians are supporting and the 5 charity essentials.

Mark McCrindle continued the theme of presenting results by exploring some of the key insights from the 2016 Census results. Australia’s population is growing, ageing and changing. Mark also explored how not-for-profit organisations can respond to our changing nation.

Each of our delegates also received a copy of The Australian Communities Trends Infographic which contains the top line findings from the national study into Australian giving and how charities can engage.

SESSION 2 – KEYNOTES

After a networking break over morning tea Lalita Stables, head of strategic business at Google shared an engaging keynote presentation on strategy essentials that can be applied in local communities. Lalita spoke to leadership in an organisation, how Google have both a culture of innovation and information, and encouraged organisations to have a mission, transparency and a voice.

Our next keynote, Justin Yoon – founder and director at AlphaSys who was our event partner this year, delivered an engaging keynote address on how when building authentic communities, technology isn’t always the answer. Justin encouraged us to get ‘SLOSH-ed’ – or in other words, to ensure organisations Strategise, Listen, Orchestrate, Start simple and value Human experience.

Our final keynote was delivered by Jonnie Farrell, founder of start-up Adventure Squad and previously a product designer at Airtasker. Jonnie inspired and challenged us to think like a start-up and to trust our instincts, work hard and have a pure intent. From his experience in start-ups and entrepreneurism, Jonnie encouraged delegates to build, measure and learn.

STREAMS


STREAM 1: TECHNOLOGY INTEGRATION

In this stream, Richenda Vermeulen, CEO at ntegirty, began the session by challenging our audience with research-based insights on the four keys to achieving digital success. Ben Littlejohn from Act for Peace then spoke about promoting a start-up campaign using social and mainstream media, from Act for Peace’s Ration Challenge. Our final speaker for tis stream, Andrew Hill who is the community and fundraising director at The Salvation Army, shared how The Red Shield Appeal recently incorporated electronic giving into its appeal.

STREAM 2: COMMUNITY TRENDS

Graham Catt, CEO of the Australian Veterinary Association (AVA) began our second stream on community trends by sharing how the AVA uses environmental scanning to identify the trends taking place in the external environment and how to respond to them. Tony Holland, the CEO of OzHelp, then shared the inspiring story of how OzHelp’s tune-up program is reaching people where they live and work. Josh Crowther then concluded our second stream by sharing valuable insights from research conducted by Dunham+Company into donor trends and Australians giving behaviours.

SESSION 4

Following afternoon tea and some great networking, we gathered back together to hear from our last two speakers, Andy Meier from Strategic Minds Communication and Sam RefShauge from batyr.

Andy Meier, director of Strategic Minds Communications kicked off our afternoon session by giving us some key insights into the power of video storytelling. Andy shared how a good story has a narrative, and that stories inspire us towards action.

Our last speaker of the day was Sam Refshauge, the CEO and executive director at batyr. Sam shared the inspiring story of how batyr came to be, and how to engage and communicate with Generation Z, we need to be innovative, create communities, encourage and empower, and utulise peer-to-peer interaction for this emerging generation.

THANK YOU

We would like to thank all of our speakers and delegates for making the 2017 Australian Communities Forum a fantastic event. A big thank you to our primary sponsors Database Consultants Australia and the City of Sydney for your support in making this happen.

McCrindle Speakers professional presenter showreel

Thursday, July 20, 2017

Our McCrindle Speakers are experienced researchers and engaging presenters, delivering over 150 keynotes, strategy workshops and executive briefings to a range of audiences each year. 

 

Find out more about their most requested topics, past clients and testimonials in the below speakers pack.




The McCrindle Speakers team

Mark McCrindle is an award-winning social researcher, best-selling author, TedX speaker and influential thought leader, and is regularly commissioned to deliver strategy and advice to the boards and executive committees of some of Australia’s leading organisations. Download Mark's full speakers pack here. 

Eliane Miles is a social researcher, business strategist and Director of Research at the internationally recognised McCrindle. She is a global trends analyst who not only studies the megatrends, but has herself been shaped as a global citizen. Download Eliane's full speakers pack here. 

Ashley Fell is a social researcher, TEDx speaker and Head of Communications at the internationally recognised McCrindle. As a trends analyst and media commentator she understands how to effectively communicate across diverse audiences. Download Ashley's full speakers pack here. 

Screentime: Making Sense of the iWorld

Tuesday, July 18, 2017


Twenty years ago we became subjects of a new world order. A world order in which we started spending more time looking at screens than spending in face to face interaction. Today, each one of us spends, on average, 10 hours and 19 minutes each day looking at digital devices.

HOW WE SPEND OUR TIME

When we asked Australians how they spend their time, we found that the top activities Australians do on a weekly basis are indoor activities. Watching television or movies at home (90%) and spending time on social media (78%) top the list.

When asked what Australians would like to be doing less of, we find that we have an aversion towards the things we find ourselves doing. One in five of us would like to decrease the amount of time we spend on social media or the internet, and one in eight of us would like to decrease our television or movie consumption time. 

Regardless of our age or other demographics, we have become the iGen, and a group of global citizens part of a new experiment. A global experiment of digital connectivity that has transformed us to be post-linear, post-structural and post-literate. 

  • Post-linear: We no longer see life in a clear sequence, but rather a series of events that somehow come together in a new order. We don’t go to university or TAFE and end up with a trade or profession, but are entrepreneurial to the core. We up-skill, re-train, re-skill – most of us having 15 jobs across 5 careers in a lifetime.
  • Post-structural: We are post-structural, not needing our life organised in 9-5 modes. We telework, work from home, work from the train, really, we work all the time. We are a truly switched on generation, with more than half of us (54%, among Gen Y workers), admitting that we are always on and never quite feel like we can shut off.
  • Post-literate: Technology has made us post-literate and changed our lexicon and language. New words have entered our vocabulary, whether it be the emoji 'face with tears of joy' or words that aren't words at all, like #hashtag.

Screentime: Who is in control and what happens next?

Our data shows that nearly nine in ten of us have become consumers of social media, rather than contributors. Just 12% are active, sharing our life and engaging with others across social media platforms. There is no doubt that our digital times are changing our communication, our behaviour, and our learning styles. Social media has become the show-reel of our lives, breeding isolation, distraction, and a lesser ability to focus. 

Yet global connection has allowed us to gain insight into areas we never thought possible. Most of the world is now connected with a smart device. Our phones have become our 'third brain', challenging us and expanding our worldviews. In the future, new mediums will enable us to connect with the information currently available to us behind screens, in a way that is truly a part of our normal daily routine and less behind glass.

This global experiment that we find ourselves in presents a new set of challenges for us to grapple with. We have to think about how we navigate this new reality with both our cerebral capacity to think but also the deeper eyes of our heart, responding intuitively to how screens are shaping us and changing us. What future do we envision for the next generation to come, Generation Alpha? 

More than anything, it is about learning quickly from our recent past. We have the ability to create a future for the next generations that we can be proud of by maximising the best technology has to offer while leaving the 'not-so-good' bits behind.   

About Eliane Miles

Eliane Miles is a social researcher, trends analyst and Director of Research at the internationally recognised McCrindle. As a data analyst she understands the power of big data to inform strategic direction. Managing research across multiple sectors and locations, she is well positioned to understand the megatrends transforming the workplace, household and consumer landscapes. Her expertise is in telling the story embedded in the data and communicating the insights in visual and practical ways.

From the key demographic transformations such as population growth to social trends such as changing household structures, to generational change and the impact of technology, Eliane delivers research based presentations dealing with the big global and national trends.

To have Eliane Miles present to your organisation on the screenage, Generation Z or the future world of work, please contact Kimberley Linco at kim@mccrindle.com.au or call 02 8824 3422

DOWNLOAD ELIANE'S PROFESSIONAL SPEAKERS PACK HERE

SEE ELIANE IN ACTION

Recap from the 2016 Census Results

Wednesday, July 05, 2017

Rolling around only every 5 years, the Australian Census provides us all with vital information about our nation’s population growth, infrastructure and future-planning needs. The Census has been conducted every 5 years since 1911, and is the biggest democratic activity in Australia.

Last week, the results of the 2016 Census results were released and revealed a picture of our changing nation. Australia is larger, older, more culturally diverse and less religious than at any other time in history.

At McCrindle, our social researchers are passionate about communicating the insights in clear, accessible and useable ways.

Census media activity

Here is a recap of our media activity from last week’s census release:

   
 

Australia Street Infographic

If you lived on an average sized street in Australia comprised of 100 households, and these households were exactly representative of the Australian population, did you know that in a year, your street would see 1.2 marriages, 1.7 deaths and 3.3 births? These 100 households comprise 260 people, 49 dogs and 39 cats! There are 180 cars owned on the street, which each drive, on average, 14,000 kilometres each year.

We are delighted to present the brand new Australia Street infographic based on the just-released census data.

Click here for a summary of the findings from the Census data.

Changing Face of Sydney Transport

Wednesday, April 19, 2017

From high above, aerial images show Sydney un-earthed. These before and after images detail the changing face of Sydney’s suburbs. Major progress is being made on key Sydney infrastructure projects as the city prepares for ongoing population growth.

 Before After 

Sydney’s growing population

Sydney reached 5 million at the end of June 2016. While it took almost 30 years (1971 – 2000) for Sydney's population to increase from 3 million to 4 million people, it took only another 16 years to reach its next million. 

Growing by 83,000 people every 12 months (at 1.7%, above the national average of 1.4%), the city needs infrastructure to keep pace with this population growth.

NSW projections show that NSW will grow to 9.9 million people by 2036. Sydney is two-thirds of this number, so will reach 6.5 million in the next 20 years, and 8 million by 2050.

How we commute to work in Sydney

Almost 2 in 3 Australian commuters get to work by private car (65.5%, up from 65.3% 5 years ago) with just 1 in 10 relying on public transport. The 2011 Census showed that 58% of Sydneysiders commute to work by car, 9% by train, 5% by bus, and a further 4% walked. 

Social researcher Eliane Miles notes, "Sydney-siders are spending a significant amount of time moving each day. While the average work trip for a Sydneysider is around 35 minutes, for many Sydneysiders the journey to work takes much longer. Commuters in Sydney's outer suburbs are often spending five times this length (up to 2.5 hours) per trip each way. Sydney is investing more in infrastructure than other world cities of comparable population size, and it is critical that investment in both roads and public transport options continues." 

You can watch the full story on Nine News here


About Eliane Miles

Eliane Miles is a social researcher, trends analyst and Director of Research at the internationally recognised McCrindle. As a data analyst she understands the power of big data to inform strategic direction. Managing research across multiple sectors and locations, she is well positioned to understand the megatrends transforming the workplace, household and consumer landscapes. Her expertise is in telling the story embedded in the data and communicating the insights in visual and practical ways.

From the key demographic transformations such as population growth to social trends such as changing household structures, to generational change and the impact of technology, Eliane delivers research based presentations dealing with the big global and national trends.

To have Eliane speak at your next event, feel free to contact Kimberley Linco on 02 8824 3422 or kim@mccrindle.com.au.

Download Eliane’s professional speakers pack here

Census Update - In the media

Thursday, April 13, 2017

The Australian Census has been conducted every 5 years since 1911, and is the biggest democratic activity in Australia. While the election last year counted 14 million votes, the 2016 Census includes every household, age group, resident and visitor – all 24 million of us.

Here’s everything you need to know about the preliminary Census results, painting a picture of our changing nation.

WHO IS THE TYPICAL AUSSIE?

The typical Australian is a 38 year-old Gen X woman, born in 1979, who can expect to live past the age of 85. She is married with two children and lives in one of Australia’s capital city (like 3 in 5 Australians), which is worth $825,980 and which she owns with a mortgage. She has $427,847 equity in their home, which is the bulk of her wealth. She works full-time and gets to work by car, along with 69% of all commuters.

HOW IS AUSTRALIA CHANGING?

We are ageing

The median age of Australians has increased from 37 to 38 (from the 2011 to the 2016 Census). Queensland has shown a strong leap in ageing (from 36 to 38), as has the Northern Territory (from a median age of 31 in 2011 to 34 in 2016).

We are culturally diverse

Three states (NSW, VIC, and WA) now feature their ‘typical’ resident as a person who has at least one parent born overseas. In NSW, China is now the top country of birth for residents born overseas and in VIC the top country for residents born overseas is India.

Owning a home outright is not as common anymore

The typical person across all of the states and territories now no longer owns a home outright, but with a mortgage. Only NSW and TAS feature the typical person who owns a home outright, and in the NT, the typical person is renting their home.

McCrindle In the media

Mark McCrindle on The Daily Edition

Eliane Miles on SBS News

Mark McCrindle on Seven News

McCrindle In the media





External Trends Impacting the NFP Sector in 2017

Wednesday, February 22, 2017

The year 2017 has begun in an environment of perplexed global sentiment. From Brexit to the election of President Trump, the last 9 months have been far from a smooth ride on the world stage, showing a trend towards growing isolationism and increasing uncertainty.

At the national level, for most advanced economies, this uncertainty has bred an increase in nationalism, and a move away from globalisation. In Australia, our response – in part fuelled by our strong work ethic and historic undercurrent – makes us all just want to ‘get on with it’ and get the job done.

For the not for profit sector, this means working hard at strategic initiatives, managing external risk, and taking bold initiatives to engage donors. Our conversations with the NFP sector at this time of year often involves developing strategic brand tracking to measure public engagement, or testing specific brand assets to develop powerful advertising campaigns.

Yet, before delving into the tools of marketing and communications, it is critical that NFPs grasp the trends and undercurrents taking place in the external environment, particularly those that impact donor giving. Here are three trends we feel are critical for the NFP sector to grapple with in 2017:

1. Charity saturation and the need for brand differentiation

According to JBWere’s Cause Report (2016), Australia has 56,894 NFP organisation, one NFP for every 422 individuals. The number of not for profit organisations has doubled every 20 years over the last 60 years – and despite cancelling and closure of some charities by the ACNC, there are still around 10 new charities established every business day.

2. Overall decline in public giving necessitating new fundraising initiatives

Charitable giving has been lower in Australia in 2016 than in years prior. The NAB Charitable Giving Index indicates that national giving is down, by a decrease of 0.3% growth in the 12 months leading up to Aug 2016. This compares to 5.1% growth a year earlier. While there has been resilience in the Australian economy during this time, consumers are more cautious than before, reflected by these figures.

3. Younger generations giving less and seeking experiential engagement

60% of Australian donors agree that charities will face a more difficult future as younger generations don’t seem to volunteer in an ongoing way or give as much as the generations before them (McCrindle Australian Communities Trends Report, 2016). NAB data shows that those aged 15 to 24 give just $135 on average, annually, to charities, compared to those over 65 who give $452 on average.

BEHIND THE TRENDS

A number of these trends are explained by a rise in the cost of living across Australia. Take Sydney housing as a case example of the growing cost of living pressures. In 1975, Sydney house prices were just 5x average annual earnings. By 1995 they had risen to 6x average annual earnings, but today – when taking the average annual salary of $80,000 per year and the median house price of well over $1 million – the average house price is 13x the cost of an average annual full-time salary.

Australian donors are finding it more difficult to give, and to give regularly. As the traditional, dependable, regular donor shrinks as a proportion of all donors, new types of donors are emerging –brand responders and opportunity givers.

ENGAGING AD-HOC DONORS


Brand responders and opportunity givers donate sporadically, in an ad-hoc way. These types of donors are still more likely to give to a single charity or cause than to multiple causes, and have a strong preference for a particularly cause or charity.

Through speaking with more than a dozen NFP experts, 54 donors face to face, and surveying 1,500 Australians, we have identified four key next steps for the charitable sector to take into account in 2017:

1. Develop Multi-Tiered Levels of Engagement

Donors want to be involved with charities, but on their own terms. Rather than fixed contracts, they desire flexible giving and varied involvement. The demand for personalisation is growing as donors expect charity engagement suited to their age and life stage.

2. Build Communities for Social Impact

Australian donors desire to be part of a community of activists that bring about social change. They want to be involved in something bigger than themselves, knowing that together they can make a difference. This is not just ‘clicktivism’, which is seen merely as a form of virtue signalling through web-based activist organisations. Globally, networks like Avaaz.org and Change.org have created opportunities for real-life engagement of social issues, facilitated first through online platforms.

3. Communicate Results in Real-Time

Donors want real-time results and transparent reporting of admin costs. Platforms such as GiveDirectly.org now enable donors to give directly to an individual living in extreme poverty via mobile giving. KIVA, a lending platform facilitating crowd-sourced micro loans across the globe, displays the giving of loans in real-time via an interactive world map. When donors have this type of visibility, trust and engagement follow.

4. Create Fun and Engaging Experiences

The donor of the future is looking for participation and memories created through experiences. Nearly half (46%) of 18-29 year-old Australian donors have volunteered for a charity (compared to 31% of 30+ donors), and they are looking to do so in new, fresh ways. This is not just contained to events and a physical presence at sporting events or music festivals. Many young donors (1 in 4 of those aged 18-29, compared to just 11% of 30+ year-old donors) prefer the creative challenge of conducting their own fundraising events, providing them with the opportunity to harness their unique gifts and talents for a great cause.

-Eliane Miles

FOR MORE INFORMATION

For more information on Australian Donors, see the Australian Communities Trends Report Infographic.

Connect with us if you would like more information on environmental scanning for strategic forecasting.

ABOUT ELIANE MILES

Eliane Miles is a social researcher, trends analyst and Director of Research at the internationally recognised McCrindle. As a data analyst she understands the power of big data to inform strategic direction. Managing research across multiple sectors and locations, she is well positioned to understand the mega trends transforming the workplace, household and consumer landscapes. Her expertise is in telling the story embedded in the data and communicating the insights in visual and practical ways. Download Eliane's professional speaking pack here.

To inquire about Eliane presenting at your next event, please feel free to get in touch.

Media Commentary from the McCrindle team

Wednesday, January 11, 2017

As Australia’s leading social researchers, the senior research team at McCrindle are actively involved in media commentary. From demographic analysis and future forecasts, to communication of key research findings and the identification of social trends, at McCrindle we are passionate about communicating insights in clear, accessible and useable ways.

Some of our recent media commentary includes:

Jobs of the future

The last few years of disruption has shown us that any role that can be replaced by technology will be.While technology is great for automating systems and replacing repetitive functions, it is not strong at adapting to complex change and engaging with people. Mark McCrindle speaks to The Daily Edition about how students can future proof their careers and skills. Watch it here.


Trends of 2016

From Donald Trump to Brexit, dabbing, bottle flipping and Pokemon Go, Mark McCrindle speaks to The Daily Edition about some of the biggest trends of 2016, including the 2016 word of the year which was Post Truth, and demographic milestones for Australia including reaching a population of 24 million people in February, and Sydney hitting a population of 5 million. Watch it here.

Trends of 2017

Rise of the local, growth of lifestyle cities, DIY everything, the Gig-economy and post-rationalism are the top five trends Mark McCrindle has identified for 2017. Mark joins the team from The Daily Edition to discuss the trends forecasted for 2017. Watch it here.



Melbourne growing faster than Sydney

After being voted the world’s most liveable city for the sixth year in a row, Melbourne property prices have grown faster than those of Sydney over the last year. With Melbourne being forecast to become Australia’s biggest city by 2050, Mark McCrindle attributes the diversified economy, lower house prices and its reputation as the fashion and cultural capital to its growth. Read the article here.


Are passive aggressive notes breaking down Sydney's sense of community?

The rise of anonymous, sarcastic signs left by Sydneysiders is seen to be breaking down communities. While this sort of behaviour is often seen on social media, Mark McCrindle says we don’t see so much of it normal civil interactions. When we are face to face, people aren’t nearly as sarcastic or nasty. Behind the venomous notes and social media posts, we really get a sense of the angst and frustration that is modern, busy stressful life. Read the article here.


Baby Name trends

Mark McCrindle has made his baby name predictions for 2017. He says longer and more culturally diverse names will be popular in 2017. Names beginning with X, Y and Z are also predicted to be huge, including Zander and Zephyr for boys, and Zyla and Zelda for girls. Read the article here.


Aussie parents are opting for sophistication and substance over quirky spellings or compound names, with gender neutral names back in vogue. Mark McCrindle predicts te top 10 ‘rising stars’ of 2017 for girls names were likely to be Addison, Penelope, Ariana, Frankie, Charlie, Elsie, Aurora, Billie, Lilian and Aisha. For the boys, McCrindle predicts Harvey, Beau, Chase, Theodore, Carter, Spencer, Ali, Harley, Darcy and Fletcher will be the rising stars for boys names next year. Read the article here.


Outsourcing

The growing trend of finding others to do the jobs we hate has made the Christmas of 2016 a far cry from festive seasons past. “As for outsourcing, that is certainly a growing trend, especially around Christmas time when the shops are busy and perhaps there is a task that we don’t feel confident in completing, that we can have someone else complete for us,” says Ashley Fell from McCrindle. Read the article here.



Home ownership and renting

Sydney is turning into a city of renters as rising prices force more people to ditch the home owning dream. McCrindle research director Eliane Miles said while home ownership was still a major aspiration, it was ­simply affordability stopping young people from buying. “We did some research that showed 90 per cent of Australians still want to strive towards owning their own home,” Ms Miles said. “It’s still the Aussie dream, it’s just more difficult and I think for young people it seems incredibly far off.” Read the article here.


2016 Australian Communities Forum Recap

Tuesday, October 18, 2016

Last Thursday, McCrindle Research and R2L&Associates were proud to present the Sydney Australian Communities Forum (ACF) at Customs House in Sydney. The ACF featured 15 brilliant speakers and 4 jam-packed sessions.

 

We began the day with tea and coffee on arrival before kicking off our first session, which focused on the research results from the Australian Communities Trends Report into Australia's not-for-profit sector. Before we launched into the findings we received a warm welcome from the honourable Catherine Cusack MLC, Parliamentary secretary to the Premier of NSW, and Professor Kerryn Phelps AM, Deputy Lord Mayor on behalf of our principal event sponsor, the City of Sydney.


SESSION 1 - introduction

Mark McCrindle opened Session 1 with an introduction to Australia's generational landscape and gave a snapshot of the key factors influencing Australian communities and some surprising findings from the just-completed Australian Communities Report. Mark provided an overview of giving in Australia, indicating that 4 in 5 Australians give financially to charities / not-for-profits, and that 1 in 4 give at least once a month.


McCrindle Team Leader of Analytics, Annie Phillips continued to share about the quantitative insights from the research, identifying the top 7 causes Australians support (Children's charities, medical research, animal welfare, disaster response in Australia, disability, homelessness and mental health), the 5 charity essentials and the top communication channels. Annie also provided an explanation of the Net Promotor Score (29) and Net Culture Score (21) for the sector, which were both very high.


Sophie Rention, Research Executive at McCrindle then communicated some of the key qualitative findings from the Australian Communities Trends Report. Sophie highlighted the key blockers (e.g. complex giving process) and enablers (e.g. personal connection) to charitable giving for Australians, as well as the next steps for charities including creating multi-tiered levels of engagement, community building, effective communication of results and fun and engaging experiences. 


We then heard from John Rose, principal at R2L&Associates about what this research means for community organisations and how they can best respond to the findings. In his insights and applications John reminded our delegates that in the midst of changes in the marketplace, trust and relevance is essential. John then presented 5 key issues for charities to keep in mind when engaging with the ever-changing supporter which included aligning, defining, communicating, engaging and leading.

Each of our delegates also received a copy of The Australian Communities Trends Infographic which contains the top line findings from the national study into Australian giving and how charities can engage.

 

SESSION 2 - keynotes

After a networking break over morning tea Eliane Miles, Research Director at McCrindle shared an engaging keynote presentation on Leading teams and managing change in transformative times. In the post linear, post literate and post logical workforce, Eliane reminded us that to engage and inspire our workplaces we need to ensure a culture of contribution, challenge and celebration within our teams. To attract and retain, to lead and inspire, we need to cultivate authenticity. 


Our next keynote, Josh Hawkins emphasised the importance of creativity in social media and marketing campaigns. Josh showed us that creative and fun campaigns are the ones that get cut through. Josh also inspired us to be authentic with our marketing and leadership to under 30's. Through humour, engaging videos and key takeaways, Josh's presentation reminded us that when you "Give someone a task you'll get what you ask for". But when you "Give them a vision you'll get more than you could ever ask for". 


Our final keynote speaker before lunch was Ivan Motley, found of .id The Population Experts. Specialising in using data to inform decisions and shape the future, Ivan and his team talked us through how analytics can shape the quality of education, housing, health, the environment and education. Using some practical case studies, the id. team showed us why we should be using local data to understand our communities, and how information and data can help transform communities.


SESSION 3 - streams

Stream 1: Understanding Australian Communities

In this stream Geoff Brailey, Research Executive at McCrindle began by giving an overview of the next generation of volunteers and donors, and tips on how to engage and motivate them. This was followed by Nic Bolto who encouraged us to do the hard work as leaders and how to effectively implement insights in organisations. Our last stream speaker for this session was James Ward, a Director at NBRS Architecture who showed us, through a case study, how understanding spaces and building communities can help to improve people's lives.

Stream 2: Engaging Australian Communities

In Stream 2, McCrindle Team Leader of Communications Ashley McKenzie began this session by giving practical tips and insights on how to communicate complex data in message saturated times. Following on was Salvation Army officer Bryce Davies who shared how The Salvation Army build community in areas of social challenge by creating communities focused on respect, encouragement and belonging. Our final stream 2 speaker Greg Low, co-founder of R2L&Associates gave us five essentials to make your next marketing or fundraising campaign thrive.


SESSION 4

Following afternoon tea and some great networking, we gathered back together to hear from our last two speakers, Caitlin Barrett from Love Mercy and Andy Gourley from Red Frogs. 


Caitlin Barrett, CEO of the Love Mercy Foundation kicked off our afternoon session by telling us the engaging story of how Love Mercy was founded after Australian Olympian met Ugandan Olympian and former child soldier Julius Achon. After sharing the vision and mission of Love Mercy, Caitlin shared how they engage the community through telling personal stories, the importance of finding the right audience for the right story and telling the right details to provide an experience.  


Our last speaker for the day was Andy Gourley, founder and director of Red Frogs Australia. After having founded Red Frogs in 1997, Red Frogs is now the largest support network in Australia for Schoolies, festivals and universities. Through the use of engaging stories and hard-hitting realities, Andy effectively communicated how Red Frogs was founded and the crucial role they play in safeguarding vulnerable young people at events like Schoolies and festivals.  



We would like to thank all of our speakers and delegates for making the 2016 Australian Communities Forum a fantastic event. A big thank you to our sponsors, The City of Sydney, Pro Bono Australia, Hope 103.2 and ConnectingUp as well for your support in making this event happen.

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