The Shopper's Pick: Understanding Australia's new village green

Thursday, July 14, 2016

This year we were delighted to write up and design the third and latest report in the Trolley Trends Series, ‘The Shoppers Pick’ for Woolworths Limited. From developing the survey through to conducting the analysis, this report is the perfect blend of quality research with segmentation and visuals, making the research easy to consume.

With 1 in 5 (20%) Australian supermarket customers going to the supermarket at least once a week, the report reveals that a record number of people (44%) consider the local shopping centre to be central to community life and has truly established itself as the new village green – a place for connection and engagement with the wider community, perhaps even more so than the local pub, school or community centre.

It is the theme of local which is clearly the key message of ‘The Shopper’s Pick’, which provides a unique look into modern Australia’s living, eating and shopping habits today.


A GLOBAL NATION WITH A PASSION FOR LOCAL

As Australia becomes increasingly connected to global economies and new technologies, there is an equal if not stronger desire among shoppers to support Australian made products and local growers. It is increasingly important to Australian shoppers to know where their food comes from.

More than half of Australian shoppers (52%) state that buying local food is extremely or very important to them. In fact, around a quarter of shoppers prefer to purchase meat and poultry, bread and grains, and seafood and fish that are sourced locally in their own region rather than sourced further afield in their own state or within another region in Australia.


AUSTRALIA’S SEASONAL PERSONALITIES

Australians are impacted in different ways by the changing seasons. Australia’s Seasonal Personalities explores the different personalities of Australians and the impact seasons have on their lifestyle. Which Seasonal Personality are you?

THE HEALTH REVOLUTION

Australians are becoming increasingly health conscious and aware of the foods they consume. This trend towards healthy eating is demonstrated in the increase of health foods being included by Australians in their weekly shop.

Just over half of shoppers (52%) buy health food products weekly (i.e. sugar free, additive free, gluten free, dairy free, organic, raw, salt free or vegan), with sugar free products the most likely to be on Australians’ shopping lists and purchased by just over half of shoppers (51%), followed by organic and raw foods (both at 35%), and additive free foods (27%).


VALUE SWAG: A NATION OF CREATIVE SAVERS

Australians are a nation of savvy shoppers, who seek products that are value for money. Nearly 7 in 10 shoppers (69%) state that buying on discount is extremely or very important to them. These values are reflected in the ingredients they purchase for meals cooked at home, with 99% of Australian shoppers saying price is an important factor they take into consideration. As part of being savvy shoppers, Australians are also creative savers. Almost 6 in 10 shoppers (58%) save money by purchasing groceries based on weekly specials, while just over half (52%) save money by writing a shopping list and sticking to it. Stocking up and bulk-buying are two other ways Australians save money, with just over half of shoppers (53%) currently saving money by stocking up on discounted non-perishables.


This report follows on from the 2014 Trolley Trends Report which focused on the increasing importance of ‘Fresh’ amongst the Australian population. The report also found that one of the most common community connections for Australians is the local shopping centre. To access the Future of Fresh report, please click here.

Future proofing careers: How to stay relevant for tomorrow’s workforce

Wednesday, June 08, 2016

44% of Australian jobs (5.1 million current jobs) are at risk from digital disruption in the next 20 years, and 75% of Australia’s fastest growing occupations require STEM Skills - Science, Technology, Engineering and Maths. Yet digitalisation is not the only thing affecting the change in tomorrow’s job market.

Population trends both nationally and regionally are redefining Australia. Demographic and social trends, such as emerging cultural diversity, the implications of an ageing population, household transformations, and increased mobility are creating significant changes. Workforce trends such as teleworking, tenure shifts, multi-career expectations, and emerging attraction, retention, and engagement factors are informing the demands on 21st century workers.

As these technological, generational, educational, and demographic shifts redefine job demands, it’s more important than ever before for individuals to be innovative, collaborative, proactive, and responsive to ensure they remain future-proofed for tomorrow’s workforce.

What does it mean to stay innovative?

In the next 10 years, there will be significant shifts to the labour market. There is a basic reality around job functions in developed economies with a relatively high cost of labour: everything that can be automated, will be automated, and every role that can be offshored to lower cost-base countries will be offshored. However, technology and business innovation will create new and diverse roles in areas that technology can’t compete. Roles that require creative input, people-focus, leadership skills or high-level communication talent can be futureproofed as they are not be effectively replaceable by technology.

Being Collaborative

It’s important not just to focus on academic outcomes but the people skills; not just the learning, but on the ability to work well with others. 1997 was the first year in which we began spending more time looking at screens than in in face to face interaction, and today, individuals spend over 10 hours on screens every day. In tomorrow’s job market, if someone has a good ability to communicate, motivate, and engage – they’ll go far.

Staying Proactive

In today’s flat-structured work environments, people need to be self-leaders and managers and stay self-directed. In previous decades it was the norm to have a very structured workplace with a chain of command where employers were looking for compliance rather than proactive innovation. Today there is the need for a self-starter mentality in every organisation – for employees at all levels to take charge and show proactive initiative.

Being Responsive

It’s important to keep eyes on the external environment. Individuals who can not only remain experts at their craft but extend their knowledge to various domain areas will stay future-proofed. A career that is future-proofed may in fact by its very nature change and adjust nearly every year. Be responsive and observe what’s happening around you.

By being innovative, collaborative, proactive, and responsive to the changes taking place, individuals can navigate the challenge of being future-proofed for tomorrow’s workforce.


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.

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.

With academic qualifications in community engagement and postgraduate studies in international development and global health, Eliane brings robust, research-based content to her engaging presentations and consulting. As a social researcher, she has been interviewed on these topics on prominent television programs such as National Nine News and Today, as well as on radio and in online media.

DOWNLOAD ELIANE'S SPEAKERS PACK HERE

To have Eliane present at your next event, please feel free to get in touch via email to ashley@mccrindle.com.au or call through to 02 8824 3422

Top Baby Names Revealed

Wednesday, May 25, 2016

Around 1 in 10 Australian babies last year were given one of the Top 10 baby names; a total of 28,640 out of the total Australian annual births of 298,200. There were 2,283 boys named Oliver and 1,737 girls named Charlotte last year.


Charlotte takes top spot after Olivia’s 3 year reign

Charlotte, with 1,737 occurrences is the top girl baby name in Australia for 2015, taking the top spot from Olivia which is now in 2nd place.

Olivia was the most popular girls’ name in 2014 but has now fallen behind by 67 occurrences.

Charlotte was the most popular baby girls’ name in almost every state while Olivia was top in VIC and WA.


Oliver most popular in the states but Jack more popular in the territories

Keeping the top spot from 2014 is Oliver, the top boy baby name in Australia for 2015 having overtaken Jack and William which were 1st in 2011 and 2012 respectively.

Oliver was the top boys’ name in all 6 states (NSW, VIC, QLD, SA, WA, TAS) while Jack was the top boy baby name in the Northern Territory.

There were 421 more instances of Oliver than William, an increase on the margin of 191 from 2014. In 2015, there were 2,283 boys named Oliver, 1,862 named William and 1,802 named Jack which is a decrease for both William and Jack on 2014.



Top 10 Girl's name trends and insights

Most of the top 10 girls’ names from 2014 have held on to a top 10 ranking in 2015 except for Ruby which has slipped out of the top 10 down to 13th place. In Ruby’s place, Grace has reached top 10 status. Charlotte, Amelia, Sophia and Chloe all improved on their 2014 ranking with Olivia, Mia, Emily, Sophie and Ruby being the ones which have dropped. Ava was the only name to retain the same ranking.


Top 10 Boy’s name trends and insights

Oliver remains to be the top boy baby name of 2015, holding this position strongly since 2014. 9 out of the top 10 boys’ names held onto their top 10 ranking with Alexander falling out of the top 10 to 15th place, with Lachlan (rank 10th) taking his spot. While none of top 4 names changed positions, Jackson dropped from 5th to 7th and Thomas, James and Ethan increased their rank within the top 10 names.


7 new boy’s and 9 new girls’ names enter the top 100

The names Spencer, Jesse, Arlo, Harley, Darcy, Jett and Lewis have entered the list for the boys’ at the expense of Bailey, Mitchell, David, Aaron, John, Phoenix and Anthony.

As for the girls; Aurora, Billie, Eve, Daisy, Aisha, Leah, Gabriella, Maryam and Maggie have entered the top 100 with; Lexi, Jade, Indie, Pippa, Amelie, Amber, Elise, Natalie and Lacey dropping out of the list.


George and Charlotte; A royal influence

The original category of celebrities – the royals – have not only captured the loyalty and affections of modern Australians but continue to significantly influence their choice in baby names.

The birth of the Royal Princess in May 2014 (Charlotte Elizabeth Diana) has also contributed to the royal baby name trend. Like George’s rank, which increased from 71st in 2012 to 36th in 2015, in 2015 we saw the name Charlotte gain 1st position, taking the top spot from Olivia in 2014.




Download Baby Names Australia 2016. 

Click here to download the full report.

Generation Z at school

Friday, April 29, 2016

How well are our 19th Century Institutions connecting with 21st Century Students?

‘Schools are 19th Century institutions using 20th Century buildings to teach 21st Century students and we wonder why traditional education sometimes struggle to connect. So if they don’t learn the way we teach, then let’s teach the way we learn.’ – Mark McCrindle

The children of Australia are today’s students and tomorrow’s employees. And while each generation has passed through the student lifestage, Generation Z are the only ones to have done so in the 21st Century. They can be defined as being post-linear, post-literate, and post-logical.

They have been born into a time that has seen the printed word morph into an electronic form. Ironically, today an electronic document is perceived to have more currency, and therefore accuracy, than the printed page. Books give way to YouTube videos. The written word is replaced by icons and images. Education is shifting from structured classrooms to collaborative means, from textbooks to tablets and from reports to infographics and video presentations. Words in this global era are progressively replaced with symbols or universal icons. They have been labelled generation glass because it is this medium that communicates content: glass you don’t just look through but look at, and wear and carry and interact with.

Characteristics of today's learners

Post linear

While schools structure learning by subject, Generations Z live life in a hyperlinked world. For digital natives it is not a subject but a lifestyle. Teachers deliver formal lessons, yet students are experiential and participative. We test academic knowledge and memory in examinations yet they, with the always-on Internet, are living in an open-book world, only ever a few clicks away from any piece of information on the planet.

Generation Z and the emerging Generation Alpha are also the most technologically literate and socially empowered generation of children ever. They are highly intuitive and confident users of digital technology, with Facebook having been around more than a decade, and iPhones, iPads, apps and social media having been available to them from their formative years.

There are 4.5 million reasons to engage Generation Z, the students of today and university graduates, employees and leaders of tomorrow. What’s more, the future of education depends on understanding and engaging with these 21st century learners. In order to fulfil the demand for labour and to ensure the future of our employment sector, our education system will need to adapt to and accommodate the learning styles of today’s students.

Post literate

Note we use the term post-literate, not illiterate. They are writing more (emails) and sending more (text) messages, just in ways different to previous generations. The issue is that literate forms of communication alone just won’t connect in today’s visual world. Today’s learners are a multi-modal generation and therefore demand communication styles that engage multiple learning channels. While the chalk and talk teaching approach was the only style on offer in previous generations, this structured approach to classroom communication is far less engaging for today’s technologically savvy, multi-media, post-structured learners. Though many complain about the short attention spans of today’s youth, this is mainly exhibited in the context of old methods of teaching that largely involve passive models of communication.

Post logical

The language of today’s learners is one that communicates content as well as being exciting, social and creative. They value visual and interactive communication with quick and easy access to information. This is in distinct contrast to perception of the education system where learning and fun are seen as mutually exclusive. Learning must not just be an academic exercise- of logic and rationale, but a development experience- of social, emotional and visceral connection as well. The point is that students have changed, so approaches to teaching need to change as well.

Engaging with today's learners

It is excellent to see that schools and classrooms are responding effectively to these changing learning styles through the implementation of learning stations, shifting from ‘teacher’ to facilitator’, managing more group work, providing real world case studies, outdoor education and teaching through activity-based learning. This, to the credit of schools is how they’ve been able to engage with changing learner needs while maintaining educational excellence. That said, there are still more changes to be made. According to our survey on parents’ opinions on education, over 90 per cent would like to see schools work harder at engaging with students and making learning interesting.

Traditionally, children were pre-formatted to learn within a structured environment, having spent their preschool years in a household where formative character was set through routine, compliance and training. However, increasingly, many children enter formal schooling without such a background and when such a student does not complete year 12, it is said that ‘they failed school’ when actually ‘their school experience failed them’.

While in the past parents, extended family, Sunday school and the Scouts or sports teams all had a role in developing the character, values and socialisation skills of the child, today parents are juggling increasingly complex roles and the average young person is less connected with other formative institutions. Schools are increasingly the one social bottleneck through which young people pass and so have a key role of developing the whole person. That is, in addition to its academic aims, the education system is expected to develop people skills, character formation, life skills and resilience.

The four R's

Real

Not only must our communication style be credible, but we must be credible also. This generation doesn’t expect us to know all about their lifestyle, nor do they want us to embrace their culture. They are simply seeking understanding and respect. If we are less than transparent, it will be seen.

Relevant

Both the content and style in which we deliver it must be relevant to a generation which is visually educated and entertained. There is no point in going to a friend’s movie night with a rented DVD if they only have a streaming service. Similarly, we must communicate in the most appropriate format for those we are reaching. So in understanding the communication styles of our students we will be better equipped to reach them.

Responsive

Education can either be teacher-centric (traditional), curriculum targeted (with a predominate focus on state-wide testing) or learner focused (responsive to their learning styles and needs).

In a generation education has moved from ‘classes’ to individual learning plans. As part of the shift from students confirming to the system to education responding to the changing times, needs and learners.

Relational

The old saying in education circles still rings true for today’s students: ‘they don’t care how much you know until they know how much you care!’ Communicating to this generation requires more than just good content and new technology – it needs engagement and involvement. The more we create an environment conductive to engaging with the head (knowledge), hands (application) and heart (inspiration), the more likely they learning will be embedded, opportunities enlarged and futures shaped.

Listen to Mark McCrindle on 2SER talking about the 21st Century classroom


McCrindle Education Services

For more information on our education services, including research and providing content and presentations for School Professional Development Days, Executive Staff Sessions and Parents Evenings, please refer to our Education Pack below, or get in touch - we'd love to hear from you!

P: 02 8824 3422

E: ashley@mccrindle.com.au

Sydney: One City, 300 Cultures

Friday, January 15, 2016

Sydney, a city which will soon reach 5 million people, is Australia’s most culturally diverse capital with over 2 in 5 Sydneysiders born overseas. Over half of all Sydney’s population have both parents being born overseas and over 40% speak a language other than English.

According the Australian Bureau of Statistics Census data, Sydney is comprised of people from over 220 countries and significant sub-regions, with over 240 different languages spoken and residents identifying with almost 300 different ancestries.

So which areas of Sydney are the most diverse, and what suburbs have the strongest connections to various cultures?

VISUALISING DATA WITH TABLEAU

Explore Sydney in all its cultural diversity below, where you are able to select any country, language and ancestry and see where people with those characteristics choose to call home within Sydney, or simply click on your area on our McCrindle Tableau map to reveal your area’s profile!

 

Q and A: Offline Parenting in an Online World

Friday, October 02, 2015

What are the key strategies to offline parenting in an online world?

Parents today are faced with an unprecedented challenge of raising their children to be engaged offline in a world dominated by online options. A recent study conducted by McCrindle Research showed that whilst 44% of the older generations see the benefit of technology to children in enhancing learning and productivity, two thirds (65%) said that they believe that school aged students today spend too much time on technology.

In a society where digital is default, parents often feel the tension of raising their children in these technologically saturated times yet ensuring that they have the timeless characteristics and qualities to thrive in the offline environment. Parents see firsthand the extraordinary opportunities that technology facilitates, yet their experience tells them that managing their children’s screen time and ensuring they gain life skills and social skills is also essential.

We often forget how quickly this great screen age has emerged. Facebook went public just a decade ago and the tablet devices which facilitate so much learning and interaction such as the iPad arrived just half a decade ago. While many of the benefits to this first-ever digitally-based, wif- connected, social-media driven, global generation are evident, so are some emerging challenges. 1 in 4 Australians aged 15-17 have not participated in any form of physical recreation or sport in the last 12 months and for those aged 18-24 it is 1 in 3. These “screenagers” have a propensity towards increased sedentary lifestyles and based on the current overweight trends amongst Australia’s youth, by 2027, when all of Generation Z have reached adulthood, 78% of males and 62% of females in this generation are likely to be overweight. Young people spending hours in front of screens is not new. Today’s parents averaged around 3 hours of TV time per day during their formative years. However the TV screen is a “lean back” screen and did not generate the same levels of time use, sleep impediments and addictive patterns of the portable, interactive and connected “lean forward” screens of today.

Parents are the key influencers when it comes to shaping the priorities and lifestyle habits of their children, so households where active offline activities are modelled, prioritised and encouraged are likely to see the rewards of these behaviours established in the next generation. Parents have the opportunity to encourage their children to engage in physical recreation not just virtual entertainment, in offline communities’ not just online networks, and face to face interaction not just screen-based communication. And if the modelling and encouraging is too subtle, parents ought remember that they are paying the internet and mobile accounts and they are in charge. Oh, and every modem comes with an off switch!

More on effective parenting strategies can be found in Mark McCrindle’s book The ABC of XYZ: Understanding The Global Generations.


The future of work: Technology, Innovation & Collaboration

Wednesday, September 23, 2015

GENErational transition in the workplace

We’re on the brink of significant generational transition in the workforce, as the Baby Boomers (born 1946-64) who make up a quarter of today’s workforce and hold a lot of the leadership roles are reaching retirement age and will be just 8% of the workforce in a decade’s time. 

At the other end of the spectrum, as the Baby Boomers are phasing out of the workplace, the most materially endowed, technologically literate, formally educated, globally connected generation to ever grace the planet enter the workforce – Generation Z. 

Future Workforce Generations

Generation Z, born 1995-2009, make up 18% of our population, 9% of the workforce but in a decade’s time will make up 31% of the workforce.

Whilst they will spend 14,000 hours in face to face classes in their schooling and for a degree, they’ll spend 6 times this in the workforce – an estimated 84,000 hours.  But what will the future of work look like?

Generation Z bring new approaches to work, problem solving, innovation and collaboration.  They have been born into an era of unprecedented change – this will be reflected in their approach to their careers. Today’s annual turnover rate is 15% per annum which equates to people staying in their roles for approximately 3 years 4 months. Projected over the lifetime of a school leaver today it is estimated they will have 17 jobs across 5 careers in their lifetime. 

social trends transforming the future of work

The Intergenerational Report by the Australian Government outlines three major social trends which will transform the future of work as we know it- population, participation and productivity.

population

Australia’s population is growing at 1.4% per annum, and we will reach 24 million people by the end of 2015.  We have doubled both our national and our global population since 1966.

However our population is not only growing but also ageing.  Our population pyramids visually communicate our growth – in 1985 it was a pyramid as there were more younger people than older people, however today it is becoming more rectangular and demonstrates how we are on the brink of massive ageing.   As we project to 2045 our population pyramid will start to become inverted as we will have more people aged over 60 than under 18 for the first time.

There are not only more older people but we are living longer than ever before, having added 10 years of life expectancy in the last four decades.

Our population is also changing, and we are more culturally diverse than ever before with 58% of Australia’s growth attributed to net overseas migration. We are increasingly generationally diverse with six generations represented in our communities today. 

PARTICIPATIon 

In the years ahead we will see the female workplace participation rate continue to increase.  And we will be working later in life with the retirement age being pushed back. Even so, because of the impact of the aging population our workforce participation rate will actually decline, with today’s participation rate at 65.1% projected to decline to 62.4% in 2055.

The ratio of Australians in the workplace to retirees is also radically changing.  In 1975, there were 15 people of working age (aged 15-64) for every couple of retirement age (aged 65+).  Today there are just 9 people of working age for every couple of retirement age, and by 2055 it is projected to be just 5.4 people of traditional working age for every couple of retirement age. 

Productivity

Due to the declining ratio of people of working age to those in retirement, there is going to be a greater need for productivity from the labour force.  The workforce of the future will need to do more with less.  This final defining social trend, productivity, is the only one not based on demographic realities.  

The Intergenerational Report outlines that for every hour an Australian works today, twice as many goods and services are produced as they were in the early 1970s. One of the contributors to this is technology which has enabled greater efficiencies. 

the future of work

It is not just technology which has increased productivity outcomes over the years.  Productivity is maximised by people and organisations who can innovate, and communities who can collaborate.  Effectiveness, innovation, productivity comes when it is in the hands of people who can see solutions, generate ideas, solve problems and facilitate innovations. 

Technology, innovation & collaboration 

Sectors have been transformed where there’s the intersection of technologies with innovation and collaboration. 

For example, AirBnB has challenged the traditional approach to accommodation solutions.   Their innovative approach to accommodation has been released to the collaborative power of the community to become accommodation providers, and has been leveraged through the technology platforms.   

Similarly, the network transportation company Uber has transformed the approach to transportation.  Launched internationally in 2012, Uber is in 58 countries, worth an estimated $50 billion yet doesn’t own one car.  An innovative approach, released to the collaborative community, leveraged through technology. 

Cancer Research UK provides another creative example of this.  They created a computer game Play to Cure: Genes in Space’. By playing it you analyse significant amounts of genetic data which would have taken scientists hours to do and can help beat cancer sooner. Leveraging technologies, fostering innovation and embracing collaboration.

effective leaders of the future

The effective leaders of the future will not be those necessarily with the most developed skill set but those who can effectively create a culture of collaborative innovation. 

Traditional leadership models have been based on position, hierarchy, command and control.  Whilst leadership remains essential, the styles of leadership the emerging generations respond best to are those that foster a context for them to connect, create and contribute. 

A workplace culture of collaborative innovation is inclusive of a multicultural, multigenerational, multigifted community – it draws on the strengths of the diversity through positioning people in contexts which foster growth, innovation and collaboration.

creating a culture of collaborative innovation

A culture of collaborative innovation requires focusing on the people not just the process. On shaping a team not just spending on technologies. It requires building on a foundation of shared values such as humility, respect and honesty.  It’s where leaders create autonomy supported inclusive multigenerational workplaces. 

Productivity and outcomes are important.  Essential in fact.  But perhaps as we shift our focus from process to people, from transactional to transformation leadership, and create vibrant, healthy, dynamic workplace communities – the productivity, innovation and output is likely to be greater than ever and flow simply as by-product - of people investing the 84,000 hours of their working lives in a rewarding way and in a thriving culture of collaborative innovation.

Mark McCrindle and The Changing Face of Sydney

Thursday, August 20, 2015


Sydney, the place many of us call home, is Australia’s economic powerhouse. We are adding almost 90,000 people to our city every single year, and the 5 fastest growing areas in New South Wales are all located in Sydney. Back 50 years ago Sydney had just hit 2 million people, we are going to finish next year at 5 million people.

Sydney is a fascinating and complex landscape where old ways and old attitudes are disappearing. We used to have a cringe factor of, “this part of the city is better than that part of the city” and people would perhaps be embarrassed if they weren’t closer to where the action was. That’s all changed. People in Greater Western Sydney embrace that as their moniker, proud of being a Westie.

And when it comes to work the CBD is no longer the cities undisputed top dog. Sydney is undergoing an opportunity revolution, with entrepreneurial hotspots sprouting up just about everywhere. You’ve got the media and communications hubs around Surry Hills and Ultimo, and high-tech emerging in areas of Parramatta and even in Penrith. It’s not all just happening in the CBD alone.

NSW also has the highest migration of any Australian state, and Sydney – a global city, receives most of this growth. In this city of diversity, the city’s newest citizens form new tribes in its oldest suburbs.

Sydney has many faces, but what binds us, the one thing we all have in common is this often complex, always beautiful, ever-changing city.

The Changing Face of Sydney; Urban Sprawl Goes Vertical

The Changing Face of Sydney; A closer look at Parramatta

The Changing Face of Sydney; Is the Sutherland Shire the new boom town?

The Changing Face of Sydney; The Changing Face of Liverpool

The Changing Face of Sydney; The big Development Flying Under the Rader

Q AND A WITH MARK MCCRINDLE


Q: Just wondering how many have first language of English?

A: Sydney is one of the most culturally diverse places in Australia. Almost two in three households have at least one parent born overseas, and China may soon overtake England as the country Sydneysiders born overseas were most likely born in.


Q: My children – aged 11 and eight – and I just watched the Changing Face of Sydney. They would like to know how our suburb, Loftus, has changed over the years. Or anything exciting you can tell them about our great suburb.

A: Well it is a fascinating suburb – home to far more families with kids than the state and national average. Averaging two children per household (well above the average) and with more stay-at-home parents than average. Earning more, volunteering more, and with a higher proportion of children than most Sydney suburbs – sounds like a nice, family-friendly place to live.


Q: What does the future of Blacktown look like as a part of the changing face of the western suburbs?

A: Blacktown has consistently been the fastest growing areas in the whole of NSW over the last decade. The Blacktown City area is home to more than 300,000 people, which means it is home to more people than the whole of the Northern Territory!


Q: We have just moved to Mosman from Adelaide, what can you tell me about Mosman, its demographic and its history?

A: Mosman is home to far more females than males - average age is 40, well above Sydney’s 36 and the residents’ earn more and work longer than the NSW average. Three in five of those in the labour force in Mosman work more than 40 hours per week. It is also home to twice the proportion of professionals and managers than the state average.


Q: What are your views on Sydney property growth in the short term? Is this boom likely to continue? NSW future infrastructure projects are encouraged by this strong stamp. What would be the result if the interest rates increase?

A: Yes Sydney’s property prices are no bubble. They are underpinned by more demand (population growth) than supply (new home builds). Not only is Sydney growing around 85,000 people per year, but households are getting smaller so the housing demand is even outstripping population growth. However, Sydney prices will no doubt plateau at some point, as they have before.


Q: Which suburbs have big potential for growth? Where will be more infrastructure developments?

A: Greater Western Sydney is where the population growth is and where there will be a lot of new infrastructure over the decades ahead. Plus prices are beginning from a lower base than the east. And keep in mind that by 2032 Western Sydney will be larger than the rest of Sydney (2.9m compared to 2.7m).


Q: My partner and I are planning to buy a house. What is the quietest place in Sydney?

A: The quiet suburbs on the urban fringes – Shanes Park, Cranebrook, Marsden Park, Badgery’s Creek – are acreage at the moment but will be development central in a few years. So the quiet may just be temporary.


Q: Where is the best place to invest, which suburb?

A: Really depends on budget and also having a long-term view. Suburbs change: Redfern, Balmain, Newtown, Campberdown were once not considered desirable suburbs and are now very expensive. So it is good to look at population growth trends and emerging infrastructure. A suburb not “hot” at the moment if it is in Sydney will be a winner long term.


Q: What are the reasons for different ethnicities to settle in the respective suburbs? (Chinese in Hurstville and Chatswood, British in Manly, etc.)

A: Often it is where they have connection/family and so various suburbs end up with strong ethnicities. For example, traditionally Greeks settled in Kogarah, many from Vietnam called Cabramatta home and more recently a strong connection of those from India to Harris Park.


Q: What proportion of the Hills district is evangelical and also now the Shire?

A: The ABS census data shows religion by denomination and it shows that for example the Hills have less than 19 per cent while the Shire has more than 25 per cent Anglicans.

Latest media commentary

Monday, June 15, 2015

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.

Here are some the most recent media pieces our research and team have been cited in:


What will adulthood be like for Generation Z?

“McCrindle – whose business is analysing generational trends and forecasts – says generation Z is characterised by five key terms. They are global," through the possibilities of technology, and through pop culture -–movies, music, brands and language changes make their way around the world more quickly and thoroughly than ever before. They are "digital," thanks to the devices through which they live their lives. This generation is distinctly "social" because it gets a great deal of information not from experts but from peers, largely through social media. They are highly "mobile" in the fluidity of their work and housing. And they are uniquely "visual: in terms of how they process their information: YouTube is their search engine of choice, because "they don't want to read an article about something, they want to watch a video about something."

CLICK HERE TO READ THE ARTICLE


Treechangers flee city for a cheaper home

Social researcher Mark McCrindle said moving to regional areas was now a viable option for buyers who had been priced out to Sydney’s fringes.

“For that extra bit of distance of living in a region, particularly if they can get a job there, someone would cut down on the commute time into the CBD or into Sydney from where they are in the outer ring suburbs,” Mr McCrindle said.

He added that an influx of new developments and infrastructure being built in regional areas was making them more attractive and had contributed to a change in attitude from Sydneysiders, who are now more open to ’going bush’.

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More than a fashion choice, the everyday aesthetics of tattooing

According to the Australian National Health and Medical Research Council, 22 per cent of Australian men and 29 per cent of women aged 20 to 29 have at least one tattoo.

In a 2013 survey conducted by Sydney-based McCrindle Research, a third of people with tattoos regretted them to some extent, and 14 per cent had looked into or started the removal process. Laser removal has become cheaper and more readily available, but there are serious safety concerns around cheap lasers, poorly-trained operators and the risk of serious burns and scars to clients.

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IVF isn’t a fix-all for those choosing to delay adulthood

From a societal point of view, what worries me is what demographer and social commentator Mark McCrindle refers to as the "safety net syndrome" – the perception held that someone, whether it's the government or medical science, will solve the problems that have arisen because of a person's own choices. When it comes to fertility, that's simply not possible.

There are, however, promising signs that the pendulum is starting to swing back. McCrindle's research indicates that Generation Z is rejecting the "have it all" attitude of the previous generation and is recognising the limitations of science when it comes to fertility.

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Victoria’s man drought: Areas where there are more women than men – and vice versa

The female surplus is particularly pronounced in some affluent eastern and bayside suburbs, university locations and “seachange” destinations.

“Females greatly outnumber men in older, established suburbs or places popular with retirees or with aged care homes because they live longer,” social researcher and demographer Mark McCrindle said.

“You also find more women living in locations with female-friendly institutions such as universities, or outer suburban areas with a lower cost of living suitable for single parents.”

“Places where males significantly outnumber females are mainly regional, industrial, farming, fruit picking and military and air force zones. It’s employment-driven,” Mr McCrindle said.

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Sydney real estate: Narrowest home on the market expected to fetch upwards of $700,000

Social researcher Mark McCrindle said there was a clear trend of Australians moving away from bigger properties and looking at smaller homes.

“Certainly Australians are responding to smaller properties because the trend has been towards unit and apartment living anyway,” Mr McCrindle said.

“People buying homes have already lived in medium-density housing. A century ago, there were 4.5 people per household in Australia. Now it’s down to 2.6 people per household and the Australian Bureau of Statistics forecasts a drop to 2.5 in the next two decades.”

Mr McCrindle said smaller homes tended to be located in the inner city, where there was an urban environment and a cafe lifestyle.

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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

RESEARCH AIMS

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

RESEARCH TOOLS

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.


RESEARCH OUTPUTS

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.

RESEARCH IMPACT

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


SECTOR-WIDE NOT-FOR-PROFIT STUDY

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.

MCCRINDLE RESEARCH SOLUTIONS

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.

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