Aussie Sentiment Towards Christmas

Monday, December 18, 2017

Our recent survey of 1,002 Australians reveals that while there may be some debate about the Christmas story in our religiously diverse world, Australians don’t want to lose the true meaning of Christmas.

Our annual research on best or worst gifts reveals technology is still voted the best gift to receive and novelty or decorative items once again are the least desired.

True meaning of Christmas still a strong sentiment

Over four in five Australians (85%) prefer the traditional greeting of “Merry Christmas” compared to more neutral salutations like “Season’s Greetings” (8%) and “Happy Holidays” (7%).

Although there are some debates around whether the Christmas Story should be shared, nine in ten Australians (91%) support nativity scenes in public spaces. Just 9% of Australians say shopping centres and local councils should not display these decorations.

Religious insights

Even Australians who practice a religion other than Christianity or have no religious beliefs are happy to see a nativity scene in public spaces (91% of those with a religion other than Christianity and 86% with no religion think 'it's great' or they 'should be allowed').

Generational insights

The older generations (Generation X, Baby Boomers and Builders, 87%) are more likely to prefer the more traditional Christmas greeting, “Merry Christmas,” compared to the younger generations, Generation Z & Y (81%).

The best gifts… and the worst

With so many new and exciting gadgets hitting the market each year, it is no surprise that nine in ten Australians (90%) rate technology as the best gift, or one they wouldn’t mind receiving. Experiences remain high on the wish list at number two for over four in five Aussies (83%). Jewellery comes in at number three with just under three quarters of Australians (74%) saying this would be their best gift or that they wouldn't mind receiving it.

On the bottom end of the scale are novelty gifts which are rated the worst gifts. Almost three in five Australians (57%) say they wouldn’t like to receive such trinkets or that it would be their worst gift. Ornaments and decorative items come in second last (54% state they wouldn't like to receive it or that it would be the worst gift).

For Australian women, the top three ‘best gifts’ are experiences (36%), technology (35%) and jewellery (29%). For Australian men, the top three ‘best gifts’ are technology (37%), experiences (17%) and food gifts (16%).

Generational Insights

Although technology is perceived to only be enjoyed by the younger generations, this research reveals technology is actually the number one ‘best gift’ across all generations.

Experiences are rate second across all generations, except the Builder Generation (aged over 72), for whom a food gift is considered to be the best gift.

Download the full media release here

About this study

This research was conducted by McCrindle in November 2017 based on a nationwide study of 1,002 respondents.

For media commentary or enquiries, please contact Kimberley Linco at or via 02 8824 3422.

The Top 5 Trends for 2017

Wednesday, January 11, 2017

Rise of Local

As our cities grow, Australians are adopting approaches we see in other mega cities where a local rather than a citywide identity emerges. Australia’s capitals are becoming cities of villages or regions where residents live, work and interact in a part of their city rather than the traditional commuter approach of suburb living but CBD working. The year ahead will see the rise of the walkable community, the ongoing gathering at the local shopping strip and the growth in local entertainment precincts rather than the city-centre destinations that used to dominate. As unit living increases along with population growth, Australians are looking to meet the timeless human needs of relational health and community connection in their geographical context. From knowing the local barista to supporting the local grocer, increased events in local parks, increased patronage at local clubs and venues and growth in volunteering to support community groups, 2017 will see the rise of local.

Growth of Lifestyle Cities

Last year Sydney hit the population milestone of 5 million and Melbourne is not only growing faster but it is seeing house price increases exceed that of Sydney. The size and associated costs of living in Australia’s global cities is bringing to the fore the benefits of Australia’s lifestyle cities. These are the regional cities that have the employment, shopping and housing options of the big cities but populations not in the millions but the more sustainable hundred thousand or so. In NSW, cities like Newcastle and Wollongong have reinvented themselves from the industrial cities of the 20th Century to be innovation hubs, university towns, and small business friendly 21st Century lifestyle cities. With property prices a third less than Sydney, it is little surprise that these cities are growing at twice the national population growth rate and are seeing recent house price growth exceed that of Sydney. Beyond these cities, regional centres like Wagga Wagga, Bathurst and Albury Wodonga are also growing faster than the national average. In Victoria the lifestyle cities include Geelong, Bendigo and Ballarat and are the state’s fastest growing regions while in Queensland the lifestyle cities include the very fast growing Gold Coast and the Sunshine Coast as well as the inland city of Toowoomba and in the West the cities of Bunbury and Busselton make the list.

DIY Everything

Australia has always had a strong can-do attitude and a weekend DIY project in a property-obsessed nation is part of the suburban life. However with tips and tutorials just a few clicks away, and a how-to YouTube video on everything, Australians are extending the DIY approach beyond just handyman skills. From DIY legal processes like property conveyancing, to arranging complex holidays once the domain of travel agents, to the increased consulting of “Dr Google”, Australians are doing their own research and planning in an effort to save money and solve their own problems. In an era where there is an app for everything from instrument tuning to wedding invitation designing, Australians feel more empowered through technology, more informed through online resources and more motivated to save money and so 2017 will see the ongoing rise of DIY everything.

The Gig-Economy

In the span of a generation, the proportion of Australians working on a part-time or casual basis has tripled from 1 in 10 to more than 3 in 10 today. However in the last year or so, online services like Uber, Airtasker, Freelancer and Deliveroo have ushered in the “gig-economy” and more of this generation will end up being freelancers, contractors or contingent workers than ever before. Recent research shows that a third of the national workforce currently participates in contingent work, and more than 3 in 4 employers believe that it will be the norm for people to pick up extra work through job related websites or apps. Technology and new employment options have made it possible, businesses looking to manage their staff costs and liabilities are driving it and Generations Y and Z who value variety, flexibility and opportunity over job security will make the gig economy mainstream in 2017.

Post rationalism

Last year the electorates of the UK and the US showed the political class not to take their votes for granted and that bombarding people with information and expert opinion will not in itself change minds. 2017 will see the continued rise of the post rational era where it is the heart- not just the head that influences customers, staff members and voters. The 2016 Word of the Year was “post-truth” showing that the power to influence is not in the data and statistics but in the story and social validation. Note that this is not an era of “irrationalism” in that society has more knowledge available and Australians are increasingly more formally educated- rather, it is an era where the rationale alone does not alone decide the matter. Those who can communicate with an emotional, visual and relational connection will do better than those who just have a rational connection.

Watch Mark's full interview on The Daily Edition here

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.


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.

McCrindle Research Pack Update

Wednesday, October 26, 2016

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.

Our forecasts identify trends, our strategy informs decisions, and our research futureproofs organisations. In our most recent Research Pack you can find out information on what we do and how we do it. The pack provides an outline of our research focus, tools, output, solutions and research rooms. Additionally, the pack also includes information on our research-based communication services including media commentary and our McCrindle Speakers team, as well as an overview of our clients and case studies.

To find out more about what we do and the services we offer, check out our most recent Research Pack!

Contact us

If you have any research or speaking enquiries, please feel free to get in contact us via:


P: 02 8824 3422

Generation Y and Housing Affordability

Monday, October 24, 2016

As Australia’s leading social researchers, the senior research team at McCrindle are actively involved in media commentary. Last week our Principal, Mark McCrindle and Team Leader of Communications, Ashley McKenzie were featured in the media about Generation Y and their ability to access the housing market in Sydney.

Generation Y are today’s 22 – 36 year olds, and make up 22% of the Australian population (5.22 million). They also make up the largest cohort in the current workforce (34%). Gen Y’s are comprised of today’s parents, senior leaders, influencers, and increasingly wealth accumulators. With 1 in 3 being university educated (compared to 1 in 5 Baby Boomers), they have grown up in shifting times and are digital in nature, global in outlook and are living in accelerated demographic times.

While Generation Y are often accused of living a lavish lifestyle, which supposedly locks them out of the property market, it is important to remember that traditional expense categories such as food, transport, health and housing costs are higher for younger people today than that experienced by their parents at the same age. A generation ago the average house price was 5 times annual average earnings while today the average house price is 13 times the average annual full-time earnings.

Here is a quick snapshot of last week’s media coverage:

Housing Affordability Debate

"From the Baby Boomer perspective, they worked hard, they earned what they had but I can also see the Gen Y perspective. The reality is that it's a lot harder to buy a home, the costs have gone up. Gen Y do have to pay off the debt of their degree and there are new categories of spend; technology, internet and phone, costs that their parents didn’t have."  

Parental help becoming essential for young people trying to buy property

"Ms McKenzie, who works for social researcher Mark McCrindle, said borrowing from parents was becoming Sydney’s “new normal”. “Baby Boomers control about 50 per cent of the nation’s wealth so it makes sense young people look to their parents for help,” she said." 

For any media enquiries please email us at, or call our offices on +61 2 8824 3422. To arrange a media interview or if you are a journalist and would like to receive our media updates, please email

McCrindle in the Media

Thursday, August 25, 2016

As Australia’s leading social researchers, we regularly assist our clients in identifying newsworthy angles in their research to help communicate the insights effectively with the broader public. Our senior research team at McCrindle are actively involved in media commentary, and the communication of key research findings. At McCrindle we are passionate about communicating insights in clear, accessible and useable ways.

Our recent research commissioned by the Financial Planning Association found that one in two of us dream more about our future now than we did five years ago. Check out our latest media activity that we have been cited in just in time for Financial Planning Week (August 22 - 28).


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.


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

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


stay home generation alpha English news Lower Hunter university Business analysis generation Z do people still change their surname after marriage? Australian communities average sydneysider earning Wodonga newspaper Territory workshop interactive easy rider Kirsten Brewer jobs balance pharmacies 2012 social enquiry debate Research Executive REIV National Conference bondi TEDx Speaker future gold coast statistics conference speaker megatrends experience Queensland skills global generation relational cost of living cartodb baby name predictions holiday ACT future proofing internet volunteer not for profit research grave decision technology townhouses sentiments owning a home digital economy culture city renter of the future fresh urban taskforce sophie renton sydneysiders australian travelling the lucky country nativity scene dreams demographic trends father's day monarchy FOMO rising house prices the changing face of giving PSI moreton bay TEDx Christmas Stats research report cloudy days builders brisbane christmas 2017 waverton millenials income networking nfp shifts learner hornsby financial mateship generations NBRS engagement public speaker speajer community event Generation X shopping centre media commentary language 10 years food bank authenticity transport social researcher gig 1975 house price finance maiden names The Daily Edition entrepreneurial workplace ferry future of shopping Australian Families 2015 emerging trends retirement sector wide study NFP event visual high density optimistic budget Millennial spirituality equip life organisational culture mccrindle in the media future-proof innovative Channel Seven year 12 Black Friday Sales rich business index micro apartments rise of local follow cica sydney property market population map IT Specialists divorce rate results friendship population Mount Annan-Currant Hill water young people society trends FPA cancel plans parents work from home sydney market census fail tattoos socialites qualitative research TDE research women faux-ciliser national private wealth home gen alpha work grandparents Australian Trends long weekend internships tv Aussies domestic apartments cash trends of 2017 crows nest economy Australia street teach award ageing Western Australia not-for-profit Research Director resource NBRS Architecture conferences Tasmania mccrindle Mark McCrindle in the media the hills shire James Ward social issues Hills Shire Council leadersip staff engage slideshare demographic analysis priorities capital cities public transport Caregiver education future report choice workers global retail Lower Hunter Region professional development optus my business awards trades growth supply and demand plans 24,000,000 insight youth educhat learning research data office space housing market product McCrindle Keynote Speakers baby boom housing trends woolworths training Netflix increasing densification research on coffee local communities trends of 2016 social research 1968 collaboration mentor medicine sydney event research visualisation Australia Day 2017 money Willowdale commuting easter names ideas financial future data analyst SMSF repayments analysis Sydney Lifestyle Study acf15 ACT Report demographer staying in Skilling New Zeland Melbourne potts point trends analyst speakers pack recap safe SMART seasons greetings tea rule keeper wealth personalities charity infographics mortgage 2013 millionth Sydney keynote speaker market research Myth wages changing face of sydney demographic new office housing Gen Y house prices baby name career earnings mccrinlde teacher sun pyrmont youth unemployment sydney metro Gen Z Expert Adelaide rental stress ABS collaborative facts school forum moderators guide System's Architect ease of travel family wage Christmas lunch Tuesday Trend property price workforce suburbs students Queensland: QLD data analysis 2014 politics motivate household "know the times" professional services entrepreneur Births challenge marrickville rent innovation financial fears high density apartments Bathburst story coffee Australian Population TED talk survey mother's day christmas trees royal baby futurist Australian demographics Christmas presents social media financial independence urban development hello fresh cost hills shire commute breakfast dream christmas publication keynote speaker Australian Communities Trends property Christmas research tableau future generations purpose participants future of education speaker NT Australians wealth and income lifestyle housing affordability goal media release australian social research rain healthy future capital city donate shopper's pick young australians define communities area friends change high density living baby boomers social lives global financial crisis HSC celebration Assistant Store Manager shopping australian communities forum non profit australia personal growth Elderslie-Harrington park royal influence darwin world youth day australians staying home more TED cooking school students cancelling event ashley fell Real Estate christian couple conference presentation data parenting twentyseventeen award winner daily telegraph Charlotte Word Up wolloomooloo vegetarian aged care outsourcing cultural diversity volunteering data mccrindle tea the australian dream clothing Australian Bureau of Statistics selfie Aussie village VET ageing population brands Northern Beaches presentations society religion 2009 quote hopes Res Vis study education professional presenters REIV Conference office opening brand experience baby name trends social researchers HR suburban living kate middleton financial planning Do It Yourself focus groups VET sector global economic dessert renting USA weather Christchurch future of work greatness social impact financial dreams child hunger demographic transformations demographics growth of sydney Financial Planning Association investment January 26th faux-cilise thrive in the media affordable social analysis Population Clock the great screenage environment google states Merry Christmas population milestone surname storytelling click salary social trends dreaming Mark McCrindle living happiness NSW families sydneysider goals wedding Financial Planning Week buildings australian communities trends report Performance Sentiment Index emerging technologies hills McCrindle Speaker EFF census results ultimo typical australian leadership workshop McCrindle Speakers offenders Jura Australia menai micro insights learn hunger New Zealand JOMO public speaking February 16 McCridle Christmas data ipswich panel professional affordability urban blaxland Northern Territory house price rise christianity surnames spend food deloitte sydney hills Australian Dream 1994 Work place mythbusting eliane South Australia Jura Coffee teaching survey design car curiosity employmee workplace culture program focus group global generations social commentary energy trends Scouts princess charlotte unaffordable baby names australia report office Social Trend showreel happy holidays global generaion faux-cilising Hunter Valley demography mining boom snapshot public holiday community engagement new york times list leadership Christmas season food insecurity sydneycity 24 million Christmas day eliane miles forecasting leader SRE entrepreneurs of today paying to work wealth inequality the future 2020 sector wide social daily commute local community shbc brand ACF17 graphs Christmas day weather consumer sydney speaker average aussie Education Future Forum know the times census data seasons report business performance researcher high school annual income mccrindle research employment conference work-life DIY huffington post 2016 census Northern beaches Event 1980 debt volunteering who is generation z summer younger generations overcast Crime Rates lalor park schools Tuesday Trends charities earn Generation Y in depth interviews real professional speaker the average aussie local GPO casual mobile investing victoria omnibus bureau china media activity Understanding and Engaging with Generation Z Vocational education faith and belief ACF2017 Macquarie University school satisfaction travel middle class Hornsby Shire Council perth litter Royals marriage land of the middle class learning styles property development educated poker master dare to dream world royal suburb ACF 2016 business Sydney population impact group session small business internship thought leadership baby names report Gen X Wellington Canberra digital presentation employmer anzac cultural diveristy crime careers aussie culture growing population sports VIC the hills baby names Real Estate Institute of Victoria australian real estate organisations property market coffee lovers unemployment community government sustainable post rationalism Black Friday Kiwi social commentator stats screenagers pharmacy baby toys commuters Financial Planning Association of Australia census 2016 cancelling plans video CPI holidays not for profit state data visualisation winter blues church gig economy Australian community trends 40 million NEETs What is food insecurity? Foodbank Australia forecast education research narcissism social change millennials education future emerging generations train social shifts event criminal national wealth sector belief Deaths indonesia marriages children poor meals royal family australian community trends report visualisation Engineering Manager 2016 census results SA CBD university degree customer groceries donation etiquette jobs of the future Cobbitty-Leppington 1995 Black Friday in Australia trend alpha Australian Home ashley mckenzie winter census sunburnt country Andrew Duffin Duchess of Cambridge communicate relevant #censusfail vegemite bus Sydney media consumerism households employers teleworking apartment generational trends home ownership logan communications aged care puzzle Sydney Hills Business Chamber identity work mates Christmas in Australia norwest care support weekly earnings maiden infographic wall india google for education Sydney’s south west responsive volunteers gender culturally diverse student optus gen z TAS divorce keynote year 7 Retail New South Wales tertiary education online shopping cold live the dream World Water Day wellbeing research pack communication Maxim Accounting low density trend tuesday research services marketing socialising Australian schools environmental scanning social life The ABC of XYZ cars tuesday wealth and income distribution residents proactive future proof 2017 prince george faith social analyst neutral bay group WA events infographic entertainment going out ethnography DESTEL schools students Love Valentine’s Day population growth teachers house tips fears US mythbusters geomapping housing growth Wagga Wagga 2016 case study education sector sunny days home owner urban living intern men child care hobart urban living index rumbling tummies ACF national crime rates Australian Census Channel 7 resilience manly online 23 million Australia Day speakers chairty investor meetings Geoff Brailey Northern Beaches Christian School average Australian screenage wealth distribution mover and shaker contiki generation