20 years of McCrindle: A conversation with founder Mark McCrindle

This year marks a milestone for McCrindle – 20 years since the organisation was founded. Over two decades, we’ve become known for our social research, infographics, and keynote presentations, but the heart of our work has always been about more than data: it’s about understanding people, communities, and the trends shaping our world.

To celebrate, we recorded a special anniversary episode of The Future Report podcast, reflecting on where it all began, the big turning points along the way, and what’s next for our team and clients. In this Q&A, McCrindle founder Mark McCrindle joins The Future Report host, Ashley Fell, to share his reflections.

Mark, congratulations on 20 years! Not many businesses reach this milestone. Can you take us back to the beginning? What was the original vision for McCrindle?

Mark: Thank you! From the start, I had a simple two-part vision: to conduct world-class research and to communicate the insights in innovative ways.
It was never my goal to run a market research company. I wanted to do social research – research about people, communities, society, and generations – research that could have an impact and help organisations and communities prepare for what’s next.

The second part was just as important: communicating those insights so they could be acted upon. I knew it had to be visual and engaging – not just pages of reports gathering dust. That’s why we pioneered infographics, visual reports, and creative formats. Over the years, we’ve put stats on tea boxes, infographics on walls, even data on cakes. The goal has always been to make insights accessible, actionable, and memorable.

You’ve seen a lot of change over those two decades. What’s one example of research making a real difference?

Mark: One that stands out was our very first client – the Caravan Industry Association. At the time, the industry assumed their main audience was young families. But our research showed a different story: it was actually baby boomers, approaching retirement, who had the time and resources to invest in caravans and travel around Australia.

This insight helped shape the industry’s marketing and products, leading to what became known as the “Grey Nomad” trend. For the past 20 years, that segment has dominated the market. It was a powerful early lesson in how research can reveal opportunities, challenge assumptions, and help organisations adapt to societal change.

You’re also known globally for naming and defining Generation Alpha. How did that come about?

Mark: My interest in generations began early on. At the time, I was speaking about Generation X, then quickly moved to researching Generation Y (the Millennials), and later Generation Z. When it came to naming the generation after Z, I wanted a fresh start – something to reflect a new era.

Rather than looping back to ‘A’, I looked to the Greek alphabet, and Generation Alpha was born – children born from 2010 onwards, the first generation entirely in the 21st century. The name stuck, and it’s been fascinating to see how widely it’s been adopted globally. It’s also been exciting to study them in real time as they grow, helping organisations understand and prepare for the future they’ll shape.

Longevity in business often comes down to culture. What’s shaped McCrindle’s team culture over the years?

Mark: From day one, I’ve believed in empowering people. The best leaders I’ve observed weren’t authoritarian – they were enablers. I didn’t want McCrindle to be dependent on me alone, but to be a platform where talented people could lead, innovate, and make their mark.

We’ve built a culture of generosity – not just internally, but in how we share insights. Whether it’s speaking to students for a school project or providing media commentary (often unpaid), we believe that if we’ve gathered data from people, we’re custodians of that information. It’s not ours to lock away; it’s ours to share for the benefit of the community.

That ethos has opened doors, built trust, and, I believe, contributed to our sustainability as a business.

Looking ahead, what excites you most about the future – for McCrindle and for the next generation?

Mark: What’s kept me energised for 20 years is that the landscape keeps changing. Demographics, societal trends, generational shifts – there’s always something new to understand. Every fresh data release from the Australian Bureau of Statistics or a major survey offers patterns and insights that can guide our clients.

The future for McCrindle is about continuing to do what we’ve always done – understanding the times and helping organisations prepare for what’s next – but with ever-evolving methods. From advanced forecasting models to AI-driven qualitative analysis, our tools are improving all the time.

And of course, there will always be a new generation to study. Helping organisations stay relevant in a constantly changing world – that’s what excites me most.

Finally, what advice would you give to other organisations hoping to thrive for decades to come?

Mark: Stay curious. Stay open to change. What worked five years ago may not work today – and definitely won’t work in five years’ time. Listen to the data, but also to your people. And if you find something that works and makes an impact, keep doing it – but keep finding better ways to do it.

Twenty years in, McCrindle remains driven by the same vision it began with – to deliver world-class research, communicated in innovative ways, to help organisations and communities understand the times and prepare for the future.

You can listen to the full 20-year anniversary conversation on The Future Report podcast here.