Home is where the heart is

Monday, August 31, 2015

McCrindle is delighted to partner with NRMA Insurance to produce and launch the ‘Celebrating Our Home’ report. The study of 1,203 Australians reveals what home means to Australians and what it is that makes a house a home.

The great Australian dream is still alive and well, with nine out of 10 Australians still aspiring to own their own home.

Across age groups and ethnicities, when it comes to home 82 per cent say it is the family, or the people they share a house with, that make a house feel like a home while further 78 per cent said their furniture was an integral part of making the space feel like their own.

NRMA Insurance Head of Marketing Jane Merrick said; “We commissioned this unique study because we wanted to better understand what homes really mean to Australians. What we found is that for most of us creating a home is less about the building itself and more about an emotional connection.”

“Above all, home is still where the heart is and a sense of belonging, safety and security are the main things that make a house feel like home.”

Social Researcher Mark McCrindle said; “We’re a contented nation because whether we own or rent our homes, two thirds of us (65%) state that we love our homes.”

FOR MORE INSIGHTS FROM THE RESEARCH,HEAD TO THE THIS IS OUR HOME WEBSITE:


Despite the perception of an ‘always-on’ culture of over-achievement, technological distractions and 16 hour work days, almost half of all Australians still find the time to eat together at least once per day with an astounding four in five eating together at least once per week. Meals are most often shared at the dining table (45%) or in the lounge room (34%).

“It’s warming to see that despite Australians’ increasingly busy lifestyles, people are still finding time to sit down together and enjoy each other’s company and share their news from the day.

We are a house proud nation with the majority of Australians (96%) prioritising time in their busy lives to keep their homes clean. As many as four in five Aussies made changes to their home since moving in, which may contribute to the fact that one in five people are planning on staying in their homes for more than 20 years.

The kitchen is often referred to as the heart of the home, however according to the research the living or lounge room (47%), followed by the bedroom (19%) are seen to be the most important rooms in the home.

“When asked why the living room was so important, respondents said it’s where the family spends most of their time together – yes on screens but also for relaxing, playing games and gathering for a family pizza and movie night,” Mr McCrindle said.

VIEW THE FULL REPORT HERE


RESEARCH IN THE MEDIA: Soaring prices have not deterred aspiring homebuyers



VIEW THE FULL ARTICLE HERE

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.

Q and A: Gen Y family formers

Tuesday, July 14, 2015

What is now the most common age of women when they have their first baby; how has this changed in Australia and what are the forecasts?

Generation Y has transformed the lifestages that once marked adulthood and independence. The age of leaving home, starting full time employment, getting a mortgage, marriage and starting a family have all been pushed back later in life. Four decades ago, the median age of females giving birth was 25, while today it is 30.7. Similarly, the median age of females at first birth has been pushed five years later to 29.3. Indeed the age group with the highest fertility rate (births per female) are those 30-34, well above the second category of those aged 25-29, and of all age years from 20-39, the only one that has been growing over this decade are those aged 35-39.

The reasons for the delays in starting families and the rise of older parents are numerous. Generation Y are staying in education longer and starting their earnings later than their parents did. While 1 in 5 Baby Boomers has a university degree and 1 in 4 Gen Xers, for Generation Y it is 1 in 3. Generation Y is the first generation where females have a higher level of formal education than males with 29% of males aged 25-34 holding a university degree compared to 40% of females in this age group. But this increased education comes at the price of delayed earnings and a university debt. Additionally, this generation are beginning their economic lives in times of growing living costs and declining housing affordability. Four decades ago, the average capital city house price was the equivalent of 5 times average annual earnings, by the mid 90s it had stretched to 6 times, while today it is 10 times average annual earnings. In Sydney the median city house price is more than 13 times average annual full time earnings of $72,000.

While the economic, educational and social trends have pushed back the age of starting families, there are biological limits to this trend. Over the last few decades, IVF technology has provided fertility assistance to women in their 30s who are part of this delayed parenting trend, however as fertility expert William Ledger, Professor of Medicine at UNSW points out, “beyond the age of 40, the success rate of IVF has barely moved since the first test tube baby was born in the 1970s”. Scientific advances such as egg freezing and fertility testing continue to assist those who are past the traditional child bearing age, however reversing the chromosomal changes to eggs as women age has not yet become a reality. Generation Z who enter their 20s this year may follow the Generation Y experience by responding to these biological realities and scientific limitations by balancing their family forming years amidst their career and financial goals rather than after they have been achieved.

FOR MORE INFORMATION:

More on changing generational characteristics can be found in Mark McCrindle’s book The ABC of XYZ: Understanding The Global Generations.


The changing face of Sydney

Monday, July 06, 2015

“Sydney is a very diverse place, but I think in that diversity, in that difference is a great sense of strength, we all come together as Aussies and as Sydney-siders and I think that’s why so many people, almost 5 million of us, call this city home.” – Mark McCrindle

“The changing face of Sydney has been phenomenal”

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.

“Old ways and old attitudes are disappearing”

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.

“Sydney; a mini United Nations”

NSW 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.

  • South Africans have embraced Dover Heights,
  • The Chinese – Chatswood and Hurstville,
  • It’s little Lebanon in Mount Lewis,
  • Little England in Manly,
  • A lot of Vietnam in Cabramatta,
  • And the Maltese have made Arndell Park their own.

Now the number one surname in the Parramatta white pages is Patel.

“Sydney is undergoing an opportunity revolution”

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.

The Changing Face of Sydney

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.

WATCH THE CHANGING FACE OF SYDNEY SEGMENT BY CLICKING ON THIS LINK OR THE IMAGE BELOW


Q and A: 'Kidults' still living at home

Tuesday, June 30, 2015

What’s with the increase of the 20-something 'kidults' still living at home and is it a positive for the child and parent?

The active role of parenting is a longer journey today compared to the past- extending from birth, through the dependent years, adolescent years and now well into the 20’s. This has created some new social trends: the boomerang kids (the large number of children in their early 20’s who leave the parental home, only to boomerang back a couple of years later as the costs mount), the sandwich generation (today’s parents sandwiched between the time and costs of their stay-at-home adult children, and the care of their own ageing parents), and this generation of late 20-something KIPPERS (Kids In Parents’ Pockets Eroding Retirement Savings).

However for all the labels, there are some clear reasons for these delayed lifestages. The rising cost of living, housing affordability challenges, prolonged educational years and consequently larger study debts have put this generation further behind where their parents were at the same age. In addition to the higher costs, greater debts and delayed earnings are the mobile lifestyles, technology expenses and increased travel, all greater than that of their parents.

Therefore for a generation who have pushed marriage and starting a family back, from the 20-something years into the early 30’s on average, staying longer with mum and dad is not only a social option but for many a financial necessity. Based on modest rental costs, this option of staying at home with mum and dad, when compared to even modest shared accommodation costs of $250 per week represents a saving of around $15,000 per year by the time that the saving on some food and bills are included.

However, while there is a financial cost on parents, there is a social gain. Many parents in conversations with me have expressed that while they jokingly complain about the arrangement, the connection it gives with their children, the likelihood of them staying nearby as the grandchildren appear on the scene, and the many ways that it keeps parents in touch with some of the trends and changes of Generations Y and Z are all great benefits.

The key to family harmony in these new households is to ensure that parents and their payments aren’t taken advantage of, and that the adult children aren’t treated once again as dependents. A simple agreement setting out the financial contributions and domestic tasks of the family members, with an expiry date when the agreement can be re-assessed is a practical help. That way we will likely create multigenerational harmony not intergenerational conflict.


FOR MORE INFORMATION:

More on changing household structures can be found in Mark McCrindle’s book The ABC of XYZ: Understanding The Global Generations.


Australian Community Trends Study for the Not-For-Profit Sector: Models & Instruments Explained

Thursday, June 25, 2015

Not-for-profit organisations are invited to participate in the Australian Community Trends Report, a national, comprehensive research study of the sector, conducted by McCrindle and R2L & Associates.

This inaugural study will form the basis for a longitudinal study which will be conducted annual and provide a detailed analysis of the effectiveness, engagement and awareness of the not-for-profit sector. It will help not-for-profit organisations understand the Australian community – the emerging trends, the giving landscape and the current and emerging supporter segments. The Australian Community Trends Report will provide a clear analysis of the social context in which the not-for-profit sector is operating.

The snapshot of the external environment, the visibility of the community attitudes and perceptions, supporter engagement and satisfaction will be ascertained through a series of quantitative surveys and qualitative focus groups. The output will be visual, strategic and communicated through key models and instruments developed specifically for this Australian Community Trends Study. These models and instruments have been explained below.

Find out more about the Australian Community Trends Report Study here.

Giving Sentiment Matrix


The Giving Sentiment Matrix segments Australians and their preferred focus from a local versus global perspective, as well as the charitable purpose with which they best resonate, from advocacy and education to direct action. The matrix plots and quantifies Australians based on the national survey and overlays on these segments the positioning of Australia’s diverse charities.

It will identify 4 main segments which will be quantified and defined such as:

  • Global advocates
  • Community influencers
  • Local activists
  • Overseas participators

Blocker-Enabler Giving Grid


The Blocker-Enabler Giving Grid is a strategic communications tool for Australian not-for-profits to help them understand the blockers to giving and enablers which facilitate giving by Australians. These blockers and enablers developed through both the quant and qual phases of the Australian Community Trends Study are classified based on the emotional practical nature of them.

Net Promoter Score (NPS)


The best global, single measure, cross-industry comparable tool is the Net Promoter Score (NPS). The Australian NFP sector does not yet have an industry wide NPS against which individual charities can benchmark. This industry NPS will mean that individual organisations will now be able to see their score in the context of the overall sector rather than comparing to other industries.

Net Repeater Score (NRS)


The Net Repeater Score (NRS) is an effective measure of post-choice satisfaction and a powerful predictor of re-engagement. It supplements the NPS and is a more pure measure of individual engagement and overcomes the personality influences of promoter measures.

Net Culture Score (NCS)


One of the key assets of Australia’s NFP sector is the employer brand is the employer brand and rewarding workplace culture which is so attractive to the emerging generations of employees and volunteers. The Net Culture Score (NCS) will highlight the staff satisfaction and employee engagement which exists across the sector and which will provide an industry wide score for employer brand benchmarking purposes.

Australian Charities Leaders Snapshot


This scenario planning instrument analyses the key local and global trends impacting the Australian NFP sector. It is an environmental scan based on the DESTEL tool (Demographic, Economic, Social, Technological, Environmental, Legislative trends). Based on the perspective of the key leaders in the sector, it provides a forecast of the strategic trends that have significant impact and probability measures.

Engagement Funnel


The engagement funnel analyses the entrance points Australians have with NFPs. It measures the proportion who connect through the mass advertising and communications campaigns compared to those who resonate around the purposes and cause and those who connect with the organisational brand or charity. It analyses both the interactions that facilitate engagement and those that set this process back. It also helps show how those connected with a charity or organisation can be reactivated to connect with specific causes and campaigns.

McCrindle Participation Scale


The participation Scale tracks the journey of Australians who have an awareness of a charity. It defines the transition points from reluctancy and apathy through the stage of passivity to activity and advocacy. It defines the timeframes of these transitions, methods to best create movement along this scale and acts as a measure for organisations to track where their audience currently sits and how to further transition them.

Find out more about the Australian Community Trends Report Study here.


Social media and narcissism

Monday, June 22, 2015

It seems there is more armchair diagnosing of narcissism and calling people “narcissists” than ever before and social media is often the trigger of it and takes the blame. Narcissistic Personality Disorder is defined by the symptoms of behaviours of grandiosity and lack of self-awareness, an abnormal need for admiration, and often a lack of empathy toward others. While even a cursory look at one’s social media feed will show posts which seem to promote (and perhaps exaggerate) achievements and certainly the visual aspects of social media are preoccupied with appearance, beauty, status and success. While celebrity news and popular culture has for some time been permeated with these characteristics, this last decade has offered celebrity in the suburbs where everyone on YouTube can “broadcast yourself”, personal websites and blogs are de jure, and to exist without social media is seemingly to not exist at all.

Almost two and a half millennia ago Socrates wrote that “to do is to be” while now it seems that “to tweet is to be”. Such is the popularity of such communication platforms, if social media sites were countries, Facebook would be the world’s largest country with more active accounts than there are people in China. Twitter would rank 4th with twice the “population” of the USA and Instagram would round out the Top 10. While the speed of adoption of these communication platforms has been unprecedented- all of this occurring in less than a decade, the reasons for the take-up are varied. Certainly much social media activity is push-communication, with users wanting to publicise their latest activities and status, for many social media use is a genuine attempt to connect, to engage and to listen. However our latest research shows this latter group comprises just 1 in 5 social media users: the contributors who participate via social media as in any community- to share and participate, speak and listen, connect and contribute. Such are these times that the larger proportion of social media users- almost 4 in 5 are consumers, who largely use social media as an update channel to see what others are up to, and when posting something themselves, it is more broadcast and generic than personal and connective.

Most behavioural experts agree that narcissism is a condition not of biology but society- it is the social context not the genetic factors that are causal. In a world of always-connected, app-ready, mobile device saturated living, where every phone is a camera and we are ever just a few clicks away from posting our next contribution it is clear that social media has created an environment conducive to the growth of narcissism. However the apparent rise of narcissism may be more a factor of social media highlighting its existence and narcissistic-type behaviours rather than of itself creating more narcissism. Indeed some of the negative press social media receives is unwarranted. Selfies are given as the ultimate sign of narcissistic times, and combined with today’s must-have item- the selfie stick, an indicator of self-obsession. However most selfies are more “groupies” – not photos of oneself by oneself, but of a group and sent to other friends. Many (though not all) selfies are more about sharing a life journey rather than an unashamed exercise in self-promotion. So too the “status update”, the Instagram account and the personal blog: while such musing and sharing in our grandparents era was kept to a personal journal or limited to a family photo album, the current approach is definitely more public but most of it is a long way from fitting the pure definition of narcissistic grandiosity and an overwhelming need for admiration. In fact the Australian characteristics of keeping things “fair dinkum” and “not blowing your own trumpet” are still part of the local approach. The tall poppy syndrome remains a powerful social norm to ensure that no one gets “too big for his boots” or is “putting on airs”. The Australian values of community mindedness and looking out for each other ensure that empathy remains strong and narcissism is kept at bay- even this great screen age.

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’.

CLICK HERE TO READ THE ARTICLE


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.

CLICK HERE TO READ THE ARTICLE


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.

CLICK HERE TO READ THE ARTICLE


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.

CLICK HERE TO READ THE ARTICLE


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.

CLICK HERE TO READ THE ARTICLE

Why we named them Gen Alpha

Thursday, June 11, 2015

Naming the next generation

In the USA during the 2005 Atlantic hurricane season, the alphabetical list of names was exhausted, so scientists looked to the Greek alphabet for names. This nomenclature of moving to the Greek alphabet after exhausting the Latin one has a long history with meteorologists. Scientists of all disciplines use the Greek alphabet as a labelling sequence and as sociologists in naming the next generation we have followed this nomenclature too.

While many people are still gaining an understanding of Generation Y and educational academics are beginning to focus on Generation Z. In Australia alone there are almost two million children born since the end years of Generation Z (1995-2009). With generational analysis having moved from a stage of foundation to consolidation, a more predictable labelling system is being formed. Globally there is consensus on the alphabetised theme of Generations X, Y and Z, but for this latest generation, it is not the end of the old or a recycling of the current but the start of something new.

Generations Y and Z are often referred to as 21st-century generations. However, this upcoming generation is truly the first millennial generation because they are the first to be born into the 21st century (while many Zeds have been born into the 2000s, its oldest members were born at the tale end of the 20th century).

In our survey on the generations we asked respondents what they thought the generation after Z might be called. For many, the logical answer to our question was ‘go back to the beginning’. Generation A was suggested by 25 per cent of our respondents. The respondents who suggested Generation A said the labels also signified what we can expect of this generation and their times: a new and positive beginning for all, with global warming and terrorism controlled. Respondents who suggested the following labels made similar comments: the Regeneration, Generation Hope, Generation New Age, the Saviours, Generation Y-not and the New Generation. Others suggested the label ‘the Neo-Conservatives’ because the upcoming generation will have grown up aware of their impact on the environment and the economy.

Some respondents suggested the label ‘the Millennium Generation’, perhaps appropriate given the fact that this next generation will be the first to have been born into the21st century. However, this label will probably never be adopted; after all, both Generations Y and Z have already been referred to as the Millennials by demographers, writers, commentators and bloggers—particularly those in the US.

Other suggested labels were reflective of our tech-centric age. Many of these labels have also been used to refer to Generations Y and Z and again for this reason probably won’t be taken up: Net Generation, the Onliners, Global Generation, Generation Tech, Generation Surf and the Technos.

Those born globally from 2010-2024 we have labelled as Generation Alpha. If we look at Strauss and Howe’s generational theory, the next generation is predicted to spend its childhood during a high. We are currently living through the crisis period of terrorism, the global recession and climate change. By the time Generation Alpha are all born and moving through their formative years, these threats, among others, may have subsided. If that happens then this generation will begin their lives at a new stage, a global generation beginning in a new reality.


The above is an excerpt taken from Mark McCrindle's book, The ABC of XYZ; Understanding the Global Generations.

Sector Wide Not-For-Profit Study

Friday, May 29, 2015

The not-for-profit sector in Australia is at the very heart of our community and shapes and facilitates the values and spirit of our nation. From organisations that provide care and assistance to our nation’s most vulnerable, to those dedicated to providing aid and development overseas, to those who provide animal welfare, promote environmental causes, administer social welfare, and create community and belonging for Australians, the not-for-profit sector has an immeasurable impact on our society.

At McCrindle we conduct comprehensive research for many not-for-profit organisations. In these times of significant demographic growth, intergenerational transitions, rapid technological advancements and social change, the not-for-profit sector is faced with significant challenges in engaging with the new generations of supporters, identifying the most effective communication mediums and messages, understanding brand engagement and retention journeys of supporters and shaping a culture internally and externally to attract, engage and retain staff.

These trends are impacting the entire sector, and so the Australian Community Trends research study provides the opportunity for the sector as a whole to gain an understanding of the changes and practical strategies to respond.

Through conducting an industry wide study, participating organisations will benefit from the aggregated data which will identify trends and provide a comprehensive framework for understanding the behaviours of Australians when it comes to engaging with not-for-profits. Participating organisations receive their own data which can be then benchmarked against the national data. As well as adding significant breadth and depth to the strength of the research, this collaborative approach to an industry wide study will also provide valuable thought leadership material which will promote the work of the sector as a whole. The combined approach also allows for significant research to be conducted for organisations at a fraction of the price of a standard research project.

Partnering with McCrindle for this inaugural Australian Community Trends study is R2L, one of Australia’s leading not-for-profit fundraising and advertising agencies who bring a wealth of experience and expertise in helping not-for-profits strategically engage with their stakeholders.

More about the Australian Community Trends national study can be found here.

In summary, the research will involve 4 stages:

  1. A Nationally representative survey of 1,500 Australians which covers the key giving behaviours and awareness of organisations.
  2. Four qualitative focus groups will be run to expand on the survey findings and to provide greater context for them.
  3. A supporter survey will be run of your donors and their perspectives on giving, communication, future engagement.
  4. A survey of your internal stakeholders will be run including leaders and staff in your organisation to better understand their position on some of these issues.


For more information about the study please click here or contact Kirsten Brewer on (02) 8824 3422 or kirsten@mccrindle.com.au


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