The McCrindle Blog
Today's trends are coming at us faster than ever and have a life cycle that is shorter than we've ever seen before. Trends are increasingly global – and with that, they’re bigger, better, and faster.
From Japanese onesies to New Zealand pop stars, street fashion to eye tracking devices – demographer and social analyst Mark McCrindle joins Larry and Kylie on Channel 7’s Morning Show to discuss the trends that have most shaped the agenda, driven conversations and changed social attitudes in the year now drawing to close.
Here is a discussion on the Top 13 Trends of 2013 as recently published by McCrindle:
The social research team at McCrindle Research have summarised the Top 13 Trends of 2013 – the most talked about social fads over the past year.
1. Food Trend of the Year: FroYo
‘FroYo’ (frozen yoghurt) has become increasingly popular among Australians with its sweeter-than-ice-cream taste and endless variety of flavours, toppings, and sauces. Franchises such as Menchie’s, Moochi, Crave Australia, Yogurtland, Yogurberry, Noggi, and wowcow – not to mention countless others – have popped up in nearly every Australian shopping centre and suburb. Dessert buyers are drawn to the unique choices and oftentimes self-serve option of froyo bars, being able to make every purchase uniquely their own.
2. Word of the Year: Selfie
While selfies have been around since early MySpace and Flickr days – many featuring teenagers taking self-portraits with low-pixel cameras in front of poorly-lit bathroom mirrors – selfies are now commonplace not just among young people but even adults, eager to share self-portraits on social media sites. The action of taking selfies has been commonplace for a number of years, but it is in 2013 that the word itself has gained broader traction, being coined the ‘word of the year’ by Oxford Dictionary. Aussies should be proud, as the term ‘selfie’ can first be traced back to a comment made on an Australian internet forum from 2002. From Kevin Rudd to Barack Obama, 2013 was definitely the ‘Year of the Selfie.’
3. Attitude of the Year: Swag
‘Swag’ is a popular internet slang term used to describe someone who exudes confidence, sometimes interpreted as arrogance. The term ‘swagger’ or ‘swagga’ emerged through American hip-hop tracks in the late 2000s and is also a Scottish slang word. In popular speak ‘swag’ is no longer just an internet term but is used as an affirmative compliment with a meaning similar to the word ‘cool.’ It’s unlikely that ‘swag’ will have the long-term traction that ‘cool’ has had over the years, but for now, it remains a term clearly overused, especially by Generation Z. The term ‘boss’ is used in a similar sense by Generation Ys to compliment a person who is awesome, excellent, or outstanding.
4. Pop Star of the Year: Lorde
The 17-year old Kiwi singer-songwriter has taken the charts by storm with her single ‘Royals’ and the release of her debut album Pure Heroine in September 2013 which has risen to the Top on US, UK, and the Australian iTunes charts. As the first New Zealand solo artist to top the US Billboard Hot 100, Lorde has demonstrated musical and lyrical talent comparable to artists who have been in the industry for decades. Lorde’s first Australian show at July’s Splendour in the Grass in Byron Bay drew a crowd of 10,000 people, followed by an extensive sold-out tour across the nation in October this year.
5. Social Media Site of the Year: Vine
The video-sharing app Vine was launched on January 24th 2013 and has become a popular platform to share short, six second video clips across social media networks. Vine topped the iOs App Store for most downloaded app on April 9 and within six months of its release had generated a following of 40 million users. Developed by Twitter, the app integrates a user’s Twitter information, and, similar to Instagram, features a scrollable feed of all your friends’ vines on the homescreen. Vine’s popularity has been boosted by the Facebook page, Best Vines, featuring many of the funniest and most clever vines published and has been ‘liked’ by over 18 million users.
6. Meme of the Year: Harlem Shake
What would 2013 have been without a viral beat to get the world moving and shaking? The Harlem Shake was an internet meme started by a comedy sketch video released in February 2013 that presented a group of people dancing to the song Harlem Shake by American electronic musician Baauer. Within days, uploading new variants of the dance (featuring a group of people shaking to a 30 second clip of the original song) became a viral trend and by February 15, 40,000 Harlem Shake videos had been uploaded online, totalling 75 million views with a global following. While not quite hitting the heights of Gangnam Style in 2012, the Harlem Shake has definitely been an internet sensation.
7. Viral Campaign of the Year: ‘Dumb Ways to Die’
The Dumb Ways to Die campaign is a public service announcement in the form of a 3 minute video released by Metro Trains in Melbourne that sparked immediate YouTube popularity. The video features a number of animated characters dying in idiotic ways, ending with three characters who are killed by train due to unsafe behaviours. The video had 4.7 million views within 3 days and, by November 2013, had over 65 million views.
8. Social Trend of the Year: Shared Spaces
Community-oriented co-working spaces are now available for day use or monthly membership across Australia’s capital cities, featuring inspiring work spaces in which entrepreneurs and creative professionals can collaborate on projects with like-minded people outside of their business or industry. In the same way, social networking sites such as AirBnB and CouchSurfing are making it commonplace for individuals to lodge travellers and short-term guests in their private homes. Through collaborating in co-working spaces or providing short-term accommodation to strangers, Australians are saying goodbye to real-world privacy.
9. Media Event of the Year: The Birth of Prince George
No other event this year has sparked the same level of media coverage as the birth of Prince George of Cambridge, son of Prince William and Kate, the Duchess of Cambridge. Hundreds of reporters waited outside of Mary’s hospital in London for days before the birth, and when the Duke and Duchess of Cambridge finally emerged with their son, crowds were ecstatic and the world was watching. Analytics reported that 5% of global news consumption across 100,000 news sites was related to the royal birth on 22 July 2013.
10. Fad of the Year: Onesie
When Japanese performers began dressing up as cartoon characters and Miley Cyrus twerked in a unicorn onesie, Australians were quick to follow. The onesie – a one-piece jumpsuit for adults, usually replicating an animal character – hit the fashion scene to its full extent mid-2013. The Japanese label Kigu was the first mass importer of onesies in Australia, with mainstream fashion labels ASOS and Urban Outfitters soon catching on to the trend, and Australia’s leading retail stores not far behind. Young Gen Ys could be spotted at house parties, in pubs, and even on street wearing their onesies loud and proud.
11. Fashion Trend of the Year: Sportswear as Street Fashion
2013 saw an increase in women actively wearing work-out clothes outside of the gym. Women are increasingly creating a public image around health and vitality by sporting lycra tights and bright-coloured tanks to run errands or catch up with girlfriends. Brands like Lorna Jane, LuluLemon, and Nike have mixed fashion and fitness to produce sought-after activewear that combines technology with lifestyle flair. Women are increasingly proud – and willing to pay big bucks – to be spotted in high-tech gear that has become an emblem of success and vitality.
12. Shopping Trend of the Year: Save, Save, Save
Increasing online shopping, bulk buying and further growth in private label brands have taken 2013 by storm, highlighting how dollar-savvy Australian consumers are. From coupon clipping to daily deal websites, Aussie consumers are increasingly looking for the best bang-for-buck when it comes to products and services. Wholesale retailers such as Costco have sprung up in New South Wales, the ACT, and Victoria, offering bulk-pricing for everyday consumables, and Aussies are buying in. Cost of living is certainly still front-of-mind for everyday Australians and it has impacted where we buy, what we buy, and how we buy.
13. Technology Trend of the Year: Kinaesthetic Devices
From the ubiquity of touch-screens to fingerprint sensors and eye tracking devices, kinaesthetic interactivity with portable devices has been on the rise. Game consoles such as Xbox One are now able to track eye movements to engage players in live-time interactivity, and gesture-controlled mouses are slowly hitting the market through tech-enthusiastic funding on Kickstarter. From Windows 8’s multitouch technology to Apple’s Touch ID designs and fingerprint sensor, there is no doubt that interconnectivity with our technology devices will continue to increase.
Mark McCrindle is a social researcher with an international renown for tracking emerging issues, researching social trends and analysing customer segments.
Click here to download this social analysis:
Engaging with today’s emerging generations can be a foreign undertaking. From interpreting ‘swag’ or ‘yolo’ to deciphering the social media obsession with selfies, trends amongst today’s Generation Z – those born between 1995 to 2010 – are fast-moving and ever-changing.
These screenagers interact with technology 10 hours and 19 minutes each day. They are the most educated generation the world has ever seen, with future trend lines indicating that 1 in 2 will have a university degree (compared to 1 in 3 Gen Ys and 1 in 4 Gen Xs).
There are almost 2 billion of them worldwide, the largest, most technologically supplied, materially endowed, and globally connected generation in history. They will live longer, work later, earn more, consumer more, travel more, move home more frequently, and in their lifetime work 17 different jobs, some of which don't yet exist.
The oldest cohort of Generation Z are already beginning to enter the working world, and within just 7 years they’ll comprise 12% of the total workforce. The year they retire they will be earning a disposable income of $222,000 and the average capital city’s house price in Australia will be $2.5 million.
We've just launched our GenerationZ.com.au resource, a clearinghouse of research-based information on this emerging generation that exists to help you understand today’s school student and university entrant. From media consumption to technology trends, learning styles to leadership preferences, motivation factors and workforce retention, GenerationZ.com.au provides social trend and demographic insights in an easy-to-access format.
Visit GenerationZ.com.au for a database of Gen Z trends, insights, and future forecasts, and check out our latest Gen Z infographic while you're there!
Australia is indeed the lucky country, but is life in Australia really getting better? The statistics say it is.
The Australian Bureau of Statistics’s Measures of Australia’s Progress report indicates that overall, Australia is doing better than ever when it comes to health, education, economic opportunities, and even political participation.
Over the last 10 years of time the average Australians' life expectancy has increased by 2 years. In fact, over the last 40 years of time our life expectancy has increased by 10 years. Two thirds of Australians now have a qualification after completing school, with one third of Australians having a university degree.
The economy is on a steady increase, even despite a recent global economic crisis. Cash flow is increasing with the net disposable income for everyday Australians now $10,000 more than it was a decade ago.
Social researcher Mark McCrindle joins Nine’s Today Show to talk about the latest figures.
Compared to 30 years ago, there’s now twice as many Australians renting, and for many Generation Y's now in their 20’s and 30’s, buying their own home will now seem almost unattainable.
Mark McCrindle joins Today Tonight on the topic of Generation Rent – outlining how difficult it is today for young people to break into the property market.
Today it is twice as hard for young people to buy their first property compared to when their parents were starting out, because they’re not just competing with other first home buyers but also with investors, self-managed super funds, trusts and overseas buyers.
Four decades ago, an average home in a capital city was 5 times the average annual earnings, and today it’s 10 times average annual earnings.
It’s not all bad news – in many areas, particularly in the inner city suburbs, it is much cheaper for young people to rent than buy, and as long as they’re investing and not spending everything on lifestyle pursuits, young people will get ahead even without home ownership.
It's hard to stay relevant in today’s current environment. How can we interact with our communities and fellow Australians? How are things changing across Australia – demographically, socially, and generationally?
Mark McCrindle joins Hope 103.2's Hope Breakfast with Aaron and Erin to discuss the latest trends and changes facing Australian communities.
How is Australia changing and what have we missed when we talk about Australian communities?
We're certainly growing and changing as a society – if someone hadn't really looked at the demographics of Australia for 10 years, suddenly were a few million people more, new generations have emerged we're more culturally diverse as a nation than ever. It is important for everyone to observe these changes and remain relevant.
Are there things we are oblivious to when it comes to understanding our communities?
Well, oftentimes we miss that we are so much more mobile as a community in terms of how often we move home. We look at our parents who may have stayed in their family home their whole lives, but now we've got a third of the population renting, and the average renter in Australia stays just 1.8 years per home. Even those who are paying down a mortgage with family and kids are only staying for 8 years. We are moving across our communities more frequently which means we don't so much know our neighbours – in a sense we are losing that connection with our local neighbourhood but still have a strong need for local connection.
We have seen interesting shifts in some of our suburbs, particularly noticing that areas have become more multicultural in just 5 years. Can things shift that quickly?
Yes it has happened quickly and there is also a significant change in terms of housing structures. Now 1 in 4 homes are medium to high density housing, and more of those homes have been units or townhouses as opposed to detached homes. So much so that the population centre (where there are as many people east, west, south, and north in a city) identified in Sydney is now is now Ermington, just slightly east of Parramatta. Interestingly it hasn't moved from the last 6 years whereas before it was moving further west. Nowadays, for each home being built on the outside skirts of the city, we've got high density housing and units being built closer to the city.
How are we going generationally? What are some of the shifts that are taking place?
The workplace is certainly an area where we're seeing some significant change – Gen Ys are entering the workplace in big numbers and have a different attitude to work – they don't stay as long as used to be the case, with older generations now saying, "Where is their commitment?"
But at the same time we find that the generational space is in good health because we are connecting across those generations a bit more in our households, families, or shopping centres – we're bumping into a wider age range than used to be the case. People are older and ageing in Australia while we’ve also got record births. We're across the generations more in the public space which is a positive thing because each generation brings strength and their own vibrancy. It's important that we have these intergenerational spaces to connect in our society today.
Let’s talk a bit more about the Australian Communities Forum that you are hosting on 1 November 2013. You’ve mentioned in just a short time that there is clearly a lot we need to be informed about if we want to engage with our communities we need to understand them. Is this what you are aiming to do at the Forum?
Exactly right, this is Australia’s only one day forum focused on communities – held at Customs House, Circular Quay, Sydney with the City of Sydney and some great sponsors on board.
In a day we want to help Australians understand communities from a demographic perspective, the generational change, how to connect with workplace communities, and even how to connect with geographical communities. Learning how to communicate in these changed times is key, as well as learning how to meet the needs of our ever-changing communities.
We are focusing the Forum not just on community groups and charities but business people and those in the commercial world – they need to understand their customers who are communities, empowered, educated and on active on social media– how they can best connect and engage their needs.
For all of Australia’s communities in all their diversity, we want to give a snapshot and give some tools as to how you can understand and connect with community better.
Australia is home to 9,500 school communities, 13,000 church communities, 15,000 towns, suburbs, and local communities, 840,000 businesses which employ people – workplace communities – and 9 million households with family communities.
Understanding all those communities, the changes, the growths, and the trends, is what the Australian Communities Forum is all about.
Whether you’re part of a community-based organisation, a charity, a government agency or a commercial organisation with a community focus, the Australian Communities Forum will deliver the latest information in an interactive format, with innovative local examples, and the sharing of great ideas.
Join us on Friday 1st November at Customs House, Sydney, for this one-day training and equipping event.
Register today to reserve your spot.
Australians are living longer than ever before and this remarkable growth in longevity is the primary cause of our ageing population.
With Australians living longer, they are also working later and remaining active as grandparents more and later in life than ever before.
Many older Australians are in a life stage significantly younger than their age. 20th Century expectations of age can no longer be applied in the 21st Century, as traditional demographics don’t match new psychographics. From technology uptake to working longer, older Australians are not just “retired and wired” but working, leading and influencing later in life than has ever been seen.
Here’s a demographic snapshot of the downageing situation:
Comparative analysis of Australia’s 60-year-olds
The total population has more than doubled.
Average age of becoming a grandparent
Grandparents are older chronologically but younger psychologically.
Life expectancy at birth
We can expect to live 12 years longer today than in 1953.
Life expectancy at 65
65’s of today are like 58’s of a generation ago in terms of longevity.
Source: McCrindle Research, ABS
Australia’s new grandparents: Younger than their parents were at the same age
Australia’s new grandparents, aged 60 are the Baby Boomers. Since the Boomers (born 1946-1964), we’ve seen Generation X (born 1965-1979), Gen Y (born 1980-1994) and this year Generation Z (born since 1995) enter adulthood and the Boomers are now grandparenting Generation Alpha.
But they are a generation of “downagers” – younger than their parents were at the same age, younger than their age would suggest, and based on the life expectancy rates, a 65 year old grandparent is more like a 58 year old of a generation ago.
Statistical summary of today’s downageing population
- Demographic mid-life for an Australian has been pushed back to 50 years for a male, and 52 for a female in terms of adult years lived (since turning 18) and adult years to go (32 years lived since turning 18 and 32 years life expectancy for a male aged 50, and 34 adult years lived and 34 to go on average for a female).
- The median age of employed persons in industries such as Education and Health is now 45 years – so while there are many workers in their 20’s, there are many in their 60’s, resulting in a median age of 45.
- Today's grandparents are a working generation: 1 in 4 males aged 68 are employed full time, and 1 in 10 females aged 68 are employed full time.
Remember that many of today’s 60-something leaders have been in leadership since their 20’s and 30’s – they were needed during the boom years of the 50’s and 60’s. They also see no need to stop leading – having gained experience through decades and a lot of life left, they continue leading many of Australia’s businesses and industries.
For further research and an occupation breakdown of workers 65+, see our entry Older Workers, Downagers, and Redefining Retirement.
The Australian community has been transformed in a generation. We are bigger than ever, our population having doubled to 23 million since 1966, more culturally diverse than ever, with 46% of households having one or both parents born overseas, and moving through a time of massive demographic and social change, from our ongoing record baby boom, to our ageing population, to the emergence of Generations Y and Z.
With these changes, gone is a traditional cultural cringe, replaced with a global perspective that looks out not in. The “no worries” attitude is still there but with a posture of optimism and confidence, comfortable on the world stage.
In the midst of such transitions, Australian communities have responded to the trends, connecting technologically and globally while maintaining an affection for the iconic Australia of a previous era. As a nation we are like a child on a swing, confidently leaning back to our past yet allowing this to propel us forward in these times of great change.
Australians have a love for this country which we don’t take for granted, even if it goes unsaid. This relationship is like a long and solid marriage: the love is not always expressed but it is deep and abiding. Australians are proud of who we are and what we have achieved, yet there is an understated, earthy humility in our self-image.
Core to the Australian identity and experience is the local community—connecting with your mate and your neighbour alike shines strongly in the national psyche. When social fragmentation threatens, it is the strength of our diverse local communities and their local leaders and local media that articulate the shared values and strengthen the bonds. Even though almost one in four Australians lives in a sole-person household, the connection they have to their community, often enabled through community platforms such as radio provides a genuine social network. Our lives are increasingly busy and complex yet our community culture is down-to-earth.
We value independence but in a community-minded way. As Aussies we recognise that individual achievement rarely occurs without a helping hand from others. After all we call this the lucky country—we don’t take the credit for it all ourselves. Despite our differences we know that when adversity strikes, whether in the form of personal tragedy, natural disasters or international conflict, there’ll usually be a fellow Aussie there to help out. It’s the tradition of the digger, the character of mateship, and it’s still the essence of the Australian community.
Join us on 1 November 2013 at Customs House, Sydney for a one-day Forum on Australian Communities: who comprises them, what defines them, how they’re changing, where they’re headed, and what it takes to better engage with them.
Visit the Australian Communities Forum website to register today.
Nuclear family no longer most common household
For the first time in Australia's history, the nuclear family will no longer be the most common household – while today they make up 33% of all households, within just a year the couple only household will be the most common type of household.
With the decline of the nuclear household structure, we are often seeing three generations living under one roof: Baby boomers are being sandwiched by taking care of their own parents (the builders), while still having their Gen Y children living with them and studying.
This type of arrangement is a significant financial advantage for Gen Y KIPPERS (Kids In Parents’ Pockets Eroding Retirement Savings) who may be saving $15,000 per year on rent alone by living with their parents. For mum and dad, however, retirement plans are delayed and retirement savings significantly decrease. Baby Boomer parents, while enjoying the social interactions available in a multigenerational household, can often feel the pressure and may feel like their hard work is being taken for granted.
Household situations can also get financially tight when couples split – in Australia, the average age of a couple separating is 38, with an average of 2 children involved in the separation. Oftentimes in this situation couples stay together because it is simply not financially viable to move out.
Record births, older parents, increase in family size
Australian families are changing dramatically, with record birth rates taking place – over 300,000 babies are being born every year, more than were born in the original baby boom post WWII. It is not that more women are deciding to have children, but those that are having children are deciding to have more than previously, and as a result Australia is seeing an increase in the family size.
Household size grows after a century of shrinkage
Household size has been declining for the last 100 years. In 1911, the average household size for Australia was 4.5. By 2006, it had fallen to 2.53. But in 2011, something remarkable happened. Household size increased. Only by a small amount, but enough to raise it to the current 2.6 people per household. The multi-gen household and boomerang kids have turned around a 100-year trend and created expanding household size.
Today's children and teenagers: a snapshot of Generation Z
They are the true Millennial generation: the 4 million Australians born since the year 2000. On average they will live longer, stay in education later, and work across more careers than any prior generation. They are the most materially supplied, technologically saturated, globally connected and formally educated generation ever. They are living through their formative years in a time of massive demographic transformation: our population growing by more people in a decade than ever, more culturally diverse than ever, and older than ever.
In the nearly 14 years of their lifespan they have seen more change than any cohort before them. They began life when Australia’s birth rate was declining and soon hit its lowest ebb in history, yet are now part of record annual births- exceeding 300,000 per year. They began their life in the internet era but are being shaped in the world of social media. While the PC era dominated their birth years, the mobile device era is transformative today. With the oldest entering their teen years, their lexicons are filled with terms that didn’t exist at their birth: apps, tweets, tablets, status updates and cloud computing.
Only occasionally does massive demographic change collide with huge technological growth, and significant social change- yet this is exactly what Generation Z has experienced. The confluence of these trends has so transformed their society, it is radically different to the times that shaped their parents and unrecognizable to the world their grandparents first knew.
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Last 100 Articles
- Top Trends of 2013 [in the media]
- Top 13 Trends of 2013
- McCrindle presents GenerationZ.com.au
- Aussies are Living Better than Ever [in the media]
- Research Visualisation: Using Big Data to Tell Your Story
- Generation Rent [in the media]
- Research Visualisation: Moving from Clichés to Playing with Data
- The Australian Communities Forum 2013 Event Recap
- Australia's Ever-Changing Communities [Interview]
- Placemaking: Creating Engaging Community Spaces [ACF 2013]
- The Australian Communities Forum 2013: Exclusive Speaker Line-Up
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- Bringing research data to life: Mark McCrindle at TEDxCanberra
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- Local Communities: The Heart of Australia
- Australia's Kidult Phenomenon
- Research Visualisation: Research You Can See
- How Research Happens
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- The Downageing Generation
- Leadership and Generation Y: Managing Generational Change and Bridging Gender Gaps
- Community: The Heart of Australia
- Australia’s Changing Household Landscape
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