Understanding Generation Y Globally and Locally

Monday, February 20, 2017

Generation Pessimism

We think of the younger generations having youthful idealism and optimism yet the 2017 Global Millennial Study by Deloitte shows that the 20’s and early 30-somethings are not feeling optimistic. Just 1 in 4 believes the year ahead will see an improvement politically and again a minority- only 1 in 3 believe we will see an uptick economically.

Where’s our share?

While it is little surprise that their number one concern is terrorism/political tension (56% are concerned), the second biggest concern (43%) is income inequality. There is a strong feeling amongst Generation Y (Millennials) that they are being left behind in this era of flat wages growth and massive home and living cost increases. Our recent ABS income and wealth analysis shows that Gen Y as a whole have 7% of Australia’s private wealth while they are more than twice this (15%) of the population while the older Boomers have an economic share three times that of their population share. There is a growing series of forecasts indicating that this may well be the first generation since the Great Depression which will end up behind their parents economically.

Big challenges but are they too big…

This study shows that Millennials, particularly in the developed world feel somewhat disempowered with a sense of high responsibility yet low influence to shape the challenges of the environment, social equality and direction of the country. They are key contributors to society and believe that working within the system rather than radically fighting against it in a revolutionary approach is the best way forward.

Moving on…but to full time roles

Almost 1 in 2 (48%) expect to leave their current role within 2 years while less than 1 in 3 (31%) plan on still being there in 5 years. While the gig economy sounds exciting, almost three times as many (70%) would prefer full time work than a freelance work life (25%). Yet the challenge for Australian Gen Y’s is that while unemployment is still quite low (5.7%), the workforce is trending away from full time roles. In the last year, the Australian economy has added 130,000 part time roles but lost 40,000 full time roles.

The dot com kids see the downside of tech

Millennials are more negative than positive when it comes to technology particularly regarding the impacts it is having in the workforce. While it aids productivity, economic growth and flexibility, the majority of this generation believe that it will force them to retrain (51%) and that it is making the workplace more impersonal and less human (53%).

But they are warm towards Gen Z

The new next generation (Gen Z, born since 1995) is well regarded by Gen Y with most Y’s (53%) believing that the next generation will positively transform the workplace. They also believe that Gen Z are well equipped and “futureproofed” in the workplace because of their creativity, flexibility and engaging leadership style.

WATCH MARK'S FULL INTERVIEW ON WEEKEND SUNRISE HERE

Australia's Cooking Landscape for Hello Fresh [Case Study]

Wednesday, February 15, 2017

We were delighted to partner with Hello Fresh in conducting new research into Australians weeknight cooking behaviours and decision-making processes.

The Report

These insights are explored in the thought leadership report titled Australia’s Cooking Landscape, which reveals the research insights into Australian weeknight cooking behaviours and decision-making processes.

The full report is available for download here.

The Infographic

The key insights have been pulled together in the infographic below, titled A week in the life of cooks in the Aussie home and reveals how:

  • Australians value homemade meals,
  • Many find it difficult to find time to plan for their weekly meals,
  • Despite being busy and time poor, many Australians still allocate time in their week to spend at the grocery story,
  • Not only are Australians finding it stressful cooking for their household, but ‘food inspiration can sometimes create overwhelming expectations’, and
  • Australians have a strong desire to be more adventurous in the kitchen and to create a variety of healthy weeknight dinners.

GET IN TOUCH

For more information on our research and visualisation services, please feel free to check out our Research Pack, or get in touch!

P: 02 8824 3422

E: info@mccrindle.com.au

Housing Affordability in NSW [infographic]

Monday, January 30, 2017

We’ve all heard about the difficulty of buying into the housing market in recent times and the subsequent decreases in home ownership rates (in NSW, from 68% in 2004 to 63% in 2014). With less people able to afford a home in the current market, there have been increases in the numbers of people looking to rent in New South Wales, and particularly Sydney.

We were delighted to be commissioned by Churches Housing and Shelter NSW to uncover the story of rental unaffordability in New South Wales. Through this research, we discovered that finding an available, affordable rental property is becoming increasingly difficult, particularly for those in the bottom 20% of income earners.

The decrease in the availability of rental properties over the last decade or so, has been influenced by a number of factors. Rental prices have increased due to the increased numbers of people looking to rent, and in past decades, rental prices have grown faster than income.

The infographic particularly highlights the difficulties for the bottom 40% of income earners in looking for appropriate rental properties. The term ‘rental stress’ is used to describe those in the bottom 40% who are spending over 30% of their income in housing costs. In 2013-14 NSW had the highest proportion of low income households experiencing rental stress, at 76% (compared to 68% nationally). For these households, rental stress can impact on other areas of life, including health care, schooling, diet and in the worst case can sometimes lead to homelessness. 


The Average Australian on Australia Day 2017

Wednesday, January 25, 2017

Australia is home to 24,341,000 people living in more than 9 million households comprised of more than 300 different ancestries. And while Australians are anything but average, what would a statistically “average” Aussie look like?

Statistically, they are more likely to be female (50.5% of the population) than male (49.5%).

The average Australian is an older Gen Y or younger Gen Xer (born between 1979 and 1981), aged 37 (36 for a male and 38 for a female).

Australians at birth can expect a life expectancy to exceed 80 years, with women on average outliving men by 4 years.

However, our average 36 year old male can expect to live another 45.5 years to 81.5 while the average 38 year old female should get another 47.3 years of life expectancy, taking her to 85.3.

The average Australian adult is employed most likely full time (68% of all employees), gets to work by car (69% of all commuters) and is probably earning $60,330 per year (average of all employees, before tax). After tax, and as a household, their total disposable annual income is $88,551.

They will take 4 days of sick/carers leave (5 for women) and 16 days annual leave in a year and work on average 32 hours per week (women) or 41 hours per week (men).

They live in a capital city (3 in 5 of us) in a household of around 3 people, have around 2 cars for their household, and average 14,000 kilometres per year.

They are paying off their 3-bedroom home, they have lived there for 5 years and have $427,847 equity in their home which is the bulk of their wealth. And they have $65,880 worth of stuff - the total of all of their other household possessions (furniture, equipment, household goods – but not house and cars).

The average Australian identifies their religion as Christianity (61%), has completed Year 12, and gone on to complete a post-secondary qualification. They most likely have had a child, and they live in a household with a pet.

The average Australian man is 178cm tall and weighs 85kg while the average woman is 164cm and weighs 68 kg. The World Health Organisation states that a Body Mass Index (BMI) of 25 to 29 is overweight which is where the average Australian sits with 27 for a male and 26 for a female.

But they are doing something about it and exercise on average 3 times per week, getting 7.2 hours of sleep per night and they also have private health insurance.

And on average they’ve most likely experienced and contributed to the great Australian value of community and mateship. It is a “come in for a cuppa” culture that gives a “no worries” welcome to someone regardless of how average or not they may be.

Happy Australia Day, Australia!

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

Internships at McCrindle

Monday, January 09, 2017

At McCrindle we regularly provide opportunities for interns to participate in our team.

The McCrindle volunteer internship program is highly flexible and shaped to suit the needs and availability of the intern. We aim to create a positive work environment for interns as they gain invaluable experience in the field of social research.

The length and involvement of an internship is flexible- however the recommended involvement is for 1-2 days per week for a semester, depending on the interest and availability of the intern. The intern can decide to finish the internship at any point.

McCrindle internships are available at the Sydney office in Norwest Business Park. People who are interested in an internship at McCrindle are welcome to submit their CV and cover letter to the Research Director, and if an internship opportunity exists, may be invited to an interview.

What is involved:

Intern research assistants will be involved in a diverse range of tasks which may include:

  • Data analysis and forecasting
  • Development of survey questions
  • Analysis of quantitative data
  • Report writing
  • Assistance with qualitative research analysis
  • Note taking during focus groups
  • Assistance with research rooms hosting for focus groups.

“The McCrindle internship gave me experience in so many areas of research including survey writing, data analysis, report writing and qualitative research methods. The internship gave me the opportunity to really get involved in the research and assist with real projects. It greatly enhanced my skills in working in a collaborative team environment. An invaluable experience- I would recommend it to anyone!

-Kirsten

Intern experience

The McCrindle intern program exists to equip students with valuable experience in the social research field. A key goal is to expose interns to a diverse range of experiences and tasks to provide them with a comprehensive understanding of how social research is outworked in a business context. Skills that interns will be given opportunities to develop include the ability to:

  • Analyse data sets and conduct demographic analysis and forecasting
  • Develop effective survey questions
  • Analyse quantitative data and interpret the findings
  • Write business reports
  • Use Qualtrics software
  • Assist with qualitative research
  • Analyse qualitative data and communicate it
  • Understand the research process from initial briefings and proposals through to final report delivery, presentations and infographic output.

"My internship at McCrindle was an amazing experience, I learned so much about the research industry from some of the best. They offered excellent guidance and gave me a taste of a variety of projects throughout my time there. I learned so much about market and social research which was a perfect accompaniment to my university studies, and was a huge factor behind me being able to find full time employment so quickly after the completion of my degree.

It was definitely not a coffee-retrieving internship! I was given ownership over tasks and got to feel real responsibility while still being supported every step of the way by the amazing team. They were all so welcoming and helpful, I felt like one of the team from the very first day.

I would definitely recommend an internship at McCrindle, it was, without a doubt, the best kick start to my market research career I could have hoped for!

-Jade

McCrindle will provide a written reference for each intern at the completion of their internship.

Apply

To express your interest in a McCrindle internship, please send a copy of your CV and a cover letter to the Research Director:

Eliane Miles

eliane@mccrindle.com.au

02 8824 3422

Suite 105, 29 Solent Circuit Baulkham Hills NSW, 2153

Merry Christmas from McCrindle!

Friday, December 23, 2016

Merry Christmas Australia! Although New Zealand just beats us to experience Christmas, we are among the first 1% of the world to usher in Christmas Day. And a very special shout out to the 302,950 Australian newborn Gen Alpha Oliver's and Charlotte's (#1 baby names for 2015) and their families who will be celebrating their first Christmas this year.

We hope you enjoy unwrapping the experiences, technological and clothing gifts you are hoping for this year. Enjoy hand writing your Christmas cards, which we know more Australians prefer than sending an E-Card, and unwrapping presents from your spouse/partner and mums, who have been dubbed the best Christmas gift givers!

From all of us at McCrindle we hope you enjoy the infographic we have put together, and that amidst the busyness of the season you have time to connect with family and friends, reflect on the Christmas story and enjoy the many things that make this country great.

Have a Merry Christmas, a fantastic 2017 and we hope you don't receive too many unwanted gifts from your extended family members!

- The McCrindle Team




Aussie sentiment towards Christmas 2016

Tuesday, December 20, 2016

Our recent survey of 1,001 Australians revealed that while Christmas is primarily about spending time with family/friends and the Christmas food and cheer, experiences top our wish list for 2016. Our research also reveals who Australians have dubbed the worst and best gift givers, and revealed that most Aussies (even tech savvy Gen Y) would prefer to receive a traditional Christmas card in the mail, over an E-card!

Family and food what we most look forward to


Christmas is a season to gather loved ones together after a long year, and Australians are prioritising time with family and friends (70%) over gifts and shopping (24%). Christmas food and celebrations (43%) and the mood/Christmas cheer (34%) is also what Aussies are looking forward to this Christmas. Along with the celebrations, two in five (39%) are also looking forward to Christmas shopping, gift giving and the Boxing Day sales.

Females (29%) are twice as likely as males (14%) to look forward to shopping and gift-giving. Comprising most of our current workforce, it is not surprising that Gen Y (31%) and Gen X (35%) are more likely to look forward to time off work than the Baby Boomers (13%). On the other hand, more Baby Boomers (70%) are most looking forward to spending time with their family, compared to 56% of Gen Y and 52% Gen X.

Experiences top Australia’s 2016 wish list

Experiences (12%) are our top most hoped for gift this Christmas. While technology (11%) closely follows, as the most preferred gift this Christmas, it has dropped since 2013 when it topped the list (18% hoped most for a technological gift in 2013).

Of those who selected ‘other’, two in five (42%) did not want anything in particular for Christmas. 17% also hope more for time spent with family, peace or happiness over Christmas. 10% prefer money or gift cards, giving themselves the freedom to choose their own present.

“The most hoped for present this Christmas for 4 in 10 Australians is…nothing in particular” stated Mark McCrindle. “It seems that Australians feel that they have enough stuff with “experiences” coming in second” he said.

“In an era of technology saturation, even early adopting Australians, while still keen on technology have seen this category drop significantly down the wish list from almost 1 in 5 a few years ago to just 1 in 10 today” Mark McCrindle continued.

The best gift givers … and the worst

It’s official – spouse/partners (28%) and mums (28%) are the best Christmas givers. While dads made the top 3, just 6% of Australians think they give the best Christmas presents.

Extended family members like aunts and cousins have been dubbed the worst gift givers (15%), perhaps because Christmas may be the only time of year when Australians see these extended family members. A lack of personal interaction could be the reason that work colleagues (10%) and boss’ (7%) also made the list of worst gift givers.

So what are the dodgy Christmas we receive? Well previous research has showed that fridge magnets (how many can one use?), ornamental figurines (special mention for the ones that have batteries and make sounds), handkerchiefs (in an era of tissues), soap packs (does anyone actually use those loofahs?) and potpourri fall into the worst present categories. Our previous research has also showed that a quarter (23%) of us would re-gift a dodgy present! That’s a lot of bath salts circulating!

The younger a person is, the more likely they are to consider their mother to be the best Christmas gift giver (38% Gen Y compared to 21% Gen X and 15% Baby Boomers). Conversely, more than one in three (36%) Baby Boomers consider their spouse or partner to be the best present givers, compared to 1 in 5 (21%) Gen Y’s and one in four (26%) Gen X’s.

Christmas cards are (still) in

Australians are twice as likely (41%) to prefer receiving a traditional Christmas card in the mail than a Christmas E-card (21%). This is even true for tech-savvy Gen Y, with more than a third (36%) preferring to receive a Christmas card in the mail, than an E-card (26%).

The sentimental value of receiving a traditional Christmas card in the post is reflected among the Baby Boomers, with almost half (48%) indicating that they would prefer receiving a Christmas card in the mail than an e-card when compared with Gen Y (36%). On the other hand, tech-savvy Gen Y Australians indicated that they would somewhat or much prefer Christmas ecards (26%) than their older counterparts from the Baby Boomers (15%).

Merry Christmas from McCrindle!


McCrindle Research; A finalist in the Optus My Business Awards

Thursday, December 08, 2016

Earlier this year, our team at McCrindle Research were pleased to be acknowledged as a finalist for the Optus My Business Awards, Professional Services Business of the Year award.

The Optus My Business Awards is a prestigious national awards program recognising the best businesses and individuals from across Australia. In 2016, there were 188 finalists across 24 categories. 

Each category acknowledged best practice within a particular industry sector, as well as individual business leaders, excellence in customer service and achievements in innovation and workplace culture.


Our Team Leader of Communications, Ashley Fell and her husband Michael represented the McCrindle team at the black-tie gala dinner on Friday, 18 November 2016 at Sydney’s Four Points by Sheraton, where the winners were announced.

At McCrindle, we pride ourselves on the professional and innovative services that we provide to our clients. Our team is comprised of research and communications specialists who are innovative thinkers and solutions focused. As professionals in the fields of research, sociology, demography, communications, design and data visualisation, our team acts as an advisory to assist organisations in strategic planning, consumer insights, community engagement and effective communication.

We love what we do, and it was a privilege to be acknowledged as a finalist in the Optus My Business Awards alongside some other excellent businesses in Australia.

Click here to find out more about the research and communications based professional services we provide. If we can be of assistance in any of these areas, please get in touch with us at info@mccrindle.com.au.

Results from the Education Future Report 2016

Thursday, November 24, 2016

Australians are more educated today than they have been at any other point in history. The number of students completing undergraduate and postgraduate courses today is on the rise and for the first time in Australian history more than half the population aged 15-64 have a post-secondary qualification (51%). Over 70% of the newest wave of high school graduates, Generation Z, are pursuing further education and training, with almost half of them going on to university. How is today’s education system providing for this Generation of lifelong learners? This Friday we are looking forward to co-hosting the Education Future Forum with SCIL, to provide an overview of the current and future trends impacting the Education Sector. Here is a snapshot of some of the current and future trends in primary and secondary schools across Australia, from our Education Future Report 2016, which will be shared in detail at this Friday’s event.

MORE STUDENTS THAN EVER BEFORE

Australia currently has more students enrolled in full-time education than ever before. In 2015 there were 3,730,694 students enrolled in Australian schools. This is a 1.5% increase from 2014 and a significant 14% increase from 2001.

Since 2001, the growth in the total number of students (14%) has far outweighed the growth of actual schools (2%), the result of which has been growth in larger schools (801+ students for primary and 1200+ for secondary). The nature of these growing schools is changing as well, with more students enrolling in Independent schools than ever before.

INCREASING NUMBER OF PRIVATE SCHOOL ENROLMENTS

Since the 1970s there has been a significant rise in the proportion of students enrolling in non-government schools. Whereas non-government schools educated only 22% of all students in 1970, by 2015 that figure had risen to over a third (35%).

While government schools continue to educate the majority of Australian students (65%), enrolments at Catholic (21%) and Independent (14%) schools are on the rise and show that Australians value choice, and today’s parents are prepared to pay for an education if they feel it will align more closely with their values, expectations, and aspirations.

13% GROWTH IN TEACHERS SINCE 2005

In 2015, there were 382,687 full-time equivalent teaching staff over primary and secondary schools in Australia, which is a growth of 13% since 2005. Of these, 240,882 (63%) taught in Government schools, 72,812 (19%) taught in Catholic schools and 68,994 (18%) in independent schools.

The total number of male teachers has grown between 2005 and 2015 by 3% compared to 18% growth in female teachers over the same period. Comparatively, Government schools have a lower percentage of male teachers than Catholic and Independent schools.

THE EDUCATION FUTURE FORUM

Bringing together the best of McCrindle's research and analytics with SCIL's hands-on experience and innovation, the Education Future Forum is an opportunity for educational leaders and practitioners to engage in the dialogue around the future needs, trends and directions in education. The day will inform and inspire those who are seeking to understand this generation and simultaneously envision a school where the learning captures the hearts and minds of young people. There will also be the opportunity to tour Northern Beaches Christian School, to see students and teachers in action and view the learning spaces.

View the full program
& purchase your ticket here.

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