Top Trends For 2015

Sunday, December 21, 2014

Trends for 2015 are a mix of social trends, demographic shifts and technological change.

Here are the top five that will shape 2015, which will mark the mid-point in this iconic decade of change that began with the iPad and apps, and will end in 2020.

1. Reflective country

While Australia views itself as the lucky country, 2015 will be a year of our nation being a reflective country. We will see the centenary of the ANZAC landings track record attendance at ANZAC services as well as the big events at Gallipoli, but not only will April 25 be big in the calendar the entire year will have centenary reflections of Australians involvement with WW1 throughout the year causing us to reflect on sacrifice, loss, duty and the makings of modern Australia.

“2015 will see Australia being unusually reflective. Self-analysis is not part of our national psyche yet the year ahead will see us looking back, looking in, and remembering. This final month of 2014 has been an emotional time for the nation and in some ways it has set the theme for the year ahead. It will not be a year of sadness- just sombreness- the “no worries” attitude subdued for a while. Australians love a celebration and this land of the long-weekend is good at enjoying the journey- but the year ahead will bring some heaviness to the journey, and some healthy introspection as well.”

Mark McCrindle


2. Downageing

2015 marks significant milestones for Australia’s generations. Gen Y hit their mid-30’s, Gen X hit mid-life at 50 and the baby boomers approach the 70 year milestone. Each of these generations is living younger than their years would suggest, and the year ahead will see growth in nostalgia industries, adventure tourism, marathons, Kokoda treks and Antarctica expeditions etc. will boom as will products facilitating mobility in a time of ageing.

“Never before have the generations been as detached from their age as we’re seeing with the Boomers and Gen Xers. Age is just a number for the Gen Xers who were shaped by Commodore 64 computers, Atari games systems and grunge music yet begin turning 50 in 2015. And the original post war Baby Boomers who then ushered in the separate life stage of teenager hood and popularised rock ‘n roll are now closing in on 70 and redefining retirement and the seniors’ life stage.”

Mark McCrindle


3. Generation glass

The emerging generation have been shaped in the last few years which has finessed glass as the new medium of content delivery. Glass that we carried (smartphones and tablets), glass that we wear (apple watch, google glass, fit bits) will be further expanded with glass that we interact with all around us, from multi-touch glass work surfaces to interactive display walls from virtual fitting rooms in stores to head up displays becoming mainstream in cars to interactive display walls in car show rooms. 2015 will see glass coming to life all around us.

“We’ve had to wait almost 600 years for a new medium to be transformed for mass, portable, popular communication and it is happening now. In 1439 Johannes Gutenberg transformed paper to be usable for mass communication when his printing press enabled books and brochures to become mainstream. As radical a transformation is taking place now with glass being reinvented to be the new, portable mass communication device- glass that we look at not just look through, glass that we carry, wear and touch.”

Mark McCrindle


4. Vertical communities

With record population growth comes increase densification in our larger capitals and now Sydney, Melbourne, Darwin and Canberra all have more new home approvals that are units and townhouses compared to detached homes. 2015 will be the year where infill developments continue and where we see more emphasis on households even those raising children’s, living up, not out. Everything from small grocery store format to shared community spaces in buildings rather than parks flow in a society where we move to high density living.

“2015 will see Australia’s population reach 24 million and amidst the record birth, longevity and migration growth is the growing population density of our major cities. The Aussie dream is more likely a unit near public transport than a home with a backyard and a shed. As urban growth changes from a sprawl out to building up we will see “walkable communities”, shared spaces, café connections and more local shopping thrive.”

Mark McCrindle


5. Digital comes to life

2015 will further the expansion of the digital becoming actual through increasing access to 3D printing technology, the internet of things becoming more practical (light bulbs and cameras being monitored from smart phone apps etc.), and virtual reality becoming a useful business tool (new Oculus 3D headsets increasingly being used beyond gaming to being utilised for design, real-estate and planning applications).

“The ‘virtual’ in ‘virtual reality’ is becoming harder to define. 2015 will see further blurring between the digital and the actual as printers go 3D, in-store fitting rooms go hi-tech and conferences and classrooms go video-based, virtual and global. From VR headsets to interactive display walls we’re increasingly going to find it difficult to find where the bricks and mortar meet the bits and bytes.”

Mark McCrindle

The Duke of Edinburgh Youth Pulse Research

Thursday, November 06, 2014
Claire and Kirsten at Youth Pulse Research Event

It was a privilege for our research to be featured at the KMPG Melbourne Cup Luncheon on Tuesday.

In attendance was Prince Edward, the Earl of Wessex, to commemorate more than 50 years of the Duke of Edinburgh Award in Australia.

As part of the Youth Pulse Research for The Duke of Edinburgh’s International Award in Australia, two of our team, Claire Madden and Kirsten Brewer were also honored to attend.

Youth Pulse Research

The Youth Pulse Research was designed and conducted in September 2014 on behalf of The Duke of Edinburgh’s International Award in Australia. As an annual survey, involving 879* Australian young people aged between 14 and 19 years of age from every state and territory in Australia, it seeks to better understand their attitudes, opinions and sentiment towards leadership, well being and community among young Australians.

The Top Findings

• Relationships and family the highest priority for young Australians today (68%)

• Influence over others considered for greater impact than a position of power

• Change starts locally, with young Australians taking ownership of their contribution for influence on those around them and within their local community

• Empowering leadership styles take precedence over traditional models

• Youth of today optimistic about Australia’s future (55% are Expectant Optimists)

• Nelson Mandela named the most inspiring leader from recent history, with 92% agreeing that leadership is about influence not authority, and 90% agreeing that leaders building teams is more important than managing tasks


Youth Pulse Research


The full report will be made available on the 17th November 2014.

*879 respondents aged 14-19 with 603 fully responding and 279 partially responding.


For more information on research visualisation, click here.

Claire Madden Speaking Pack Update

Monday, October 27, 2014

Claire Madden

Claire Madden is a social researcher and Director of Research at the internationally recognised McCrindle. Armed with her research methodologies, business acumen and communication skills, Claire effectively bridges the gap between the emerging generations and the business leaders and educators of today.

She is a next-gen expert, fluent in the social media, youth culture, and engagement styles of these global generations, and a professional in interpreting what this means for educators, managers and marketers.

With academic qualifications in communications and postgraduate studies in leadership, Claire brings robust, research-based content to her engaging presentations and consulting. As a social commentator, she has been interviewed on these topics on prominent television programs Sunrise and The Morning Show, as well as on the radio and in the print media.

To see Claire in the media click here.

Claire has delivered professional development sessions for school and tertiary teachers, given keynote addresses at conferences as well as board room strategy sessions. From conducting training days for corporate and not for profit clients, to addressing students, training rising leaders and facilitating youth panels, Claire is in a unique position to understand the emerging generations and communicate the key engagement strategies.

Some recent feedback about Claire:

“We received lots of positive feedback about Claire’s presentation on the day… it was great to have such an interactive and engaging presenter on board to present new and interesting content.” – The University of Adelaide

"Claire was excellent! She was warm in her presentation and full of useful information - it was very well received! ...It was exactly what we were after." – SU Queensland

“Claire’s ability to communicate the factual data in an engaging and interactive way was tremendous.” – Mentone Grammar

“We were extremely pleased with how both events went – Claire’s insights were highly valuable, as was the quality and professionalism of both her presentations” – Citi Bank Australia & New Zealand

Visit Claire’s website to find out more.

Download Claire’s updated speaking pack for more on her most requested topics, recent engagements and media exposure.

If you would like to inquire about having Claire at your next event, please contact ashley@mccrindle.com.au or our Sydney office on 02 8824 3422.

Aussies Demonstrate the Power of Good

Friday, July 25, 2014

On the nightly news we often hear stories of random, opportunistic crime perpetrated against strangers, but rarely do we hear stories of generosity and altruism from strangers. 

In an age which seems to be marked by “acts of senseless violence”, fed to us by the media on a daily basis, an act of random kindness from a stranger or someone not well known to us is heart warming – and perhaps astonishing. There are, however, numerous examples of acts of kindness that are happening around us every day, but which never come to light.

A fair go, mateship, giving a hand are values that define our national character. When disaster strikes, Aussies are among the first to lend a helping hand.

Mark McCrindle discusses how Australians show the power of good on The Morning Show – that when adversity strikes, whether in the form of bushfires, floods, typhoons, tsunamis, other natural disasters or international conflict, Aussies are front footed in helping out and making a difference.


The Power of Good by Mark McCrindle



Mark McCrindle's book The Power of Good: True stories of great kindness from total strangers highlights just some of the many stories of the power of random acts of kindness, with stories shared from both prominent and ordinary Australians.

To buy the book, download a free chapter or find out more, click here.



Australia's Top Baby Names 2014 Revealed

Wednesday, April 02, 2014

McCrindle Baby Names Australia 2014 ReportAustralia is setting new records in the number of babies born per year – 2013 saw over 315,000 births in Australia! Nearly two fifths (39%) of babies born in Australia each year are named one of Australia’s Top 100 baby girl or boy names – that’s 124,624 babies taking a Top 100 name!

What are the Top 100 baby names for boys and girls in Australia in 2013? Through the nation’s only comprehensive analysis of all the registered births across all eight states and territories, McCrindle reveals the Baby Names Australia 2014 report.

Oliver rises to the top as Charlotte continues her strong lead

Charlotte and Oliver Top Baby Names AustraliaFor the first time in Australia’s history, Oliver has become the nation’s most popular boy’s name, overtaking William who has been at the top of the ranks for the last several years.

While Oliver was the top boy's name in three states/territories (QLD, SA, TAS) and William topped the list in four states/territories (NSW, ACT, VIC, and NT), numerically there were 37 more occurrences of Oliver than William across the nation.

Charlotte continues to be the favoured name among girls, remaining strong in 1st place and the choice for 1,969 girls in Australia.

More babies, less convergence

More Babies, Less ConvergenceAs record births taking place in Australia, parents are being more original in the baby names they choose with fewer babies being given one of the Top 100 names and this naming originality is even more evident amongst the naming of girls than boys.

40.6% of babies born in the 2012 calendar year were named one of the Top 100 baby names, with this figure reducing to 39.6% for the 2013 calendar year.

Names are seeing a ‘Hundred-Year Return’ in Australia

Hundred-Year Return of NamesThe trend in baby-naming in Australia is for the traditional over the inventive. There is a ‘Hundred-Year Return’ theme taking place in Australia, with many of the top names of today also in the top names of a century ago, while names of a few decades ago have fallen out of favour.

There’s a ring to it, and boys feature less syllables

Sounds of Baby NamesThe trend towards short and solid-sounding names for boys and longer flowing names for girls continues strongly in Australia.

Most of the Top 100 boy's names have two or fewer syllables, while almost 2 in 5 of the top girl's name have 3 or more syllables – twice as many as for boys. Additionally, while most of the boy's names end in a consonant, most of the girls’ names end in a softer sounding vowel or Y sound.

The influence of the royals – 12 in 22 current royal names are top baby names

Influence of the Royals on Baby NamesThe original category of celebrities – the royals – have not only captured the interest of modern Australians but continue to significantly influence their choice in baby names.

The new generation of British royals with their traditional names yet celebrity power are influencing baby naming trends in Australia currently. William is the top boys’ name in four states and territories and has been Australia’s number 1 name since 2011. The naming of Prince George has already had an impact, raising the rank of this boys’ name to its highest level since the 1970s.

Access the Baby Names Australia 2014 report below for the latest trends in baby names, state by state analysis, the influence of celebrities on Australian baby names, and analysis of New Zealand baby names.

Download Baby Names Australia 2014. Click here to download the full report.


Australia Street 2014

Tuesday, March 25, 2014

If you live on an average sized street in Australia comprised of 100 households, did you know that of those on your street there is a marriage every 9 months, a death every 7 months and a birth every 14 weeks? These 100 households comprise 260 people, 45 dogs and 27 cats! There are 162 cars owned on the street, which in total drive more than 2 million kilometres each year.

Based on the latest ABS data and other sources, and using this theme of Australia shrunk down to be a street of 100 households, we have developed the below infographic. You can also see the animated video version of it here

So, welcome to Australia Street.

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Australia's Population Map and Generational Profile

Thursday, February 20, 2014

We are pleased to present our hot-off-the-press 2014 Population Map and Generational Profile!

Australia’s Population Map

Population MapThe population map is a handy resource that outlines Australian demographics – city by city, state by state. Australia’s eight capital cities are contextualised by population size amidst many of Australia’s other major cities, and population growth is analysed from state to state.

It takes just one handy glance to determine that while Tasmania’s population growth is just 0.1%, Western Australia leads the charge at 3.4%, compared the national average of 1.8%.

And while the ACT’s total fertility rate is just 1.79, slightly under the 1.9 national average, the Northern Territory’s is much higher at 2.21 births per woman.

The employment and population break-out boxes deliver insights of demographic and social change over the last 30 and 100 years. Australia’s workforce has grown by 2.8 million full-time and 2.4 million part-time workers since 1984, and unemployment rates have decreased by almost 3%.

Over the last century, Australia’s population has grown by 18.5 million people. Our national growth rate is well above the world’s average at 1.0%, caused by a steady growth in annual births and net overseas migration.

Australia’s Generational Profile

Generational ProfileThe generational profile delivers a concise snapshot of Australia’s generations by their years of birth, population size, percentage make-up of the workforce, and education levels.

While the Baby Boomers currently make up over a third (34%) of the total workforce, by 2020 they will comprise of less than 1 in 5 workers. Australia’s workforce is increasingly made up of Generation Y (which will grow from 21% today to 35% in 2020) and Generation Z (comprising just 2% of workers today but rising to 12% in 2020).

Visit our online cart to order the double side printed 420gsm gloss artboard, A5-sized infographic for your desk, your next event, or your clients! You can also download the free digital version here

Australia's Population Map

Australia's Generational Profile

Man Drought

Tuesday, February 11, 2014
Man Drought McCrindle

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The so-called “man drought” is an expression that has been used to describe the demographic reality in Australia of the population of women exceeding that of men. In Australia there are almost 100,000 more women than men, with 6 out of our 8 states and territories experiencing a man drought, while the Northern Territory and Western Australia have a significant male surplus. Currently there are almost 105 baby boys born for every 100 baby girls and so while there are more male than female children and teenagers in Australia, the gender gap dissipates in the twenties and by age 35, there are more females than males.

The regions in Australia with no “man drought” are those with significant mining operations (particularly Western Australia) and large military bases (most notable in the Northern Territory). In the NT there are almost 111 males for every 100 females, and WA has 102 males for every 100 females, with 27,389 more men than women in the state.

Victoria is the state with the highest ratio with females to males (98 males to every 100 females), with 58,399 more women than men. In Victoria there are no population centres not currently experiencing a man drought. However, suburb by suburb reveals gender disparities. Footscray has a man surplus (13% more males than females), whereas a few suburbs away in South Melbourne, the man drought is very evident with 5% more females than males.


NSW: Singleton is living up to its name with not only almost 5% more males than females, but with a median age of just 33 (well below the national average age of 38), many of these males are indeed single. Interestingly, just 90 minutes south is Wyong, where there are almost 7% females than males (almost 5,000).

Sydney makes for a fascinating study in populations by gender, with Pyrmont having 3.6% more males than females whereas the next suburb over the Anzac bridge lies Balmain with 8.7% more females than males.


QLD: While Queensland is suffering a man drought at an overall state level, the drought has more than broken in many of its inland cities, particularly where there are mining activities and Mt Isa is a classic example with almost 12% more males than females (an oversupply of 1137 men). However 1,000kms north east is Cairns with a man drought (1537 more women than men).

In Brisbane, the river represents a man drought divide with Yeronga experiencing the man drought (almost 5% more women than men), while Spring Hill has a man over supply (a whopping 27% more men than women).


SA: In South Australia, Whyalla is home to one of the state’s few places not experiencing a man drought with 241 more men than women. While West Lakes (along with most suburbs in Adelaide), is in man drought with almost 8% more women than men.


WA: Many of WA’s towns have no man drought – Kalgoolie a leading example with almost 10% more men than women, while Bunbury, south of Perth, like many of WA’s costal towns has more women than men (1.3%).

In Perth, Midland has 2% more men than women but just half an hour to the west lies Stirling with 1561 more women than men (almost 3%).


TAS: Every city and town in Tasmania is experiencing man drought – however Central Hobart has more men than women (1%), but just 2km west is West Hobart which has 9% more women than men.


ACT: And in the National Capital, Commonwealth Avenue acts as a man drought conduit with South Canberra experiencing man drought (530 more women than men), but on the other side of Commonwealth Ave bridge in North Canberra, there are 592 more men than women. 

What's the Rush? Penalty Notices in NSW

Thursday, January 30, 2014

Penalty Notices NSW McCrindleIn the last financial year, drivers in NSW paid a record $142.9 million for speeding offences, and more than 1 in 7 speeding drivers were caught in a school zone.

As the roads get busier than ever with the return of school traffic, McCrindle Research analyses the latest NSW Office of State Revenue figures to deliver a snapshot of penalty notices across NSW. This penalty notices analysis highlights the current police focus, which, in addition to speeding, centres on school zones and mobile phones.


Total number of fines on decline, but fines cost more than ever


The total number of speeding fines issued in NSW are less today than they were four years ago, but the revenue from those fines is higher than ever. The average cost per speeding fine has increased by over 53% over the last four years, rising from $151 to $231 today.

“The fact that the number of speeding fines is lower now than it was four years in a state that has half a million more people than we had back then highlights that NSW drivers are being more vigilant when it comes to their speed,” says social researcher Mark McCrindle. “The incentive of higher fines and more speed and safety cameras along with the higher profile campaigns against speeding have all contributed to this decline.”


School zone speeding


While the total speeding fines issues in school zones has decreased from over 200,000 five years ago to just over 95,000 in the last financial year, speed fines are heftier than ever before. The total revenue today is still more than two thirds (23.6 million) of the revenue accrued five years ago (34.0 million), despite the number of fines issued being less than half.

Between July and December 2013, over 54,000 drivers have been caught speeding in school zones by fixed cameras or the NSW police, totalling more than $15.4 million in fines. Only 9% of these drivers were caught directly by police, compared to the 91% who were caught by fixed cameras.

The average speed fine issued in a school zone is now $279 if caught by a camera and $324 if caught by police, compared to $158 (camera) and $262 (police) in 2007/2008.

Today, even for speeds less than 10km/h under the speed limit, vehicles are charged a $177 fine.


Police busiest in school zones in February


Last year, February was the biggest month in which drivers were likely to be caught by NSW Police in school zones.

“As school goes back, it’s not just the children who have to learn the ropes but their parents as well,” says social researcher Mark McCrindle. “With more parents than ever dropping their children at school rather than them walking or catching the bus, driving through school zones, finding a place to drop children around school, dropping children off and finding a place to safely pick them up can create challenges for parents.”


Getting the point: Extreme speeding in school zones on the decline


It seems the message is getting across – extreme speeding of 30km/h or more in school zones is seeing a downward trend over the past 5 years in the numbers of drivers fined.

While only 9% of all school speeding fines are issued by police rather than fixed cameras, and astounding 86% of extreme speeding fines are issued directly by police. Penalties for speeding more than 30 km/h (but not more than 45km/h) in a school zone include a $1,028 fine, 6 demerit points, and a 3 month license suspension if convicted by court. Speeding over 45km/h or more leads to an immediate fine of $2,341, 7 demerit points, and a 6 month license suspension if convicted.


Costly talk and texting: Mobile phones in school zones


In the last financial year, 36,000 drivers were caught in NSW using their mobile phone while driving, paying a total of $11 million in fines. 1 in 50 of these drivers were caught using their phone in a school zone.

Being caught on a mobile phone outside of a school zone is hefty enough – at $304 per fine – but those using mobiles in school zones must foot an even larger bill of $405 per infringement. This is a 25% increase in fine from 5 years ago, when the fine for using a mobile in a school zone was $324.

The current fine ($405) is four times as much as the average price of a hands-free car kit, and the total fines accrued through mobile phone usage in NSW could buy outright more than 12,650 of the latest iPhone 5s.


Click here to download this social analysis:

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Leadership and Generation Y: Managing Generational Change and Bridging Gender Gaps

Thursday, September 05, 2013

Generation Y women have grown up in a world knowing nothing but equality of opportunity in leadership and career. They live in a world where more women attend university than men and they have grown up in a culture which has empowered them and equipped them well for this 21st Century. 

The word that defines Generation Y today is "options." Consequently women are delaying and in many cases bypassing the traditional adult milestones of marriage, children, mortgage, and a life-long career. The median age of having a first child is now a few months short of 31. Women are starting families almost a decade later in life than a generation ago, and return to the workforce more quickly. They are global in outlook, technologically equipped, formally educated and optimistic about their future.

The data below shows an empowered generation of women – a generation that is more likely to have finished Year 12 and gained a university degree than their male counterparts, and is healthier, living longer, working harder and volunteering more. However, the gender gap in terms of leadership roles and earnings is still evident, although slowly being bridged. It is likely that it will be Generation Y women, who at the oldest edge are moving through their early 30’s, that will be the cohort to continue these transformations.

They are a generation with expectations of leadership roles early in life. After all, they were equipped with leadership opportunities and training even in their school years. 

What sort of leaders will Generation Y be? According to our research, they will be highly effective. They lead in less structural, authoritarian, command and control styles. They are more collaborative, consultative and communicative than espoused by 20th century management models. Generation Y are re-balancing the leadership equation with a productivity focus and a people centricity – the head and the heart are being effectively engaged to manage diverse teams in these fast-moving times.


The new generation of women: More educated, healthier, living longer, working harder, and volunteering more


Male

Female

Total Population

49.4%

50.6%

Life expectancy (Years, at birth)

79.7 years

84.2 years

Overweight and obese

69.9%

55.2%

Education: Completed Year 12

84.1%

87.8%

Attained university degree (Those aged 25-34)

29.7%

40.3%

Hours worked per day (All work, paid and unpaid)

7 hrs 25mins

7 hrs 34 mins

Hours per day caring for children (All parents)

3 hrs 55 mins

8 hrs 33 mins

Volunteering rate (All adults)

34.4%

38.1%



Gender gap in terms of leadership roles and earnings is still evident


Male

Female

Labour force participation rate (Aged 20-74)

79.0%

65.2%

Employed persons: % working full time

86.4%

56.7%

Average annual earnings before tax (Median)

$61,776

$55,952

Public service: % of senior executives

60.8%

39.2%

Judges & magistrates (Commonwealth)

69.1%

30.9%

Federal parliament: % parliamentarians

70.8%

29.2%

Private sector: % CEO’s of ASX 200 companies

96.5%

3.5%


For related statistics, see our infographic Gender Pay Gap: Male and Female Average Salary by Career and Industry.


Sources:

ABS, McCrindle Research 2013

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