mccrindle research 5 social and demographic trends redefining australia

Changing Times,

Changing Trends:

5 Social & Demographic Trends

Redefining Australia Today.

Mark McCrindle

Social Analyst

www.mccrindle.com.au

Trend #1 Changing Population

1972

2012

2052

Redefined Households

2011

2014

Fastest

Growing

Trend #2 Transitioning Generations

Builders Generation

Aged 67+

Builders

4% workforce

0% in 2020

Boomers

2 in 5 of workforce

1 in 5 in 2020

Baby Boomers

Aged 48-66

Gen X

2 in 5 of workforce

2 in 5 in 2020

Generation X

Aged 33-47

Gen Y

1 in 5 workforce

2 in 5 in 2020

Generation Y

Aged 18-32

Generation Z

Aged 17 & under

Gen Z

0% of workforce

1 in 10 in 2020

New Consumer Influences

Trend #3

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

iPhone iPad GPS

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

Try & See

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

Try & See

Short-term wants

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

Try & See

Short-term wants

Process

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

Try & See

Short-term wants

Process

Authenticity

New Team Expectations Trend #4

Today: 1 retiree : 5 workers

2050: 1 retiree : 2.7 workers

2010: Total population increase: 370,000

Working age population increase: 170,000

Changing workforce

SELF ACTUALISATION

SELF ESTEEM

SOCIAL

SURVIVAL

SECURITY

Maslow’s hierarchy today:

Effective Influence – getting the mix right

Relational

Transformational

Positional

1. Work/Life Balance (Flexibility)

2. Workplace Culture (Community)

3. Management Style (Accessibility)

4. Job Content (Variety)

5. Training (Employability)

Top 5 (Gen Y) Attraction/Retention factors:

Effective Engagement Trend #5

+

+

COGNITIVE

EMOTIVE

AGREE-ERS

SEEKERS

- -

HECKLERS

EMBRACERS

www.mccrindle.com.au

Cognitive-emotive engagement

www.mccrindle.com.au | info@mccrindle.com.au

FREECALL 1800 TRENDS

(1800 873 637)

Mark McCrindle:

mark@mccrindle.com.au