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RESEARCH-BASED ADVISORY nWhile we’re regarded as one of Australia’s best research agencies, we operate as an advisory firm. We work with the big brands, large organisations and senior leaders to help them understand the external environment in which they operate, gain visibility on the sentiment and perceptions of their customers and community, and identify the emerging trends to assist them in future-proofing their products and services. nnRESEARCH-BASED COMMUNICATIONS nStrategy and communications is what we do, research is how we get there. Our segmentation work helps organisations understand their customers and identify emerging opportunities. Our research-based findings are used to inform the business planning process. Our visually presented data-analysis creates thought leadership and communications tools to effectively engage. Our presentations equip leadership teams and industry gatherings with the key knowledge and strategies to respond to the megatrends. Our executive briefings and strategy workshops lead organisations through an evidence-based future-proofing process. nnRESEARCH-BASED SOLUTIONS nWe equip organisations with the research, analysis and processes to help them know the times.

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slide1

How Alpha Works

In a church building

In people’s houses

49%

28%

‘000

4,488

4,375

2,207

1,995

1,283

623

433

429

324

301

291

208

186

182

149

124

115

100

93

88

87

86

82

76

71

69

55

52

50

49

#

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

CITY

SYDNEY

MELBOURNE

BRISBANE

PERTH

ADELAIDE

Gold Coast

Newcastle

ACT/CANBERRA

Central Coast

Sunshine Coast

Wollongong

HOBART

Geelong

Townsville

Cairns

DARWIN

Toowoomba

Ballarat

Bendigo

Albury/Wodonga

Mackay

Launceston

Rockhampton

Bunbury

Bundaberg

Coffs Harbour

Wagga Wagga

Hervey Bay

Mildura

Shepparton

All states & territories All size churches Interdenominational

Engaging New Churches

Alpha Australia seeks to give

each of the 13,000 churches in

Australia the opportunity to run

Alpha as a means of evangelism,

and to encourage every church

in Australia to develop a culture

of invitation.

NT

0.25m

(1.0%)

How many years has your church been involved in running Alpha?

92%

94%

24%

VIC

1.9%

QLD

4.77m

(20.1%)

20%

19%

17%

17%

WA

2.59m

(10.9%)

likely to

recommend

to family or

friend to

attend

likely to

recommend

to other

churches to

run Alpha

QLD

1.8%

By 2023 we are

aiming to reach

1 million Alpha

attendees...

SA

1.71m

(7.2%)

2%

< 1 year

1-2 years

3-5 years

6-10 years 11-20 years

20+ years

NSW

7.55m

(31.9%)

NT

1.8%

Coaching emails

Own in-house training

Alpha YouTube

Alpha training DVDs & videos

Awareness Factors

How churches hear about Alpha

11

76%

ACT

1.6%

ACT

0.43m

(1.8%)

Alpha website

...which means we expect to see

more than 200,000 people come

to faith by 2023 through Alpha

Word of mouth

Today: 23.7 million

NSW

1.5%

79%

83%

World Today: 1.1%

Resources

TAS

0.52m

(2.2%)

Births: 310,600

Natural increase: 164,400

Deaths: 146,200

9.1 million (2.6 people/household)

% of churches

running Alpha

who use these

support tools

SA

0.9%

Arrivals: 511,600

Net overseas migration: 241,000

Departures: 270,600

12

research &

infographic

26%

67%

say the free

online Alpha

resources are

beneficial

Other:

• event

• website

• advertising

TAS: 0.2%

17%

Alpha Australia

alpha.org.au

info@alpha.org.au

1800 811 903

36%

39%

Sources: ABS, McCrindle, Alpha Australia.

AUSTRALIA STREET

If Australia was a street of 100 households...

POPULATION: 263 PEOPLE

PARENT PLACE OF BIRTH

NATIONAL POPULATION AS STREET LENGTH

Rank

AUSSIE SLANG

by

REGIONS

CHINA ST.

INDIA ST.

AUSTRALIA ST.

1

11.6 km

2

...

10.7 km

Fastest growing street at 140m / yr.

India St. will be the longest in 2030

51

200 m

FESTY

54%

Both Aus.

born

34%

None Aus.

born

12%

One Aus.

born

CURRENT TOP 5 BABY NAMES

22%

27%

27%

24%

3.6 Births

per year

Year 10

Year 11/12

VEHICLE OWNERSHIP

GRANNY FLAT

NUFF

Oliver

William

Jack

Noah

Jackson

1

2

3

4

5

Charlotte

Olivia

Ava

Emily

Mia

9%

None

37%

1

37%

2

17%

3

WRONG

Dip. or Cert.

NOT EVEN

Degree or

Post Grad.

TOGS

NUFFEST

CHALET

NERPY

FERAL

YOUR MUM

193 Vehicles

avg. 14,000 km/yr

1.4 Marriages/yr

1.7 Deaths/yr

RAD

NIGEL

DELI

SCOTT

ROCKMELON

SWEET

Brought to you by:

More than 1 in 2 have used:

G'day

Arvo

No worries

You beauty!

Less than 1 in 2 know the term:

Joe Blake (snake)

Captain Cook (look)

Frog and toad (road)

Harold Holt (bolt)

COMMUTERS

1 in 10 catch public transport

2 in 3 travel by car

1 in 10 bus commuters also need a car

CHEERIOS

14% | 31%

MUNTED

MILKBAR

GUN

CABANA

BOGAN

COSSIES

BOONIE

ANIMAL

AFTIE

CABANOSSI

HOUSING TYPE

Current | New approvals

FULLY SICK

10% | 13%

HOUSEHOLD TYPES

AVG. HOUSE PRICE (SYDNEY)

POLONY

BARLEYS

33%

30%

23%

11%

3%

ARVO

1975

5x

avg. full-time annual income

1995

6x

TODAY

10x

HECTIC

WESTIE

PIECE

76% | 56%

NOF

FRITZ

DEVON

Couple & kids

Couple only

Lone person

Single parent

Group living

Detached

house

Unit or

apartment

Terrace or

townhouse

MAD

BOGUS

Mortgage

Fully own

Renting

NANGER

HOUSEHOLD WEALTH BY QUINTILE

252

27

45

36%

8yrs

33%

18yrs

31%

1.8yrs

CANTALOUPE

$32k

$17,992

$192k

$30,212

$438k

$41,184

$767k

$54,964

$2.2m

$94,328

BATHERS

HOME OWNERSHIP

KEY:

avg. length tenure

income (ex tax)

BLOCKIE

synonymous with

=

LUNCHEON

Powered by researchvisualisation.com

© McCrindle 2015 | Source: ABS, McCrindle

Annual Review 2013

Remote & Indigenous programmes

Source: McCrindle Research

mccrindle.com.au

AUSSIE

TRADITIONS

MERRY

CHRISTMAS

PROGRAMMES

AUSTRALIA

ST STEPHEN’S SCHOOL

RATIO OF MEN TO WOMEN: No. PER 100

2013 was a year of building for us: building our staff, our resources, and our reputation. Highlights include our work in schools, the media

and Indigenous Australia, as well as significant international projects in Rwanda, China, Papua New Guinea. Special praise to the intrepid

Bike for Bibles team, whose longest ride ever (7000+ kms) raised bucket loads for our work.

Thanks to all our wonderful supporters in our 197th year!

all over

The results of the Parent, Student, and Staff

Surveys and the Perth Community Study

From

Australia’s Social Reearchers

Dr Greg Clarke,

CEO Bible Society Australia

AUS 99.2

100,000

Backyard

cricket

NT

110.9

AUSTRALIA!

MORE WOMEN

abc

Rwanda

Rural literacy programme

China

Bible distribution / Rural literacy programme

QLD

99.5

THAN MEN

Relo shuffle

(lunch at one place,

dinner at the other)

Youth & school

programmes

Engaging the Public Square

WA

102.2

Supporting 23,331 people in learning basic literacy skills

using Bible-based resources.

There were 9750 graduates of the programme this year.

Subsidised the production cost of over 1.7 million Bibles, and 44,000

Bibles were distributed free to those unable to pay.

Supported rural literacy classes, medical vans delivering Scriptures and

first aid, and an annual academic conference in Shanghai that explores

the role of the Bible in modern China.

Merge with CPX

In January, we merged with the Centre for Public Christianity (CPX),

a media and research company aiming to engage the Australian public

with the Christian faith. Through the work of CPX Director, John Dickson,

and his staff we have enhanced our work in advocating for the faith in an

increasingly secular environment.

CPX regularly contributes to public discussion in forums such as ABC TV’s ‘Q & A’

programme, mainstream radio, newspapers and internet sites, as well as numerous

speaking engagements in schools, universities, corporations and churches.

SA

98.2

Scipture grants have delivered over

70,000 items of Scripture into the

hands of those in need across 2013.

Our schools workers visited 250

schools in five states, and we

continued to support the schools

ministry of the Jesus Racing team.

just

AUSSIE FOODS

Pav - not just plum pudding

Seafood - not just a roast

Cold drinks - not eggnog

NSW

98.6

18%

dreaming of a

white Christmas

22%

Carols by

candlelight

ACT

99.2

will spend less this

Christmas than last

more than

VIC

98.0

39

INTERNATIONAL

PROGRAMMES

92%

say the religious traditions of

Christmas should be encouraged

79%

say Christmas

is becoming too

commercialised

TAS

99.4

Barbie by

the beach

more than

23%

would re-gift a

dodgy present

Financial

Total donations & bequests: $7,797,921

BY CITY/SUBURB

LEGEND

Location

No. > | % >

Darwin

1137 | 11.7%

Alice Springs

1537 | 2.3%

Seeing the

Christmas

lights

Mission Expenditure

Mt Isa

1137 | 11.7%

Cairns

1537 | 2.3%

38.4%

16.0%

15.7%

11.7%

7.6%

6.9%

3.7%

International

Youth & Schools

Publishing, digital & content

Church & community relations

Campaigns, advocacy & CPX

Remote & Indigenous community

Scripture Grants

WORST PRESENT

CATEGORIES

Fridge magnets

Ornamental figurines

Handkerchiefs

Soap packs and loofahs

Potpourri

Location

Spring Hill

678 | 27.4%

Yeronga

131 | 4.7%

No. > | % >

A big thank you to our 2770+

volunteers all around Australia!

Thank you!

Local Australians raise the bar

Sydney to Hobart

Singleton

370 | 4.7%

Wyong

4988 | 6.9%

Midland

103 | 2.2%

Stirling

1561 | 2.9%

Papua New Guinea

Bible translation

Pyrmont

204 | 3.6%

Balmain

407 | 8.7%

Kalgoorlie

1422 | 9.7%

Bunbury

436 | 1.3%

Isaiah 55:11

60 cycling volunteers joined the challenging Broome WA to Sydney

NSW (7,231Km) “Australian Big Ride”. Graeme Rapp, an example of the

committed riders, worked hard at fundraising and individually achieved

an impressive $8,500 for our work.

Whyalla

241 | 2.2%

West Lakes

534 | 7.9%

SOAP

Nth. Canberra

592 | 2.5%

Sth. Canberra

530 | 4.5%

After-Christmas

sales

Worked with local churches on two Bible translation

projects, Gogodala and Motu. Together, these Bibles

reach140,000 people.

DONATIONS

4.1%

Footscray

799 | 12.9%

Sth. Melbourne

241 | 5.0%

Central Hobart

35 | 0.9%

West Hobart

254 | 9.2%

mccrindle.com.au

MOBILITY

TOP NAMES

Global generation

2,000,000,000

COUNTRIES WITH LARGEST NUMBER

EFFECTIVE ENGAGEMENT

Oliver

William

Jack

Noah

Jackson

2,500,000

1

2

3

4

5

Charlotte

Olivia

Ava

Emily

Mia

2 BILLION GEN Zs

Verbal

Visual

Try & see

Facilitator

Flexibility

Collaborating

Learner centric

Open book world

17

5

15

Sit & listen

Teacher

Job security

Commanding

Curriculum centred

Closed book exams

α

JOBS Careers

Homes

1

2

3

IN A LIFETIME*

Gen Alphas born

globally each week

Uni degrees

96%ofGenZhouseholdshaveinternet

GENERATIONCONNECTED•iGEN•SCREENAGERS

z

ZED

UPAGERS•Generationglass

slanguage

health

1 in 4

1 in 3

GEN

GEN

% likely to be obese/

overweight when all

Gen Z have reached

adulthood (2027)*

α

ALPHA

Cray cray

1 in 2*

EST.

1995

EST.

2010

Defs

FOMO

DIGITALINTEGRATORS•THEZEDS•DOTCOMKIDS

Favourite takeaway food

1

YOLO

GLOBALGEN•multi-modals

PARENTS

21%

16%

10%

2

3

GEN Y

OECD

top sports

Dance15%

Swimming9%

AFL15%

Basketball10%

3

Soccer17%

M

TEENAGER

TEENAGER

Netball21%

F

Life expectancy:^

M77.3 F82.8

Age of first

birth: 27.7

FUTURE OF FRESH

Transforming the fresh food landscape over the next 20 years

Pizza / Pasta

Chips / fries

Hamburgers

Age of first

marriage: 29.7

Total Fertility

Rate: 1.7

1

2

1

2

3

REDEFINED LIFESTAGES

20th CENTURY

TODAY

WORKFORCE of 2025

CHILDHOOD

CHILDHOOD

ADULTHOOD

CAREER-CHANGER

Part of the Woolworths Trolley Trends Series

TWEEN

YOUNG ADULT

KIPPERS

Meme of the year

Word of the year

ADULTHOOD

DOWNAGER

Keep Calm

& Carry On

Double

Rainbow

Gangnam

Style

Harlem

Shake

Planking

BB 13%

X 29%

Y 31%

Z 27%

Tweet

App

Cloud

Hashtag

Selfie

1,000,000,000

Google.com domain

registered

USB flash drives

Wikipedia

YouTube

Twitter

Facebook: 1 billion

active users

We’re Australia’s social researchers.

We’re global trends analysts.

We help organisations know the times.

iPhone

iPad

Facebook opens

to the public

Dropbox

Portable MP3 players

Nokia 3310

MySpace

Whatsapp

Instagram

Google glass

2000

2010

1996

1997

1998

1999

2001

2002

2003

2004

2005

2006

2007

2008

2009

2011

2012

2013

2014

1

T RO L L E Y T R E N D S

*Future forecasts, ^OECD Life expectancy at birth

Source: ABS, McCrindle | © McCrindle 2014

www.mccrindle.com.au • www.generationz.com.au

T +61 2 8824 3422 E info@mccrindle.com.au W mccrindle.com.au

slide2

Our forecasts identify trends.

Our strategy informs decisions.

Our research futureproofs organisations.

At McCrindle we are engaged by some of the leading brands and most effective

organisations across Australia and internationally to help them understand the

ever-changing external environment in which they operate and to assist them

in identifying and responding to the key trends.

For us research is not a list of survey methods but a passion to find answers.

It is more than a matter of questionnaires and focus groups – it is a quest to

make the unknown known. The best research clarifies the complex and reveals

insights in a way that can be seen and not just read.

Only when the findings are visually displayed, engagingly presented

and strategically workshopped can they have maximum impact – and be

implemented effectively.

WHAT WE DO

FORECASTS

Understanding the times,

tracking the trends

STRATEGY

Engaging communities,

advising organisations

RESEARCH

Insightful research,

innovative communications

1

McCrindle •Research Pack

slide3

Innovatively conducted,

strategically directed, and

effectively communicated research

to help you know the times.

Our expertise is analysing findings and effectively

communicating insights and strategies. Our skills

are in designing and deploying world class social

and market research. Our purpose is advising

organisations to respond strategically to the trends

and so remain ever-relevant in changing times. As

social researchers we help organisations, brands

and communities know the times.

TM

RESEARCH IS

Designing the best process

by understanding client needs

and expectations.

D E S I G N I N G

Listening to customers, clients

and communities.

L I ST E N I N G

Observing behaviours,

changes and interactions.

O B S E RV I N G

Analysing data to identify

patterns, correlations and

trends.

A N A LYS I N G

T 1800 TRENDS E info@mccrindle.com.au W mccrindle.com.au

2

slide4

RESEARCH

FOCUS

From longitudinal tracking studies to industry wide consumer analysis, whether

your objective is product, brand or communications focused, the McCrindle

research and advisory process will help you uncover insights and shape

strategy.

CUSTOMER

• segmentation • generational

• B2B • behavioural

PRODUCT

• concept testing • pricing

• packaging • advertising

BRAND-TRACKING

• competitor landscape

• awareness • attitudinal

COMMUNICATIONS

• PR • thought leadership

• launch events • compliance

3

McCrindle •Research Pack

slide5

RESEARCH

TOOLS

From quick-turnaround online surveys to some of the largest national pen and

paper surveys, from industry-wide studies to community forums, from phone

surveys to focus groups, we deliver world class research and communicate the

insights in innovative ways.

QUALITATIVE

• focus groups • in-depth interviews

• phone interviews • community forums

QUANTITATIVE

• online surveys • pen & paper surveys

• customer panels • polling

DATA ANALYSIS

• data sets • existing research

• meta analysis • big data

DIGITAL

• tablet/smartphone questionnaires

• survey apps • interactive tools

T 1800 TRENDS E info@mccrindle.com.au W mccrindle.com.au

4

slide6

RESEARCH

OUTPUT

Utilising the right tools and methods and analysing the data is just part of the

research process. Because the goal is implementation, the findings need the

skills of visualisation and communication. As researchers we understand the

methods, but we’re also designers and communicators so we know how to

present the findings in ways that will best engage.

VISUALISATION

• infographics • data animation

• interactive platforms • video reports

PRESENTATIONS

• conference keynotes • strategic workshops

• executive briefings • launch events

STRATEGY

REPORTS

• corporate advisory • environmental scans

• demographic forecasts • strategic planning

• slide decks • splash pages • summary

cards • comprehensive documents

THE VOICE OF THE PARENTS

THE VOICE OF THE STAFF

THE VOICE OF THE STUDENTS

PROPORTION OF PARENTS WHO AGREE

Students are proud to be at St Stephen’s and

say the School is a good fit for them

Staff members come from a range of previous experiences and 3 in 4 have worked at other schools – both government

and non-government – prior to working for St Stephen’s (76%). They are highly committed and half have been employed

at St Stephen’s for 6 years or more (49%).

75%

of students are proud they

attend St Stephen’s School

Students are encouraged to have

respect for themselves and for others

87%

3 in 4 students agree that they are proud to be St

Stephen’s students (75%) and 7 in 10 agree that the School

has been just right for them (71%). It is evident that students

feel strongly connected to the School.

Students are encouraged to

make a diference in the world

79%

Staff strongly see the School as having a

Christian focus with a strong commitment to

pastoral care

education, staff are most likely to describe it as having a

‘Christian focus’ (82%), ‘strong pastoral care’ (75%), and

being a ‘friendly’ environment (69%). Staff commend

the School for its caring and nurturing environment, and

in thinking about the level of emphasis that the School

places on various areas, feel that the School is most

successful in its emphasis on ‘student care and support’

which is deemed ‘about right’ by 89% of staff members.

Students are encouraged to be

responsible when using technology

78%

77%

The School lives up to its Christian values

Staff express strong levels of Christian faith, acting as

a key channel through which the School expresses

its Christian values and care to its students. While

parents are most likely to view St Stephen’s as having

approachable staff, being friendly, and providing quality

74%

The behaviour of students in public is positive

ST STEPHEN’S IS A SCHOOL...

My child(ren)'s world has been enhanced academically,

socially, emotionally, physically and spiritually

73%

76%

78%

…about which I say good things

The School takes a holistic

approach to developing students

71%

71%

69%

…which has been just right for my child/me

The Christian values of the School

are relevant in today's world

70%

70%

…I feel I know a lot about

My child(ren) have opportunities to

participate in community service activities

63%

65%

“St Stephen’s provides a blended education of academics and Christianity

that is not overwhelming but very present and alive. This is also variable

and is catered to all levels of the School, it tends to lend itself to

everyone's level of growth within the School community.”

My child(ren)'s experience at St. Stephen's School has

equipped him/her with a strong sense of Christian values

58%

Students who agree

Parents who agree

Staff are seen as a key part of the fabric and

ethos of St Stephen’s School by parents

9 in 10 parents agree that their children’s teachers are

friendly towards them (87% agree), generally responsive to

communication (83% agree) and easily accessible to them

as parents (82% agree). A significant proportion of parents

agree that their children’s teachers serve as excellent role

models for their children (72% agree).

PROPORTION OF STAFF WHO SAY THAT THE SCHOOL’S

EMPHASIS ACROSS THESE AREAS IS ‘ABOUT RIGHT’

“I am proud because I think

we have a good reputation

and the learning is good.”

Year 5 student

“I am happy to be at a school

where everyone gets along

and has a good time.”

Year 7 student

The staff and teachers at St Stephen’s School are a central

element of the School community and are well regarded

by parents. When parents were asked to respond to 10

statements that summarise the character of St Stephen’s

School, ‘approachable staff’ was the response most

selected. Parents express strong levels of satisfaction with

the teachers and staff that interact with their children at

the School, and 3 in 4 (75%) agree that staff pay attention

to their child’s welfare.

student care and support

faith and Christianity

building school community

community service and mission

learning and academics

89%

74%

70%

68%

67%

When parents were asked to highlight the biggest

strength of the School, many commended the quality of

the teaching staff and the level of pastoral care provided

to students.

6

ST ST E P H E N ’ S P U B L I C R E P O RT

12

12

ST ST E P H E N ’ S P U B L I C R E P O RT

ST ST E P H E N ’ S P U B L I C R E P O RT

8

ST ST E P H E N ’ S P U B L I C R E P O RT

5

McCrindle •Research Pack

slide7

We not only conduct world’s-best research

but we implement the findings strategically

and communicate the insights innovatively.

RESEARCH PROCESS

At McCrindle, our Strategic Research Model is a holistic approach to market and

social research which ensures that the findings are actionable and the insights

have strategic impacts.

R E S E A R C H M E T H O D S

BRIEFING

PLANNING

SCOPING

RESEARCHING

ST R AT E G I C

R E S E A R C H

M O D E L

T M

IMPLEMENTING

COMMUNICATING

ANALYSING

REVIEWING

B U S I N E S S P L A N N I N G

The McCrindle approach combines the input of a research agency with the

output forms of a design agency and importantly assists in the form of an

advisory consultancy in facilitating key insights into strategy. It is strategic

research, visually presented and effectively facilitated so that it can be

organisationally implemented.

T 1800 TRENDS E info@mccrindle.com.au W mccrindle.com.au

6

slide8

We are living in times of

unprecedented change –

technologically, demographically,

economically and socially.

RESEARCH SOLUTIONS

Industry wide studies

Product & market

research

Consumer segmentation

Stakeholder

engagement research

Demographic analysis

Brand tracking &

engagement

Trends forecasting

Strategic planning

research

Consumer ratings

instruments

7

McCrindle •Research Pack

slide9

For great organisations, innovation is the

oxygen of success. To innovate effectively,

organisations need to understand

the times and track the trends.

SOME OF OUR CLIENTS

T 1800 TRENDS E info@mccrindle.com.au W mccrindle.com.au

8

slide10

Our passion is empowering

organisations to thrive

in changing times.

CORPORATE ADVISORY

To increase sales, a deeper understanding

of customers is imperative; to develop

product innovations, an understanding of

the changing trends and expectations is

required; and to drive productivity, analysis

of staff and their motivations is essential.

Environmental scans

Boardroom briefings

Strategic planning

Demographic forecasts

McCrindle’s advisory service provides

environmental scans, boardroom briefings,

input into strategic planning processes

and delivers research-based forecasts and

strategy on a retainer or professional fee

basis.

Client round tables

Research consulting

9

McCrindle •Research Pack

slide11

At McCrindle we are research communicators.

Our profession is designing and deploying best

practice research. Our expertise is analysing

findings to communicate insights and strategies.

PRESENTATIONS

Whether you are looking for a keynote

address at a national conference, an onsite

professional development workshop, or

a strategy briefing for senior leaders, our

presenters have the experience to ensure

your event is a success.

Conference keynotes

Training workshops

PD sessions

Our presenters not only deliver keynote

addresses at national conferences but

specialise in the delivery of executive level

briefings, strategic retreats, planning days,

and in-house PD sessions that provide top-

level industry scans to equip teams with

the latest strategies to succeed.

Executive briefings

Launch events

Research presentations

Market analysis briefings guide decision-makers on the latest consumer

segments while industry future forums outline the current trends, implications,

outcomes, and recommendations of a product or service offering.

T 1800 TRENDS E info@mccrindle.com.au W mccrindle.com.au

10

slide12

Research is at its best when it brings about

not only strategic outcomes but positions

organisations as thought leaders through

public communications and social media.

MEDIA COMMENTARY

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.

We assist our clients in identifying newsworthy media angles in their research to

assist them in communicating the insights effectively with the broader public.

11

McCrindle •Research Pack

slide13

As researchers,

we understand the methods

but we’re also designers and we know what

will communicate, and how to best engage.

RESEARCH VISUALISATION

At McCrindle, we’re visual translators, we’re information designers, we’re

research communicators. To get cut through in these message saturated times,

it’s essential that messages are presented in engaging and visual ways.

researchvisualisation.com

T +61 2 8824 3422 E info@mccrindle.com.au W mccrindle.com.au

12

slide14

Mars Hellas (Greece)

Animated video entitled ‘Greek Street’ adapting our Australia Street concept.

Mirvac

Animated video on Australia’s population growth and demographic projections.

Fully scripted, animated, designed, and produced by McCrindle.

Australasian Wealth Investments

Visualised PowerPoint deck with infographics highlighting Australia’s wealth

landscape and the portfolio of Australian self-directed investors.

13

McCrindle •Research Pack

slide15

St Stephen’s School

Infographics and visualised reports

summarising comprehensive

school satisfaction and community

engagement research.

Moove Media

Canberra and Newcastle region

specific infographics featuring

demographic and social trends

analysis.

St Stephen’s School Fast Facts

The Indian Ocean Rim

POPULATION

AUSTRALIA’S

14%

75%

Both Aus.

born

14%

None Aus.

born

11%

One Aus.

born

433,000

7TH LARGEST

Founded in 1797, Newcastle is

the 2nd oldest city in Australia

and the second largest in NSW

14% of Novocastrians have both

parents born overseas compared to

34% Australia wide

There are 433,000 people living in

Newcastle / Maitland.

CITY!

48

48 countries on the

Indian Ocean rim

Ff

is for

LARGER THAN THE ACT

2x POP. OF HOBART

3.5x POP. OF DARWIN

FROG & TOAD

The road.

MAITLAND

Maitland is growing by more

people each year than any

other regional city in NSW

Mm

is for

Population of almost 2.6 billion,

39% of the world’s population

JOBS

UTE

The Aussie car of choice.

To call it a “pickup truck”

would be, well, un-Australian.

BUSINESS HUB

How have we innovated?

Uu

is for

21%

professionals

16%

technicians &

trades workers

15%

clerical & admin

workers

Newcastle has produced more dancers

1

� Established St Stephen’s Institute: the

research, training and development arm

� Virtual space learning

� Many2One

� Device Agnostic

� Virtual world

� 24/7 teaching and learning

� Learn anywhere, learn anytime

� Cadet and mentoring program

� Certificates of international education

� Established St Stephen’s Global

than any other city in Australia for the

Global middle class will grow

from 1.8 to 4.9 billion by 2030

2

2.5 people

/household

Australian Ballet Company!

There is 1 business for every 5 families

3

NOVOCASTRIAN

Someone who lives in Newcastle.

And there are more of them than there

are Canberrans or Northern Territorians

Population growth in Africa

could average 2.2%

:

Nn

is for

St Stephen’s School

Dd

is for

DINKI DI

True blue, patriotic.

51:49

TOP 10

POPULATION: 11%

BORN: before 1946

% OF WORKFORCE:

Today: 1% | 2025: 0%

UNI DEGREE: 1 in 10

Lonely Planet has named

Newcastle one of its top

10 places to visit

7 in 10 households own (or are paying off) their

home, which is above the national average

Post school destinations

Senior secondary outcomes

Median ATAR

St Stephen’s School

SERVE GOD SERVE ONE ANOTHER

VET

2%

3%

2%

University

147

144

POPULATION: 24%

BORN: 1946 - 1964

% OF WORKFORCE:

Today: 27% | 2025: 13%

UNI DEGREE: 1 in 5

SPORT

St Stephen’s School WA

Padbury

K - Year 2

Year 3 - Year 12

6%

78.75

TAFE

Duncraig

Carramar

K - Year 12

9%

Gap year

147students completed

VET courses in Year 12

144of those achieved

Certificate IIs or above

Number graduating

admin@ststephens.wa.edu.au

www.ststephens.wa.edu.au

/

Working full time

245

POPULATION: 20%

BORN: 1965 - 1979

% OF WORKFORCE:

Today: 35% | 2025: 29%

UNI DEGREE: 1 in 4

59%

Exchange

79%

N E W C A S T L E

The Newcastle Knights have 16,700

members and these are considered among

the most die-hard in the NRL. The Knights

won the Premiership in 1997 & 2001

98.8%

248

59% of students completed a VET qualification

This includes both embedded and stand alone qualifications

Other

POPULATION: 20%

BORN: 1980 - 1994

% OF WORKFORCE:

Today: 31% | 2025: 31%

UNI DEGREE: 1 in 3

Qq

is for

QUID

Money. “It’ll cost

you a few quid”.

St Stephen’s School Fast Facts

Fast Facts

Contextual information

2727

students

POPULATION: 19%

BORN: 1995 - 2009

% OF WORKFORCE:

Today: 6% | 2025: 27%

UNI DEGREE: 1 in 2

ANCESTRY

3

locations

Founded

in 1983

Contextual information about the school

Key Message

1

2

3

St Stephen’s School is an independent co-educational Christian school

of the Uniting Church for Kindergarten to Year 12 with an enrolment of

2727 students. Our campuses are located in Perth’s northern suburbs

of Duncraig and Carramar.

St Stephen’s School welcomes and supports

the Federal Government’s commitment to

being ‘Open for Business’ and encouraging

Australian business to explore, innovate and

realise global market opportunities in their

industry/market. With this in mind, St Stephen’s

School is seeking to move from the 1950-60’s

model of education, that has, and continues to,

limit productivity and market growth, to a

global education model in partnership with

industry and countries of the Indian Ocean Rim,

the most densely populated region of the

world. We are seeking Government support to:

Teacher standards & qualifications

33%

31%

8.3%

Newcastle Port is the

world’s largest coal

exporting port

POPULATION: 6%

BORN: 2010 -

100% of teaching staff meet

professional teaching requirements

LANGUAGES

ARVO

The time after midday

and before evening.

Aa

is for

72% have reached Step 14

(8 years plus teaching experience)

Step

14

16% of Newcastle’s population

volunteer regularly

CIAO

Providing a school where children can learn and grow into people of

Christian character and integrity was at the heart of the founders’

intent, when the first brick of St Stephen’s School was laid in 1983.

SINGLETON

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

ЗДРАВО

Ss

is for

Workforce composition

Only 9.1% of Novocastrians speak a language other

than English at home. The most commonly spoken

languages other than English are Macedonian and Italian

407

staff

297 staff directly involved

in student learning

BEACHES

Today, the School’s founding vision remains core and is embedded in

the fabric of the School as it strives to fulfil its mission of ‘growing

people, growing faith’ for our ever-changing world – a world that needs

people who aspire to live with purpose.

3 in 4 people in Newcastle

travel to work by car - well

above the national average

*We had no staff who identified themselves as indigenous for 2013.

And Newcastle is still the heartland

of traditional Aussie slang

MEDIAN AGE

HOUSEHOLD INCOME

Student attendance

avg.

K

PP

1

2

3

4

5

6

7

8

9

10

11

12

94.92%

90%

92%

$1165

95.03%

97.18%

93.98%

95.12%

95.71%

96.06%

95.18%

94.73%

95.21%

94.99%

95.04%

93.82%

94.60%

93.81%

6 beaches in Newcastle are within a 5 minute

drive of Newcastle CBD. That’s more beach

access than any other of Australia’s top 10

cities - including the Gold Coast!

To this end, St Stephen’s School teachers strive to make every

student’s learning an adventure. Enlivened by Christian purpose, they

provide a caring and challenging environment with innovative

education and community service programs which engage students

in the adventure of learning and serving. As the School enters its

fourth decade, it is committed to ‘changing the world one mind at a

time’ by ensuring the adventure of learning begins at St Stephen’s

School – an adventure where students aspire to live with purpose.

MISS UNIVERSE

$1733/mth

38

The median weekly household income

in Newcastle is $1165

Jennifer Hawkins, Miss Universe 2004, hails

from Newcastle and was the first Australian

to win the beauty pageant in 32 years

� Remove red tape and barriers to trade

� Address Federal and State fragmentation

� Address departmental fragmentation

The median monthly mortgage repayments in

Newcastle are $1733 compared to Australia

wide monthly repayments of $1800

JOE BLAKE

Snake. As in, “I just saw a Joe

Blake on the Frog & Toad so

do the Harold Holt!”

Jj

is for

MEDIAN HOUSE PRICE

$445,000

HELLO

EST.

1816

220

FAMILY

Mr Tony George

Principal

=

108,184 families

1.8 kids/family

DENSITY

Newcastle East Public School is the oldest

continuously running school in Australia

This is 6 times Australia’s average income,

while for Sydney it is almost 11 times

82% of Canberra’s households speak

English only at home. The most commonly

spoken languages other than English are

Mandarin, Vietnamese and Italian.

94%

96%

98%

100%

8.48 people

per hectare

2013 Funding sources

2013 Payments

3% 1%

6%

School satisfaction 2013

AVERAGE RENT

6%

3%

Cwlth Gov. grants

Employee payroll costs

91%

86%

81%

Staff

$260 pw

1 in every 50 Canberran workers

53% of Canberrans eat enough

fruit (2+ serves a day) compared

to the national average of 58%

The population density of Newcastle is 8.48

people per hectare. The population density

of Sydney is 372.4 people per hectare

Canberra is home to Australia’s

6 spy agencies which employ

Parents

Students

35%

State Gov. grants

Payments to suppliers

15%

Fees from parents

Interest paid

45%

70%

Camps/tours

Loan repayments

St Stephen’s School

SERVE GOD SERVE ONE ANOTHER

16%

1 in 3 Canberrans rode their bicycle in the

last month, compared to 1 in 4 Australians

Interest

Capital purchases

JOBS

AUSTRALIA’S

+

+

1

29%

professionals

19%

clerical & admin

workers

16%

managers

8TH LARGEST

THE VOICE OF THE STAFF

THE VOICE OF THE COMMUNITY

Canberrans generally earn more, have bigger

houses and are more likely to own their

own home than other Aussies!

2

CITY!

Founded in 1913,

Canberra is Australia’s

largest inland city

In some Canberra suburbs you have

more chance of living next door to a

spy than anywhere else on earth

PERSPECTIVES ON EDUCATION

80%

68%

of staf say the

School allows

them to grow

professionally

3

DESIRES FOR INDEPENDENT EDUCATION

% of the community who indicate ‘extremely’ or ‘very’ important

AVERAGE INCOME

of staf say that training and

career development opportunities

are better at St Stephen’s School

$1689

$1517

HOUSEHOLD INCOME

97%

84%

80%

80%

Quality of the teaching staf

than elsewhere

VS.

Strong academic results

$1891

The school's reputation in the community

Integration of technology in teaching

and learning

87% of the community say

that schools need to change

their approach to teaching

vocational and people skills

EMPLOYMENT BENEFITS AND CONDITIONS

Proportion of staf who think this is better at St Stephen’s

School than at other schools

The average full time working Canberran

earns 11% more per week than the

average Australian

The median weekly household income in

Canberra is $1891 compared to an Australia wide

median weekly household income of $1234

PERSPECTIVES ON ST STEPHEN’S SCHOOL

Broad and interesting

job description

Workplace community

Empowering leadership and

management styles

Support provided to teachers

Training and career

development opportunities

89%

“St Stephen’s provides a

blended education of

academics and Christianity

that is not overwhelming

but very present and alive”

St Stephen’s teacher

83%

81%

80%

80%

POPULATION: 7%

% OF WORKFORCE:

Today: 1% | 2025: 0%

UNI DEGREE: 1 in 10

ST STEPHEN’S SCHOOL...

Proportion of the community who agree

8 x 4 = 3232%

95%

90%

90%

82%

...is a school that is well regarded by the general community

C A N B E R R A

...achieves good and solid academic results

POPULATION: 21%

% OF WORKFORCE:

Today: 27% | 2025: 13%

UNI DEGREE: 1 in 5

32% of Canberrans are currently attending

an educational institution

...provides a well-rounded, holistic, and balanced approach to education

...is cutting-edge in its integration of technology

87%

of staf are proud to

be a staf member of

St Stephen’s School

86%

of staf find their

work satisfying

and fulfilling

$

$

THE ST STEPHEN’S SCHOOL STUDENT

% of the community who agree

POPULATION: 22%

% OF WORKFORCE:

Today: 35% | 2025: 29%

UNI DEGREE: 1 in 4

= $3112

Of families with two incomes and children the

average weekly earning is $3112 compared

with the Australia wide average of $2310

POPULATION: 24%

% OF WORKFORCE:

Today: 31% | 2025: 31%

UNI DEGREE: 1 in 3

4+

“St Stephen’s provides

balanced education and

care of students and their

families. They are developing

exceptional human beings

and assisting their way into

the workforce and future.”

Community member

ST STEPHEN’S SCHOOL...

Proportion of staf who agree

...is characterised by hard-

working and committed staf

94%

93%

90%

89%

Hard-working

and studious

Friendly and

well-mannered

Successful and

academically

strong

MATE

A friend, or stranger - anyone.

Used at the end of most sentences.

Mm

is for

POPULATION: 19%

% OF WORKFORCE:

Today: 6% | 2025: 27%

UNI DEGREE: 1 in 2

65% of people go to

work by car compared

to 60% Australia wide

91%

...is a successful school

...is highly regarded in the

general community

...is a responsive/adaptive

school, accepting of change

...accepts individual

needs/diferences

...is moving forward

in the right direction

89%

36% of Canberra’s private dwellings

have 4 bedrooms or more,

compared to 30% Australia wide

22%

in the proportion of staf who

agree that the School is

moving in the right direction

from 52% to 74%

St Stephen’s School

SERVE GOD SERVE ONE ANOTHER

CANBERRAN

And there are more of them than

there are Northern Territorians

increase since

November 2013

Cc

is for

Visit

79%

Research and infographic design by

DWELLING APPROVALS

bit.ly/1ybXINj

78%

POPULATION: 7%

For more information about the St Stephen’s School

2014 Research please contact St Stephen’s Institute:

P (08) 9243 2435 E ssi@ststephens.wa.edu.au

61% of residential approvals

in the last 12 months have

been for medium / high-

density housing

for more results and to

read the summary report

74%

32%

39%

61%

www.mccrindle.com.au

MEDIAN AGE

Canberrans are for more likely to be in

tertiary education than the national average.

Of all full-time students 32% are in university

or vocational institutions compared to 22%

nationally.

The median age is 34, which is 3 years

below the national average

32%

Less current smokers in

the ACT – 86% are non-

smokers compared

to 82% nationally

32% of Canberrans have both

parents born overseas compared to

34% Australia wide

39%

T 1800 TRENDS E info@mccrindle.com.au W mccrindle.com.au

14

slide16

FREEDOM FOODS CASE STUDY

Australia’s Good Food Karma Index

Creating a national food index to support a product launch

What is Australia’s relationship with food? Freedom Foods commissioned

McCrindle to research what Australians are eating and to determine the nation’s

everyday relationship with food.

Based on a national study of Australians, analysis of national data sources,

and integration of social data, McCrindle developed the Good Food Karma

Index, a 20 dimensional algorithm that allows Australians to calculate their

individual Good Food Karma score.

15

McCrindle •Research Pack

slide17

The visualised, media-ready report with the Good Food Karma results showed

how attitudes to food compared across states, generations and occupations.

State by State

AUSTRALIA’S FOOD KARMA PERSONALITIES

Four Australian food personalities emerge from the Good Food Karma Index.

These personalities define how Australians interact with food on the measures of

perspective versus context. Perspective determines whether an individual makes choices

motivated by immediacy or for long-term benefit, and context establishes whether food

is consumed in a more social or personal setting.

Friendly Foodies make up 21% of the Australian

population. You’re about the social side of food – your

meals go hand in hand with friends’ events and you

keep up to date with the wider food community. A social

glass of wine would never go astray whether you’re

dining out or hosting, and your choices are made for the

good of the group. When it comes to the menu, you’ll

always try to choose the healthier option, regardless of

price, and you’ll always choose Yum Cha if it means a

social outing. Oh, and you’re pretty likely to upload

#foodporn.

Men versus Women

Overachieversmake up 28% of the Australian

population. When it comes to food and nutrition, you’re

chasing goals. You’re the one who will cut up carrot

sticks at midnight if it means you’ll have healthy snacks

for tomorrow. You won’t show up to the grocery store

without a list, and you know exactly what you need in

your diet. There’s little chance you’ll skip your kale

energy salad even for the sake of a social meal, and

you’re unfazed by the price or time it takes to make a

healthy option.

8

10

12

Our research team’s thought leadership input, media commentary, and

presentation at a launch event assisted Freedom Foods in attracting national

media attention to gain print, radio, and television coverage across major

Australian news outlets in preparation for a major product launch.

T 1800 TRENDS E info@mccrindle.com.au W mccrindle.com.au

16

slide18

WOOLWORTHS CASE STUDY

The Future of Fresh

Thought leadership research and visualised report to support

national advertising campaign

Woolworths commissioned McCrindle to

forecast Australian life in 20 years through a

national survey of 2,000 Australian grocery

buyers, analysis of market data containing

the purchasing behaviours of 2.5 million

Australians, trend mapping of Australian

Bureau of Statistics data, and collaboration

with industry experts. The Future of Fresh

report reveals the way Australians will shop in

2034 and the predicted purchasing habits of

emerging households, particularly Generation

Alpha.

FUTURE OF FRESH

Transforming the fresh food landscape over the next 20 years

Part of the Woolworths Trolley Trends Series

1

T RO L L E Y T R E N D S

Future of Fresh generated significant media coverage through print, online, radio,

and television interviews to assist Woolworths as an innovator in supermarket

shopping.

17

McCrindle •Research Pack

slide19

In addition to conducting primary research and analysing datasets, McCrindle’s

research visualisation team produced a series of infographics and a visualised

research report.

GENERATION ALPHA

The Face of the Future Shopper

AUSTRALIA

A Future Facing Nation

THE EVOLUTION OF FRESH

1984

2014

2034

50 YEARS OF CHANGE

THE GENERATIONS TODAY

Costa and Vitamin D Mushrooms

stimulating Vitamin D production and resulting in a

mushroom that provides 100% of the recommended

dietary intake of Vitamin D. The mushrooms were

produced exclusively for Woolworths in conjunction

with Costa in response to a growing incidence of

Vitamin D deficiency amongst Australians.

GENERATION ALPHA

AGED UNDER 5

Based in Victoria, Costa is Australia’s largest private

producer, marketer and exporter of premium quality

fresh fruit and vegetables. With over 4,000ha of

land across Australia, 20ha protected glasshouse

production, more than 40 farming, wholesale market

and distribution operations nationally, Costa supply

and service to retail, wholesale and export customers

and provide employment for over 7,000 people during

peak seasonal periods.

54%

36%

BABY BOOMERS

AGED 50 - 68

GENERATION X

AGED 35 - 49

GENERATION Y

AGED 20 - 34

GENERATION Z

AGED 5 - 19

BUILDERS

15.4 million people

23.7 million people

33.3 million people

NATIONAL POPULATION

AGED 69+

α

Vitamin D enhanced mushrooms are now sold in over

700 stores across NSW, VIC, WA, SA and TAS.

69%

31%

Fast facts

Gen Alpha Shopping habits

Gen Alpha in 2034

The grocery buyers of tomorrow

GLOBAL

AGE IN 2034

10 - 24 YEARS OLD

5.4 million households

9.1 million households

11.9 million households

TOTAL HOUSEHOLDS

Generation Alpha will look for a truly multicultural range of

favours in their shopping experience.

In the last year, Woolworths has worked closely with

Costa to develop a unique line of Vitamin D enhanced

mushrooms. The mushrooms are exposed to UV

light pulses during the growing process, naturally

MOBILE

+6.8yrs

+2.8yrs

TOTAL NUMBER IN 2034

Gen Alpha will be even busier than previous generations. 

In-store cafés featuring fresh, ready-made items and home

deliveries for commonplace groceries will be attractive options

for this next-generation consumer.

MEDIAN AGE

30.5 years old

37.3 years old

40.1 years old

6.5 MILLION

α

% OF POPULATION IN 2034

SOCIAL

+6.3yrs

+6.0yrs

Fresh, in-store sushi a hit

with customers

19%

Gen Alpha will team up with neighbours, friends, and nearby

shoppers to make shopping a social experience in which the

supermarket becomes a hub for real world living.

75.8 years

82.1 years

88.1 years

LIFE EXPECTANCY AT BIRTH

In response to demand for more

range and choice when it comes

to healthy, fresh, on the go options

Woolies has introduced in-store

sushi bars where fresh sushi is

made daily in-store by experts.

Recently, Woolworths opened

its 100th Sushi Izu in-store outlet

at Currambine in WA, making

Woolworths the largest sushi

retailer in Australia. Providing quick

and healthy meal options prepared

on-site daily, the latest opening

continues the trend for fresh, in-

store food innovation spearheaded

by Woolies over the past few years.

LIKELY TO HAVE JUST 1.7 CHILDREN

VISUAL

33%

4%

Gen Alpha will focus their shopping on the enjoyable experience

of browsing selected fresh and local foods presented through

in-store farmers’ markets.

234,034 births

310,600 births

324,288 births

DOWN FROM 1.9 TODAY

ANNUAL BIRTHS

9 IN 10 WILL COMPLETE YEAR 12

HSC

DIGITAL

MALE

+2.8yrs

+1.2yrs

The Family of 2034

30.2 years old

33.0 years old

34.2 years old

Mobile devices and personalised shopping apps will guide Gen

Alpha’s supermarket choices based on what they like to eat, what

fts their lifestyle and what matches their dietary requirements.

UP FROM 8 IN 10 TODAY

FEMALE

MEDIAN AGE OF PARENTS

(NEW BIRTHS)

+3.6yrs

+0.6yrs

30.7 years old

31.3 years old

27.1 years old

Gen Y Shopping traits

MORE THAN HALF WILL COMPLETE A UNI DEGREE

α

Buying fresh is important to 99% Gen Ys

Y

81%

55%

RATIO OF WORKERS:RETIREES – 3:1

Buying local is important to 94% Gen Ys

:

6.4 million people

11.6 million people

18.0 million people

TOTAL EMPLOYED

DOWN FROM 5:1 TODAY

78% want nutrient-enriched foods introduced

$

$

$

$

Gen Alpha’s parents, Gen Y, will be

sophisticated, conscientious, empowered,

future-driven, health-cognate, fresh-focused,

and locally engaged supermarket shoppers.

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

$

290%

58%

18

JOBS

6

15

$

$

It is likely these traits will be passed on to

Gen Alpha as the emerging grocery buyers

CAREERS

HOMES

$18,990

$73,980

$116,620

18 JOBS, 6 CAREERS, 15 HOMES IN A LIFETIME

FULL-TIME ANNUAL EARNINGS

F U T U R E O F F R E S H

8

Source: McCrindle Research Demographics based on data from the Australian Bureau of Statistics, with future forecasts for 2034 fgures.

Sources: Social analysis by Mark McCrindle; ABS;McCrindle Research Survey, July 2014; QUT Leaders in Local Research, July 2013.

COMMUNITY RE-DEFINED

MODERN VALUES

NEW TECHNOLOGIES AND DIGITAL REALITIES

The new village green: Australians defne the most

important gathering place in their community

39%

Delivering Exceptional Value

The shopping experience will become a hybrid

of online shopping through mobile devices and

personalised shopping apps, and real world fresh food

shopping in-store. In 2034 our in-store shopping will

be guided not only by our shopping list but also by

applications which facilitate our shopping experience.

They will be able to detect when and where a

customer is in store and provide recommendations

and discounts in real-time based on our lifestyle, our

eating habits and our shopping trolley as we fill it.

Over the next two decades,

technology will become an integral

part of the shopping experience,

both in-store and at home.

Between 2013 and 2014 Woolworths helped save its customers over $400 million dollars through deep

discounting across a number of national brands and home brand grocery items. A consistent focus on price

campaigns has helped deliver real savings to consumers, with the average household saving an average of $455 a

year, the equivalent of two big weekly shops.

19%

11%

DISCOUNT!

save $400,000,000

2 weekly shops

$455

household

savings

per year

Just as our private lives are being transformed through

technology, both individually and socially, we will

see a profound shift in the way that we think about

and experience shopping in the next twenty years.

Already we have greater access to more information

than ever before. The power of information technology

is changing how we source information and how we

relate to each other. It is also changing how we eat,

what we eat, and how we experience shopping.

=

=

A local pub or club

(RSL, local hotal, etc.)

The local community centre

16%

At home, intelligent appliances and digital homes will

monitor our consumption of common basic grocery

items, automatically detecting items we are running

low on based on our own past consumption, our social

networks and clever predictions.

6%

Adding Value – Sustainable Seafood

with Taronga, Woolies developed Fish For Good, a

program for marine conservation in Australia aimed

at empowering customers to make informed choices

when they buy seafood for their family so they not

only enjoy a nutritious meal but help protect our

oceans at the same time. As a major supplier of

seafood to customers, Woolworths recognises its role

in safeguarding oceans in a sustainable way. Seafood

is an integral part of our fresh food offer so healthy

oceans, sustainable fish stocks and a thriving fishing

industry are all-essential to our business.

The way we pay will also shift, with the majority of

all check-outs being cash-less in 2034 and some

retail outlets going completely cash-less and more

payments made via chips embedded in mobile phones

than stand-alone credit cards. Australians will be quick

to respond to these innovations, with 4 in 5 Australians

(83%) having adopted self-scanners regularly since

their inception across Australian supermarkets in 2008.

A community park or

sports ground

The local school

Growing awareness of food provenance and

sustainability amongst our customers has led to

initiatives like Fish For Good, a sustainability program

aimed at empowering shoppers to make more

informed decisions when buying seafood.

Australians are shifting towards doing their

supermarket shopping online, with 1.2% of all

supermarket spend taking place online, up from 0.9%

two years ago. New families especially are moving

towards online shopping and are 2.6 times more likely

to shop online than the average Australian.

The local shopping centre

5%

4%

Our everyday seafood choices, from shopping at the

supermarket to eating out – are important not just for

today but for tomorrow. Woolworths is committed to

making a positive difference to our oceans and marine

life to help ensure an ocean friendly future.

A local church

The facility of a local community

group (Scouts, CWA, PCYC, etc.)

The Online Shopper Profle

Woolworths is currently the largest retailer of MSC

(Marine Stewardship Council) certified seafood and

Pole & Line caught tuna, ensuring shoppers can make

informed decisions when buying their seafood in-store.

- THEN -

- NOW -

% Australians who say this is

extremely or very important to them

I like to buy foods that are

locally sourced and know

where my food comes from

10%

P O I N TS

In 2012, Woolworths partnered with Taronga Zoo to

help Australians learn more about their oceans and

make sustainable seafood choices. In partnership

% Australians who say this was extremely

or very important to them 3-5 years ago

45%

Individuals

Businesses

55%

6.4%

Top business customers

TOP REASONS

TO BUY LOCAL

2.6x more likely

to be a new

family

1. Supporting local farms and local businesses

2. Growing local economic development and investment

91% see as a beneft

Online

Shopping

Customers

89% percieve as true in buying local food

Top foods Australians want to see locally sourced

Most likely 25-44 years old

Ofces

Schools

Child Care

Meat, poultry & eggs

Fruit & vegetables

Bread and grain

Seafood & fsh

100% HOME GROWN

87%

86%

84%

82%

More likely to be

premium than

budget shoppers

$

$

$

$

$

$

$

$

$

$

$

93.6%

$

13

F U T U R E O F F R E S H

Source: McCrindle Research Survey, July 2014; Market Blueprint (electronic spend) data with 34% cash adjustment for ofine spend provided by

Quantium; Woolworths Online Shopper Profle & Database; and future projections from Professor Jan Recker, QUT.

Sources: McCrindle Research Survey, July 2014; QUT Leaders in Local Research, July 2013.

T 1800 TRENDS E info@mccrindle.com.au W mccrindle.com.au

18

slide20

SCOUTS AUSTRALIA CASE STUDY

National Youth Program Review

Engaging stakeholders for strategic organisational change

Scouts is Australia’s largest youth

development organisation with a

membership of 52,000 youth members.

For the first time in over three decades,

Scouts reviewed its youth program and

commissioned McCrindle to undertake

a three phase project to understand the

perspectives and needs among Scouting

and non-Scouting Australian families.

PHASE 1

PHASE 2

PHASE 3

Exploratory research

with Scouts members

and their parents in a

series of focus groups.

A national study of 1,078

Australian parents with children

6-18 comparing their views with

1,858 Scouts parents.

Demographic and social

trends analysis on Generation

Z and Generation Alpha as

relevant to Scouting.

The McCrindle team visualised and presented the results of all three phases

at national and state executive meetings to assist key stakeholders in

understanding the strategic changes required to shape the new Scouts program.

research snapshot

values

/

/

top 7 source countries

interaction

Hours per day of face-to-face social interaction

declines as use of electronic media increases.

gen z slang

1,078

gender

top values parents want instilled

Top values that Scouting and non-Scouting parents

combined want instilled in their children

YOLO

FOMO

Cray cray

Defs

Foshizz

Chillax

STABO

You only live once

National

8

Non-Scouting parents with

children aged 6-18 surveyed

1,858

Fear of missing out

Face-to-face interaction

Electronic media

42%

58%

% of permanant arrivals

7

Crazy

HOURS/DAY

6

1

2

3

4

5

6

7

UK

New Zealand

China

India

Italy

Vietnam

Phillipines

19.9%

9.1%

6.3%

5.7%

3.6%

3.5%

3.5%

Definitely

Scouts

5

For sure

1997

29%

71%

Scouting parents with children

aged 6-18 in Scouts surveyed

4

Chilled & relaxed

3

Source: Sigman 2009

Subject to a better

offer

the scouting community

1990

1995

2000

2005

To develop life skills, independence, resourcefulness and leadership,

working with others to have fun and learn diverse skills. These skills and

abilities remain highly relevant, and needed by the youth of today.

Due to the increased screen time and sedentary

lifestyles of young people, parents and educators have

a strong desire for children to be active and outdoors.

52,276

71%

29%

Australia is increasingly culturally

diverse and there is a challenge for

Scouts Australia to reflect this rich

diversity.

globaldigital

52,276 young people aged 6-25were involved

in the Scouts Australia youth program in 2013

71% of Scout members are male;

29% are female

AGED 6 - 13

health

globalgendigitalintegrators

religious values

How important is it to you that the values instilled by a children’s or youth

development program / Scouts are founded on religious values?

89%

% likely to be obese/overweight when all

Gen Z have reached adulthood (2027)*

70%

heritage

79%

89%*of Scouting parents are of Anglo-Celtic

ancestry compared to 70%†of Australians

*As per national study of 1,858 Scouting parents

†As per 2011 census

GEN

National 10%

15%

25%

17%

32%

79% of Scouts members are aged

6 to 13

z

ZED

46%

have 1 or both parents

born overseas

Scouts6%

22%

12%

17%

42%

Extremely

important

Very

important

Somewhat

important

Slightly

important

Not at all

important

perspectives of scouts

EST.

1995

interests & motivations

/

19%

Non-Scouting parents are most

interested in the elements of “outdoor

experiences” (70%) and “learning by

doing” (70%) in the Scouting program.

77.9%

61.8%

of non-Scouting

parents have not

heard of Scouts

Australia

why join scouts or a program like it

% of parents who say this is extremely or very

influential for their kids

National

what parents want

What would / do

parents want from Scouts

or a program like it?

generationconnected

social

leadership styles

While leadership necessarily

involves positional structures,

it needs to connect through

relational styles. Only through

this collaborative leadership

style will both outcomes and

engagement result.

Scouts

What it is supposed to

be and what it actually is,

is largely dependent on

who is running it.

l

1.

Seeing

kids grow

By 2025,

more than half of

the workforce will be comprised of

Generations Y and Z. Over this next decade

Australia will experience its biggest

intergenerational leadership transfer ever.

70%

70%

Outdoor

experiences

learning

by doing

71%

71%

88%

78%

2.

Keeping

kids active

Fun

Having friends

who are involved

Fun

Being involved

in new things

what scouts offers

% who know that Scouts offers this

most known

redefined lifestages

Command & Control

Collaboration & Contribution

activities that interest young people

% who indicate their kids are extremely/very interested, ranked by non-Scouting parents

least known

20TH CENTURY

TODAY

CHILDHOOD

CHILDHOOD

TEENAGER

TEENAGER

ADULTHOOD

Outdoor experiences

Certificate II VET accreditation

84%

16%

TWEEN

YOUNG ADULT

KIPPERS

ADULTHOOD

CAREER-CHANGER

DOWNAGER

59%

90%

45%

49%

44%

42%

Performing arts

Personal progressive scheme with badges

Outdoor adventures

Art or music instruction

& performances

Sporting competitions

78%

27%

Generation Alpha are the Scouts of tomorrow - born since 2010, the first year they were born coincided with the

launch of the iPad. Following in the footsteps of Generation Z, not only will Gen Alpha be the most digitally integrated,

globally connected, formally educated generation we have seen, they will also be the largest, with 2.5 million Gen

Alpha's born around the globe each week.

GEN

α

ALPHA

42%

85%

40%

47%

37%

61%

Teamwork development

Spiritual awareness

EST.

2010

76%

28%

The Generations: Builders »Baby Boomers »Generation X »Generation Y »Generation Z »Generation α

Weekend camps

Academic learning

Large child/youth events

19

One chief commissioner suggested this is the best

research we have ever completed. - SCOUTS

McCrindle •Research Pack

slide21

PARRAMATTA CITY COUNCIL CASE STUDY

Longitudinal Perception Tracking

Testing public perceptions of brand and place

Parramatta City Council commissioned McCrindle to conduct a perception

tracking study among Sydneysiders, gauging their connection with and

assessment of Parramatta. An online survey was conducted among 1,259

Sydneysiders living in six distinct geographic areas followed by 6 focus groups

with a total of 55 participants working in three major CBDs across Sydney.

PENRITH CITY COUNCIL CASE STUDY

Penrith Progression Fact Sheets

Conducting economic and demographic analysis

Penrith City Council undertook a collaborative process to engage government,

community, and business leaders with the economic and social drivers that

will shape Penrith’s urban renewal. McCrindle was commissioned to research

and design a series of infographics and factsheets summarising economic,

demographic, and social trends in comparison to neighbouring population

centres Liverpool and Blacktown.

PENRITH: A CITY OF OPPORTUNITY

PENRITH: A CITY OF OPPORTUNITY

BUSINESS AND THE LOCAL ECONOMY

HOUSING AND COMMUNITY

PENRITH: A GROWTH CITY

PENRITH COMPARISON

10%

NUMBER OF DWELLINGS

2004

2014

2024

MEDIAN AGE

THEN

2004

NOW

2014

NEXT

2024

SYDNEY

POPULATION: 4,028,524

POP. GROWTH: 2.3%

AREA: 4,063.7 km2

S

PERSONAL INCOME

MEDIAN INCOME (WEEKLY)

OF WESTERN

SYDNEY LIVES

IN PENRITH

GROSS REGIONAL PRODUCT

Penrith’s Gross Regional Product (GRP) was $6.8

billion for the 2012 financial year.

NUMBER OF DWELLINGS

Sydneysiders in the same position) and 63%

have not moved house in the last 5 years

(compared to 57% of Sydneysiders who have

not moved in the same period of time).

56,000

34

36

69,000

79,000

S

$632

B

POPULATION

SYDNEY

P

L

PENRITH

$623

PENRITH

POPULATION: 190,428

POP. GROWTH: 1.9%

AREA: 404.9 km2

P

$510

P

PEOPLE PER HOUSEHOLD

2004

2014

% UNDER 20 POP.

172,000

190,000

212,000

BIG AND DETACHED HOMES

Residents living in Penrith live in bigger homes

and more stand-alone houses than most

Sydneysiders, with 81% living in a detached

home (compared to 59% of Sydneysiders), and

36% residing in 4+ bedroom properties

(compared to 29% of Sydneysiders).

B

$565

2024

2004

2014

2024

LOCAL WORKFORCE

% OF WORKFORCE COMPRISED

OF LOCAL RESIDENTS

29%

25%

BUILDING APPROVALS IN PENRITH CITY WERE

$477m IN THE 2012/2013 FINANCIAL YEAR -

2.34% OF THE TOTAL VALUE IN NSW

LIVERPOOL

POPULATION: 195,355

POP. GROWTH: 2.1%

AREA: 305.5 km2

L

L

AFFORDABLE HOUSING GREATER

LIKELIHOOD TO PURCHASE

The median mortgage repayment in Penrith is

$1,983 compared to Sydney’s median mortgage

repayment of $2,169. Rent payments are also

significantly lower with residents paying a

median price of $300 per week in rent,

compared to $365 across Sydney.

SYDNEY

PENRITH

2.93

2.82

2.74

THE PENRITH LIFESTYLE

TOP NEW BUSINESS FORMATIONS, 2009-

2012, PENRITH

L

P

B

BLACKTOWN

POPULATION: 325,185

POP. GROWTH: 2.2%

AREA: 246.9 km2

B

EMPLOYMENT BY OCCUPATION

TOP 3 - DIVERSITY OF EMPLOYMENT

1

2

MOVING

HAVE NOT MOVED IN LAST 5 YEARS

HOMES

DETACHED HOMES

LOCAL BUSINESS AND NEW BUSINESS

FORMATIONS

There are 12,957 local businesses operating in

Penrith City. 23.6% of these were in construction,

10.4% in transport, postal and warehousing, and

10.3% in rental, hiring, and real estate services.

New

Rank

Industry

56%

38%

44%

formations

3

Industry not

classified

LOCAL ECONOMY

GROSS REGIONAL PRODUCT ($, BILLION)

+176

MORTGAGE/RENT

MEDIAN MORTGAGE PAYMENT (MONTHLY)

63%

PENRITH

LANGUAGE

TOP 5 GROWING LANGUAGES

1

2

3

4

5

Samoan

57%

SYDNEY

81%

59%

Financial and

Insurance Services

PENRITH

SYDNEY

1.

+100

P

L

$6.83

EDUCATION

HIGHEST TERTIARY QUALIFICATION

VOCATIONAL CERTIFICATE

P

L

17.3%

17.1%

Clerical & admin

Trades & technical

Professional

P

L

$1,983

4+ BEDROOM HOMES

$7.47

CAR OWNERSHIP

OWNERSHIP OF 2 + VEHICLES

55%

Education and

Training

2.

+49

$2,167

B

36%

29%

$11.91

22.0%

Filipino

Punjabi

Hindi

Arabic

B

44%

$2,100

LEADING

SKILLS

CITY

Accommodation and

Food Services

Between 2009 and 2012, 483 new businesses were

registered in Penrith. During the same time, 216

businesses were lost, resulting in a net gain of 267.

NUMBER OF LOCAL JOBS

3.

+42

PENRITH

SYDNEY

MEDIAN RENT (WEEKLY)

P

L

71,474

B

$360

$330

UNITS/TOWNHOUSES

19%

Health Care and

Social Assistance

P

PENRITH

SYDNEY

4.

+27

72,246

BACHELOR OR HIGHER DEGREE

P

L

12.6%

17.2%

41%

QUALIFIED, EDUCATED

Finance and insurance led all other sectors with

100 new businesses formed, followed by

education and training with 49.

B

$400

111,251

10.6%

L

BUT GROWTH

REQUIRED IN

UNIVERSITY

DEGREES

Public Administration

and Safety

1,692 MORE WOMEN THAN MEN

HAVE A BACHELOR OR HIGHER

DEGREE QUALIFICATION IN PENRITH

$338

2 in 5 have a post school qualification

5.

+27

Penrith residents spend less on mortgage

payments than the average Sydneysider, with

just under a third (32.7%) of their total income

attributed to repayments, compared with 33.6%

of the average Sydneysider’s income that is

spent on mortgage repayments.

NO. OF RESIDENTS FOR

EVERY LOCAL JOB

:

:

:

$390

$370

B

B

PENRITH

SYDNEY

2.7

P

L

House

Unit

ECONOMIC COMPARISON ACROSS THE REGION

THE LOCAL ECONOMY IN ALL NSW NGAA CITIES, 2012

TENURE

% OF RESIDENT HOME OWNERSHIP

2.7

PENRITH ECONOMIC GROWTH

HOUSE PRICES

MEDIAN HOUSE AND UNIT PRICES

2.9

B

26%

23%

23%

42%

40%

43%

26%

26%

26%

P

L

Penrith

Liverpool

Blacktown

Campbelltown

Camden

GROSS REGIONAL PRODUCT (GRP)

% ANNUAL CHANGE IN GRP FROM PREVIOUS YEAR

PERSONAL INCOME

AVERAGE INCOME PER PERSON

$395,000

P

Rental payments are also more affordable in

Penrith, with residents spending just 21.5% of

their weekly income on rent (compared with

24.5% of Sydney residents).

GRP in 2012 ($,

billion)

$281,000

$6.83

$7.47

$11.91

$4.92

$2.7

OVER 5000 FULL-TIME

EQUIVALENT JOBS WERE

CREATED IN PENRITH CITY

DURING THE 5 YEARS

BETWEEN THE 2006

AND 2011 CENSUS

B

$489,000

5

Penrith

Sydney

NSW

Australia

60000

L

Penrith

Blacktown

Liverpool

$295,000

% of NSW’s Gross

State Product

own outright

own with mortgage

rent

4

1.6%

1.7%

2.7%

1.1%

0.5%

$460,300

B

55000

$340,000

Actual data

Projected data

3

Local businesses

12,957

13,505

18,069

8,647

4,999

House

Unit

50000

2

Local jobs

71,474

72,246

111,251

45,612

22,441

The average number of persons per bedroom is

1.1 in Penrith and 1.2 in Sydney.

Sources: ABS, RP Data, Penrith City Council

THE PENRITH OPPORTUNITY

45000

Employed residents

97,366

87,044

150,647

73,257

32,222

1

STABILITY OF RESIDENCE AND

LESS MOVING

Penrith residents are more stable in the location

where they live and move less than most

Sydney residents. 84% live in the same

residence as a year ago (compared to 81% of

Job to person ratio

2.7

2.7

2.9

3.4

2.8

OVER THE NEXT 20 YEARS,

PENRITH IS PROJECTED TO

GROW AT 1.9% ANNUALLY

FOR A TOTAL POPULATION

INCREASE OF 46.9% FROM

185,000

271,000

40000

0

PENRITH IS THE

11TH FASTEST

GROWING LGA

IN THE SYDNEY

REGION

33,000

NEW RETIREES

WILL CALL

PENRITH HOME

IN THE NEXT 20

YEARS

11th

02

03

04

05

06

07

08

09

10

11

12

06

07

08

09

10

11

12

13

14

THE POPULATION OF

THOSE UNDER 15 WILL

GROW BY 42% BY 2031

Business to person

ratio

+42%

14.7

14.5

18.0

17.8

12.7

GROWING INDUSTRIES

TOP 3 INCREASE IN JOBS

2006-2011

1,633

GROWING OCCUPATIONS

TOP 3 INCREASE OF PERSONS WORKING

2006-2011

1,089

1,070

BUSINESS FORMATION

TOP 3 NEW BUSINESS FORMATIONS

2009-2012

100

THE POPULATION OF

THOSE OVER 65 WILL

GROW BY 187% BY 2031

Unemployment Rate

(Dec 2013)

+187%

6.39%

7.29%

7.94

7.24%

3.26%

IN 2011 TO

IN 2031

686

49

761

42

PENRITH’S GROWTH TRAJECTORY

POSITIONS THE ECONOMY WELL

FOR THE FOLLOWING FUTURE WAVES

INDUSTRIES IDENTIFIED BY DELOITTE

Reskilling an ageing workforce

Information & communications technology

Community care & residential aged care

Private schooling

418

Health Care

and Social

Assistance

Transport,

Postal and

Warehousing

Education and

Training

Machinery

Operators

and Drivers

Professionals

Community and

Personal Service

Workers

Financial and

Insurance

Services

Education and

Training

Accommodation

and Food

Services

penrithprogression.com.au

T 1800 TRENDS E info@mccrindle.com.au W mccrindle.com.au

20

slide22

With offices in Sydney and Melbourne

and with research infrastructure including

research rooms and research panels, we

manage research projects comprehensively.

RESEARCH ROOMS

We’re also the researchers research agency with our infrastructure regularly

used by other agencies.

Find out more at www.researchrooms.com.

21

McCrindle •Research Pack

slide23

Our best-selling books, award winning research

and renowned infographics are widely distributed

resources and we apply the same passion in

assisting our clients to make an impact.

BOOKS

Available at all

good bookstores

or online at

hybridpublishers.com.au

THE ABC OF XYZ

theabcofxyz.com

WORD UP

wordup.net.au

THE POWER OF GOOD

mccrindle.com.au

/the-power-of-good

A5 INFOGRAPHICS

AU ST R A L I A’ S P O P U L AT I O N M A P

AUSTRALIA STREET

If Australia was a street of 100 households...

POPULATION: 263 PEOPLE

PARENT PLACE OF BIRTH

NATIONAL POPULATION AS STREET LENGTH

Rank

TOP NAMES

EFFECTIVE ENGAGEMENT

Uni degrees

X

MOBILITY

CHINA ST.

INDIA ST.

AUSTRALIA ST.

1

11.6 km

1

2

3

4

5

Oliver

William

Jack

Noah

Jackson

2,500,000

Charlotte

Olivia

Ava

Emily

Mia

Verbal

Visual

Try & see

Facilitator

Flexibility

Collaborating

Learner centric

Open book world

Glass & devices

Y

Z

1 in 2*

1 in 4

1 in 3

2

...

10.7 km

Sit & listen

Teacher

Job security

Commanding

Curriculum centred

Closed book exams

Books & paper

17

5

15

Fastest growing street at 140m / yr.

India St. will be the longest in 2030

α

α

51

200 m

α

‘000

4,488

4,375

2,207

1,995

1,283

623

433

429

324

301

291

208

186

182

149

124

115

100

93

88

87

86

82

76

71

69

55

52

50

49

#

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

CITY

SYDNEY

MELBOURNE

BRISBANE

PERTH

ADELAIDE

Gold Coast

Newcastle

ACT/CANBERRA

Central Coast

Sunshine Coast

Wollongong

HOBART

Geelong

Townsville

Cairns

DARWIN

Toowoomba

Ballarat

Bendigo

Albury/Wodonga

Mackay

Launceston

Rockhampton

Bunbury

Bundaberg

Coffs Harbour

Wagga Wagga

Hervey Bay

Mildura

Shepparton

screenagers

8

16

JOBS Careers

Homes

54%

Both Aus.

born

34%

None Aus.

born

12%

One Aus.

born

CURRENT TOP 5 BABY NAMES

22%

27%

27%

24%

Gen Alphas born

globally each week

3.6 Births

per year

Year 10

Year 11/12

VEHICLE OWNERSHIP

Today: 5.8%

IN A LIFETIME*

Oliver

William

Jack

Noah

Jackson

1

2

3

4

5

Charlotte

Olivia

Ava

Emily

Mia

Face-to-face interaction

Electronic media

WA

3.1%

7

9%

None

37%

1

37%

2

17%

3

HOURS/DAY

UPAGERS•Generationglass

15

GENERATIONCONNECTED•iGEN•SCREENAGERS

z

ZED

6

Today: 0.72 million

Dip. or Cert.

slanguage

health

5

NT

0.25m

(1.0%)

Degree or

Post Grad.

GEN

α

GEN

1997

% likely to be obese/

overweight when all

Gen Z have reached

adulthood (2027)*

4

3

Cray cray

Source: Sigman 2009

EST.

2010

VIC

1.9%

QLD

4.77m

(20.1%)

EST.

1995

Defs

1990

1995

2000

2005

193 Vehicles

avg. 14,000 km/yr

1.4 Marriages/yr

1.7 Deaths/yr

WA

2.59m

(10.9%)

DIGITALINTEGRATORS•THEZEDS•DOTCOMKIDS

FOMO

ALPHA

leadership styles

YOLO

GLOBALGEN•multi-modals

QLD

1.8%

Brought to you by:

More than 1 in 2 have used:

G'day

Arvo

No worries

You beauty!

Less than 1 in 2 know the term:

Joe Blake (snake)

Captain Cook (look)

Frog and toad (road)

Harold Holt (bolt)

COMMUTERS

1 in 10 catch public transport

2 in 3 travel by car

1 in 10 bus commuters also need a car

l

GEN Y

PARENTS

OECD

SA

1.71m

(7.2%)

14% | 31%

GLOBAL

Age at first

birth: 27.7

Life expectancy:^

M 77.3 F 82.8

NSW

7.55m

(31.9%)

COUNTRIES WITH LARGEST NUMBER

2,000,000,000

2 BILLION GEN Zs

NT

1.8%

Command & Control

Collaboration

& Contribution

1

2

3

Age at first

marriage: 29.7

Total Fertility

Rate: 1.7

HOUSING TYPE

Current | New approvals

10% | 13%

REDEFINED LIFESTAGES

HOUSEHOLD TYPES

AVG. HOUSE PRICE (SYDNEY)

11

ACT

1.6%

20th CENTURY

TODAY

CHILDHOOD

CHILDHOOD

TEENAGER

TEENAGER

ADULTHOOD

CAREER-CHANGER

33%

30%

23%

11%

3%

ACT

0.43m

(1.8%)

1975

5x

avg. full-time annual income

1995

6x

TODAY

10x

TWEEN

YOUNG ADULT

KIPPERS

ADULTHOOD

DOWNAGER

76% | 56%

WORKFORCE of 2025

Meme of the year

Word of the year

Photo-

bombing

Gangnam

Style

Harlem

Shake

Icebucket

Challenge

Planking

Today: 23.7 million

NSW

1.5%

World Today: 1.1%

Couple & kids

Couple only

Lone person

Single parent

Group living

Detached

house

Unit or

apartment

Terrace or

townhouse

BB 13%

X 29%

Y 31%

Z 27%

TAS

0.52m

(2.2%)

App

Cloud

Hashtag

Selfie

Slacktivism

Births: 310,600

Natural increase: 164,400

Deaths: 146,200

Mortgage

Fully own

Renting

9.1 million (2.6 people/household)

SA

0.9%

HOUSEHOLD WEALTH BY QUINTILE

252

27

Arrivals: 511,600

Net overseas migration: 241,000

Departures: 270,600

12

1,000,000,000

Facebook opens

to the public

45

3D printers

Facebook: 1 billion

active users

36%

8yrs

33%

18yrs

31%

1.8yrs

Instagram

Google.com domain

registered

$32k

$17,992

$192k

$30,212

$438k

$41,184

$767k

$54,964

$2.2m

$94,328

Whatsapp

USB flash drives

HOME OWNERSHIP

Dropbox

TAS: 0.2%

Wikipedia

iPad

Twitter

Nokia 3310

Portable MP3 players

GoPro

Google glass

iPhone

Siri

avg. length tenure

income (ex tax)

2000

2010

1996

1997

1998

1999

2001

2002

2003

2004

2005

2006

2007

2008

2009

2011

2012

2013

2014

2015

*Future forecasts, ^Life expectancy of Gen Alpha at birth

Source: ABS, McCrindle | © McCrindle 2015

www.mccrindle.com.au • www.generationz.com.au

Powered by researchvisualisation.com

© McCrindle 2015 | Source: ABS, McCrindle

POPULATION MAP &

GENERATIONAL PROFILE

AUSTRALIA

STREET

GEN Z &

GEN ALPHA

Visit mccrindle.com.au/research-resources to view these resources

as well as our other infographics, videos, reports and summaries.

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