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Changing Times,
      Changing Trends:
5 Social & Demographic Trends
    Redefining Australia Today.


                      Mark McCrindle
                        Social Analyst
                 www.mccrindle.com.au
Trend #1
Changing Population
McCrindle Research 5 Social and Demographic Trends Redefining Australia
1972
2012
2052
Redefined Households

2011


2014


Fastest
Growing
Trend #2
Transitioning Generations
McCrindle Research 5 Social and Demographic Trends Redefining Australia
Builders Generation
Aged 67+




Builders

4% workforce
0% in 2020
Baby Boomers
Aged 48-66


Boomers
2 in 5 of workforce
1 in 5 in 2020
Generation X
Aged 33-47




   Gen X
   2 in 5 of workforce
   2 in 5 in 2020
Generation Y
Aged 18-32




 Gen Y
 1 in 5 workforce
 2 in 5 in 2020
Generation Z
Aged 17 & under




 Gen Z
 0% of workforce
 1 in 10 in 2020
Trend #3
New Consumer Influences
Tradition
Reputation
Sit & Listen
Long-term needs
Content
Authority
Tradition         Innovation
Reputation
Sit & Listen
Long-term needs
Content
Authority
iPhone   iPad   GPS
Tradition         Innovation
Reputation        Recommendation
Sit & Listen
Long-term needs
Content
Authority
McCrindle Research 5 Social and Demographic Trends Redefining Australia
Tradition         Innovation
Reputation        Recommendation
Sit & Listen      Try & See
Long-term needs
Content
Authority
McCrindle Research 5 Social and Demographic Trends Redefining Australia
Tradition         Innovation
Reputation        Recommendation
Sit & Listen      Try & See
Long-term needs   Short-term wants
Content
Authority
McCrindle Research 5 Social and Demographic Trends Redefining Australia
Tradition         Innovation
Reputation        Recommendation
Sit & Listen      Try & See
Long-term needs   Short-term wants
Content           Process
Authority
McCrindle Research 5 Social and Demographic Trends Redefining Australia
Tradition         Innovation
Reputation        Recommendation
Sit & Listen      Try & See
Long-term needs   Short-term wants
Content           Process
Authority         Authenticity
McCrindle Research 5 Social and Demographic Trends Redefining Australia
Trend #4
New Team Expectations
Changing workforce
Today:        1 retiree : 5 workers


2050:         1 retiree : 2.7 workers



2010: Total population increase:        370,000
       Working age population increase: 170,000
Maslow’s hierarchy today:


                   SELF ACTUALISATION


      SELF ESTEEM

         SOCIAL


       SECURITY

        SURVIVAL
Effective Influence – getting the mix right




Positional                     Relational
                      Transformational
Top 5 (Gen Y) Attraction/Retention factors:

1.   Work/Life Balance (Flexibility)
2.   Workplace Culture (Community)
3.   Management Style (Accessibility)
4.   Job Content       (Variety)
5.   Training          (Employability)
Trend #5
Effective Engagement
McCrindle Research 5 Social and Demographic Trends Redefining Australia
McCrindle Research 5 Social and Demographic Trends Redefining Australia
McCrindle Research 5 Social and Demographic Trends Redefining Australia
McCrindle Research 5 Social and Demographic Trends Redefining Australia
McCrindle Research 5 Social and Demographic Trends Redefining Australia
www.mccrindle.com.au




                           Cognitive-emotive engagement


               +
                               SEEKERS      EMBRACERS


            EMOTIVE



                               HECKLERS     AGREE-ERS

                       -
                           -         COGNITIVE     +
www.mccrindle.com.au | info@mccrindle.com.au

            FREECALL 1800 TRENDS
                (1800 873 637)

               Mark McCrindle:
            mark@mccrindle.com.au

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McCrindle Research 5 Social and Demographic Trends Redefining Australia