Consumer trends wheel

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The McCrindle Research Consumer Trends Wheel is our proprietary device for assessing the impact of 6 key areas on existing or prospective consumers. Demographical, social, generational, financial, technological and attitudinal factors are analysed in this consumer trends scan process. Here is a general example with some of the key impacts transforming today's global consumers. For individualised or targetted consumer trends analysis, do get in contact.

Consumer trends wheel

Consumer trends wheel

Consumer trends wheel

Consumer trends wheel

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In less than a decade, social media, cloud computing, wireless devices, smartphones, apps and tweets and video-based content have transformed society. If it seems like the times are changing faster than ever, that's because they are! At the crossroads of these changes, where the technology, and the community, and the young generation of early technology adopters intersect are schools and teachers. Therefore understanding these trends and their impacts on teaching and learning is critical for today's educators. Here is a snapshot of the latest research on these changes by Mark McCrindle and McCrindle Research as presented at MYSA 2013.

Middle Years Schools Association Conference Mark McCrindle 23 May 2013

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Gen Zeds are the most formally educated generation in Australian history – not only have they started their schooling younger, they are also projected to stay in it for longer. Whilst 1 in 10 of the Builders generation have a university degree, 1 in 5 Baby Boomers, 1 in 4 Generation Xers and 1 in 3 Gen Ys, it is projected that 1 in 2 Gen Zeds will be university educated. With the increased focus on formal education and the increased time spent behind screens and on digital devices, it is unsurprising that they live largely indoors; after all, their parents place priority on homework, coaching and extra-curricular activities over a carefree childhood. These sedentary lifestyles are having an impact on our Gen Zeds – based on the current trends, it is projected that in 2027, when all Gen Z have reached adulthood, 77.9% of males and 61.2% of females will be overweight or obese. However when it comes to getting outdoors and getting active, Gen Zeds have their favourite sports – with Gen Z males top sports being soccer (17%), AFL (15%) and Basketball (10%), and for Gen Z females, their top sports are netball (21%), dance (15%) followed by swimming (9%). The Zeds are up-ageing because they are growing up faster. In less than a century, the onset of puberty in girls has gone from 14.6 years (1920) to 10.5 years today, with the trend similar for boys, with puberty on setting before the age of 12. They are also in education earlier and are exposed to marketing younger. Despite the environmentally conscientious times, the Zeds are the most marketed-to children of all time and the biggest consumers of any generation of children. This Internet-savvy, technologically literate generation has been shaped to multitask. They move quickly from one task to another, often placing more value on speed than accuracy. They have only known a wireless, hyperlinked, user-generated world where they are only ever a few clicks away from any piece of knowledge. The world is an open book to Gen Z. Over the lifetime of a Gen Zed, technology has transformed our society. When the oldest Gen Zeds were 2 years of age in 1997, Google.com was registered as a domain, and when they turned 5, USB flash drives and Nokia 3310 mobile phones were on the market. Here’s a summary technology timeline in the life of a Gen Z: TECHNOLOGY TIMELINE 1995 TO 2014 1997: Google.com is registered as a domain 1998: Portable MP3 players enter the market 2000: USB flash drives become available, Nokia 3310 launched 2001: Wikipedia is launched 2003: MySpace is launched 2005: YouTube is launched 2006: Facebook opens to the public 2006: Twitter is launched 2007: Dropbox founded 2007: First iPhone released 2009: Whatsapp founded 2010: iPad is launched 2010: Instagram launched 2012: Facebook has 1 billion active users 2014: Google Glass launched

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The launch of the iPad in 2010 coincided with the beginning of our current generation of children, Generation Alpha – and there are now 2.5 million Gen Alphas being born around the globe each week. They were born into a world of iPhones (in fact the word of the year in 2010 when they were first born was “app”), YouTube (there are now 100 hours of YouTube videos uploaded every minute, and in this environment they are more influenced by the visual and the video than the written and the verbal), and Instagram (where life is photographed and shared instantly and globally). It’s a world where for the first time in history the average age of first marriage (29.7) is older than the average age of first birth (27.7) across OECD countries. It’s a world of Screenagers where not only do they multi-screen and multi-task, but where glass has become the new medium for content dissemination and unlike the medium of paper, it is a kinaesthetic, visual, interactive, connective and portable format. It’s truly the millennial generation, born and shaped fully in the 21st century, and the first generation that in record numbers will see in the 22nd century as well. And that’s why we’ve called them Generation Alpha. And so, after Generations X, Y and Z, it’s not a return to the beginning but the start of a whole new nomenclature for an entirely new generation, in this new millennium. See our latest infographic on Gen Z and Gen Alpha below. To find out more about these Generations, order your copy of Mark McCrindle's newly updated book, the ABC of XYZ.

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To attract and retain Gen Y in this high-turnover era we must meet their top 5 workplace needs. This comes straight from our research of Australian Gen Y workers and in order of importance they look for: 1. Work/Life Balance: For Generation Y their job matters however it is not their life – but rather it provides funds that fuel their life. In addition to their job they may also be juggling study, friends, family, sport, other work and community involvements. So when it comes to their work schedule and overtime think: flexibility. Remember: if there’s a clash in the work-life balance, life wins! 2. Workplace Culture: This has to do with the relationships with others at work. For Generation Y social connection with peers is one of the top retention factors. Not all of them have support from home so they are looking for a place to belong. Remember: they want community, not a workplace. Friends not just colleagues. 3. Varied Job Role: Gen Y like change - it’s all they’ve ever known. So offer variety in their job description and combine it with responsibility and promotions where possible. Remember: Many quit jobs not because there is a compelling reason to leave, but because there is no compelling reason to stay. 4. Management Style: The ideal supervisor is one who values communication not just authority. One who leads by example and involvement and not just by command and control. Gen Y’s are just beginning their careers so offer support, mentoring, positive feedback and public recognition. As John Maxwell says “If you’re leading, and no one’s following – then you’re just out for a walk”. 5. Training: Generation Y know that in the 21st Century it is essential to keep their skills up to date. In fact 90% of Generation Y’s who receive regular training from their employer are motivated to stay with their employer. So today training is more than a tool for productivity – it is a tool for retention.

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We’re proud to launch today, The Healthy Futures Report, commissioned by the Pharmacy Guild of Australia and data visualisation by the McCrindle team. On Friday Mark McCrindle was delighted to present a summary of the results at the Australian Pharmacy Professional National Conference. The research showed that Australians place a high level of trust in their health professionals, with GPs and pharmacists topping the ‘most trusted’ list. In this era of Dr Google, the internet is now the third most trusted source of medical information, but in an era of information overload medical products information and medicine brochures are not highly accessed as trusted sources (just 17%). While Australians are comfortable with their medical records being checked on an eHealth platform (46% have already registered or are very comfortable), with 55% of Australians happy for their full health records to be uploaded, there is still some work to be done to engage with the other half of health consumers.

Pharmacy Guild presentation part 1 Mark McCrindle

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The University model faces the biggest challenges in the 1000 year history of the institution. A broad based teaching & research institution with a large asset base and large in-house back office will prove in most cases unviable in 10-15 years: Ernst & Young, University of the Future Report 2013. This analysis looks at the 5 drivers of change as identified in the report: 1. Democratisation of knowledge & access 2. Contestability of markets & funding 3. Digital technologies 4. Global mobility 5. Integration with industry More details and resources are available from McCrindle Research at www.mccrindle.com.au

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While all the generations use social media, new technologies and mobile devices, the age at which we are first exposed to the technologies determines how embedded they become in our lifestyles. That is why Baby Boomers and Gen Xers are Digital Transactors, using the new technology tools efficiently, structurally and productively. However Generations Y and Z are more likely Digital Integrators, seamlessly integrating the technology into their communications, behaviours and world. This quick quiz will test which of these digital types you are. See how you go in this A-Z activity with the goal to identify each of these digital platform logos just by looking at the first letter of them. Check your score at the end and see which generation you best fit!

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NFP Insights 2024: Empowering Impact

NFP Insights 2024: Empowering Impact

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Australia has long been blessed with stable governments, high-functioning democracy and the rule of law. However, what actively enables the flourishing of our society, as reflected in this Future Donor report, is not just government and its agencies, or even our local communities but the for purpose sector. While the retail sector facilitates vitally needed communities of interaction, and our diverse local suburbs for many are communities of belonging, it is the charities and non-profits that build communities of purpose. These for-purpose organisations are defined by three factors which distinguish them from business, retail or local communities: they are problem focussed, outward orientated and action driven. This is why Australians, even in this era of declining trust in institutions, continue to hold charities in high regard. As this report reveals, the proportion of Australians who highly trust charities and not for profits is 50% higher than the best performing government category (local councils) and twice that of large corporations. Charities should be further encouraged by the findings that even amidst rising costs of living, most Australians have financially supported this sector in the past year, and of those who have given financially, more than half (55%) have the same if not more ability to give, and almost two thirds (64%) have the same if not increased willingness to give. This report looks to the future by analysing the emerging generations and it reveals motivated young donors who will respond to global issues not just local ones, with a focus on solving root causes rather than just meeting immediate needs, who want to be active advocates not just passive givers and who can be engaged digitally, and through that means, engage others. It is our hope that this report further equips the for-purpose sector to shape thriving communities, effectively engage and involve the next generation, and positively impact the future.

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Coined in the 1980’s, the VUCA acronym has been an apt summary of recent decades (Volatility, Uncertainty, Complexity and Ambiguity). In 2018 at the World Economic Forum, the Prime Minister of Canada highlighted the increasing acceleration of the trends with his statement: “The pace of change has never been this fast, yet it will never be this slow again”. Yet all of this was before the global COVID-19 pandemic further disrupted and transformed our times. In such times, analysis of the trends and regular scans of the horizon is essential to thrive amidst the transformations. The primary characteristic of a leader, which enables the important strengths of vision and decisiveness, is foresight. The reason they can lead is that, having understood the trends, they are able to see things not just as they are, but as they will be. At McCrindle we exist to empower human flourishing by equipping leaders with research-based insight. Indeed the leader with the honed characteristic of foresight, and equipped with evidence-based insight is able to do more than just see the future, they take up the great responsibility to shape it. We trust this report will help you understand the times, prepare you for the emerging megatrends, and equip you to lead and grow your team, community and organisation with both humility and confidence.

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Strategic insights-report-2021-australia-towards-2031

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The not-for profit sector and the charities, social enterprises and community organisations across this nation provide much of the social infrastructure that builds the capacity of communities Australia wide. Their value to this nation is demonstrated by the almost $143 billion given in the last year, most of it by the community rather than government. The esteem of this sector is demonstrated by the size of the charity workforce, which employs one in every ten Australian workers. While the sector is viewed in a positive light and five in six Australians give to charities, these are uncertain times and Australia is changing rapidly. Demographic shifts, social changes and constant technological advancement are transforming Australian communities. How and where Australians live, and how they allocate their time and money is shifting

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Australian Communities 2019 infographic

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Future of Education 2018 infographic

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Generational insights to maximise engagement_Presentation slides.pdf

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