Aussie Pride: What Australians love about their country

Friday, January 25, 2013

Click here to download the Research Summary

Dick Smith: Australia’s favourite brand

In an unprompted question, Australians have overwhelmingly chosen Dick Smith, followed by Vegemite, as their favourite Australian brand. Bonds, Qantas and Holden were also popular.

Australia and its symbols

When asked about their level of pride in Australia, 39% of Australians said they were very proud and that hadn’t changed, 31% said they were proud and getting prouder, and 23% indicated that while proud, they were less proud than they used to be.

The Australian flag has the nation’s vote for being the image or symbol about which we are most proud. 95% of Australians take pride in the national flag, which is enjoying increasing popularity, with half (50%) saying that they are extremely proud.

Almost 7 in 10 Australians (68%) are proud of the Aboriginal flag, with the Eureka flag eliciting the mixed response with 1 in 10 (10%) being extremely proud while 1 in 3 (35%) are uncomfortable with its use.

“While Australians have always been understated in their patriotic expressions, the overwhelming majority are very proud of this nation, and the sense of pride is either growing, or at least unchanged for most” said social researcher Mark McCrindle. “The connection with the Australian flag is also notable- the highest response to it is “extremely proud” and it is the most embraced Australian symbol.”

The unique Aussie language

Australians still like traditional spelling, with almost 3 in 4 (73%) saying they do not like Americanised spelling being used in our language today, such as replacing “s” with “z” (as in “organize”) and condensing “colour” to “color”.

Australians also take great pride in many ‘Australian’ phrases. 9 in 10 Australians are positive about the phrases ‘down under’ (93%), ‘no worries’ (93%), ‘true blue’ (89%) and ‘g’day mate’ (88%). Nearly 3 in 4 Australians (74%) are positive about ‘dinki di’.

Stral-ya, Aust-ral-ya or Aust-ral-ee-a?

When it comes to pronunciation, more than half of Australians (51%) pronounce “Australia” using four syllables: Aust-ral-ee-a. Over 2 in 4 (44%) use three syllables (Aust-ral-ya) while just 4% go for the double-syllable “Stral-ya”.

“The unique Australian language is in many ways emblematic of the local culture and values. It is dressed down, relaxed and welcoming. From shortening names as a sign of affection and familiarity (from Tassie and Parra to Maccas and Woolies), to the shift to the unpretentious (it’s snags and veggies not sausages and vegetables, sunnies and cozzies not sunglasses and swimming costumes), Aussie English has a warmth like none other” Mark McCrindle commented.

Such a great place to live!

Australians think that the lifestyle, climate and landscape, and way of life are what make Australia such a great place to live. It was clear that the warm climate, wide open spaces and laid back, friendly people work together to set Australia apart from the rest of the world.

Smell, sound, sight: Kookaburras, eucalyptus, Uluru & Sydney Harbour

The natural environment holds the sound and smell of Australia. Kookaburras, followed by breaking waves, are the most commonly used sounds to summarise Australia, while eucalyptus was the smell Australians most associated with their country.

Both natural and built environments come to the Australian mind in association with Australia, with Uluru and the Sydney Harbour Bridge and Opera House being the most commonly named landmarks in an unprompted question.

“ Australia is a very urbanised nation, with two in three of the population living in capital cities, yet the aesthetic and perceptions that define Australia are still of the bush and the outback. The iconic sound of the kookaburra, the smell of eucalyptus leaves, and the sights of Uluru and the red centre still most popularly define Australia” continued Mark McCrindle.


A majority of Australians (57%) now use the term ‘un-Australian’, showing it to have well and truly established itself into popular usage. This research shows the term to be associated with a lack of fairness, respect and looking out for your mates; Americanised linguistic changes (such as biscuits becoming cookies, footpaths becoming sidewalks and maths becoming math); snobbery; and Australian souvenirs made overseas.

No place like home

The overwhelming majority of Australians, 8 in 10 (83%), say there is no other country they would prefer to live in. Of the 17% who would prefer to live elsewhere, New Zealand and then Canada topped the list of preferred countries of residence.

Global perceptions

86% of Australians believe that their nation is viewed positively by the rest of the world, and 2 in 5 (41%) believe this global perception is extremely positive. Just 3% believe Australia to be viewed somewhat negatively overseas, and 0% believe Australia to be viewed very negatively.

Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare

Last 150 Articles


income researcher research on coffee Australia street holiday Financial Planning Week the great screenage dreams gender hobart Northern beaches Event donation community engagement Adelaide social crime professional speaker mobile anzac generation Z events "know the times" Channel Seven #censusfail global generations future of education poor learning styles James Ward online shopping internships REIV Conference relational capital city local communities father's day Tuesday Trends commute affordable Aussies Myth sector wide study ABS hills shire environment Real Estate not for profit research keynote speaker unaffordable motivate identity trends of 2017 Tasmania Deaths easy rider focus groups optus my business awards finance menai plans TDE rising house prices brands Generation Y mortgage publication census culture economic bureau career NEETs English social research mining boom money insight cancel plans teaching thrive survey design census results census fail politics christmas selfie Sydney keynote speaker qualitative research VET sector sydney event hunger screenage Engineering Manager the changing face of story Christmas season annual income Australian Home TEDx visual conference sustainable national wealth What is food insecurity? princess charlotte McCrindle Speakers future proof Wellington apartment brisbane changing face of sydney 2016 census home mover and shaker work marriage jobs of the future supply and demand innovative ageing society trends neutral bay toys intern click System's Architect demography proactive leadership school satisfaction 1968 home owner summer tertiary education outsourcing entrepreneurial social shifts hello fresh overcast urban living twentyseventeen Australian Trends New Zeland mccrindle tea housing market CPI future of work 2016 census results chairty baby boomers REIV National Conference winter hopes data analyst Financial Planning Association community parenting mythbusters employmee demographics daily commute ferry stats church greatness volunteers tattoos christianity investing builders long weekend energy visualisation 10 years royal influence ACT mccrindle research graphs Charlotte baby name employers financial independence workplace culture speaker the australian dream travelling Sydney transport social researchers storytelling typical australian happiness average aussie data population growth social life financial training royal baby royal language repayments financial future australian community trends report aged care NSW Love interactive Queensland micro conference presentation education sector sydneycity demographic trends infographic Australians lifestyle wages sunburnt country PSI baby names australia report property 2014 brand staying in university degree EFF eliane charity mentor economy WA aussie culture presentation group 2015 baby names report car SA gig research data relevant shopper's pick The Daily Edition environmental scanning educhat low density bondi engagement youth unemployment friends millenials emerging technologies study award winner volunteering data employment wage forecasting ACF2017 speakers Netflix communities Do It Yourself potts point rule keeper Valentine’s Day online religion in depth interviews australians staying home more newspaper students lalor park social commentator criminal house price baby name predictions the lucky country giving Bathburst balance residents forecast daily telegraph life deloitte socialising employmer ageing population purpose house price rise young people safe retirement data visualisation weekly earnings prince george Population Clock housing growth the hills teacher the average aussie cost of living school students demographic growth generations weather public speaking rise of local dream friendship impact social issues organisations 24,000,000 Aussie leadership workshop showreel easter media activity high density Scouts property price 2013 food insecurity Australia Day vegetarian kate middleton sports case study jobs educated rich crows nest technology nfp faux-cilise generational trends spend new york times social media buildings water work-life Australian Census ideas housing rental stress Research Executive sun wedding faux-cilising omnibus litter future Australian Communities Trends social change living consumerism Australian Dream eliane miles generation alpha slideshare breakfast global financial crisis socialites emerging trends speakers pack VIC market research Crime Rates australian communities trends report New Zealand Australian demographics wealth and income education future report bus DESTEL australian real estate tips NBRS Architecture seasons tuesday population tv product workforce social commentary Christmas presents goal australia business performance affordability responsive society dreaming 2016 Sydney Hills Business Chamber ACF17 fears waverton FOMO CBD live the dream Northern Beaches research visualisation australian social research Australia Day 2017 media release wealth world national private wealth global Geoff Brailey Jura Coffee states tableau future-proof perth HSC ease of travel priorities non profit stay home sydney speaker Kirsten Brewer coffee blaxland going out ashley mckenzie Skilling SRE housing affordability Duchess of Cambridge office Christchurch names office opening suburbs Queensland: QLD experience hornsby business index Australian communities IT Specialists medicine manly equip cartodb trend urban mateship households tea dare to dream consumer earning not for profit 1994 debt teleworking authenticity know the times alpha grave decision leader research report baby TED talk coffee lovers entrepreneurs of today keynote education land of the middle class area forum mccrindle victoria future of shopping clothing moderators guide dessert social impact village etiquette wealth and income distribution follow Real Estate Institute of Victoria presentations pyrmont personalities faux-ciliser research services pharmacies education future marrickville communication Social Trend ethnography conferences owning a home baby names apartments TED entrepreneur growing population quote wealth distribution NFP event skills sentiments the hills shire TAS New South Wales small business research pack cancelling plans networking trend tuesday financial planning cash grandparents mother's day spirituality snapshot professional development suburban living FPA office space investor urban taskforce darwin royal family speajer ACF 2016 statistics Northern Territory SMART 1975 Channel 7 work mates young australians gen alpha 2012 analysis family casual JOMO media commentary faith 1980 housing trends student 40 million Jura Australia Wodonga women The ABC of XYZ food generation volunteering domestic Work place wolloomooloo optus brand experience Hornsby Shire Council micro apartments aged care puzzle middle class population milestone suburb local list 23 million professional organisational culture news innovation demographic transformations real trends marriages infographic wall cold Gen Y rain home ownership geomapping learning charities Assistant Store Manager cultural diveristy Tuesday Trend results average Australian travel divorce rate teach facts focus group 2017 hills emerging generations demographer fresh rent pharmacy McCridle sunny days cars recap donate house prices social researcher meals financial fears SMSF gig economy gen z food bank social lives year 7 entertainment care support Territory salary google financial dreams NBRS participants February 16 townhouses earnings Word Up in the media trades not-for-profit survey Royals learn divorce collaboration infographics communicate program group session professional presenters digital cost commuters post rationalism budget woolworths couple government GPO video child care norwest workplace sydney metro Canberra Financial Planning Association of Australia ACF sydneysiders census data millionth future proofing wealth inequality moreton bay increasing densification train Kiwi australian communities forum mccrindle in the media insights optimistic shopping media state megatrends children Australian Families Australian Bureau of Statistics university business Macquarie University South Australia personal growth Melbourne choice workers schools workshop schools students careers Gen X high school debate holidays Education Future Forum trends analyst Births mythbusting NT ACT Report VET public speaker city cooking earn sector logan learner define professional services culturally diverse education research customer marketing millennials Caregiver sector wide award monarchy cica Merry Christmas sydneysider communications local community population map christian social enquiry world youth day 2020 cultural diversity Andrew Duffin ultimo celebration resilience cancelling event curiosity Res Vis huffington post capital cities families healthy future shifts report youth Christmas lunch winter blues census 2016 house collaborative urban living index change property market baby name trends research community event ipswich Wagga Wagga conference speaker school parents offenders trends of 2016 Mark McCrindle World Water Day thought leadership men australian goals contiki renter of the future year 12 Australian schools household internship Australian Population Australian community trends sydney hills wellbeing staff renting challenge public holiday 24 million investment new office ashley fell baby boom high density living meetings teachers shopping centre futurist paying to work panel google for education average sydneysider social trends cloudy days vegemite Hills Shire Council Research Director engage January 26th Western Australia Vocational education Northern Beaches Christian School event belief high density apartments Generation X shbc DIY unemployment gold coast acf15 volunteer resource narcissism poker master national crime rates social analysis internet