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


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