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


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