Future Forum Breakfast #2: Engaging with the global consumers [Event Snapshot]

Friday, August 24, 2012

Our Future Forum Breakfast Series #2 was a success this morning, as we heard from Mark McCrindle and Adam Penberthy, with a cup of fine tea in one hand and a selection of breakfast canapés in the other.

Mark McCrindle spoke about understanding the influences and trends which shape how we communicate and effectively engage 21st century consumers. 

One of the areas discussed was the growth and change in global connectivity and communications. Operator-assisted calls, telegrams, IDD calls, pagers and fax machines characterised communication for the Builders and Boomers. For Gen Xers, communication was done through other modes such as mobile phones (who can forget the Nokia brick phones), Hotmail, Netscape Navigator, backpacking etc. Moving along to the younger Gen Ys, communication has been executed through SMS text messaging, cheap and easy flights for students, collaborative information in Wikipedia and e-readers.

In more recent times, we've seen a wealth of emerging social media trends with the popular Facebook, Twitter and YouTube. Sharing all things once deemed private, such as personal preferences, grievances and obsessions - platforms which allow a broadcasting of the individual to their peers and greater public, have been gaining momentum. These include sharing pages, pics and interests on Pinterest, to complaining about a hair in burger on Eatability, to checking in at Club "ihopethismakesmelookpopular" with 15 tagged friends. Peer-driven validation has always been a shared trait, and the emergent trends in communication have capitalised on this.

That was just one of the various topics discussed this morning. If you are interested in looking at Mark McCrindle's presentation slides, please download them here.

Our final Future Forum breakfast event of the year "Achieving cut-through: Communication tactics for message-saturated times" will be held on Friday the 2nd of November. Tickets are $79 each or $59 for 3+. Click here to register!

We hope to see you there!

The McCrindle Team.

A World of Generations [INFOGRAPHIC]

Thursday, August 23, 2012

The average age of national populations varies from 15 in some developing countries to over 45 in some "old world" countries. Similarly the average age across the world's continents varies significantly. From Baby Boomer Europe to Gen Xer USA, from Gen Y South America to Gen Z Africa: welcome to our multi-generational world.

Click here to download the PDF.
Click here for the image in a higher resolution.

A world of generations - Global median ages map | McCrindle Research Resource

Source: McCrindle Research, CIA World Factbook 2009

Generations Defined: 50 years of change over 5 generations [RESOURCE]

Wednesday, August 22, 2012

McCrindle Research resource - Generations Defined Sociologically

In just 50 years Australia has been transformed through the transitioning generations. From the Builders Generation who literally and metaphorically built this nation after the austerity years post-depression and World War 2, to the Baby Boomers who redefined the cultural landscape, to Generation X who ushered in new technologies and workstyles, and now to Generations Y and Z who in this 21st Century are redefining lifestages and lifestyles.

In one generation we’ve gone from colour TV to internet TV, from roller skates to rip sticks, from top-down leadership to user-generated content and from long-term savers to lifestyle debt.

If you want a full overview of 50 years of change across 5 generations then this 1-pager is for you.
Click here to download the PDF. Enjoy!

And if you want to get a more in-depth overview, join us for our Future Forum Breakfast, 7am this Friday at the QVB Tea Room in Sydney. FREECALL 1800 TRENDS (1800 873 637) to register now.

Connect with the global, digital, multi-generational, value conscious consumer

Monday, August 20, 2012

McCrindle Research presents the Future Forum Breakfast Series event, 21st Century Customers, engaging with the emerging global consumers this Friday at The Tea Room, QVB in Sydney.

Consumers today are not just regional or national, but global. It's no longer just about the Boomer or Generation X customer, but now also about Generations Y and Z. It's not just about the traditional aspirational consumer but the value-conscious, price comparing shopper. It's not just about the conventional store fronts but now also about connecting digitally with the online consumer, who are focused on value, are connecting globally, are influenced by new brands and who are harder to track and connect with than ever before.

Australia's digital communications expert Adam Penberthy will be joining us and will be talking about connecting with the younger generations, and Social Researcher Mark McCrindle will be speaking about demographic, social and household budget changes and connecting with the emerging market segments. Don't miss out on this highly practical event!

Call us to register now: FREECALL 1800 TRENDS (1800 873 637) or register online here: http://mccrindle.cart.net.au/store/mccrindle-events/ 

Boomerang Kids - The trend of adult children living in their parents' home [MEDIA]

Wednesday, August 15, 2012

Aussie Baby Boomer parents are experiencing a growing trend where their adult children are staying at home. In a society where cost of living is increasing, the parents' home is often a fall-back option.

Mark McCrindle appeared on Today Tonight last night to shed some more light on this subject. For a generation with more lifestyle debts, travel more & spend more on technology, the savings that come from living at home is a good incentive!

Watch more clips on the McCrindle Research YouTube Channel.

Sport and the Redefined Australian Identity - Post by Mark McCrindle

Monday, August 13, 2012

Sport and the redefined Australian identity | Aussie sports supporter

Australia has not had the number one cricket team for several years. The Wallabies finished third at last year’s Rugby World Cup. At Wimbledon this year, Australia had its worst result since 1938 and at the London Olympics, Australia ranked 10th- our worst result for twenty years. Yet while there are questions being asked, there is no national soul searching, no sense of mass mourning, and not even much visceral disappointment. All of which begs the question: why?

Australia has matured, changed, and with this Australians have developed a broader perspective and a more global outlook. There is a new self-assuredness of our place globally and a strong national identity defined beyond sporting success and the old ocker clichés. Gone is the tyranny of distance, and the insecurity of being “down under”, and in its place an awareness that Australia is home to some global cities, and being on the rim of Asia, we are close to the new epicentre of the world. Any sense of our small stature amongst mega-nations has been replaced by a confident posture of being a regional influencer, a cultural exporter and a global player. Its neither plucky overconfidence, nor nationalistic pride- but rather a grounded confidence.

There is a depth to our identity in the 21st Century. The iconic language and Australiana is retained and reinterpreted with a new sophistication, and without the cringe. Certainly the old affections run deep but with these, an acceptance of Australia as a cultural hub, a fashion destination, a global influencer, a thought leader, a business innovator, and a quick technology adopter. The “snags and beer”, “sheilas on the beach” Australia has seamlessly been transformed into an urban and urbane, cafe-cultured, cosmopolitan society of both sophistication and complexity. Somehow we’ve shaken off our adolescence and are free of any self-consciousness.

Only a people comfortable in their own skin can embrace both meat pies and foccacias. It’s not club footy or arts festivals but both. There is both a love for this sunburnt country with all its iconic landmarks, yet also pride in the medical innovations, cultural achievements and business success. There’s an understated confidence that welcomes the world to this unique landscape, yet has the posture to profile a culture of creativity rather than just the latest sporting victory.

Cultural diversity has come of age in Australia. You can tell because there is little self consciousness and even less tokenism expressed. Rather, the cultural mix is in our national DNA, it’s part of our lifestyle- it’s who we are. The fact that more than 1 in 4 of us weren’t born here seems unremarkable- as though it has always been thus. From the inner urban to the outer suburban is the richness of modern Australia that has been forged through the input of so many cultures.

The new attitude has influenced our old lexicon. “No worries” doesn’t mean “we don’t care” but rather “we’ll sort it out”. The land of the long-weekend has become a nation committed to hard work without compromising lifestyle. We’re care-free and laid-back perhaps, but professional, with high standards and big expectations. So the lucky country armed with a can-do attitude has become self-made yet it has kept its community spirit. We value independence but in a community-minded way. Helping out your mate and your neighbour alike still shines strongly in the Australian psyche.

From being recognised on the arena of sport to being noticed on the world stage of science, arts and technology, Australia has come of age- and no one noticed. The talented kid with the ball found meaning in a broad array of pursuits, and made a name for himself. And what’s more he’s still got great talent with the ball as well.

Australia's Generation Ys are Big Spenders | Mark McCrindle on Today Tonight [MEDIA]

Wednesday, August 08, 2012

Australia's younger generations tend towards a lifestyle of spending rather than saving. Mark McCrindle was on Today Tonight this Monday with a social commentary on one of the possible causes of this trend.

Want more videos? Check out our YouTube Channel.

21st Century Customers - engaging with the global consumers [EVENT]

Monday, August 06, 2012

Future Forum Breakfast Series

McCrindle Research are presenting the second of three Future Forum Breakfast events for 2012 in just a few weeks. Mark McCrindle and Adam Penberthy will be sharing at the event. Watch the video below for what else to expect!

Visit the Future Forum website for more information.
Register yourself or your team for this event.
FREECALL 1800 TRENDS (1800 873 637) to register over the phone :)

Australia and sports: are we at our best?

Thursday, August 02, 2012

Olympic ringsAustralians are learning to be patient for medals at the London Olympics. While the Australian Olympic team has always given their all, the expectations of many Australians are perhaps unrealistic high. The majority of Australians (52%) expect that we will rank 5th or better on the medal tally. While we have achieved 5th position at the last two Olympics, the global competition continues to rise and it is unlikely that the expectations of many will be realised. The 15% of Australians who think we will end up in 10th position or worse by the end of the Olympics have perhaps sensed the changes on the Olympic sporting stage.

Interestingly, 4 in 5 Australians believe that children's sport today in its focus on participation and having fun has lost the value of competition and improving on results...

Continue reading the findings and statistics of this research here: Olympics and Sports  

Australians' thoughts on where Australia will end up ranking on the medal tally at the London Olympics

How is Australia performing overall in sports & achievements?

Download the Research Summary here: Olympics and Sports

Other links / articles:

B&T: Aussies' high Olympic hopes
SMH: The crowd went mild: Sydney snubs live Games sites

The Sandwich Generation: Aussie Baby Boomers have become our nation's carers - financially, practically, and emotionally

Thursday, August 02, 2012

From the Sandwich Generation to the Boomerang Kids, McCrindle Research have been busy identifying and labelling some emerging social trends. The Baby Boomers have been given many labels in their lives, buy as they move through mid-life, many have become sandwiched between their stay-at-home adult children and their ageing parents. Even for Boomers whose children, grandchildren or elderly parents are living separately from them, they're not necessarily independent from them. Australia's Boomers have become our nation's carers - financially, practically, and emotionally.

Read more about The Sandwich Generation in this SMH article.

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