Scouts Australia Project in Review

Tuesday, June 09, 2015

Organisations must respond to the times to remain relevant amidst significant demographic shifts, cultural change, and generational transitions.

Scouts Australia is the nation’s largest youth organisation with a membership of 52,000 youth members. The not-for-profit recently commissioned McCrindle to guide the direction of a major Youth Program Review (YPR) through a three-phase project, helping Scouts to engage with the needs and desires of Australian families, their perceptions of Scouting, and what families are looking for in a contemporary youth organisation.

Engaging Stakeholders for Strategic Organisational Change


Through conducting nation-wide research, Scouts Australia sought to determine future directions and develop a detailed understanding of the wider community to:

  • Ensure the values of Scouts Australia engage with those of 21st Century Australia
  • Create a program that meets the needs of their appropriate youth target market


As part of the research, a number of methodologies and tools were utilised:

  • Awareness and Perception Brand Testing: Testing the perceptions, attitudes, awareness of Australians and Scouting families towards Scouting.
  • Competitor Analysis: Defining how the Scouts Australia brand is perceived in comparison to other Australian youth development, extracurricular, and sport organisations.
  • Segmentation Analysis: Comparing Scouts families with Australian families nationally and differences in their values for Australian youth.
  • Demographic Forecasting & Trends Analysis: Understanding the factors that shape and influence Generation Z from a demographic and social trends perspective.


Phase 1 provided qualitative insights through a series of focus groups with current and former Scouts members and Scouting parents, testing Scouting’s current landscape and the changes needed in the program, thus setting the foundation for the Phase 2 and Phase 3 research.

Phase 2 sought to define the needs and desires of Australian families for a national youth program through a comprehensive national study of 1,078 Australian parents with children aged 6 to 18, asking parents about their values and what a youth program should look like for a 21st century Australia. These results were compared to the perspectives of 1,858 Scouts parents.

Phase 3 featured a demographic and social trends scoping study on Generation Z and Generation Alpha incorporating McCrindle data, Australian Bureau of Statistics data, and trend analysis from McCrindle’s generational experts.

The McCrindle team visualised and presented the results of all three phases at national and state executive meetings throughout 2014 to engage key stakeholders with the strategic changes required to shape the new Scouts program.


The Scouts Australia YPR team is using the research as a key engagement piece with Scouts members and their families. The results have led to significant discussions among members and decision-makers on what it could look like to provide a highly sought after youth program for 21st century Gen Zs.

“One chief commissioner suggested this is the best research we have ever completed. Your work has assisted in giving credibility to the YPR and strengthening the belief of others for the need to have the YPR.” – Scouts


In 2015, McCrindle is conducting a sector-wides study for Australian not-for-profit organisations and charities entitled the Australian Community Trends Report. Organisations are invited to participate and sign up by 30 June, 2015.


At McCrindle we are engaged by some of the leading brands and most effective organisations across Australia and internationally to help them understand the ever-changing external environment in which they operate and to assist them in identifying and responding to the key trends. See our Research Pack for more information on our services.

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


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