The Top 5 Trends for 2017

Wednesday, January 11, 2017

Rise of Local

As our cities grow, Australians are adopting approaches we see in other mega cities where a local rather than a citywide identity emerges. Australia’s capitals are becoming cities of villages or regions where residents live, work and interact in a part of their city rather than the traditional commuter approach of suburb living but CBD working. The year ahead will see the rise of the walkable community, the ongoing gathering at the local shopping strip and the growth in local entertainment precincts rather than the city-centre destinations that used to dominate. As unit living increases along with population growth, Australians are looking to meet the timeless human needs of relational health and community connection in their geographical context. From knowing the local barista to supporting the local grocer, increased events in local parks, increased patronage at local clubs and venues and growth in volunteering to support community groups, 2017 will see the rise of local.

Growth of Lifestyle Cities

Last year Sydney hit the population milestone of 5 million and Melbourne is not only growing faster but it is seeing house price increases exceed that of Sydney. The size and associated costs of living in Australia’s global cities is bringing to the fore the benefits of Australia’s lifestyle cities. These are the regional cities that have the employment, shopping and housing options of the big cities but populations not in the millions but the more sustainable hundred thousand or so. In NSW, cities like Newcastle and Wollongong have reinvented themselves from the industrial cities of the 20th Century to be innovation hubs, university towns, and small business friendly 21st Century lifestyle cities. With property prices a third less than Sydney, it is little surprise that these cities are growing at twice the national population growth rate and are seeing recent house price growth exceed that of Sydney. Beyond these cities, regional centres like Wagga Wagga, Bathurst and Albury Wodonga are also growing faster than the national average. In Victoria the lifestyle cities include Geelong, Bendigo and Ballarat and are the state’s fastest growing regions while in Queensland the lifestyle cities include the very fast growing Gold Coast and the Sunshine Coast as well as the inland city of Toowoomba and in the West the cities of Bunbury and Busselton make the list.

DIY Everything

Australia has always had a strong can-do attitude and a weekend DIY project in a property-obsessed nation is part of the suburban life. However with tips and tutorials just a few clicks away, and a how-to YouTube video on everything, Australians are extending the DIY approach beyond just handyman skills. From DIY legal processes like property conveyancing, to arranging complex holidays once the domain of travel agents, to the increased consulting of “Dr Google”, Australians are doing their own research and planning in an effort to save money and solve their own problems. In an era where there is an app for everything from instrument tuning to wedding invitation designing, Australians feel more empowered through technology, more informed through online resources and more motivated to save money and so 2017 will see the ongoing rise of DIY everything.

The Gig-Economy

In the span of a generation, the proportion of Australians working on a part-time or casual basis has tripled from 1 in 10 to more than 3 in 10 today. However in the last year or so, online services like Uber, Airtasker, Freelancer and Deliveroo have ushered in the “gig-economy” and more of this generation will end up being freelancers, contractors or contingent workers than ever before. Recent research shows that a third of the national workforce currently participates in contingent work, and more than 3 in 4 employers believe that it will be the norm for people to pick up extra work through job related websites or apps. Technology and new employment options have made it possible, businesses looking to manage their staff costs and liabilities are driving it and Generations Y and Z who value variety, flexibility and opportunity over job security will make the gig economy mainstream in 2017.

Post rationalism

Last year the electorates of the UK and the US showed the political class not to take their votes for granted and that bombarding people with information and expert opinion will not in itself change minds. 2017 will see the continued rise of the post rational era where it is the heart- not just the head that influences customers, staff members and voters. The 2016 Word of the Year was “post-truth” showing that the power to influence is not in the data and statistics but in the story and social validation. Note that this is not an era of “irrationalism” in that society has more knowledge available and Australians are increasingly more formally educated- rather, it is an era where the rationale alone does not alone decide the matter. Those who can communicate with an emotional, visual and relational connection will do better than those who just have a rational connection.

Watch Mark's full interview on The Daily Edition here

Generation Y and Housing Affordability

Monday, October 24, 2016

As Australia’s leading social researchers, the senior research team at McCrindle are actively involved in media commentary. Last week our Principal, Mark McCrindle and Team Leader of Communications, Ashley McKenzie were featured in the media about Generation Y and their ability to access the housing market in Sydney.

Generation Y are today’s 22 – 36 year olds, and make up 22% of the Australian population (5.22 million). They also make up the largest cohort in the current workforce (34%). Gen Y’s are comprised of today’s parents, senior leaders, influencers, and increasingly wealth accumulators. With 1 in 3 being university educated (compared to 1 in 5 Baby Boomers), they have grown up in shifting times and are digital in nature, global in outlook and are living in accelerated demographic times.

While Generation Y are often accused of living a lavish lifestyle, which supposedly locks them out of the property market, it is important to remember that traditional expense categories such as food, transport, health and housing costs are higher for younger people today than that experienced by their parents at the same age. A generation ago the average house price was 5 times annual average earnings while today the average house price is 13 times the average annual full-time earnings.

Here is a quick snapshot of last week’s media coverage:

Housing Affordability Debate

"From the Baby Boomer perspective, they worked hard, they earned what they had but I can also see the Gen Y perspective. The reality is that it's a lot harder to buy a home, the costs have gone up. Gen Y do have to pay off the debt of their degree and there are new categories of spend; technology, internet and phone, costs that their parents didn’t have."  

Parental help becoming essential for young people trying to buy property

"Ms McKenzie, who works for social researcher Mark McCrindle, said borrowing from parents was becoming Sydney’s “new normal”. “Baby Boomers control about 50 per cent of the nation’s wealth so it makes sense young people look to their parents for help,” she said." 

For any media enquiries please email us at, or call our offices on +61 2 8824 3422. To arrange a media interview or if you are a journalist and would like to receive our media updates, please email

The New Australian Dream

Thursday, September 01, 2016

Owning your own four bedroom house on a decent block of land with a big backyard and outdoor swimming pool used to be the quintessential 'Great Australian Dream'. But with rising property prices and increased living costs, that dream is being redefined.

what is the Average Australian Profile?

The average full time annual income in Australia is $80,000, which is bumped up a bit because of high income earners. Even though we are living longer now than a generation ago, the average retirement age is little changed, at 61.5 years.

The cost of housing is up with average rent prices per week at $485/week and the average house price (capital city) is $765,730. In Melbourne it is well above this and in Sydney it is around $1 million. This is where the challenge is for Australians: 40 years ago the average house price was around 5 time’s average earnings and now you can see it is almost 10 times the average annual fulltime earnings.

Other than affordability, what else are Aussies looking for?

Lifestyle is key. People are opting to live in higher density areas for the sake of convenience and location- within close proximity to transport, restaurants – the café culture as it has been called. Our Urban Living Index shows a strong correlation between the most urban/densified suburbs and those with the highest liability ratings.

Australians are opting for a lifestyle of Minimalism - we are 'decluttering' our lives and putting more value on the intangibles like travel. Generation Y aren’t opting for a big home with garages to store all their stuff but more of a focus on the easy-livability of apartment living. Indeed many baby boomers are downsizing from their larger homes in the suburbs to this style of living too.

Renting, as opposed to buying, what some of the benefits?

The ability to change locations easily is well regarded – the average Australian renter stays just 1.8 years per home. Our research shows that 1 in 3 renters are actually 'choice renters' and they choose to rent for lifestyle reasons, not primarily for affordability reasons. These choice renters are twice more likely to be living in medium and high density housing than the average Australian and they are almost 10 years younger than the average Australian. The ability to upsize and downsize easily and the flexibility to travel for extended periods of time is a driver for them. ‘Rentvesting’ is also becoming a ‘thing’. This is where people choose to rent in an area they like, but buy somewhere more affordable and use this as an investment

Generation Y are struggling to attain the Great Australian Dream – are they going to be ok?

There is a challenge emerging of "generational inequity" as shown by this infographic:

Gen Y’s have the least wealth of the working generations and their proportion of Australia’s wealth is less than half their demographic share, while the Baby Boomers who are a quarter of the population, own more than half of Australia’s wealth. (More information on this topic can be found here)

This is why Gen Y is reinventing the Aussie Dream and while they do still like the idea of owning something of their own, it is not just the big home with the back yard in the suburbs. But many in this generation will be absolutely fine thanks to the massive intergenerational wealth transfer set to happen in the next 20 years as those aged over 65 transfer much of their total wealth of $2.5 trillion.

Growing number of Australians moving to New Zealand

Monday, August 15, 2016

They are calling it a slice of heaven on a budget, with a growing number of Australian families packing their bags for a better life in New Zealand.

For the first time in about a quarter of a century, we have more Australians headed to New Zealand than New Zealanders heading to Australia. We aren't talking about people as retirees or as young people, but in those middle years, those family years and those key employment years, they are the ones making the move across the Tasman and heading to New Zealand.

Most of them are ending up in the Kiwi Capitol, Wellington, where you get much more bang for your buck compared to the much more expensive Auckland.

IT Specialists are in hot demand in New Zealand, and dominate the highest paying jobs. A System’s Architect have a median salary of $125,000 per year. Although an Engineering Manager isn’t all that far behind at $105,000 per year. The lowest paying jobs see Caregivers average $32,000 per year, while an Assistant Store Manager brings in $35,000 per year.

Australians are making the move because of jobs, affordable housing and a better quality of life. For a country that for so long has been tagged as Australia’s little cousin, it appears New Zealand is all grown up.

Top Baby Names Revealed

Wednesday, May 25, 2016

Around 1 in 10 Australian babies last year were given one of the Top 10 baby names; a total of 28,640 out of the total Australian annual births of 298,200. There were 2,283 boys named Oliver and 1,737 girls named Charlotte last year.

Charlotte takes top spot after Olivia’s 3 year reign

Charlotte, with 1,737 occurrences is the top girl baby name in Australia for 2015, taking the top spot from Olivia which is now in 2nd place.

Olivia was the most popular girls’ name in 2014 but has now fallen behind by 67 occurrences.

Charlotte was the most popular baby girls’ name in almost every state while Olivia was top in VIC and WA.

Oliver most popular in the states but Jack more popular in the territories

Keeping the top spot from 2014 is Oliver, the top boy baby name in Australia for 2015 having overtaken Jack and William which were 1st in 2011 and 2012 respectively.

Oliver was the top boys’ name in all 6 states (NSW, VIC, QLD, SA, WA, TAS) while Jack was the top boy baby name in the Northern Territory.

There were 421 more instances of Oliver than William, an increase on the margin of 191 from 2014. In 2015, there were 2,283 boys named Oliver, 1,862 named William and 1,802 named Jack which is a decrease for both William and Jack on 2014.

Top 10 Girl's name trends and insights

Most of the top 10 girls’ names from 2014 have held on to a top 10 ranking in 2015 except for Ruby which has slipped out of the top 10 down to 13th place. In Ruby’s place, Grace has reached top 10 status. Charlotte, Amelia, Sophia and Chloe all improved on their 2014 ranking with Olivia, Mia, Emily, Sophie and Ruby being the ones which have dropped. Ava was the only name to retain the same ranking.

Top 10 Boy’s name trends and insights

Oliver remains to be the top boy baby name of 2015, holding this position strongly since 2014. 9 out of the top 10 boys’ names held onto their top 10 ranking with Alexander falling out of the top 10 to 15th place, with Lachlan (rank 10th) taking his spot. While none of top 4 names changed positions, Jackson dropped from 5th to 7th and Thomas, James and Ethan increased their rank within the top 10 names.

7 new boy’s and 9 new girls’ names enter the top 100

The names Spencer, Jesse, Arlo, Harley, Darcy, Jett and Lewis have entered the list for the boys’ at the expense of Bailey, Mitchell, David, Aaron, John, Phoenix and Anthony.

As for the girls; Aurora, Billie, Eve, Daisy, Aisha, Leah, Gabriella, Maryam and Maggie have entered the top 100 with; Lexi, Jade, Indie, Pippa, Amelie, Amber, Elise, Natalie and Lacey dropping out of the list.

George and Charlotte; A royal influence

The original category of celebrities – the royals – have not only captured the loyalty and affections of modern Australians but continue to significantly influence their choice in baby names.

The birth of the Royal Princess in May 2014 (Charlotte Elizabeth Diana) has also contributed to the royal baby name trend. Like George’s rank, which increased from 71st in 2012 to 36th in 2015, in 2015 we saw the name Charlotte gain 1st position, taking the top spot from Olivia in 2014.

Download Baby Names Australia 2016. 

Click here to download the full report.

Does Generation Y have it easier than the Baby Boomers?

Thursday, April 14, 2016

Generation Y are today’s 22 – 36 year olds, and make up 22% of the Australian population (5.22 million). They also make up the largest cohort in the workforce (34%). Gen Y’s are comprised of today’s parents, senior leaders, influencers, and increasingly wealth accumulators. With 1 in 3 being university educated (compared to 1 in 5 Baby Boomers), they have grown up in shifting times and are digital in nature, global in outlook and are living in accelerated demographic times.

Our Research Director, Eliane Miles, chats to Tony Delroy from ABC Nightlife about the future of Generation Y and whether we need to stop giving Gen Y a hard time.

Eliane, can you compare the wealth of the baby boomers at 25, to Gen Y at the same age – what story do the figures tell?

Well earnings have certainly increased, with average annual full-time salary in 1984 at $19,000 compared to $80,000 today. However houses were also cheaper, with the average price of a residential property costing just $64,000 compared to more than 10 times that across the nation today. In 1975, the median house price was just 5 times the average full-time earnings, but in 1996 this increased to 6 times and today it currently sits at 13 times! Property was cheap, and while it was more difficult to borrow, Baby Boomers were raised with a saving mindset so made the most of their hard work.

There has been a stereotype of Generation Y being demanding in the workplace, not being prepared to put in the hard yards at the bottom of the rung, of not holding loyalty towards employers – to what extent do you think any of those stereotypes ring true?

These stereotypes are the same stereotypes that were made 15 years ago towards Gen X. That somehow the economic mishaps of Gen Y are their own moral failure (lazy, expect too much, spend too much time on social endeavours). Yet there’s a lot of other factors at play and it’s not entirely bad. They’re not locking into a job the same way as their parents (average tenure is 2 years and 8 months for Gen Y compared to 6 years and 8 months for Baby Boomers) but it’s not all bad. Enduring education longer, staying at home longer, the reality of formal education and global connectedness means they’re more equipped and resourced to collaborate in the 21st century, more able to engage in a diverse workforce and lead in collaborative ways.

The fact that Gen Y’s value work-life balance is a good thing, they are less likely to get burned out, more relatable to life, not just saving their leave for one day in retirement but bringing life. Older generations bring experience and structured thinking, younger generations bring innovation, 21st century education, and greater cultural diversity to the working world.

Eliane, do you think there are certain expectations that Gen Y grew up with that they’re suddenly wondering if they’re actually going to happen?

Yes certainly. Gen Y’s saw the miracle wealth accumulation that their Baby Boomer parents had, and expect to start their economic lives in the same way their parents are ending theirs. Now, there’s a realisation that all of the factors that set up the Baby Boomer generation probably won’t be on-side for Gen Y. They’ve dreamt of having it all – the house, the car, the annual overseas trips, the dining out … but the reality of what they’ve been handed is that one or perhaps more of those things need to go.

How was the economic environment different for young baby boomers compared to young Generation Y’s?

Baby Boomers were handed a series of fortunate events. Rather than looking at income in the mid-20s let’s compare the two environments in which they became wealth accumulators.

Firstly, the path begins with their birth (1946-1964), a period of time or remarkable economic development after WW2 (post-war rations, high rate of savings). Beliefs about what the government should provide (health care, education, unemployment, and tax benefits) have reflected the priorities of this generation and the environment that they were raised in.

Then they benefited from the good economic times in the late 1990s and early 2000s, as they were already in the property market. Baby Boomers had a 27 year period of uninterrupted economic boom (from the recession in the early 1990s to 2008) which is likely to be unprecedented and never again seen among Australians of any generation.

Now the tables have turned.

Gen Y didn’t get access to free education, cheap rent while saving or union-protected and secure jobs. Young people today have little prospect of owning a home, so consumer spending improves their quality of life. Baby Boomers have a larger share of the pie while Gen Y, nor any other generation following the Baby Boomers for that matter, will reach a similar landmark. They benefited from advantageous tax systems and modest taxes. Their generation thrived in a unique, economic miracle.

But it’s not all bad news for Gen Y.

Australia is one of the few wealthy countries which has seen disposable income growth be higher for those aged 25-29 than those aged 65-69, with 27% growth compared with 14% growth between 1985 and 2010.

When it comes to homeownership amongst Gen Y members, how do they compare to the generations before them at a similar age?

In 1981, 61% of those aged 25-34 owned their own home and in 2011, this figure had dropped to 47% of those in the same age bracket. Across the board (not just in the younger years) we’ve seen a decline in home ownership. 20 years ago, 42% of Australians owned their home outright, which has decreased to less than 30% today. Furthermore, just 26% were renting, which has grown to almost a third today (31%).

So why this decline? This can be attributed to the emergence of single-person and single-parent households, the growing gap between house prices and average weekly earnings and tax concessions to owner occupiers. With government policies being geared towards home ownership, this means that Gen Y’s who start their earning lives later risk spending more of their income on housing costs when they retire.

Let’s set the crystal ball 50 years into the future – Eliane what do you see for Gen Y in 2066?

Demographically, Australia’s population will certainly have grown – Australia will have over 40 million people, Sydney over 8.4 million and Melbourne 8.5 million, having overtaken Sydney as Australia’s largest city by 2056. Migration will continue to drive growth, and with increasing cultural diversity and greater influence from Asia, the population growth will continue to drive house prices upwards.

Australia’s population will also be ageing. 58% of the population will be in their 50s or older in 2066, one quarter will be over 65 and 1 in 6 will be over 75. In a nutshell, there will be more people aged over 60 than under 20.

And lastly, we will have changed a lot in that time as well. In 2066 Gen Y’s will be aged 72 to 86, and Gen Z’s (those now aged 7-21), of whom there are already 4.43 million in Australia (comprising 18% of the population), will be nearing their retirement years (57 to 71). So by 2066 we’ll have seen 3 more generations emerge after Gen Alpha and we can be sure that these individuals will be shaped in completely different times.


Eliane Miles is a social researcher, trends analyst and Director of Research at the internationally recognised McCrindle. As a data analyst she understands the power of big data to inform strategic direction. Managing research across multiple sectors and locations, she is well positioned to understand the mega trends transforming the workplace, household and consumer landscapes. Her expertise is in telling the story embedded in the data and communicating the insights in visual and practical ways.

From the key demographic transformations such as population growth and the ageing workforce to social trends such as changing household structures and emerging lifestyle expectations, from generational change to the impact of technology, Eliane delivers research based presentations dealing with the big global and national trends.

With academic qualifications in community engagement and postgraduate studies in international development and global health, Eliane brings robust, research-based content to her engaging presentations and consulting. As a social researcher, she has been interviewed on these topics on prominent television programs such as National Nine News and Today, as well as on radio and in online media.


To have Eliane present at your next event, please feel free to get in touch via email to or call through to 02 8824 3422

Lifestyle trends & property market – Mark McCrindle interview

Thursday, February 25, 2016

Social Researcher, Mark McCrindle chats to Kevin Turner about some of the lifestyle trends and their impact on where and how we live and the obvious impact on property.


Kevin: You might recall a couple of weeks ago, I chatted to Mark McCrindle and we were talking about the Urban Living Index. Mark joins me once again. Good morning, Mark.

Mark: Good morning, Kevin. Great to be with you.

Kevin: Thanks again for your time. Mark, a very interesting conversation we had a couple of weeks ago on the show about the Urban Living Index. I wanted to come back and discuss that with you again.

Just a bit of fun now, Mark. Let’s have a look at some of the lifestyle trends that we’re expecting to see this year, 2016.

Mark: Probably one of those is just how we work. We’re continually seeing changes in our lifestyles. We’ve seen teleworking. People work a bit more from home. People work through technology. We see even the new developments now where you have mixed planning. You have residential nearby to business parks or offices, and of course, retail in the mix of that. People want to work and live and play and connect in a community, in an environment where they don’t separate each of those.

One of the trends we’re predicting for 2016, we call it power working, which is the work equivalent of power napping. Power napping is where you sleep in non-traditional times and places. You just have a quick zap. Power working’s a bit like that. We get people now working more on their commute. They’re working in cafes. They’re working before or after work, sometimes in front of another screen, even unwinding at night. Work is not just a nine to five, you’re at the desk, in the workplace phenomena anymore; it’s changed. With apps and devices and technologies and the expectation of quicker response times from clients, we’re going to see continual changes in what work looks like and where it’s done from.

Kevin: Mark, of course, with so many people concentrated, living on the eastern seaboard in our major capital cities, I guess that type of lifestyle change is going to encourage more people to move into some of those regional areas, which will probably have an impact on prices there, do you think?

Mark: That’s right. We’re certainly seeing growth in the regional market because they’re being priced out of the cities, and the price rises in our capitals have been pretty crazy. People are saying, look, the regions are not isolated anymore. You have great lifestyle. You have excellent affordability. Of course, the technology, the infrastructure out there is fantastic.

You can get out of the rat race of the city, take a bit of a breather on the mortgage, get some pretty nice lifestyle for what you get out of that house from the city, and of course, the kids have some good schools. Again, the cafe lifestyle and the technology, even running a small business working from home, all of that is possible pretty much anywhere in Australia now, not just in the cities alone.

Kevin: Mark is one of the authors of the Urban Living Index, which we mentioned. I might just touch on that if I may. By the way, the website for that is A great report. Mark, it pretty much focused on Sydney, but one of the interesting points I noticed is that the high density living in Sydney seems to be increasing. If you look at detached housing around Australia, I think the percentages are lower in Sydney. Are more people preferring to live in more high-density areas?

Mark: Yes, that’s correct. There’s this little demographic measure called the center of population of a city, which is the point in the city where in the whole catchment of the city where you have as many people west as east, as many people north as south. Now, in our eastern capitals, that center of population was continually heading west because the urban sprawls were heading further and further west. Interestingly, in Sydney – and we’re going to see the same thing in the Brisbane market – it stopped; it’s not heading further west. That’s because for each new housing development that is taking place in the urban sprawl further out, you have an infield development, a densification development to the east of that center.

It’s interesting that it seems as if the center of population, the sprawl is slowing because people are now opting for those densified living options. That is because of the location. They don’t want to travel further and further into the city or into the lifestyle areas on those motorways or public transport. At some point, it’s so far out that they say, “You know what? I think I’ll opt for a different style of living, a vertical option rather than just that house with the block out the back.”

Kevin: Yes, if you look at the map that’s on the website, if you look at the spread of the population, I wonder what sort of story it tells between that northern part of Sydney up to Newcastle and the southern part going down to Wollongong as to whether we’re going to see in-fill there. You’re right. You can see it looks almost out of proportion moving out toward the west.

Mark: That’s right. In Sydney’s market, we are now seeing growth in the northwest corridor and the southwest corridor. In other words, where they’re putting in some infrastructure, now we have some metro, some rail lines going, both of those arteries, which really had been devoid of some rail, that is creating some great opportunities and some densification there.

Now in Sydney, we have not just the built-up areas within ten or 15 kilometers of the CBD itself, but now 20 or 30 kilometers away from the CBD, you have these hot spots of densification. You have these 10-, 15-, and now on the plans 20-story residential towers that are around these transport hubs, these interchanges, that are obviously a fair way from the city, but because the shopping centers, the transport hubs, the availability of accommodation, and of course, café lifestyle that goes with that, we’re getting a lot more people opting for that sort of living. In a sense, Sydney becomes a city of cities, and we’re going to see that with all of our 2,000,000+ capitals across Australia.

Kevin: I’ll get you back to talk more about that in some future shows, too, Mark, but I want to thank you for making your time available today. The two websites for Mark are, of course, the website we just mentioned, and there is another one, too, that’s simply called

Mark, thank you so much for your time.

Mark: You’re very welcome. Thanks, Kevin.



Mark is an award-winning social researcher, best-selling author, TedX speaker and influential thought leader, and is regularly commissioned to deliver strategy and advice to the boards and executive committees of some of Australia’s leading organisations.

Mark’s understanding of the key social trends as well as his engaging communication style places him in high demand in the press, on radio and on television shows, such as Sunrise, Today, The Morning Show, ABC News 24 and A Current Affair.

His research firm counts amongst its clients more than 100 of Australia’s largest companies and his highly valued reports and infographics have developed his regard as a data scientist, demographer, futurist and social commentator.


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