Micro Apartments: Could this be a tiny solution to a big problem?

Friday, June 02, 2017


Micro-apartments are a new wave of affordable housing that is close to the city, and makes use of every square-centimetre of space.

In Sydney there is more demand for homes than there is supply and that is a key factor of what is driving the house prices up. Could micro apartments be the tiny solution to one, very big problem?

Micro apartment are attracting young people, Generation Y, to moving into the city. But they are also attracting the down-sizing Baby Boomers, who are moving from the 'emty nest' house in the suburbs, downsizing into apartment living.

Social Researcher, Mark McCrindle, says with a rapidly growing population and the housing demand far out-weighing demand, we need to follow in the footsteps of the world’s global cities and embrace a more compact style of living.

The future suburbs will be the vertical communities, not the horizontal ones that we used to know.

Sydney has just hit the 5 million mark and it’s going to add 2 million people in the next 20 years. Melbourne is going to do the same. Each of these cities will add a Perth to their population by 2037.

Watch the full segment on micro apartments here

About Mark McCrindle

Mark McCrindle is a social researcher with an international following. He is recognised as a leader in tracking emerging issues and researching social trends. As an award-winning social researcher and an engaging public speaker, Mark has appeared across many television networks and other media. He is a best-selling author, an influential thought leader, TEDx speaker and Principal of McCrindle Research. His advisory, communications and research company, McCrindle, count among its clients more than 100 of Australia’s largest companies and leading international brands.

Visit Mark's website here.

Media Commentary from the McCrindle team

Wednesday, January 11, 2017

As Australia’s leading social researchers, the senior research team at McCrindle are actively involved in media commentary. From demographic analysis and future forecasts, to communication of key research findings and the identification of social trends, at McCrindle we are passionate about communicating insights in clear, accessible and useable ways.

Some of our recent media commentary includes:

Jobs of the future

The last few years of disruption has shown us that any role that can be replaced by technology will be.While technology is great for automating systems and replacing repetitive functions, it is not strong at adapting to complex change and engaging with people. Mark McCrindle speaks to The Daily Edition about how students can future proof their careers and skills. Watch it here.


Trends of 2016

From Donald Trump to Brexit, dabbing, bottle flipping and Pokemon Go, Mark McCrindle speaks to The Daily Edition about some of the biggest trends of 2016, including the 2016 word of the year which was Post Truth, and demographic milestones for Australia including reaching a population of 24 million people in February, and Sydney hitting a population of 5 million. Watch it here.

Trends of 2017

Rise of the local, growth of lifestyle cities, DIY everything, the Gig-economy and post-rationalism are the top five trends Mark McCrindle has identified for 2017. Mark joins the team from The Daily Edition to discuss the trends forecasted for 2017. Watch it here.



Melbourne growing faster than Sydney

After being voted the world’s most liveable city for the sixth year in a row, Melbourne property prices have grown faster than those of Sydney over the last year. With Melbourne being forecast to become Australia’s biggest city by 2050, Mark McCrindle attributes the diversified economy, lower house prices and its reputation as the fashion and cultural capital to its growth. Read the article here.


Are passive aggressive notes breaking down Sydney's sense of community?

The rise of anonymous, sarcastic signs left by Sydneysiders is seen to be breaking down communities. While this sort of behaviour is often seen on social media, Mark McCrindle says we don’t see so much of it normal civil interactions. When we are face to face, people aren’t nearly as sarcastic or nasty. Behind the venomous notes and social media posts, we really get a sense of the angst and frustration that is modern, busy stressful life. Read the article here.


Baby Name trends

Mark McCrindle has made his baby name predictions for 2017. He says longer and more culturally diverse names will be popular in 2017. Names beginning with X, Y and Z are also predicted to be huge, including Zander and Zephyr for boys, and Zyla and Zelda for girls. Read the article here.


Aussie parents are opting for sophistication and substance over quirky spellings or compound names, with gender neutral names back in vogue. Mark McCrindle predicts te top 10 ‘rising stars’ of 2017 for girls names were likely to be Addison, Penelope, Ariana, Frankie, Charlie, Elsie, Aurora, Billie, Lilian and Aisha. For the boys, McCrindle predicts Harvey, Beau, Chase, Theodore, Carter, Spencer, Ali, Harley, Darcy and Fletcher will be the rising stars for boys names next year. Read the article here.


Outsourcing

The growing trend of finding others to do the jobs we hate has made the Christmas of 2016 a far cry from festive seasons past. “As for outsourcing, that is certainly a growing trend, especially around Christmas time when the shops are busy and perhaps there is a task that we don’t feel confident in completing, that we can have someone else complete for us,” says Ashley Fell from McCrindle. Read the article here.



Home ownership and renting

Sydney is turning into a city of renters as rising prices force more people to ditch the home owning dream. McCrindle research director Eliane Miles said while home ownership was still a major aspiration, it was ­simply affordability stopping young people from buying. “We did some research that showed 90 per cent of Australians still want to strive towards owning their own home,” Ms Miles said. “It’s still the Aussie dream, it’s just more difficult and I think for young people it seems incredibly far off.” Read the article here.


Future Careers for the Emerging Generations

Thursday, January 05, 2017

In Australian there are more than 3.7 million school students around 1.5 million university students with another 1.2 million tertiary students in the vocational education sector. This means that more than 1 in 4 Australians are students and so an understanding of the future of work is an important area. 

Based on the current trends, almost half of the Year 12 students about to complete their exams will end up with a university degree. While they will start their earning years later, they will live longer and work later in life than any previous generation – on average, into their late 60’s. They will stay on average 1.8 years per job early in their career and average about 3 years per job over their working life which means they will have 17 different jobs in their lifetime, across an estimated 5 careers.

Some of the jobs they will hold don’t currently exist, just as mainstream jobs today such as app developer, social media manager and cyber security professional didn’t exist when they began their schooling. Already, working as a virtual reality engineer, cognitive computer expert, data visualisation designer or medical nanotechnologist is nothing unusual. This is very relevant in an area where almost 2 in 3 workers (63%) are white collar, employed in professional, managerial and administrative roles compared to less than half the workforce nationally (49%).

The last few years of disruption has shown us that any role that can be replaced by technology will be. While technology is great for automating systems and replacing repetitive functions, it is not strong at adapting to complex change and engaging with people. Therefore, to future proof careers and skills, today’s young people will need to develop their social interactions, their creative problem solving and their resilience to adapt to a constantly changing workplace. In other words, by being collaborative, responsive and innovative, today’s local students will be enabled to thrive in global careers, now and over the decades ahead.

WATCH MARK MCCRINDLE ON THE DAILY EDITION SPEAK ON THE JOBS OF THE FUTURE

1. Let’s look at education in Australia, how many students are there?

A total of 6.4 million students in Australia. 3.7 million school students, 1.5 million uni students and 1.2 million tertiary students in the vocational education sector.

2. So how will employment and careers look in the future for these current students?

Firstly, they will live longer than previous generations, work a lot later as well – into their late 60’s, they will move jobs more frequently, staying about 3 years per job, which means they will have 17 separate jobs in their life time and work in an estimated 5 careers. They will be a generation of lifelong learners having to plug back into education to upskill and retrain throughout their lives. In this era of online services like Uber, Airtasker and delivery services, we have seen the rise of 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.

3. So what are some of the jobs of the future and what is creating them?

Technology is the first driver. While it is replacing many jobs as seen in manufacturing sector it is also creating many new jobs such as virtual reality engineers, cyber security, nanotechnology digital services, block chain engineers.

4. Are there other factors that are creating emerging jobs?

Yes, the demographic change is creating new opportunities. Australia is growing and the ageing population means that we will need more people in health care aged care and retirement services than ever before. Our increasingly culturally diverse population is creating greater opportunities for people working human services, social work and translation services. And social trends and generational changes are creating new opportunities too. It’s a visual area, so data visualisation or indeed virtual reality applications have created new and emerging roles. Our lives are more complex and in an era of mobility, app development, user experience manager and online shopping experts have emerged to respond to our new customer needs.

5. So how do we future proof our careers in times of great change?

Firstly, be responsive. Everything that can be automated will be and if a job can be done more efficiently through technology, outsourcing or offshoring then it will be. Therefore we need to look at our industry and career and respond to the trends both local and global and upskill and retrain to remain relevant.

Secondly, be innovative. Computers are great at doing repetitive tasks but they are not designed to being creative or add innovation. If we can develop the ability to solve problems, improve systems, be proactive and add value our roles will be indispensable.

Finally, be collaborative. Future careers involves not just an understanding of technology but an understanding of people. Those who can effectively communicate, deal well with others, create a collaborative environment, lead people and motivate teams will always be in demand, and these are areas that computers cannot replace.

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 info@mccrindle.com.au, 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 kim@mccrindle.com.au.

McCrindle in the Media

Thursday, August 25, 2016

As Australia’s leading social researchers, we regularly assist our clients in identifying newsworthy angles in their research to help communicate the insights effectively with the broader public. Our senior research team at McCrindle are actively involved in media commentary, and the communication of key research findings. At McCrindle we are passionate about communicating insights in clear, accessible and useable ways.

Our recent research commissioned by the Financial Planning Association found that one in two of us dream more about our future now than we did five years ago. Check out our latest media activity that we have been cited in just in time for Financial Planning Week (August 22 - 28).

ABOUT ELIANE MILES

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.

DOWNLOAD ELIANE'S SPEAKERS PACK HERE

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

Australia towards 2020 event recap

Wednesday, August 10, 2016

Last Thursday night it was our privilege to co-host the Australia Towards 2020 Networking Event in partnership with our friends at Thrive PR.

Thank you to the Thrive team for hosting us in their wonderful Thrive360 space, Salts Meats Cheese for the divine grazing table and of course a big thank you to all those in attendance. For those who missed the night, here is an event recap. 

As guests arrived it was great to experience a time of networking with McCrindle and Thrive clients.

Mark McCrindle opened the night by looking back at the changes we’ve seen since this decade began, back in 2010. As we approach 2020, he uncovered some of the megatrends that are redefining Australia. Not only is our population growing, but we are also moving, ageing and transitioning generationally. Mark reminded us that to engage with the emerging generations that are digital, mobile, visual and social is vital, and that we need to not only understand the shifts taking place around us, but to respond to them and remain relevant in these ever changing times.

A copy of Mark's presentation from the event is available for download here.

Next we heard from Leilani Abels, Managing Director of Thrive PR on her insight into effective communications. Leilani reassured us that storytelling in marketing and communications will become more important than ever as we approach 2020, and that technology advancement will see storytelling take on new forms and levels of sophistication. Leilani reinforced the importance of analytics and measurement in marketing, the important role PR agent’s play in establishing this for clients, and that data will become the biggest production material in the future.

We then had a short time for questions with Mark and Leilani, and received some fantastic questions about the content of their presentations and how we can apply this as we approach 2020.

We’d like to say a big thank you to all of our valued clients and friends who attended the night. Be sure to look out for our upcoming Australian Communities Forum taking place in Sydney, and if there is anything we can assist with in the way of research or providing a keynote speaker, please don’t hesitate to get in touch!

About McCrindle and Thrive

McCrindle is a research based communications agency that conducts research across a range of industries. Thrive is a PR, media and digital agency assisting clients with traditional and online media activity. Throughout the year, McCrindle and Thrive work closely together to conduct consumer research for clients for product and brand positioning, helping organisations uncover insights and shape strategy.

A recent project that we recently worked on with Thrive was for Optus, to uncover the attitudes, behaviours and technology trends of Australian renters, to develop the Renter of the Future Report. This national research has been launched in partnership with Optus and their Home Wireless Broadband Internet offering, and revealed some interesting insights into who is renting, what defines their situation and what they are looking for in a rental property.

The report highlights that 3 in 10 renters are 'choice renters'. “There’s this idea that the great Aussie dream is to move into a home that you own and if you haven’t done that then the dream hasn’t come true for you. But with generational change that’s just not true. You’ve got a lot of people who are the choice renters because they prefer the lifestyle. And they themselves might be landlords so financially they’re rocketing ahead." - Mark McCrindle.

The Shopper's Pick: Understanding Australia's new village green

Thursday, July 14, 2016

This year we were delighted to write up and design the third and latest report in the Trolley Trends Series, ‘The Shoppers Pick’ for Woolworths Limited. From developing the survey through to conducting the analysis, this report is the perfect blend of quality research with segmentation and visuals, making the research easy to consume.

With 1 in 5 (20%) Australian supermarket customers going to the supermarket at least once a week, the report reveals that a record number of people (44%) consider the local shopping centre to be central to community life and has truly established itself as the new village green – a place for connection and engagement with the wider community, perhaps even more so than the local pub, school or community centre.

It is the theme of local which is clearly the key message of ‘The Shopper’s Pick’, which provides a unique look into modern Australia’s living, eating and shopping habits today.


A GLOBAL NATION WITH A PASSION FOR LOCAL

As Australia becomes increasingly connected to global economies and new technologies, there is an equal if not stronger desire among shoppers to support Australian made products and local growers. It is increasingly important to Australian shoppers to know where their food comes from.

More than half of Australian shoppers (52%) state that buying local food is extremely or very important to them. In fact, around a quarter of shoppers prefer to purchase meat and poultry, bread and grains, and seafood and fish that are sourced locally in their own region rather than sourced further afield in their own state or within another region in Australia.


AUSTRALIA’S SEASONAL PERSONALITIES

Australians are impacted in different ways by the changing seasons. Australia’s Seasonal Personalities explores the different personalities of Australians and the impact seasons have on their lifestyle. Which Seasonal Personality are you?

THE HEALTH REVOLUTION

Australians are becoming increasingly health conscious and aware of the foods they consume. This trend towards healthy eating is demonstrated in the increase of health foods being included by Australians in their weekly shop.

Just over half of shoppers (52%) buy health food products weekly (i.e. sugar free, additive free, gluten free, dairy free, organic, raw, salt free or vegan), with sugar free products the most likely to be on Australians’ shopping lists and purchased by just over half of shoppers (51%), followed by organic and raw foods (both at 35%), and additive free foods (27%).


VALUE SWAG: A NATION OF CREATIVE SAVERS

Australians are a nation of savvy shoppers, who seek products that are value for money. Nearly 7 in 10 shoppers (69%) state that buying on discount is extremely or very important to them. These values are reflected in the ingredients they purchase for meals cooked at home, with 99% of Australian shoppers saying price is an important factor they take into consideration. As part of being savvy shoppers, Australians are also creative savers. Almost 6 in 10 shoppers (58%) save money by purchasing groceries based on weekly specials, while just over half (52%) save money by writing a shopping list and sticking to it. Stocking up and bulk-buying are two other ways Australians save money, with just over half of shoppers (53%) currently saving money by stocking up on discounted non-perishables.


This report follows on from the 2014 Trolley Trends Report which focused on the increasing importance of ‘Fresh’ amongst the Australian population. The report also found that one of the most common community connections for Australians is the local shopping centre. To access the Future of Fresh report, please click here.

World Population Day; a snapshot of Australia’s population state vs. state

Monday, July 11, 2016

Today is World Population Day, so let's take a look at different aspects of Australia's demographics and how each of our states stack up. Sydney’s headcount will hit 5 million later this year, but can it keep its place as the nation’s biggest city? The state of Queensland is also set to mark a major milestone, as it hits 5 million, while Melbourne has maintained its lead as Australia's fastest growing city.

what will a population of 5 million mean for Sydney?

More densification and more urbanisation. 1 in 5 Australians lives in Sydney and it’s been one of the fastest growing cities and from a population perspective it’s Australia's leading city. For every new detached home that is built in Sydney, you now have 2 units or townhouses, so it’s the vertical communities not just the horizontal ones – that’s what will mark Sydney’s future as the city continues to grow.

NSW is going to hit 8 million, but Queensland is going to hit a milestone too

Queensland is closing in on the 5 million mark, and around the same time, Sydney gets to 5 million. Queensland is interesting because it’s the most decentralised of our states, more than half of the population lives outside of its capital of Brisbane. It’s has 11 of Australia's 30 largest cities, while NSW only has 5. For NSW, two thirds of the whole state lives in the one city of Sydney.

In terms of population growth, how do the other capital cities compare with Sydney?

It’s really all about Sydney and Melbourne, in terms of the size of the cities, they are the largest cities. We have slower growing states like South Australia and Tasmania - in fact Melbourne is adding more people every 11 days than Tasmania adds in an entire year at the moment.

By comparison, how slow is South Australia’s growth?

It is quite slow, it was 1959 that Sydney got to 2 million people, Adelaide won’t get to 2 million until 2055, about a century after Sydney got there. While it’s the fifth largest city, it’s a long way off the pace of Sydney and Melbourne. Interestingly, in the year that both Sydney and Melbourne get to 8 million, it will be in that year that Adelaide gets to 2 million.

Why is South Australia’s growth so small?

This hasn’t had the historical scale and growth of the Eastern capitals. While it has the lifestyle and housing affordability, it hasn’t been Australia's business capital in the same way that Sydney and Melbourne have been however, with new state government incentives, this may start to change. 

View Mark's full interview on The Daily Edition here


Digital Thumbprint; Social Media Trends Study

Monday, July 04, 2016

We were delighted to have been commissioned by Optus to conduct research into the increased use and implications of online selfies with a focus on the role played by parents in guiding their children’s online behaviour. This national research has been launched in partnership with Optus and their Digital Thumbprint Education Program, and revealed some interesting insights into the attitudes of Australia's next generations towards online safety and selfie regret.

Social media has taken the world by storm, with Facebook reaching 1 billion active users in 6 years. Today, Facebook has already exceeded the population of China at 1.4 billion users, while YouTube boasts 4 billion views per day. The report reveals that young adults (aged 18-25) and parents in Australia share in this statistic, with over 9 in 10 (93% and 92% respectively) of those who have at least one active social media account being active on Facebook.

The research found that one in four parents (25%) own a social media account to monitor their child’s online activities.

It also found that teens say they obsessively compare their life and achievements with others, with one in three admitting they regretted one or more selfies they had shared online. A quarter of 18 to 25-year-olds said they were affected by FOMO – the fear of missing out – and so were hooked on social media. 

"While at first it may seem self-obsessed to put photos up on Instagram of yet another selfie or the lunch we are about to eat, there is actually more to it than that. Individuals are taking photos of themselves to share their experience with others – it’s keeping in touch, trying to connect and communicate.” - Mark McCrindle.

 Find out more about the findings of the study in the below infographic:



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.

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