Outlook 09

Changing Times, Emerging Trends

Tuesday 17 February 2009

Presented by Mark McCrindle

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demographics

1978 2020Population: 14m 24m

15-19 year olds: 1.2m 1.3m

65-69 year olds: 0.4m 1.3m

Births (TFR): 2.1 1.6

Median Age: 29 40

Life expectancy: 69 84

Sources: ABS 2008, NATSEM.

emergingtrends

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demographics

psychographics

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Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Technical - IQ

Innovation

Recommendation

Try & See

Short-term wants

Process

Authenticity

Relational – EQ

psychographics

characteristics of the 21st Century

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postlifestage

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childhoodadulthoodadulthood19th Century

20th Century teen

s

adulthoodadulthood

childhood

teens

adulthood

childhood tweens adulthoodteens kippers21st Century

postlifestage

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poststructural

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poststructural

Funnel

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poststructural

Fluid

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poststructuralCommand & Control - 20th Century

FINANCE OPERATIONS MARKETING

L

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poststructuralCollaboration & Cooperation - 21st Century

L

L

LL

L

L

L

L

Top 5 Gen Y value propositions:

1. Social Connection

2. Fun & Entertaining

3. Cool & Socially Desirable

4. Life Enhancing

5. New & InnovativeSource: McCrindle Research Mind & Mood 2008

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postlinear

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postlinear: Maslow’s hierarchy today:

SELF ACTUALISATION

SELF ESTEEM

SOCIAL

SURVIVAL

SECURITY

postrational

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+

+

COGNITIVE

EMOTIVE

AGREE-ERS

SEEKERS

--

HECKLERS

EMBRACERS

postrational: cognitive-emotive engagement

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Political

Economic

Social

Technological

Environmental

Legislative

Understanding the times: PESTEL Analysis

1. Asymmetrical power

2. Citizens become customers

3. Growth in privatisation & PPP’s

4. Global treaties

Political: The Top 4

Economic: The Top 4

1. Infrastructure upgrades

2. Intergenerational $ transfer

3. Lifestyle debt

4. Skills shortages

Social: The Top 4

1. Ageing population

2. Redefined households

3. Work-life balance

4. Safety-net syndrome

Technological: The Top 4

1. Transparency & TRM

2. Decline of the expert

3. Accelerated S-curve

4. Expectation inflation

Environmental: The Top 4

1. Carbon trading/tax

2. MYOC

3. Greenwashing

4. Sustainability reporting

Legislative: The Top 4

1. More regulation, less compliance

2. Incentivisation

3. Focus on health and ageing

4. Increasing centralisation

1. More regulation, less compliance L

2. Work-life balance S

3. Infrastructure upgrades Ec

4. Expectation inflation T

5. Asymmetrical power P

6. Sustainability reporting En

7. Skills shortages Ec

8. Incentivisation L

9. Carbon trading/tax En

10. Transparency & TRM T

11. Growth in privatisation & PPP’s P

12. Citizens become customers P

CCIA ratings - The Top 12 (PESTEL)

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Presented by Mark McCrindleMcCrindle Research Pty Ltd

(02) 8824 3422

www.mccrindle.com.auinfo@mccrindle.com.au

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