Market and Social Research Solutions Pack

T +61 2 8850 6099 E [email protected] W mccrindle.com.au

We’re Australia’s social researchers.We’re global trends analysts.

We help organisations know the times.

mailto:[email protected]

http://mccrindle.com.au/

32 McCrindle • Research Pack

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.

For us research is not a list of survey methods but a passion to find answers. It

is more than a matter of questionnaires and focus groups – it is a quest to make

the unknown known.

Our expertise is analysing findings and effectively communicating insights and

strategies. Our skills are in designing and deploying world class social and

market research. Our purpose is advising organisations to respond strategically

to the trends and so remain ever-relevant in changing times. As social

researchers we help organisations, brands and communities know the times.

Our forecasts identify trends.

Our strategy informs decisions.

Our research futureproofs organisations.

STRATEGYEngaging communities,advising organisations

FORECASTSUnderstanding the times,

tracking the trends

RESEARCHInsightful research,

innovative communications

WHAT WE DO

Our Strategic Research Model takes a holistic approach to research which

ensures that the findings are actionable and the insights have strategic impacts.

The McCrindle approach combines the input of a research agency with the

output forms of a design agency and importantly assists in the form of an

advisory consultancy in turning key insights into strategy. We deliver strategic

research, visually presented and effectively facilitated so that it can be

organisationally implemented.

HOW WE DO IT


From longitudinal tracking studies to industry wide consumer analysis, whether

your objective is product, brand or communications focused, the McCrindle

research and advisory process will help you uncover insights and shape

strategy.

CUSTOMER

• segmentation • generational• B2B • behavioural

COMMUNICATIONS

• PR • thought leadership• launch events • compliance

PRODUCTS

• concept testing • pricing• packaging • advertising

BRAND-TRACKING

• competitor landscape• awareness • attitudinal

RESEARCH FOCUS

Micah Challenge was the organisation most commonly indicated by respondents as extremely

or very focused on advocacy (80%). Three quarters (75%) of TEAR supporters stated that

TEAR was extremely or very focused on advocacy.

World Vision was the third most commonly stated as extremely or very focused on advocacy

(59%) followed by The Salvation Army (32%), Compassion Australia (29%) and Samaritan’s

Purse (25%).

More than 9 in 10 (91%) supporters stated that TEAR was extremely or very effective in their

ability to provide support for those in need. 4 in 5 (80%) supporters stated that World Vision

was extremely or very effective as well.

49%

29%

18%

9%

8%

7%

31%

46%

41%

20%

24%

18%

16%

21%

31%

39%

39%

37%

8%

19%

20%

20%

12%

9%

19%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Micah Challenge

TEAR Australia

World Vision

Compassion Australia

Salvation Army

Samaritan's Purse

Q. Comparing the following different charitable organisations, please indicate how focused they are on

advocacy.

Extremely advocacy focused Very advocacy focused Somewhat advocacy focused

Slightly advocacy focused Not at all advocacy focused

36%

26%

24%

21%

15%

13%

55%

54%

54%

46%

35%

43%

9%

18%

19%

28%

33%

33%

5%

13%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

TEAR Australia

World Vision

Salvation Army

Compassion Australia

Samaritan's Purse

Micah Challenge

Q. Please rate the effectiveness of each of the following charitable organisations in relation to their ability to

provide support for those in need.

Extremely effective Very effective Somewhat effective Slightly effective Not at all effective

23

Segment 4: Majority givers- Meet Michael

Majority givers are those who indicated they give the vast majority or a significant proportion

of their giving to TEAR.

Michael is highly educated and

employed in a professional role. He

has a higher household gross annual

income in comparison to other

supporters.

Demographic Comparisons

Majority givers were slightly more

likely to be employed, over two

thirds (68%) stated they were

employed in some way compared to

64% of TEAR supporters.

Of Majority givers, 41% stated that their household’s gross annual income was above or

significantly above average. This was only slightly higher than 37% who stated the same.

Majority givers were more likely to have a Postgraduate qualification (47%) than 43% of all

respondents.

Majority givers had the highest NPS (60) of supporter segments.

Majority givers were more likely (5%) to state that they would most prefer to receive

communication from TEAR via mail.

Most like to receive communication from TEAR

% of Regular Supporters

% of Majority givers

% Difference

Online 76% 71% -5

Mail 24% 29% +5

53

Nearly two thirds (64%) of TEAR supporters were employed in some way, slightly higher than

the Australian average of 61%. 1 in 3 (33%) supporters were employed full-time which is slightly

below the Australian average of 39% engaged in full-time employment. TEAR supporters are

less likely to be unemployed than the rest of the Australian population, with only 1% in this

category compared to 5.3% of the Australian population.

33%

25%

17%

8%

6%

4%

4%

2%

1%

0% 5% 10% 15% 20% 25% 30% 35%

Employed full-time

Employed part-time / casual

Retired / aged pensioner

Home duties

Self-employed

Full-time student

Other (please comment)

Disability pension / carer

Not employed/ looking for work

Q. Which of the following best describes your employment status?

7

Segment 2: New Donors- Meet Melissa

New donors are those who have become a TEAR supporter within the last three years.

Melissa is from Generation Y, she lives

only with her husband and works in a

professional role.

Demographic Comparisons

Of the new donors, the most common

age group was one third who were part

of Generation Y (34%) compared to only

19% of all supporters.

New donors were less likely to state that their annual income was above or significantly

above average (28%) than 37% of all supporters. In terms of education, the most common

level reached for new donors was a university degree (42%) compared to 38% of all

supporters.

Of the new donors who considered themselves Christians, only a quarter (24%) identified as

Anglican compared to 32% of all supporters. The different denominations were spread out

among this group.

New donors were slightly (3%) more likely to prefer to receive communication from TEAR online.

Most like to receive communication from TEAR

% of Regular Supporters

% of New Donors %

Difference Online 76% 79% +3

Mail 24% 21% -3

49

From quick-turnaround online surveys to some of the largest national pen and

paper surveys, from industry-wide studies to community forums, from in-depth

interviews to focus groups, we deliver world class research and communicate

the insights in innovative ways.

QUALITATIVE

• focus groups • in-depth interviews• phone interviews • community forums

DATA ANALYSIS

• data sets • geomapping• meta analysis • big data

QUANTITATIVE

• online surveys • pen & paper surveys• customer panels • polling

DIGITAL

• tablet/smartphone questionnaires • survey apps • interactive tools

RESEARCH TOOLS


THE VOICE OF THE STAFF

Staff are proud to teach at St Stephen’s, strongly engaged with their work, and committed to the students of the School

Staff are strongly engaged with their work and positive in their approach to their role. 9 in 10 are proud to be on staff at St Stephen’s School (87%) and 4 in 5 express that the School is currently their preferred school to work at (83%). 94% agree that St Stephen’s is characterised by hard-working and committed staff.

Regarding their job satisfaction, staff are ‘strongly satisfied and fulfilled’ in their work (86% indicate ‘yes, definitely’ or ‘yes, probably’) and ‘enjoy coming to work each day’ (86%). They feel ‘accepted and well-regarded by their peers’ (83%) and ‘part of the St Stephen’s School staff

community’ (82%). Most staff report feeling ‘successful in their role’ (83%), that they are ‘dealt with professionally’ (80%), that ‘leadership is accessible to them’ (78%), and that the School ‘cares about them as people’ (75%).

Through both the survey and qualitative focus group, staff expressed significant devotion, dedication and commitment to the students and families of St Stephen’s School. Teaching staff are willing to go ‘above and beyond’ to ensure that students are looked after and that their needs are met. They see the core of their role as having a relationship with students and being a consistent contact point. They place significant emphasis on the School having a Christian focus and showing strong pastoral care to students – as well as being a friendly and welcoming environment – and are committed to helping the School exemplify these values.

“I am motivated by my real love anddedication for my students. I remindmyself daily that each child is importantand has the right to be taught bysomeone who believes in them.”St Stephen’s Teacher

“There are a lot of exceptional andknowledgeable teachers at SSS that

truly care about the students.”St Stephen’s Teacher

Are you proud to be a sta� member of St. Stephen's School?

Is St. Stephen's School currently your preferred school to work at?

Do you enjoy coming to work each day?

Do you find your work satisfying and fulfilling?

Do you feel accepted and well-regarded by your peers?

Do you feel part of the St. Stephen's School sta� community?

Do you feel successful in your role at St. Stephen's School?

Do you feel you are dealt with in a professional manner at the School?

Do you feel the executive/Head of School and/orthe senior leadership is accessible to you?

Do you feel the School cares about you as a person?

87%86%86%

83%83%83%82%

80%78%

75%

STAFF ENGAGEMENTProportion of sta� who indicate ‘Yes, definitely’ or ‘Yes, probably’

Does St. Stephen's School allow you to grow professionally? 68%14 6 S T S T E P H E N ’ S P U B L I C R E P O R T

THE VOICE OF THE PARENTS

Staff are seen as a key part of the fabric and ethos of St Stephen’s School by parents

The staff and teachers at St Stephen’s School are a central element of the School community and are well regarded by parents. When parents were asked to respond to 10 statements that summarise the character of St Stephen’s School, ‘approachable staff’ was the response most selected. Parents express strong levels of satisfaction with the teachers and staff that interact with their children at the School, and 3 in 4 (75%) agree that staff pay attention to their child’s welfare.

9 in 10 parents agree that their children’s teachers are friendly towards them (87% agree), generally responsive to communication (83% agree) and easily accessible to them as parents (82% agree). A significant proportion of parents agree that their children’s teachers serve as excellent role models for their children (72% agree).

When parents were asked to highlight the biggest strength of the School, many commended the quality of the teaching staff and the level of pastoral care provided to students.

Students are encouraged to haverespect for themselves and for others

Students are encouraged tomake a dierence in the world

Students are encouraged to beresponsible when using technology

The School lives up to its Christian values

The Christian values of the Schoolare relevant in today's world

The School takes a holisticapproach to developing students

My child(ren)'s world has been enhanced academically,socially, emotionally, physically and spiritually

My child(ren) have opportunities toparticipate in community service activities

My child(ren)'s experience at St. Stephen's School hasequipped him/her with a strong sense of Christian values

The behaviour of students in public is positive

PROPORTION OF PARENTS WHO AGREE

87%

79%

78%

77%

74%

73%

71%

70%

63%

58%

8 S T S T E P H E N ’ S P U B L I C R E P O R T

THE VOICE OF THE STUDENTS

Students are proud to be at St Stephen’s and say the School is a good fit for them

3 in 4 students agree that they are proud to be St Stephen’s students (75%) and 7 in 10 agree that the School has been just right for them (71%). It is evident that students feel strongly connected to the School.

75%of students are proud theyattend St Stephen’s School

ST STEPHEN’S IS A SCHOOL...

…about which I say good things

…which has been just right for my child/me

…I feel I know a lot about

76%

71%

70%

78%

69%

65%

Students who agree Parents who agree

“I am happy to be at a schoolwhere everyone gets alongand has a good time.”Year 7 student

“I am proud because I thinkwe have a good reputation

and the learning is good.”Year 5 student

Utilising the right tools and methods and analysing the data is just part

of the research process. The findings need the skills of visualisation and

communication for maximum implementation and cut-through. As researchers

we understand the methods, and as designers and communicators we know

how to present insights in ways that best engage.

VISUALISATION

• infographics • video animation• interactive platforms • video reports

STRATEGY

• corporate advisory • environmental scans• demographic forecasts • strategic planning

REPORTS

• slide decks • splash pages • summary cards • comprehensive documents

PRESENTATIONS

• conference keynotes • strategic workshops• executive briefings • launch events

RESEARCH OUTPUT

ST STEPHEN’S SCHOOLThe resul ts of the Parent , Student , and Staf f

Surveys and the Perth Community Study

With research infrastructure including research rooms and research panels,

we manage research projects comprehensively. Our research facilities are

specifically designed with the latest technologies and set up to ensure clients

achieve quality insights when conducting research with McCrindle.

RESEARCH ROOMS


Strategic planningresearch

Stakeholderengagement research

Trends forecasting

Product & marketresearch

Industry wide studies

Brand tracking &engagement

Demographic analysis

Consumer segmentation

Consumer ratingsinstruments

RESEARCH SOLUTIONS SOME OF OUR CLIENTS


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.

We assist our clients in identifying newsworthy media angles in their research to

enable them to communicate the insights effectively with the broader public.

I N T H E M E D I A

MEDIA COMMENTARY

Our best-selling books, award winning research presentations, renowned

infographics, and widely accessed blog are provided as content-rich resources

to help leaders and teams know the times and respond to the trends.

As a research-based communications agency we deliver research that tells a

story to assist clients in understanding their environment and communicate their

message.

RESEARCH-BASED COMMUNICATIONS


Our presenters deliver keynote addresses at national conferences andspecialise in the delivery of executive level briefings, strategic retreats, seniorteam planning days, and in-house training sessions to equip teams with thelatest strategies to succeed.

Mark McCrindleMark McCrindle is an award-winning social researcher, demographer, best-selling author, influential thought leader, and a prominent media commentator.

Eliane MilesEliane Miles is a social researcher, trends analyst and Director of Research at McCrindle. As a data analyst she is in demand for her robust, research-based presentations, advising organisations of the mega trends transforming the workplace, household, and consumer landscapes.

Ashley McKenzieAshley McKenzie is a social researcher, communications expert and Team Leader of Communications at McCrindle. Her expertise is training and equipping teams to achieve cut-through in message saturated times and effectively communicate to the emerging generations.

Environmental scans, trends analysis

Demographic shifts, social trends, future forecasts

Understanding the global generations

Communication skills for the 21st Century

Leading teams in changing times

Future-proofing careers

PRESENTATIONSTopics of expertise


DEMOGRAPHIC SOCIALECONOMIC TECHNOLOGICAL ENVIRONMENTAL LEGISLATIVE

The DESTELTM Enviroscan is a strategic workshop process that provides an

environmental scan across 6 categories to detect early signs of opportunities

and threats that could most impact an organisation’s current and future strategic

plans.

DESTEL ENVIROSCANStrategic Planning & Forecasting

TM

TM

WHO IS IT FOR?Senior leadership teams & directors seeking to make well-informed business decisions

Marketing & communications teamsseeking to respond to industry trends that shape consumer attitudes and behaviours

Not-for-profit organisations positioning themselves in an increasingly complex and competitive donor market

Government entitiesseeking to adapt service provision in an ever-changing environment

Education bodiestaking the next step to guide, influence, and shape the learning environment of tomorrow

Sydney Water’s leadership team undertook a significant environmental scan

process to align their strategic initiatives with the trends shaping the external

environment. Through this rigorous approach, their executive and senior teams

were able to develop solid, robust, and future-focused strategies in response to

key emerging trends.

Using the DESTELTM framework, McCrindle assisted Sydney Metro’s executive

team to form a strategic response to the technological trends, demographic

shifts, social change, and economic realities impacting on the future of transport

in NSW.

DESTEL CASE STUDIESSydney Water & Sydney Metro

“The results helped us to clearly identify the most important landscapes and enabled the Sydney Water executive to focus further on the important few that will drive future strategy.”

Sydney Water

“The executive were effusive in thanks, and the DESTEL session provided just the right research context to anchor the rest of our discussions. We are now looking to bring all the elements together into a more structured strategic framework, and your assistance was invaluable.”

Sydney Metro

DEMOGRAPHICECONOMIC

SOCIALTECHNOLOGICAL ENVIRONMENTAL LEGISLATIVE

Sydney Water commissioned McCrindle Research to

facilitate 6 workshops using the DESTEL Scan

instrument to identify, categorise and prioritise the

trends that will impact the future of water in Sydney

over a 5-15 year time horizon.

The workshops and a strategy session were held

over February and March 2016.

PURPOSE

PARTICIPANTS

PROCESS

76EMPLOYEES

116TRENDS

41STRATEGIC TRENDS

7LANDSCAPES

152HOURS

Sydney Water workshops

were held with 76 staff

and managers across a

cumulative 152 hours of

input resulting in the

identification of 116 trends.

These were clustered into

41 strategic trends and

further categorised into

7 key landscapes.

Through a voting and

categorisation process, the

landscapes were developed

and prioritised into the

impact-confidence matrix as

part of the Sydney Water

Strategy Review.

SYDNEY WATER ENVIRONMENTAL SCAN

VALIDATION

[ ANALYSES ]

PRIORITISATION

[ MATRIX ]

CATEGORISATION

[ LANDSCAPES ]

CLUSTERING

[ STRATEGIC TRENDS ]

IDENTIFICATION

[ TRENDS ]

IMPLEMENTATION

[ STRATEGY ]

SYDNEY WATER LANDSCAPE & STRATEGIC TREND MATRIX

0

LandscapeStrategic trend

LEGEND

MODERATE

CONFIDENT

UNCERTAIN

HIGH

IMPACT LEVELRelative impact on Sydney Water

CONFIDENCELEVELLikelihood of realisationwithin 15 years

1

17

2

1522

16

3

23

24

25

47

8

9

10

11

12

18

19

20

21

13

14

5

6

POPULATION GROWTH1 Growing population causing infrastructure stress

2 Increasing growth putting pressure on waterway health & resources

3 Increasing growth putting pressure on water sources

GOVERNMENT & REGULATORS4 Privatisation of assets driven by efficiency demands

5 Changing legislative & policy environment

6 Increasing public health, environment & safety legislation

DISRUPTING TECHNOLOGY & INNOVATION

7 Emergence of disruptive Business Models

8 Future disruptions driven by accelerating technology development

9 Increasing connectivity (Internet of things)

10 Increasing technology solutions to manage ageing infrastructure

11 Rapid innovation driving new approaches to business model

12 Growing use of analytics-powered insights

13 Changing technology lowering the cost of business

14 Changing workforce size & tenure lengthEFFICIENCIES15 Increasing pressure to decouple service levels from set pricing,

driven by customised service offerings

16 Customer expectations & regulator increasing commercialisation

17 Changing economy of scale driving consistency of service delivery

CUSTOMER EXPECTATIONS18 Increased commoditisation of products

19 Reputation impact driven by more than customer experience

20 Increasing demand for choice21 Increasing consumer participation enabled technology

CLIMATE CHANGE22 Increasing extreme weather eventsSOCIAL CHANGES23 Increasing liveability across Sydney

24 Increasing cultural diversity & changing values around water

25 Increasing wealth disparity driving demand for social services

TOP 25 MOST SIGNIFICANT STRATEGIC TRENDS

OF THE 41 STRATEGIC TRENDS IDENTIFIED

TM


In a world of big data, we’re for visual

data. We believe in the democratisation

of information, and that research

should be accessible to everyone,

not just to the stats junkies. We’re

passionate about turning tables into

visuals, data into videos and reports

into presentations. As researchers, we

understand the methods, but we’re

also designers and we know what will

communicate, and how to best engage.

RESEARCH VISUALISATIONResearch you can see

Infographic design

Print visuals

Animated data

Interactive platforms

Presentation resources

Video reports


1 0 T R O L L E Y T R E N D S

H I B E R N A T I N G C O M M U N I T I E SWhilst FOMO (Fear of Missing Out) is increasingly prevalent in our society, with winter comes an increase in JOMO (Joy of Missing Out); a sentiment Australians have toward staying local, and opting for a quiet night at home without being otherwise persuaded by FOMO. The term JOMO rebels against the anxiety that comes with missing out on an event and champions the idea of giving yourself space to experience life without having to say yes to everything.

This new term applies most on the cold nights of winter, highlighting that for Australians home is where the heart is, particularly in the colder seasons. More than half of Australians (55%) cancel on, or say no to social engagements in winter because they are much happier staying at home. This is primarily driven by the comfort of the home with 2 in 5 (43%) Australians indicating that it is the cosiness of home that they find most appealing about spending a night in rather than going out in winter.

Not limited to socialising, winter also affects the time Australians spend in the kitchen with 2 in 5 (41%) Australians reporting that they spend more time preparing and cooking meals in winter compared to summer. Even what we eat is more affected by the cool weather than we might think with 7 in 10 (69%) Australians indicating that the meals they cook at home vary at least somewhat season to season.

2 in 5 (41%) Australians report that they spend more time preparing and cooking meals in winter compared to summer.

Bringing the winter favourites to time-poor and cost conscious Australians

As temperatures drop across Australia, shoppers are continuing to gravitate towards their winter favourites – one of these being lamb roasts – to keep warm and cosy. Lamb roast dinners are another way to keep out of the cold and bring family and friends together.

Woolies is bringing back the affordable Sunday roast. Lamb lovers will be rejoicing at Woolworths’ Price Dropped program, the latest price reductions which will see the standard shelf price for an Australian Lamb Leg Roast drop by up to 28% from $13.99/kg to $10/kg. In addition to a drop in the price of lamb leg, Woolworths has also dropped the price of their Australian regular beef mince from $9.99/kg to $8/kg

and their Australian pork and beef sausages by 16% from $6 to $5 per pack.

Woolworths acknowledges that Australians are a meat loving nation and that meat is one of the most expensive items in shoppers’ baskets. By investing $45 million annually into the meat category Woolworths is helping shoppers with their weekly budget by enabling them to pay less for quality meat.

69% of Australians change the meals they cook at home based on the season.

T R O L L E Y T R E N D S 1 1

A U S T R A L I A ’ S S E A S O N A L P E R S O N A L I T I E SAustralians are impacted in different ways by the changing seasons. Some prefer the cold, others love the heat

of summer. When winter comes calling, do you bunker down in the house and wait it out, or ride out the season

like nothing has changed? Does your cooking routine remain the same or do you change the menu to satisfy your

cravings for richer, heavier foods? Australia’s Seasonal Personalities explores the different personalities of Australians

and the impact seasons have on their lifestyle. Which Seasonal Personality are you?

Spend more time in winter cooking meals than in summer. The taste of food in winter is the biggest motivator for spending a night in rather than going out.

View grocery shopping as an opportunity to see new product innovations and try new items (somewhat/strongly agree).

Health food products are a part of the weekly shop (at least one product).

Adapting CocoonersYou’re susceptible to the onslaught of winter, and love the opportunity to snuggle at home, unfazed by the prospect of missing out on social activities. In fact, you prefer to bring the dinner party home, inviting friends over to socialise in the warmth of your own home over a hearty soup or casserole.

Acclimatising SocialitesYou embrace the change of season from autumn to winter, accepting it as a reality but not letting it interrupt your social life. You change the meals you prepare to satisfy your need for nourishing comfort food.

Consistent NestersYour cooking habits are not affected by the turn of the season but you love the comfort of the home in winter. You don’t hesitate to say no to a social engagement, especially on a cold night, to curl

up in front of the heater to watch a good movie or read the next book on your list.

Habitual Connectors Of all Australians, you are the least affected by the changing seasons. You like to maintain the same

routines as in summer, never turning down a social engagement even in the event of poor weather, and stick to your year round menu choices.

31% of Australians say no to social engagements during winter at least a couple of times a month because they prefer to stay home.

69% of Australians say no to social engagements in winter no more than once a month as they would prefer to go out than stay home.

31% of Australians do not vary the meals they cook at home based on the season.

AC AS HC CN AC AS HC CN AC AS HC CN AC AS HC CN

60%

46%

18%

31%

13%

3% 3% 2%

64%

44%

25%

42%

67%

32%

50% 51%

Woolworths commissioned McCrindle to

conduct robust consumer research through

a national survey of 2,000 grocery buyers,

analysis of market data, and trend mapping

of ABS data. The visualised report and

infographic outputs delivered the insightful,

easy-to-consume third edition of the Trolley

Trends Series generating significant media

cut-through.

WOOLWORTHS CASE STUDYThe Shopper’s Pick:

Understanding Australia’s New Village Green

A G L O B A L N A T I O N W I T H A

P A S S I O N F O R L O C A L

When asked to define our nation’s

new village green in 2014, 39%

of Australians chose their local

shopping centre as the most

important gathering place for their

community. They indicated that

their local shopping centre is central

to community life and perhaps

more so than the pub, school or

community centre. In the latest

2016 study, this figure had risen to

44%.

The local shopping centre is not

only a central gathering place but

a central point of employment for

local families. 7 in 10 Australians

(71%) consider it important for

local residents to be employed

by local businesses. Woolworths

is currently employing more

than 110,000 Fresh Food People,

seeing this as critical to their

contribution to local communities.

Woolworths is also committed

to employing and training the

youth of today with 53,000 of their

team members under the age

of 25, equating to almost 43% of

Woolworths’ workforce. Further to

this, Woolworths have committed

to employing 1,600 new Indigenous

team members.

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.

Woolworths caters for Australians’

desire for local, sourcing 100% of

their meat from within Australia, and

96% of their fruit and vegetables are

grown in Australia.

0 6 T R O L L E Y T R E N D S

A U S T R A L I A N S A R E I N C R E A S I N G LY

W A N T I N G T O B U Y L O C A L LY S O U R C E D F O O D

Fruit &

vegetables

Meat, poultry & eggs

Bread & grains

Seafood & fish

2014

2016

2014

2016

2014

2016

2014

2016

Important to be

grown locally

Important to be

grown in state

Important to be

grown in AustraliaIndifferent

S O U R C I N G A N D D E L I V E R I N G L O C A L

P R O D U C T S

Australians are active in their search for tasty, healthy and affordable

food, seeing the local grower as integral in this process. Over 4 in 5 (85%)

Australians have in the past or do currently purchase seasonal fruit and

vegetables to save money.

Seven Fields Oranges

Seven Fields is a 100% Australian, family-owned company that grows

premium fresh produce on over 1,000ha in Victoria, South Australia, and the

Northern Territory. Their oranges are grown in Sunraysia, Victoria, and Seven

Fields has been a significant supplier of citrus and mangoes to Woolies

nationally for the last eight years. The fruit is picked into 400kg bins, then

taken to a pack house, washed, graded and waxed before being dispatched

to a distribution centre. Locally grown produce ensures quicker delivery time

to stores and the freshest produce for Woolworths customers.

T R O L L E Y T R E N D S 0 7

Woolies loves to be involved in

national and state fundraising

initiatives, partnering with multiple

charities to fundraise on their

behalf. Nationally, Woolworths

partners with and fundraises on

behalf of our food rescue partners,

OzHarvest and Foodbank. In the

case of Disaster Relief Appeals,

Woolworths also fundraises on

behalf of the Australian Salvation

Army. Woolworths is also currently

fundraising for the Paralympics for

the second time this year, helping to

raise the $7 million needed to send

the team to Rio 2016.

On a state level, Woolworths

partners with and fundraises on

behalf of charities that support

kids and their families. Fundraising

partners include Variety, Telethon,

the Good Friday Appeal, Give me 5

For Kids, and the Childrens Hospital

Foundation. As Woolworths

Queensland’s state charity, the

Children’s Hospital Foundation

is at the centre of Queensland’s

fundraising efforts. Aiming to raise

$4 million for the Foundation, in

2016 they are on track to raise

over $5 million after incredible

community generosity.

Australians see it as important

that the local supermarket is

actively involved in the local

community, with just over half

(53%) stating that it is extremely

or very important that the local

supermarket supports the

community by donating food to

local charities and fundraising

initiatives.

The local supermarket

has truly established

itself as the new

village green – a place

for connection and

engagement with the

wider community.

Online Shopping

Online shopping has made products accessible to more local people than

ever, especially those living in isolated areas. Woolworths is able to deliver

to 96% of Australia through online shopping, including to islands such

as Magnetic Island and Macleay Island, where Woolworths trucks board

ferries and barges to reach customers, bringing community to those who

otherwise have limited access to supermarkets. There are currently 2 million

Woolworths online customers.

Media Commentary

THE SHOPPER’S PICKUnderstanding Australia’s new village green

P A R T O F T H E W O O L W O R T H S

T R O L L E Y T R E N D S S E R I E S

Research and visualisation by

Developing thought leadership

to support a national advertising

campaign

The Optus Renter of the Future report delivered fresh thought leadership

content on the lifestyle of Australian renters, their renter ‘personalities’, and their

technology behaviour. Drawing on interviews with 1,000 renters, demographic

analysis of ABS data, and social trends commentary from Mark McCrindle, the

accompanying visualised infographic featured compelling and insightful content

on renting in Australia.

OPTUS CASE STUDYRenter of the Future

Measuring the sentiment, attitudes,

& behaviours of Australian renters

21

Developing digital outputs to

engage Australians with Financial

Planning Week 2016

McCrindle worked with the Financial

Planning Association of Australia (FPA) to

develop an industry-first thought leadership

piece on Australia’s financial hopes and

fears. The campaign assets – a visualised

report, digital infographic, and shareable

web quiz – were supported by commentary

from McCrindle spokesperson Eliane Miles

and assisted in generating national news

headlines.

FPA CASE STUDYDare to Dream Campaign

08 DARE TO DREAM

27% of Australians prioritise short term purchases over long term financial goals

AUSTRALIA’S FINANCIAL DREAMER PROFILESWorking-age Australians have different attitudes towards their financial futures. Some prefer investing in long term goals; while others spend their money as soon as they earn it. Risk taking varies, with some willing to take significant financial risks, while

others prefer to play it safe, only taking calculated risks, or none at all. Many dream about the future and consider the steps they can take to make it a reality, while others deal with the reality before them and instead live in the present.

The Australian Financial Dreamer Profiles help categorise our risk and dream behaviours into four personalities.

What’s your Financial Dreamer Profile?

Poker Master (12%)You’re daring when it comes to your finances, and willing to take substantial risk for significant gains. You’re often spontaneous when it comes to spending, preferring to focus on attainable short term financial goals but constantly on the lookout for ways to improve your current financial situation. You tend not to make rigid plans about your financial future, choosing instead to go with the flow and enjoy having the freedom to take opportunities as they come.

Easy Rider (15%)Whilst often spontaneous when spending money, you like to play it safe and minimise financial risks you take. You tend not to make plans about your financial future, preferring instead to go with the flow, maybe weighing up the pros and cons, but coming to a decision based on whatever feels right at the time. You might have some vague ideas about what you’d like your financial future to look like, but few rigid or concrete plans.

Mover & Shaker (33%)You are willing to take calculated risks for significant gains, and are focused on saving for the future. You’re more of a dreamer than the average Australian when it comes to imagining what your financial future could look like but you’re not content to let your dreams stay dreams. You are motivated to turn those dreams into reality by seeking advice and making a plan for your financial future.

Rule Keeper (40%)You like to play it safe by taking minimal to zero financial risk. You’re likelier than the average Australian to be dreaming about your future more frequently than you were five years ago. You are somewhat satisfied with what you’ve achieved in life so far, but you’ve got your eyes on the horizon and are more likely to be influenced by the facts than your gut feeling, preferring to thoroughly research all of your options before making calculated decisions.

45% of Australians are willing to take significant risks to increase their chance of large returns

55% of Australians are risk averse and minimise the financial risks they take

73% of Australians are invested in the future and saving for long term financial goals

Find your Dreamer Profile at www.fpa.com.au/dreamerprofiles

BLOCKERS:

LACK OF SELF-BELIEF Just under 1 in 5 Australians (18%) do not believe, or struggle to believe, in their own abilities to create the life they want.

SHORT TERM FOCUS Of those who say they daydream about their future every few months or even less frequently (24%), 61% state it is because they are focused on the present.

BUSYNESS 13% of Australians who do not daydream about their future as much as they used to attribute it to busyness.

LACK OF PLANNING 1 in 4 Australians (25%) have not mapped out a plan for their financial future at all, while 2 in 5 (38%) have only made vague plans.

MOTIVATORS AND DETERRENTS TO PURSUING A BETTER FINANCIAL FUTURE

Australians long for financial independence, security for retirement, the luxury of travel, and the freedom to use their time and money how they want. We are a nation that hopes in what the

future might bring, but we don’t always take the steps to consider and plan our financial future. What stops us from turning our dreams into reality? There are numerous factors that motivate us to take

action and others that push us to take action out of sheer necessity. The following explores the factors influencing the pursuit of our financial goals and dreams.

PUSH FACTORS:

FEAR 2 in 5 (40%) Australians fear they won’t have sufficient money to retire,

while 38% are concerned they won’t have enough to live on.

REGRET Half of Australians (47%) say that they would have saved more when asked what they would change regarding their past financial decisions if given the chance.

DISCONTENTMENT/DISSATISFACTION 1 in 2 Australians (50%) say they often feel they could be in a better position when it comes to their finances.

PULL FACTORS:

SELF-BELIEF 82% of Australians are optimistic, and somewhat or completely believe in their own ability to create the life they

want.

DAYDREAMING Almost 3 in 5 (58%) Australians daydream about their future and what their life will look like most days or a few times a week. Half of Australians (51%) spend more time dreaming about the future now than they did five years ago.

FAMILY-FOCUSSED If Australians had no limit to their income, 3 in 5 (60%) would invest in building a better future for themselves and their family.

TRAVEL If Australians had no limit to their time, 2 in 5 (40%) would spend it travelling and seeing the world.

DARE TO DREAM 09

DARE TO DREAM 01

DARE TO

DREAMUnravelling Australian attitudes

towards their financial dreams

Research and visualisation by

The McCrindle developed Urban Living

Index is an ongoing measure of the

liveability of Sydney suburbs that considers

the affordability, community, employability,

amenity and accessibility of an area to

determine how liveable it is. Through a

metric involving 20 indicators, the index

provides a score out of 100 for each of

Sydney’s suburbs.

Demographic analysis and geomapping

outputs visualised and hosted on the

interactive website urbanlivingindex.com

assisted Urban Taskforce in generating

significant brand positioning as market

leaders in urban development.

URBAN TASKFORCE CASE STUDYUrban Living Index

Measuring the liveability of

Sydney’s suburbs

18

A closer look at superior SA2s

All of the suburbs (SA2s) with a Superior rating (scoring 80+) are in the planning regions of

North or Central with the exception of Parramatta – Rosehill which sits in the region of West

Central. Key features of these suburbs include public transport, shopping and entertainment

and places of work.

Whilst the Urban Living Index is a score out of 100, it is difficult for SA2s to score more than 85

due to the category of affordability. Affordability has a direct impact upon the liveability of an

area with housing and rental costs being a significant factor in choosing an area to live in. Of

those suburbs with a score over 80, just Parramatta – Rosehill and Marrickville had an

affordability score of more than 10 out of 20 (12 and 11 respectively).

19

Top 20 Urban Living Index suburbs in Sydney Below are the top 20 ranking suburbs (SA2s) in the Urban Living Index for all of Sydney. Crows Nest-Waverton and Surry Hills ranked equal as first, scoring 85 out of 100. This score is

a combination of how the suburbs (SA2s) rank out of a score of 20 across affordability,

employability, community, amenity and accessibility. These categories will be further explored

individually later in the report.

Suburb (SA2) Index Index

Rank

Proportion of dwellings that

are High Density HD Rank Crows Nest - Waverton

85 1 71% 11

Surry Hills 85 1 70% 14

Pyrmont - Ultimo 83 3 91% 3

Marrickville 83 3 40% 62

Potts Point - Woolloomooloo 82 5 92% 2

North Sydney - Lavender Bay 82 5 78% 5

Randwick 82 5 68% 17

Chatswood (East) - Artarmon 82 5 64% 25

Leichhardt - Annandale 82 5 25% 91

Neutral Bay - Kirribilli 81 10 76% 7

Hornsby - Waitara 81 10 53% 36

Newtown - Camperdown - Darlington 81 10 40% 63

Parramatta - Rosehill 80 13 82% 4

Darlinghurst 80 13 76% 6

Waterloo - Beaconsfield 80 13 75% 8

Manly - Fairlight 80 13 70% 15

Redfern - Chippendale 80 13 69% 16

Erskineville - Alexandria 80 13 56% 29

Double Bay - Bellevue Hill 79 19 71% 9

Bondi - Tamarama - Bronte 79 19 67% 18

12

URBAN LIVING INDEX

EXPLANATION

The McCrindle developed Urban Living Index is an ongoing

measure of the liveability of suburbs in Sydney. This instrument

considers the affordability, community, employability,

amenity and accessibility of an area to determine how liveable

it is.

Each of these categories has four measurements. SA2s are given a score out of 5 based on all

twenty category measures. The twenty inputs are all based on the ABS Census 2011 and ABS

Counts of Australian Businesses data. Sydney SUA (Significant Urban Area) is used as the

benchmark from which comparison quintiles are derived. For example, the average rental cost

in each suburb is compared to the 5 rental quintiles within Sydney SUA, and given a score

based on these quintiles. If the proportion of professionals in an area is high and falls into the

highest quintile of the proportion of workforce who are professionals in Sydney SUA, this

suburb (SA2) is given a score of 5 for that given category. Throughout the report SA2s will be

referred to as suburbs.

The suburbs in Sydney are scored out 100, each suburb given a maximum score of 5 for each

of the twenty measurements. Each measure is a factor that contributes to the liveability of an

urban environment. The following outlines the categories and their measurements:

13

Measure Description of measure

Affordability

Home cost Weekly mortgage repayments are an indicator of the

affordability of an area.

Rental cost Weekly rental costs are an indicator of how much it costs to rent

in an area.

Rental population A high proportion of renters in an area correlates with low

affordability.

Household income Low average household income of an area is an indication of the

affordability of living in that area.

Community

Dynamic community Increased cultural diversity in communities creates a rich and

vibrant community life.

Language diversity Language diversity, similarly to cultural diversity, creates

vibrancy and energy in a community.

Volunteer work Involvement in volunteer work is a measure of active community

participation.

Workforce participation Engaging in the workforce is a measure of social participation

and contribution to the Australian community.

Employability

Full-time employment

The proportion of the population with an area that are employed

on a full-time basis is an indication of the employment

opportunities provided in close proximity to an area.

Higher education qualification People who have a Bachelor degree or higher qualification have

higher employability prospects.

Professionals The economic vibrancy of an area is enhanced by a well-

educated, broadly skilled and business-generating workforce.

Employing businesses The total employing businesses in an area directly correlate to

the employment opportunities of an area.

Amenity

Educational attendance

The proportion of individuals in attendance at post-school

educational institutions indicates high levels of drive and

determination, as well as the proximity of higher education

institutions to an area.

Arts and Recreation Arts and recreation businesses foster community engagement.

Restaurants and cafes Restaurants and cafes are hubs for community activity and social

interaction therefore fostering vibrant communities.

Shopping The ability to shop locally creates greater social cohesion with

more opportunities and time for local community connection.

Accessibility

Access to work Catching public transport to work is indicative of the accessibility

of an area by means other than car.

Population density Higher density areas have greater overall accessibility.

Walking to work The proportion of a population who walk to work is an indication

of the accessibility their area provides to local employment.

Transport sustainability

Households who can get by without a car have greater

accessibility overall not only to their workplace but also to other

amenities close-by.

1


Creating a national food

index to support a product

launch

In the Media

State by State

Men versus Women

8

Generation by Generation

Gen Y have the greatest desire to eat meals with others and are least likely to enjoy

eating alone.

On average, Gen Y skip breakfast twice a week, and Australia’s oldest generation, the

Builders, don’t skip breakfast at all.

Only half of Gen Y (50%) eat most of their meals at the dinner table while three

quarters of Builders (74%) do so.

Gen Y are more likely to go down the health food aisle as part of their weekly shop (60%)

than Gen X (50%), Baby Boomers (57%), or Builders (49%).

Gen Y are the most likely generation to do something illegal for cake (8%).

44% of Gen Y choose kale over chocolate, bacon, or watermelon as their superfood of

choice, compared to 42% Gen X, 29% Baby Boomers, and 21% of Builders.

Only 78% of Gen Ys can identify silverbeet (compared to 92% Gen X, 95% Boomers, and

100% Builders).

Gen Y use twice as much toilet paper as Builders, 33% more than Boomers, and 15% more

than Gen X:

10.7 9.3

7.9 5.4

By Occupation

Tradies will travel the furthest for a fast food fix (more than 20km, 4km further than the

national average).

Professionals are more likely to need chocolate everyday than Australians in other

occupations.

A higher proportion of community or personal service workers (79%) eat or drink in

response to their everyday emotions than the national average (61%).

9

Freedom Foods commissioned McCrindle

to analyse Australian food consumption

purchasing patterns and our everyday

relationship with food. Based on a national

study of 2,036 Australians, analysis of

national data sources, and integration

of social data, McCrindle developed the

Good Food Karma Index, a 20 dimensional

algorithm that allows Australians to

calculate their individual Good Food Karma

score.

Our team’s thought leadership input, media

commentary, and presentation at a launch

event assisted Freedom Foods in gaining

print, radio, and television coverage across

major Australian news outlets in preparation

for a major product launch.

FREEDOM FOODS CASE STUDYThe Good Food Karma Index

GOOD FOOD KARMA INDEX

The Good Food Karma Index is comprised of 20 inputs covering five key

areas regarding one's relationship to food and food consumption. The

five key areas are behavioural, attitudinal, relational, financial

(purchasing) and environmental (location). Each of these inputs gives a score out of a

maximum of 4 and the overall calculation creates a perfect Good Food Karma score of

100. Note that while theoretically possible, a perfect score would require a perfect score

across all 20 measures.

Social data: Lexer

Analysis of social data is incorporated into this index in addition to primary and secondary

source data.

Lexer collected data over a 50 day period from 13th March to 1st May 2014, monitoring

social media, published content, and blogs for mentions of Food Karma-related

keywords, such as ‘skip breakfast’, ‘diet’, ‘deep-fried’ before using search terms to narrow

down the results.

For example, terms associated with ‘Good Foods’ in Sydney were found to be mentioned

2,617 times across social and online media channels. 159 of these, however, were

mentioned in a negative way e.g. ‘I hate carrots.’ Negative mentions were subtracted from

positive mentions of the ‘Good Foods.’

Major Mention Sources

Source Mentions

twitter.com 110k

instagram.com 20k

news.com.au 4.7k

theage.com.au 1.2k

135.9k

1%

81%

15%

3%

theage.com.au twitter.com

instagram.com news.com.au

3

The Good Food Karma Index is a “pure” metric in that it is unweighted, similar to

academic results. Therefore the Good Food Karma Index mirrors the academic rating

system and so a score of 65 is very good (a credit) and a score of 75 or above is

exceptional (distinction).

The full list of questions that comprised the algorithm is found in Appendix B.

The average Australian Good Food Karma score is 71.

4

The Healthy Futures Report commissioned

by the Pharmacy Guild of Australia

revealed consumer insights regarding

eHealth, Dr Google, who Australians most

trust to access health advice, and chronic

therapy medication management. The

reports and accompanying infographics

were presented by Mark McCrindle at

the Australian Pharmacy Professional

Conference.

PHARMACY GUILD CASE STUDYThe Healthy Futures Report:

eHealth, Dr Google, and the New Generations

Conducting industry-leading

research presented at a national

conference

T H E 2 0 1 6 H E A LT H Y F U T U R E S R E P O R T PA R T 1

14

PRESCRIPTION MEDICINE USAGE

Longer than one week

3 in 5 Australians (62%) have taken medication which lasts longer than a week in the last 12

months.

62%

38%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Q. In the last 12 months, have you taken any

medication that lasts for longer than a week that was

prescribed by your doctor?

Yes No

Females (44%) are more likely than males (35%) to indicate that the Pharmacist should

definitely be able to continue ongoing therapy with subsequent repeats/re-fills without

going back to the doctor to get another prescription.

The older generations are the most likely to indicate that the Pharmacist should never be

able to continue providing repeats/re-fills for birth control medications without a

prescription from the doctor.

Age

22 - 36 37 - 51 52 - 70 71+

Birth control medications, yes definitely 14% 18% 27% 26%

Cholesterol medications, yes definitely 34% 43% 33% 22%

Australians living in a household in the higher income bracket ($2,000 or more/week)

(47%) are more likely to suggest that Pharmacist’s should definitely be able to continue

providing repeat/re-fills for birth control without having to return to the doctor than those

(37%) who fall into the lower income bracket (less than $2,000/week) (cf. 40% overall).

Over 7 in 10 (71%) Baby Boomers had taken prescribed medication for longer than a week

in the last 12 months compared with Builders (83%) (cf. 62% overall).

T H E 2 0 1 6 H E A LT H Y F U T U R E S R E P O R T PA R T 1

15

Missed doses

Individuals who indicated ‘Yes’ to the previous question (62%; n = 633) were asked to indicate

whether they had missed any doses of their prescribed medication regime.

Nearly a third of Australians (31%) who have taken medication that lasts longer than one week over

the last 12-month period have reported missing a dose over their medication regime.

The largest proportion of these (21%) report they have missed approximately the equivalent of 3

doses per month for daily medicine.

69%

21%

7%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80%

No, none

Yes, equivalent of about 3 doses a month missed for

daily medicine


daily medicine


daily medicine

Q. Did you miss any prescribed dose over the course of

your medication regime? If your medication regime is

ongoing, please indicate how many doses you have

missed in the last month. (n = 633)

The younger generations were more likely to indicate that they had missed doses of

prescription medication that they had been required to take for at least a week in the last

12 months.

Age

22 - 36 37 - 51 52 - 70 71+

No, none

67% 77% 83% 90%

Yes, equivalent of about 3 doses

a month missed for daily medicine 21% 14% 14% 9%

Yes, equivalent of about 6 doses

a month missed for daily medicine 10% 7% 1% 2%

Employed persons (26%) were more likely than those who are not currently employed

(17%) to indicate that they had missed doses in the course of their medication regime.


Scouts 6%

17%

genderNon-Scouting parents withchildren aged 6-18 surveyed

1,078

Scouting parents with childrenaged 6-18 in Scouts surveyed

1,858

To develop life skills, independence, resourcefulness and leadership,

working with others to have fun and learn diverse skills. These skills and

abilities remain highly relevant, and needed by the youth of today.

research snapshot

National

Scouts

42% 58%

29% 71%

What it is supposed tobe and what it actually is,is largely dependent onwho is running it.

52,276 young people aged 6-25 were involved

in the Scouts Australia youth program in 2013

52,27671% 29%71% of Scout members are male;

29% are female

perspectives of scoutsof non-Scoutingparents have notheard of ScoutsAustralia

19%

the scouting community

/

Non-Scouting parents are mostinterested in the elements of “outdoorexperiences” (70%) and “learning bydoing” (70%) in the Scouting program.

what scouts offers% who know that Scouts offers this

84%

16%78%

27%76%

28%

Outdoor experiences

Personal progressive scheme with badges

Teamwork development

Certificate II VET accreditation

Performing arts

Spiritual awareness

most known

least known

70%70%

Outdoorexperiences learningby doing

values/

top values parents want instilledTop values that Scouting and non-Scouting parents

combined want instilled in their children

religious valuesHow important is it to you that the values instilled by a children’s or youth

development program / Scouts are founded on religious values?

interests & motivations /

National 10%

17%

15%25%

32%12% 22%

42%Extremelyimportant Very

important Somewhatimportant Slightlyimportant Not at allimportant

activities that interest young people% who indicate their kids are extremely/very interested, ranked by non-Scouting parentsOutdoor adventures

Art or music instruction& performances Sporting competitions

Weekend campsAcademic learning

Large child/youth events

why join scouts or a program like it% of parents who say this is extremely or very

influential for their kids

Fun Having friendswho are involved Fun Being involvedin new things

71% 71% 88% 78%

NationalScouts

what parents wantWhat would / doparents want from Scoutsor a program like it?

Seeingkids grow

Keepingkids active

79% of Scouts members are aged6 to 13

AGED 6 - 1379%

89%* of Scouting parents are of Anglo-Celtic

ancestry compared to 70%† of Australians

*As per national study of 1,858 Scouting parents

†As per 2011 census

89%70%

1.

2.

59% 90% 45% 49% 44% 42%

37% 61%

40% 47%

42% 85%

SCOUTS AUSTRALIA CASE STUDYTarget Market Research

4

DEMOGRAPHIC OVERVIEW

This survey # This survey % National % of population aged 18+

GENDER Male

603 50%

50%

Female 600

50% 50%

TOTAL 1,203

100% 100% AGE 18-20

52 4%

GEN Z 5%

21-35 338

28% GEN Y 28%

36-50 332

28% GEN X 26%

51-69 342

28% BOOMERS 28%

70+ 139

12% BUILDERS 13%

TOTAL 1,203

100% 100% STATE

NSW 376

31% 32%

VIC 307

26% 25%

QLD 239

20% 20%

TAS 29

2% 2%

NT 15

1% 1%

SA 89

7% 7%

WA 119

10% 11%

ACT 29

2% 2%

TOTAL 1,203

100% 100%

5

Home demographics

The most common home type for Australians is a detached house in which 3 in 4 (73%) reside.

This if followed by a unit or apartment (17%) and a townhouse or villa (11%).

The great Aussie dream of owning your own home is still strong in the Australian psyche with

7 in 10 (70%) respondents owning their own home. More than half of these (37%) own it

outright while the remaining 33% (a third of all Australians) have a mortgage. 30% of Aussies

are renting.

These results mirror the Australian Bureau of Statistics 2011 Census data.

73%

17%

11%

76%

14%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Detached houseUnit/apartment

Townhouse/villa

Q. Which type of home do you live in?

NRMA National Study Respondents Australian Population, 2011 Census

30%33% 37%

31% 37%

33%

0%

5%

10%

15%

20%

25%

30%

35%

40%

RentedOwned with a mortgage

Owned outright

Q. Is the home that you live in rented or owned?

NRMA National Study Respondents Australian Population, 2011 Census

Scouts is Australia’s largest youth

development organisation with a

membership of 52,000 youth members.

For the first time in over three decades,

Scouts reviewed its youth program and

commissioned McCrindle to undertake

a three phase project to understand the

perspectives and needs among Scouting

and non-Scouting Australian families.

The McCrindle team visualised and

presented the results of all three phases at

national and state executive meetings to

assist key stakeholders in understanding

the strategic changes required to shape the

new Scouts program.

“One chief commissioner

suggested this is the best research

we have ever completed.”

NRMA CASE STUDYThis is our Home Campaign

NRMA Insurance commissioned McCrindle to undertake research for the This is

our Home campaign. The national study of 1,200 Australians captured the key

sentiment and emotive triggers that Australians have in calling their house a

home. Segmentation analysis throughout the report generated key insights for

the media campaign, for which Mark McCrindle was a spokesperson.

Discovering what makes a house

a home

14

Multi-Movers (19%)

19% of the Australian population have lived in many homes (5+) as adults and are open to

moving in the future, saying they’d love to move or would be fine to move. These individuals

are quick to adapt and eager to look for the next place to call home. Both women and men

alike are multi-movers, and the most common cohort of multi-movers belong to Gen X,

although multi-movers can be found across every generation.

Multi-movers are slightly less likely to live in detached homes (67% cf. 73% overall) and

therefore more likely to live in a unit/apartment (22% cf. 17% overall). They are far more likely

to rent (46% cf. 30% overall) and enjoy the flexibility provided to them through renting rather

than having a mortgage. Yet while they are more likely to be renting, they are just as likely to

agree (85% cf. 87% overall) that the Aussie dream is still to own a place of your own.

Multi-movers are more likely to live with a partner, and less likely to have children living in

their household.

15

Steady-Seekers (31%)

Nearly a third of the Australian population are Steady-Seekers who have lived in 4 or less

homes as adults but wouldn’t mind moving in the near future (being fine to move or saying

they would love to move).

Around half of these individuals are Gen Y, many of whom are still living with their parents or

have recently moved out on their own and are therefore renting. They are also more likely to

live in group households with other adults.

Steady-Seekers are slightly more likely to have at least one parent born overseas (54% cf.

47% overall) and come from a variety of cultural backgrounds in their search for their next

home.

Stable-Stayers (29%)

Stable-Stayers comprise nearly as large of a proportion of the population as Steady-Seekers.

These individuals have lived in just a few homes in their lifetime and are happy to stay in their

home, preferring not to move elsewhere or hating the thought of moving.

Stable-Stayers can be found across all generations and are slightly more likely to belong to

the Baby Boomer and Builder cohort (44% cf. 40% overall). They are more likely to live in a

detached house (81% cf. 73% overall) and to own their home outright (46% cf. 37% overall) or

with a mortgage (40% cf. 33% overall).

They are most likely to say that it took absolutely no time to make their current house feel like

a home (41% cf. 31% overall), yet for many this is likely to be positive memory rather than a

recent occurrence as more than half (55% cf. 42% overall) have lived in their current home for

10 or more years.

Stable-Stayers are commonly found across all different household types – from families and

couples to lone person and group households.

Finally Forever-Home (21%)

Those who are Finally Forever-Home are Australians who have lived in many homes across

their adult life (5+) and have finally found the place that they want to call home, preferring not

to move or hating the thought of moving.

Nearly two thirds of these individuals (63% cf. 40% overall) are Baby Boomers or Builders, and

they are more likely to be female than male. These individuals have truly ‘nested’ in their

current home, with 71% indicating the feel and function of their home to be casual and relaxed

1


Dealing with massive technological change and engaging with the youngest

generations, schools and tertiary institutions sit at the cross roads of the

demographic, social and technological trends.

At McCrindle we are regarded as thought-leaders and innovators in the space

of generational engagement, strategy, and communication. From school

satisfaction research to the visualisation of school data for communications

purposes, from giving input into the strategic planning process through to

staff professional development days, McCrindle has a long and rich history of

engaging with educational institutions.

Solutions for theEDUCATION SECTOR

School satisfaction surveys

Strategic planning input

Professional development

Geomapping and modelling

Visualisation and annual report design

National education report

Education Future Forum

M E T H O D O L O G Y

This sector-wide study incorporates six data sources.

PARENT ENGAGEMENT SURVEY

Sentiment on academic standards, use of

technology, career-readiness of students, faith and

values, value for money, quality of teaching and

learning, student care and support, leadership and

vision, satisfaction with the school, Net Promoter

Score (NPS) and key parent demographics.

STUDENT ENGAGEMENT SURVEY

This includes satisfaction measures and sentiment

towards current and future needs of the student body.

STAFF ENGAGEMENT SURVEY

Engagement levels, brand perception, teaching and

learning, employment benefits and conditions, Net

Culture Score (NCS) and key staff demographics.

P A R T I C I P AT I O N

O P T I O N SSchools are invited to choose one of the three following

packages as a research solution for their school.

For more information please contact Geoff Brailey from McCrindle

on (02) 8824 3422 or [email protected] OR

Anne Knock from SCIL on (02) 9986 7270.

NATIONAL SURVEY OF 1,000

AUSTRALIAN PARENTS

This National Survey gives a broader perspective

from facilitates a broader perspective from the

Australian public on the perceived needs and

challenges faced by the education sector in future-

proofing today’s students for tomorrow’s workforce.

THOUGHT LEADERSHIP STRATEGY

FORUMS WITH EXPERT LEADERS

These Strategy Forums with 6-8 expert leaders in

the fields of secondary and higher education will

provide an avenue through which to gain core

leadership insights across the sector.

INPUT FROM NATIONAL DATA,

GOVERNMENT & SECTOR REPORTS

This will provide a rich backdrop through

which to understand enrolment trends and

comprehensive, data-rich picture of the Australian

education sector and emerging trends.

1

2

3

6

5

4

INSIGHTS PACKAGE

Education Future Report +

Infographic + raw data +

2x Education Future Forum tickets

Cost: $6,000+GST

PERSONALISED INSIGHTS PACKAGE




+ personalised infographic

Cost: $7,500+GST

PLATINUM INSIGHTS PACKAGE




+ personalised infographic

+ strategy session with

SCIL or McCrindle

Cost: $9,500+GST

EDUCATION FUTURE REPORT 2016 INVITATION TO PARTICIPATE

School satisfaction data

Staff engagement data

Net Promoter Score

Net Culture Score

Organisational data

(from staff, parents

and students)

benchmarked

Results from national

survey and expert

strategy forums

Comprehensive,

visualised Education

Future Report

2 complimentary

tickets to the Education

Future Forum

OUTCOMES

Participants are encouraged to sign up by May 2016, with the research

conducted in Term 3, 2016, and results presented in mid-November.

1

2

3

Ravenswood School for Girls commisioned

McCrindle to test the school community’s

openness to innovative school education

models. Co-creation groups, focus groups,

student forums, and surveys were used to

gauge the community’s receptiveness to

various future-schools visions.

The McCrindle team has worked closely

with Wenona School to identify student

enrolment patterns, map satisfaction trends

across the school community, and conduct

analysis of annual reporting data for

visualisation and maximum communication

cut-through.

Education institutions across Australia are invited to participate in a national research

study on the future of the education sector.

This inaugural longitudinal study by McCrindle in partnership with the Sydney Centre for Innovation

in Learning will deliver a comprehensive, research-based analysis of the education landscape now and

towards 2020. It will provide participating organisations with a picture of the current and emerging needs of their

students, staff, and parents, all benchmarked against

the broader sector.Participants will receive their specific data, the benchmarking data as well as the overall insights published in the Education Future Report. They will

also receive complimentary invitations to attend the

Education Future Forum in late 2016.The results of the study will be published in the form

of the Education Future Report and presented at the

Education Future Forum in late 2016.

This annual study is a longitudinal study with the inaugural deployment commencing in 2016. It will provide detailed analysis of student, staff, and parent

engagement at your school benchmarked against the

responses of other schools, and in the case of parents,

against a study of Australian parents nationally. It will also provide industry-leading insights from experts across the sector and the opportunity for each school to gain valuable marketing insights to future-proof their school community.As an added benefit, this research will enable each

school to meet specific reporting requirements such

as annual report satisfaction requirements and data required for the Workplace Gender Equality Agency.

SCHOOL-SPECIFIC INSIGHTS

T +61 2 8824 3422 E [email protected] W mccrindle.com.auT +61 2 9450 1311E [email protected] scil.com.au

Ravenswood, Wenona & Education Future Forum CASE STUDIES

The Education Future Report is a national study of student learning, staff engagement and community expectations of schooling. This leading, longitudinal research is released at the annual Education Future Forum.

Education Future Forum:

Bringing together thinkers and leaders in

education, innovation & future thinking

29

Australian not-for-profit organisations are facing unique challenges in response to

demographic growth, intergenerational transitions, and technological changes. At

McCrindle we regularly assist NFPs in engaging with new generations of donors,

identifying the most effective communication mediums for cut-through, leveraging

brand engagement, tracking the retention journey of supporters and shaping

organisational culture to attract, engage and retain staff.

The Australian Community Trends Report is a national, longitudinal

research study providing a detailed analysis of the effectiveness,

engagement, and awareness of the not-for-profit sector.

Through participating in the sector-wide study, not-for-profit organisations benefit

from receiving aggregated data on emerging trends and the external giving

landscape as well as strategies for interpreting their organisation-specific results.

The study identifies national giving segments, benchmarks awareness, provides

a Net Promoter Score, outlines future donor behaviour, and delivers insights on

giving blockers and enablers for Australians.

H O W A U S T R A L I A N S G I V EH O W A U S T R A L I A N S G I V E

4 in 5 Australiansgive financially...

84%

Most of these supportin other ways too

Multiple causes

Single charity /cause

Ad hocRegular

CAUSESUPPORTERSOPPORTUNITY

GIVERS

TRADITIONALDONORS

17% 14%

36% 33%

Givers are most likely to connect

with a single charity / cause...

Raisingawareness

Direct action

Local /national

Global

GLOBALADVOCATESCOMMUNITY

INFLUENCERS

OVERSEASPARTICIPATORSLOCAL

ACTIVATORS

F O C U S

PU

RP

OS

E

43% 5%

45% 7%

More have a local focus, and support

activity not just advocacy

And are sporadic rather than regular givers

Givers are altruisticand trust matters most

MOTIVATIONS TO GIVE

Health & disaster relief are the top causes

TOP 3

BOTTOM 3

36% 29% 21% 10%Sporadically

Appeals /campaigns Consistent

4%

Calendar events(e.g. Christmas)

EOFY

BRANDRESPONDERS

Know & trust the charity

See the need

To make a better world

71%

62%

56%

Responsibility to share

Religious faith

Social pressure

28%

20%

15%

H I G H E S T G I V I N G P R I O R I T Y

Environment

Animals

Family

Disability

Homeless

Aged care

Youth

Disaster relief

Health

Donating goods

Volunteering

Fundraising / promoting

63%

33%

18%

Raising awareness of issue

15%

austral iancommunities.com.au

mccrindle.com.au R2L.com.au

I like to have a personal connection...and support a particular campaignor fundraiser.

H O W C H A R I T I E S C A N E N G A G E

E M O T I O N A L

P R A C T I C A L

B L O C K E R SE N A B L E R S

Over saturation of charitiesPerception of admin costsThanking inappropriatelyPerception of corruption

Personal storiesEvents and brand experienceTrust in the organisationCredibility and accountabilityDonation requests intrusiveLack of moneyLock in contractsOutdated communications

Showing measurable resultsFlexibility in donation amountBeing thankedTech enabled communication

Blockers & enablers to charitable giving

It is the cause that is key...WHAT HAS MOST INFLUENCED AUSTRALIANS TO GIVE

CAUSE

86%THE ORGANISATION 76%THE EVENT /CAMPAIGN 42%PERSONALCONNECTION 37%The cause gets me in.It’s the cause first and social media

is quite important for that.

But the personal connectionoften engages the unawareTHE JOURNEY FROM DISCONNECTED TO DONOR

Level ofthanksreceivedLevel ofcommunicationreceived

Frequencyof donationrequests

Amount spent onadministration& promotion

The 5 charity essentials

Transparency of admin costs

Reporting specific impacts and results

Where donations are allocated

Amount raised from appeals

Details of executives/governance

63%

63%

57%

56%

53%

Connection CampaignCause

Charity

RELUCTANCY APATHYPASSIVITY

ACTIVITY ADVOCACY

-4-5-3 -2 -1

1 2 3 4 5

0

Rationalreluctancy

Emotionalreluctancy Strongapathy Moderateapathy No

interest Someinterest Low

activity Highactivity

IndependantadvocacyRelationaladvocacy

Lowinterest

(RR)(ER)

(SA) (MA) (NI)(SI) (LA) (HA) (IA) (RA)

(LI)

Removing blockers,reframing negativeperceptionsRecommendation from afriend or family member,story telling Increased awareness,education around the issue

Showing the di�erencethat is made, importanceof issue shownOpportunity forvolunteering,resourcing e�ectively

One of Australia’s leading NPS & NCS More thanks, less requests

NET PROMOTER SCORE (SUPPORTERS)How likely would you be to recommend this organisation

to a friend looking for a charity to support?NET CULTURE SCORE (STAFF)How likely would you be to recommend thisorganisation to a friend as a place to work?The pathway from reluctancy to advocacy - the participation scale

27

31

Just right

Too little

Too much

NPS = [9+10] - [0+1+2+3+4+5+6]

scores of promotersscores of detractorsAUSTRALIA’S HIGHEST RATED SECTOR

Solutions for the NOT-FOR-PROFIT SECTOR

THE AUSTRALIAN COMMUNITY TRENDS REPORT

29

PARTICIPATION SCALE

Qualitative insights

The phrases underneath each heading show some of the ways that Australians can be

moved from one stage to the next.

The participation scale tracks the journey of Australians who have an awareness of a

charity. It defines the transition points from reluctancy and apathy through the stage of

passivity to activity and advocacy.

At the negative end there is emotional and rational reluctancy, these Australians either have

fears or reasons as to why they don’t trust charities and why they aren’t on board.

Qualitative insights

30

ENGAGING AND ACTIVATING CURRENT

SUPPORTERS

Qualitative insights - Better engage with current supporters

Engaging supporters in the organisation itself rather than just one-way communication is the

most effective. Providing opportunities for supporters to volunteer so they become more

passionate about the work as well as activating current supporters to provide

recommendations for the organisation. Some ways that this could be done is through social

media and email marketing.

Qualitative insights - Advocating for an organisation

Building trust in the organisation by being transparent, having good staff members,

organisation goals and showing results of the donations was of utmost importance for

participants to become advocates.

Keep Australia Beautiful & RSPCA CASE STUDIES

McCrindle has assisted RSPCA to better understand national sentiment towards

animal welfare and the RSPCA brand through longitudinal research, visualised

infographic outputs, and the delivery of results at conferences and executive

strategy days.

C O N T A C T I N F O R M A T I O N

M E T H O D O L O G YA national representative survey of 1,012 Australiansconducted in April 2015.* These two questions only asked of Australian pet owners.

mccrindle.com.au

A U S T R A L I A N S A N D A N I M A L W E L F A R E

The use of whips should be banned in horse racing

Cosmetics or ingredient for cosmetic products that are tested on animals is OK

It is important to me that meat, eggs and diary products sold in Australia are

farmed in a humane an ethical way.

When eating at a restaurant or café, it is important to me that the meat, eggs and

dairy products served come from animals farmed in a humane and ethical way

I would be prepared to pay 20% more for animal products that were certified to

have come from farmers and processors that use best practise of animal welfare

With more fish being bred and raised in fish farm enclosures, their welfare is an

important issue to me

Governments should be working harder to legislate and regulate for the

improved treatment of animals

YES

NO40%

66% 23%

YES

NO4%

16%

53%

75%

YES

NO50%

85%

1%

10%

NO

NO

NO

NO

YES

YES

YES

YES40%

77%

2%

16%

19%

48%

16%

44%

19%

56%

7%

34%

38%

78%

3%

14%

$ 20%

L E G E N D Yes, totalYes definitely

No, totalNo definitely

5%

A U S T R A L I A N S A N D P E T O W N E R S H I P

C H I L D H O O D P E T SHow regularly did you have pets in your childhood?

P E T O W N E R S H I PPets you currently own or have owned in the past

56%DOG

42%CAT

27%FISH

23%BIRD

12%OTHER

21%NONE

P E T O W N E R S H I P C O S T S *

How would you classify the financial commitment of owning a pet?

7%EXTREMELYEXPENSIVE

25%FAIRLY

EXPENSIVE

44%MODERATELY

EXPENSIVE

20%FAIRLY

INEXPENSIVE

4%VERY

INEXPENSIVE

I M P O R T A N C E O F P E T S *

How important is owning a pet to your life?

37%EXTREMELYIMPORTANT

27%FAIRLY

IMPORTANT

22%MODERATELYIMPORTANT

10%FAIRLY

UNIMPORTANT

4%VERY

UNIMPORTANT

A U S T R A L I A S T R E E TThe average street of 100 households comprises

49%ALWAYS25%

MOSTLY

16%HARDLY

10%NEVER

45DOGS

27CATS252

FISH263PEOPLE

R S P C A . O R G . A U

8

In the opinion of Australians, people litter because they don’t care about the effects it has on

the environment and because it is convenient for them to do so. The top reason Australians

attribute to people littering is that people don’t care about the effects (73%), rather than

suggesting that people don’t know about the effects of litter at all (17%). More than half of

Australians also suggested that the convenience of believing someone else will clean it up

(62%) and finding it easier to litter than properly disposing of waste (55%) are significant

reasons for why people litter. The insufficient number (25%) and inconvenient location (18%) of public bins are also

considerations as to why people litter. ‘Other’ responses included that people are lazy (74 responses), they don’t care and that they

have no consideration for others. People are rude and ignorant. Just plain lazy can’t be bothered to put in a bin. They just don't care.

73%

62%

55%25%

18%

17%

15%

11%

8%

6%

5%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80%

People don't care about the effects of litterPeople think someone else will clean it upIt is easier than properly disposing of wasteThere are not enough public bins provided or they

are overflowingBins are inconveniently locatedPeople don't know about the effects of litter

People litter to keep their personal space clean (e.g.their car and home)

There is already litter in the areaThey don't want to leave alcohol bottles / cans intheir car

Other (Please specify)People think it is coolPeople think litter is biodegradable

Q. In your opinion, why do people litter? Please select your top

three (3) reasons from the list below.

9

Perceptions of the effects of litter

Australians believe that littering has negative effects on society and the community at large.

They are most likely to identify that litter has negative effects on the environment, with 97% of

Australians indicating that they agree littering hurts the environment (ecosystems and

habitats).

Littering is also recognised to have a negative impact on the individual, whether it be through

costing taxpayers money (95%), because it is a health hazard (94%) or because it is

expensive to clean up (92%). Furthermore, 94% of respondents went as far as to agree that

seeing litter in their community upsets them personally, with a further 84% agreeing that it

affects their quality of life in some way. Australians also have the attitude that litter has a negative impact on their community, with

94% agreeing it hurts the tourism industry, 91% agreeing that it is a crime, and 91% agreeing

that seeing litter in their community upsets those living in their community.

Only 12% of Australians agree that to some extent littering is okay every once in a while, with

the majority disagreeing with this statement, and 3 in 5 (60%) strongly disagreeing.

62%

50%

42%

42%

40%

42%

37%

42%

24%

22%

25%

32%

34%

34%

33%

32%

35%

29%

39%

30%

10%

13%

18%

18%

21%

18%

21%

20%

29%

32% 10%11% 17%60%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Litter hurts the environment (ecosystems andhabitats)Litter costs taxpayers money

Litter hurts the tourism industryLitter is a health hazardSeeing litter in my community upsets me

Litter is expensive to clean upLitter is a safety hazard

Litter is a crimeSeeing litter in my community upsets those in mycommunity

Litter affects my quality of lifeLittering is okay every once in a while

Q. Please indicate whether you agree or disagree with each of the following statements.

Strongly agree Somewhat agree Slightly agree

Slightly disagree Somewhat disagree Strongly disagree

32

Australians also indicated that Keep Australia Beautiful runs anti-littering campaigns to

increase awareness about littering and to prevent people from littering, encouraging active

cleanliness and participation in clean-up days.

Advocate for the reduction of littering and the clean-up of littering in natural

environments.

Encourage active cleanliness, promote awareness of littering, organise

clean-up day (s).

Awareness campaigns about the impact of litter and the importance of

taking action to remove it from our environment.

A number of respondents also indicated that Keep Australia Beautiful awarded towns and

businesses for keeping towns tidy.

Educate the community about littering and reward those whom look after

their town.

Awareness campaigns about the impact of litter and the importance of

taking action to remove it from our environment.

The specific things that the respondents listed in association to what they think Keep Australia

Beautiful do are presented in the following word cloud:

The larger the word, the more often it was mentioned by individuals.

6

DEMOGRAPHICS

Gender, age and state of residence

The following table shows both the numbers and percentages of the gender, age and state of

residence of respondents in comparison to the national proportions.

This survey # This survey % National % of

population aged 18+

GENDER

Male 1,017 50%

50%

Female 1,016 50%

50%

TOTAL 2,033 100% 100%

AGE

18-20 52 3%

GEN Z 5%

21-35 578 28%

GEN Y 28%

36-50 541 27%

GEN X 26%

51-69 591 29% BOOMERS 28%

70+ 271 13% BUILDERS 13%

TOTAL 2,033 100% 100%

STATE

NSW 665 33%

32%

VIC 524 26%

25%

QLD 423 21%

20%

TAS 34 2%

2%

NT 16

1% 1%

SA 148 7%

7%

WA 191 9%

11%

ACT 32 2%

2%

TOTAL 2,033 100% 100%

1

D

Keep Australia Beautiful partnered with McCrindle to develop and conduct the

Litter in Australia Report, an innovative national tracking study. The research

measured behaviours of litterers and bystanders, analysed the main types of

litter, and researched attittudes and perceptions towards littering, enforcement,

education and anti-littering campaigns.


Solutions for the HEALTH & AGED CARE SECTORS

Providers of health care, disability support,

and aged care services are operating in

an increasingly competitive consumer

landscape in which the scarcity of public

funds and the demographic realities of

Australia’s ageing population are creating a

new care landscape.

McCrindle assists health, disability, and

aged care providers to understand

emerging markets, identify consumer

demand, and leverage brand messaging

for increased client engagement.

The McCrindle Baynes Villages Census is

Australia’s benchmark report for the retirement

villages sector and the world’s largest biennial,

quantitative census of retirement village

residents.

Villages.com.au and McCrindle have worked together to

develop the sector’s first independent, user-generated

rating system of retirement villages as scored by the actual

residents of the village, entitled the RESISTAR National

Resident Rating System.

Demographic growth projections

Brand message testing

Client sentiment tracking

Product demand analysis

Segmentation and psychographic profiling

VILLAGES CENSUSThe VillageCommunitiesReportAn analysis of the attitudesand motivating influencesof the 65-75 year oldBuilders Generation

www.mccrindle.com.auwww.villages.com.au

FRONT PAGE REPORT:Layout 3 25/11/08 4:37 AM Page 1

TheMcCrindle BaynesVillages Census Report2011Australia’s benchmark

industry report for the

retirement villages sector

villages.com.au

A comprehensive national census capturing 10,514 respondents from Australia’s retirement village population, supported by metropolitan and regional focus groups.

Commisioned by Report by

+

Synovum Care & Uniting AgeWellCASE STUDIES

McCrindle developed the Australian Archetype GridTM to capture the personality

and social worldview of prospective clients accessing Synovum Care’s

residential houses. Six distinct archetypes were identified based on a person’s

core values and lifestyle preferences, which are being used by Synovum to place

new residents in small scale living, matching their personality indicators with

compatible residents and their social worldview with a corresponding design

environment.

McCrindle undertook extensive demographic analysis, qualitative market

analysis, and a quantitative study of local residents to assess the demand for a

new Uniting AgeWell independent living site in a suburb of Melbourne. Results

on perceptions, awareness, competitors, the decision making process, design,

size, and price points provided strategic insights for the Uniting AgeWell team in

considering the viability of the project.

17

Age Please see the interactive map to navigate a number of variables in relation to age which are expressed below, including the estimated resident population, median age, proportion of population of 65, and the proportion of males and females who are over 65.

Please choose the layer ‘Age’ when navigating data for this section on the interactive map.

Total Population The SA2 with the largest population of those aged 65 and older within the City of Boroondara

local government area is Kew, home to 4,130 individuals of this age. This is followed closely

by Camberwell (3,623) and Balwyn North (3,605). The average age of individuals moving into new retirement village developments is 73. 1 The

highest number of individuals in the 70 to 74 age bracket are found in the SA2s of Kew (867),

Camberwell (735), and Balwyn (623). Table 1. Persons by Age in SA2 (no.) 65 to 69

years 70 to 74 years

75 to 79 years

80 to 84 years

85 years and over Total 65+

Ashburton 305 256 163 154 250 1,128

Balwyn 809 623 535 536 675 3,178

Balwyn North 935 730 604 638 698 3,605

Camberwell 1,124 735 538 525 701 3,623

Glen Iris - East 784 563 377 294 328 2,346

Hawthorn 855 544 408 283 389 2,479

Hawthorn East 549 411 273 254 273 1,760

Kew 1263 867 677 588 735 4,130

1 2013-2014 McCrindle Baynes Village Census

18

Kew East 309 203 196 143 152 1,003

Surrey Hills (West) - Canterbury 777 575 430 395 457 2,634

City of Boroondara

25,886

Proportion of 65+ Population Figure 1. Proportion of population over 65 by SA2

Balwyn has the highest proportion of 65+ residents with 19.3% of all residents aged 65+

followed by Balwyn North (17.1%). Balwyn also has the highest proportion of the male and

female population aged 65 and over at 16.6% and 21.5% respectively, as well as the highest

median age at 42.7 years compared to 38 across the City of Boroondara. Hawthorn is the youngest SA2 area with a median age of 31.6 years followed by Hawthorn

East with a median age of 33.2. Only 10.7% of the population in Hawthorn is 65+, with the

proportion of males aged 65+ sitting at 9.2% and the proportion of females aged 65+ at

12.2%.

Overall in the City of Boroondara, 15.1% of the population is aged 65+ with 13.5% of males and

16.7% of females aged 65+.

67

For profit versus not-for-profit

Being a not-for-profit provider is a significant value-add of Uniting AgeWell’s independent

living product offering.

While 1 in 3 prospects (29%) indicated that their level of trust for a not-for-profit provider is the

same as for a commercial provider, two thirds of the prospective target market trust not-for-

profit providers more than for-profit providers.

In Uniting AgeWell’s marketing and sales process, their NFP status is a communication point

that can continue to be emphasised among this target group.

30%

36%

29%

4%

0%

0% 5% 10% 15% 20% 25% 30% 35% 40%

My level of trust would be a lot stronger with a not-

for-profit provider

My level of trust would be somewhat stronger with a

not-for-profit provider

My level of trust would be the same with a not-for-

profit or commercial provider

My level of trust would be somewhat stronger with a

commercial provider

My level of trust would be a lot stronger with a

commercial provider

Q. If you were to move into an independent retirement

living village/apartment, how do you think your level of

trust would differ between a village operated by a not-

for-profit provider compared to a commercial entity?

68

Paying more for larger unit size

Apartment A

Apartment B

Suite 105, 29-31

Solent Circuit

Baulkham Hills 2153

E

W

[email protected]

mccrindle.com.au

A

facebook.com/mccrindleresearch

linkedin.com/company/mccrindle-research

twitter.com/McCrindlersrch

youtube.com/user/mccrindleresearch

blog.mccrindle.com.au

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