Articles by Mark McCrindle

Mark McCrindle is principal of McCrindle and a social researcher, a demographer, futurist and social researcher with an international following. His passions lie in tracking emerging issues and researching social trends analysing customer segments.


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From 2010 the world saw the start of Generation Alpha, the first to be fully born in the twenty-first century. Alphas have been born into an era of record birth numbers. When this generation is complete, in December 2024, Generation Alpha births will total almost two billion globally, and they will be the largest generation in…

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Generation Z (born between 1995 and 2009) were shaped in their formative years by the rise of digitalisation, and more recently, the behavioural shifts caused by a worldwide pandemic. There are currently almost 5 million Gen Z in Australia, comprising 19% of the national population. As they continue to enter the workforce over the next…

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2020 was a year unlike any other. Our year in review showed the vast changes and important social, political, global, and cultural events that took place. As we look ahead it’s important for leaders to have foresight, and to be able to see things not just as they are, but as they will be. So,…

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COVID-19 is changing the way Australians live, work and play. Because of the imposed restrictions and global mandate to work from home, Australians have spent more time in their homes in 2020 than ever before. According to our third phase of research exploring the impacts of COVID-19, the time spent at home is not likely to…

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The proportion of young adults or ‘kidults’ living at home in their 20s is on the rise, new data from The Australian Institute of Family Studies (AIFS) shows. Two in five (43%) young adults aged 20-24 were still living at home in 2016, up from 36% in 1981. It’s not only those in their early…

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Australia has long been labelled the land of the middle class but our recent analysis of the Australian Bureau of Statistics’ wealth and income data shows that this is less the case today. Household income by quintiles This infographic of annual household income by quintiles (20% categories, each comprising around 2 million of Australia’s 10…

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We are in the midst of a generational landmark, as Australia’s “Digital Integrators” (Generation Z) begin to enter the workforce and Generation Alpha move through their schooling years. Below we provide an explanation about each of these generations, and some interesting facts about them. Generation Z The students of our world today who are currently…

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There is a generation that comprises more than one in seven people, who are influencing the purchasing power of their household and are key to the future, yet few people have heard of them. Within the next four years they will outnumber the Baby Boomers, and many of them will live to see the 22nd…

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Australia has always been an entrepreneurial nation, with small business the backbone of the economy and the labour force. The Australian spirit of independence, a DIY attitude and the courage to give things a go are strongly demonstrated in these latest business statistics. Of all Australian businesses, 88% employ 4 people or less. The tough…

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According to our third phase of research exploring the impacts of COVID-19, since a global pandemic was declared, two in five Australians (41%) have worked from home. Almost one in four (24%) are still working from home, while 13% are now back in the office. The office is not dead, but it will look different…

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