IS YOUR DATA HIDING? - Analyse Australia · 2019-06-26 · mega-trends are reshaping Australian communities Beyond spreadsheets How to read a research report Sydney’s most livable

O U R F I R S T E D I T I O N : F O R F O R WA R D - T H I N K I N G D E C I S I O N M A K E R S

INSIGHTS FOR A CLEARER PICTURE OF YOUR FUTURE | ISSUE 1

IS YOUR DATA

HIDING?Shining a light on

your dark data

AUSTRALIA TOWARDS

2030How demographic mega-trends are

reshaping Australian communities10 FACTSABOUTAUSTRALIAAt 25.4 millionand growing

THE FUTUREWORKFORCESocial trends & the gig-economy

McCrindle Insights - Issue 1 | For forward-thinking decision makers | 32 | McCrindle Insights

The future is different to the one we used to know. Life used to be more structured, sequential, and

predictable. The future then was a place to which we were headed. You could make decisions, set plans

and track towards it.

But no longer are we journeying towards the future – the future is coming at us at increasing velocity

and unknown direction.

In recent times, many have been let down by technology through data hacks or privacy breaches.

There is a temptation to respond by opting out, turning off and increasing our scepticism.

We have all seen the challenges that this can bring, but digital technology and the data it collects, while

not without problems, can be used as a force for good. Using demographics and data can help us better

understand our changing communities, and better connect with them too.

Today’s incredible digital technology will be used for what technology has always been used to do. To

make life better, connect people, improve productivity and learning, enhance communities, improve

health and enable human flourishing.

The data-tracking, information-producing technology of our device-laden world ought be seen in its

proper context. Before we opt out, consider that from guiding us around road congestion to tracking

illness hotspots, the data of others helps us and guides another’s journey. We are more than a number

– but our choices, behaviours and circumstances produce numbers that can create a clearer picture of

our society, and in doing so, improve it.

Demystifying demographicsand using data to inform strategy.

Robotics, automation, big data, AI, predictive analytics and machine learning are just some of the fragments of the future that have already arrived.

Digital technology is now ubiquitous and in this Internet of Things world, we have around seven times the number of connected devices on the planet as there are people.1

Mark McCrindle

Demographer & Futurist

1 Cisco

Cover background image: Bella Vista, NSW, Australia 2009 & 2019.


We createa clearer pictureof the trendsthat informstrategic thinking.

Contents

Is your data hiding?

Shining a light on your dark data

Australia towards 2030

Analyse Australia presents: How demographic

mega-trends are reshaping Australian communities

Beyond spreadsheets

How to read a research report

Sydney’s most livable suburbs

The Urban Living Index

Speak and be heard in a busy world

The importance of bringing data to life

10 facts about Australia

At 25.4 million and growing

The future workforce

Social trends and the gig-economy

Top 6 trends for the 2020’s

The demographic trends for the decade ahead

About us

Meet some of the McCrindle team

How can McCrindle help me?

McCrindle’s services

Overview of Australia

Population map of Australia

6

8

12

14

16

18

20

22

24

26

28


Is your data hiding?Experts estimate between 50% and 80% of company data is ‘dark data’.7

Over the last 10 years since McCrindle began,

we’ve partnered with hundreds of companies across

all types of industries. Working with decision

makers wanting to make evidence-based decisions.

We see many struggling every day with reading,

understanding and managing the data they have at

their fingertips.

SHINING A LIGHT ON YOUR DARK DATA

The emergence of the technological age has seen our so-

ciety create and collate data like never before. The rise of

‘smart’ technologies, such as phones, watches, televisions

and more, has resulted in more than 2.5 quintillion bytes

of data being created every day. This represents 90% of

all the data in history, created in just two years. For many

organisations, however, much of this data is going unused.

Only 15% of data is being optimised

The average company stores 10 petabytes of data.1 That’s

10 million gigabytes, or approximately 23.1 billion files.2

Out of all these files, however, only 15% are considered

‘business-critical’. Meanwhile, between 50% and 80%

of files fall into the category ‘dark data’.3 The term ‘dark

data’, which has been growing in popularity amongst data

scientists and analysts worldwide, refers to data created

by an organisation that is then forgotten.

The average company stores 14.3 billion unused dark

files

Unfortunately, in the race for data optimisation, Australia

ranks third to last. As the third biggest hoarder of dark

data, more than two fifths of corporate data in Australia

is classified as dark (62%).4 Our current rate of dark data

collection is beaten only by Germany (66%) and Canada

(64%).5

Reducing dark data increases revenue

In order to step out of the dark data shadow, organisa-

tions need to optimise their data usage. Investigating

dark data presents opportunities for organisations to not

only reduce data waste, but reduce storage costs, improve

processes and raise revenues.

Reducing the amount of unwanted dark data in an organ-

isation can serve to reduce unnecessary storage costs.

With 62% of data storage budgets being spent on dark

data, reducing waste may present a significant cost sav-

ing.6

Discovering unique data opportunities

At the same time, dark data represents an untapped data

mine for many organisations. While for some organisa-

tions dark data may represent waste, it might also present

exciting opportunities. New data sources can be opportu-

nities for businesses to improve processes and enhance

efficiency. Improved analytics can reveal business oper-

ations where time, money or resources may currently be

wasted. This rich information may easily be going unused

by your business, lost in the world of dark data.

For those willing to shine a light in the data darkness, there are exciting business opportunities to be discovered.

Article by: Tim Edwards

1 veritas.com2 Ibid3 kefron.com4 Ibid5 Ibid6 Ibid7 Ibid


Australiatowards 2030How demographic mega-trends are reshaping Australian communities

How will this impact your

industry?

How will your organisation respond to this change?

1 . G R O W I N G P O P U L AT I O N

Like many other nations, Australia’s population is growing

at an unprecedented rate. In 2018 Australia’s population

surpassed 25 million. If this pace continues, Australia’s

population will reach 40 million people by the middle of

this century.1

Australia’s two largest cities, Sydney and Melbourne, are

both projected to reach a population of 8 million by the

middle of this century, equivalent to the current size of

London. This growth will likely result in a continued rise

in the number of vertical communities, rising house prices

and increased investment in infrastructure and services.

2 . C U LT U R A L LY D I V E R S E

With Australians living longer and working later, not only

are our communities more generationally diverse, they

are also more culturally diverse.

With migration a key driver of our population growth,

Australia is more culturally diverse than any other devel-

oped nation on the planet. Three in ten Australians (29%)

were born overseas. That’s twice the proportion of over-

seas-born residents in the U.S (14%) or the UK (14%).2

3 . A G E I N G P O P U L AT I O N

Australia is also experiencing a rapid ageing of the pop-

ulation. Within a decade, Australia will have more people

aged over 65 than under 18 for the first time in history.3

Nowhere are the implications more significant than in

employment. An ageing population leads to an ageing

workforce. In the coming years Australia’s working-age

population (15–64) is projected to decline as a proportion

of the total population.

4 . G E N E R AT I O N A L LY D I V E R S E

From 2019 there will be more Australians born after 1980

than before it. This means that Gen Y (born from 1980

to 1994), Gen Z (born from 1995 to 2009) and Gen Alpha

(born since 2010) will comprise more than half of the pop-

ulation. Additionally, from 2019, Gen Y and Z will comprise

the majority of the workforce. They will outnumber Gen X

and the Baby Boomers for the first time. This will see Gen

Y and Z dominate as workers, consumers, new household

formers and therefore the key groups to engage with.

5 . S O C I A L LY C H A N G I N G

In addition to the demographic shifts, social trends are

also changing Australian communities. With greater cul-

tural diversity comes greater religious diversity. In 1966 al-

most nine in ten (88%) Australians identified as Christian.

This compares to 52.1% Christian today.

Those who profess faith of a different kind has grown from

0.7% in 1966 to 8.2% in 2016. The proportion of Austra-

lians with secular and other spiritual beliefs (no religion)

has grown from less than one percent (0.8%) to 30.1%

over the same time period.

The emerging generations are also more formally educat-

ed than ever before. It is expected that one in two Gen Zs

(those currently aged 10-24) will be university-educated

compared to 1 in 3 Gen Ys and 1 in 4 Gen Xs. The emerging

generations are also beginning their earning years in debt

(HECS-HELP), staying at home longer and delaying tra-

ditional life markers such as getting married and having

children.

Analyse Australia is a platform created by McCrindle to:

1. Provide big-picture trends from across Australia

2. Help demystify data for business leaders.

We will provide guidance on how to drive your business strategy into the future.

The next Analyse Australia event is on Friday 19th June 2020

in Sydney. We would love to extend an invite to you to join us

over breakfast for a great morning of learning and networking,

as we analyse Australia.

Friday 19th June 20207:00 – 9:30amSydney

N E X T E V E N T

F I N D O U T M O R E

Analyse Australia presents:In a growing economy there is a need to fill the ongoing

labour demands as well as replace retiring or downshifting

staff. At the strategic level, the knowledge and leadership

of the Baby Boomers needs to be effectively transferred to

the Gen X and Y leaders, and the emerging Gen Zs. With

all these generations mixing in the workforce, we need to

understand their key differences to embrace this diversity.

analyseaustralia.com

1 ABS2 United States Census Bureau and The Migration Observatory at the University of Oxford3 Australian Institute of Health and Welfare


To help you navigate this brave new world we’ve compiled a short list of data do’s and don’ts.

D A T A D O N ’ T SD A T A D O ’ S

Stay relevant. Don’t keep data you don’t need. Too much data can be overwhelming. Remember to think about how and why you are using your data, and should you keep it?

Think inside and outside the box. Organisations are surrounded by data, sometimes data they don’t even realise they have! This ‘dark data’ represents approximately 80% of each organisation’s data. How can you bring your dark data into the light?

Spot the gaps. We all need a little help sometimes. Where are the gaps in your data analytics and can these gaps be filled by recruit-ment, training or a consultant?

Stay tech ‘lit’. Tune in to the data conversation. With new break-throughs made every day, spend some time working on your analyt-ical literacy.

Keep it secret, keep it safe. The rise of data privacy has meant that people today care about terms and conditions and expect their personal data to be handled legally and ethically. It’s important to keep up to date with the latest data privacy laws and ensure your organisation’s values are reflected in your data policies.

Ignore your data. It can be tempting to think ‘maybe it will all go away…’ With more than 2.5 terabytes of data created every day, however, data is here to stay. Utilising your data can transform busi-ness operations and significantly improve efficiency and revenue.

Destroy your data. Make sure your data is backed-up safely. This can be done internally or externally utilising cloud servers. Make sure you regularly revise your backups and safety protocols.

Stress! Finally, don’t stress. The internet is full of tutorials, courses and training guides. At McCrindle we are also more than happy to help! Feel free to contact us today on 1800 TRENDS.

Go it alone. Nearly a third of business leaders (32%) feel overwhelmed by data. It’s never too late to speak to someone about learning new skills.

For many, the world of data analytics can often feel complicated and overwhelming. Don’t worry, you’re not alone! Each organisation, and the individuals within it, are all on their own data journey.

Lose control. Third-party software providers, such as CRMs and sales platforms, will often silo your data in their systems. Overreliance on third parties can leave you vulnerable to price changes or prevent you changing to newer/better platforms. Keep your data in your control.


Do you find research reports daunting to pick up and

read?

At McCrindle we pride ourselves on making data visual

and easily consumable. Yet we know it can be hard to

read through long research reports.

Here are five tips to help you read a research report.

1. Read the executive summary first

Executive summaries are designed to give you an over-

view of the entire report. They include standout findings

and are concise enough that they shouldn’t take you too

long to get through.

Hopefully once you’ve read the executive summary, it will

intrigue and inspire you to keep reading.

2. Skim read the report

To find what sections might be of most interest to you,

skim read the report. Read the bolded headings and

make a note of bits that stand out to you.

3. Read it with a highlighter and pen to annotate

Have you ever read a book or report, made a mental note

of something really interesting, then struggled to find it

later on? Why not read the report with a highlighter or pen

in hand to make notes?

Research at its best

So you’ve gone to the effort of doing

some research. Great first step! After

collecting the data, it’s formulated into

a report highlighting the key insights

and trends. This is when it gets exciting!

A good research report is written to be

read! That may sound obvious, but it’s

true. Take time to get the most out of a

research report.

HOW TO READA RESEARCH REPORT

Article by: Sophie Renton

Or if you’re not into printing, annotate the document using

Adobe. This way you’ll easily be able to see the parts that

most stood out to you.

4. Focus on the break out boxes

Research reports often comment on the overall findings,

but they also drill down into insights for particular cohorts.

Break out boxes might have insights in them relating to a

particular gender, generation or other segment.

Break out boxes are often where the gold is, so make sure

you read them and absorb all they have to offer.

5. Take your time

In a world of shorter attention spans and busy lives, it’s ok

if you don’t read a full research report in one sitting. Take

your time with it. Put it down and do something else, then

come back to it.

The report exists to serve you, so feel free to take your time, and read when you’ve got the motivation!


“The McCrindle team are knowledgeable, insightful, and quick to turn ideas into strategic deliverables.”U R B A N T A S K F O R C E A U S T R A L I A

Case Study:

UrbanLivingIndexurbanlivingindex.com

Sydney’s most liveable suburbsThe Urban Living Index is an ongoing measure

of the liveability of Sydney suburbs. This instru-

ment 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 pro-

vides a score out of 100 for each of Sydney’s

suburbs. This tells Urban Taskforce Australia’s

members and suppliers where the best urban

neighbourhoods are.

How it has helped

Demographic and geomapping data is hosted on

urbanlivingindex.com and generated media activity in

print, tv and radio across Sydney. The data has been used

by apartment developers to understand where liveability

is greatest.

The Urban Living Index has assisted Urban Taskforce in

generating significant brand positioning as market lead-

ers in urban development.


Clear communication is more important than ever before. We are living in an age of

digital disruption. In ‘the great screenage’ where we spend more time on screens than in

face to face interaction. As a result, our attention spans are short. In times of message

saturation and information overload, it is harder than ever to cut through the noise.

Images, not words, get cut-through. Symbols – not languages – are universal. Pictures

not statistics, connect across the generations. In a world of big data – we need visual

data! We believe research is at it’s best when it is visual, and when it tells a story.

Here are our top three things to keep in mind when visualising data.

1. Simplicity

Don’t overcomplicate it. When it

comes to information, if you want

to tell them more, tell them less and

you’ll tell them more.

Research methodologies matter.

Quality analysis is important. But

making the data visual, creating

research that you can see, ensuring

the information tells a story – that’s

absolutely critical.

2. Relatability

Use symbols that are relatable and

metaphors that are understandable.

Research makes a difference when it

strikes a chord. When it makes sense

rationally, and you get it viscerally.

3. Variety

Vary the colours, concepts and styles.

Statistics should be fun, like anima-

tion. Research reports should not sit

on shelves but be interacted with, and

shared on social media, or beamed

onto buildings.

So when you next have a story to tell, remember that the mind responds to visuals. That we are wired to engage and retain information visually. And that creating interest and intrigue, especially when you are communicating data, has never been more important than it is today.

Speak. And be heard in a busy world.

At McCrindle we know that great research and

comprehensive data is no use when it is not

understood. It is crucial that this information is

transfered through effective communication. Taking

data and bringing it to life is what we love

most. It is from this that we see understanding and

inspired decision-making.

THE IMPORTANCE OF BRINGING DATA TO LIFE

Article by: Ashley Fell

The key to unlocking effective cut-through is to present information in a way that is visual.


Australia’s landscape and identity is shifting. Aussie men and women are getting mar-

ried later in life and having fewer children, yet our population is booming. This is mainly

due to the growth of overseas migration, with most choosing to move to Melbourne and

Sydney. Melbourne is now, and has been for some time, outpacing Sydney as Australia’s

fastest growing city.

10 factsabout Australiaat 25.4 million

Australia has doubled its population in 48 years. In 1970 the

population was 12.5 million – half the current milestone.

Of Australians born overseas, the most common country of birth after England is now

China (including Hong Kong). Today 29% of Australians are born overseas, compared

to 1966 when only 18% of the population had been born overseas.

Australia’s growth comes largely from net overseas migration

(61%) and secondly, from natural increase (39%).

The median age of first marriage for females is 28.7 and males is 30.3.

The median age of all mothers for registered births in 2017 was 31.3 years and for fathers 33.3 years.

The average Australian family has 1.9 children.

Australia is the most culturally diverse nation on earth

and collectively we speak more than 300 languages.

Australia is on track to reach 30 million in 2030 and 40 million in 2048.

Melbourne is currently Australia’s fastest growing city. In the last year it has grown by more

than 125,000 people – that’s the equivalent of adding a new Darwin to Melbourne annually.

Based on the current growth rate, Melbourne will reach 8 million in 2037,

with Sydney not reaching 8 million until 2040.

1

5

6

7

8

9

10

2

3

4


Article by: Ashley Fell

Future workforce

Understanding how social trends are impacting Australia’s working population.When it comes to keeping up with the trends and prepar-

ing for the future, the focus tends to be on technological

shifts. Clearly the ever-changing technologies in business

and in life are redefining our world. Yet, interestingly, it is

the social and demographic changes that have more pro-

found implications on our future than even the massive

technological ones.

More diverse workplaces

As Australians live longer and work later in life, workplaces

will become more diverse, culturally and generationally.

Having a mix of generations in the workplace is nothing

new. Traditionally, older generations have been in senior

managerial positions with younger generations at the

front desk, on the factory floor, or out in the field. Not

so today. The new reality is one where teams of diverse

ages all work together on projects encompassing multiple

generations.

In response to a more diverse workforce, we need greater

emotional intelligence (EQ), cultural intelligence (CQ) and

generational intelligence (GQ). Leaders need the skills to

bridge gaps, create cohesion and a common direction

amidst more diverse teams.

The rise of the gig-economyThe multiple job holder

The 2020s will mark the era of the gig economy, contin-

gent work, freelancing and entrepreneurism. Three in ten

Australian workers are non-full-time workers; either part-

time, casual, contractors, contingent workers or freelanc-

ers.1

The future of portfolio careers means employers need to

be more efficient at recruiting and training staff as career

tenures become shorter and shorter. While it poses some

challenges, it also provides excellent opportunities. Future

employees will have a greater understanding of business

diversity, a broader perspective, bringing a wider range of

transferrable skills to the workplace.

The future of work is not all robotics, automation and new technologies

Two thirds of new jobs by 2023 will be in four sectors:2

• Healthcare and Social Assistance

• Professional, Scientific and Technical Services

• Construction

• Education and Training.

The growth of jobs in these sectors is driven by demo-

graphic changes rather than just technological advances.

Australia’s ageing population, increasing demand for

housing and infrastructure and an increasing number of

school and tertiary aged young people are all having an

impact on job growth and employment outlook.

More female workers than ever before

Many households today need more than one income.

Consequently, many couples are delaying traditional life

markers such as marriage or having children in order to

stay in employment longer. Today, women comprise 47%

of Australia’s workforce.

These factors are creating an employees’ market which is

unlikely to change with an ageing population and transi-

tioning generations.

Further expanding this employees’ market is the increased

number of choices available when it comes to choosing

a career. With opportunities to travel, work overseas, or

retrain for yet another career, there are more options than

ever.

1 ABS2 Department of Jobs and Small Business 2018


Top 6 trendsfor the 2020’s4 Recessionette

The Australian economy is performing solidly with low

unemployment at 5%, low interest rates and positive,

though modest economic growth. However, 2019 contin-

ues to reveal a loss in capital city house price value, high

rental and utilities costs and slow wages growth. All of this

will heighten the perception of Australians having wealth

declines and tight household budgets.

While Australia is entering its 28th year since the last re-

cession, and the fundamentals are a long way from a con-

traction, the consumer sentiment is starting to respond

as though we are in a mild one. From a householder

perspective, spending behaviours will be prudent,

big expenses delayed and the general consumer

attitude be not quite recessionary – but perhaps

recessionette.

5 Rise of the lifestyle cities

While Australia’s capital cities are home to

16 million people, more than 8 million, live

in regional Australia. Of the one in three

Australians living outside of the capitals,

most of them live in regional cities which

are Australia’s lifestyle cities offering the

benefits of the capitals without the con-

gestion, infrastructure bottlenecks and

affordability challenges. 2020 will see a

continued focus on the regions from policy

and spending initiatives to better transport

connections to open up the opportunities for

the regions.

Seismic shifts in Australia’s demographics this year will mean

that Generations Y and beyond (Australians born since 1980)

will become the largest proportion of the population. Our

regional cities will emerge as lifestyle cities. Our cultural di-

versity and generational change will, in the decade ahead,

reshape the national conversation and shake-up the tradi-

tional Australian self-image.

Here are 6 key social and demographic trends for the 2020’s

from Mark McCrindle.

1 Simplicity as a service

After a decade of digital disruption and increasing veloci-

ty of change, 2020 will mark a year of Australians seeking

simplicity. The ABS states that 35% of Australian men and

42% of Australian women state that they are always or often

rushed or pressed for time.

In a world of screen saturation, 24/7 expectations and al-

ways-on technologies, the year ahead will see Australians

not so much turn technology off, but to turn on apps and

solutions to make their life function more efficiently. People

are increasingly happy to spend money to gain time. More

than just an extension of the outsourcing trend, consumers

will pay a premium for simplicity and seek ways to reduce

the chaos and rebalance life.

2 Redefining the Australian identity

2019 saw a federal election and a state election

in NSW and with these, lots of policy discus-

sions and national conversations in who we

are, and as a nation, where we want to

go. In addition, the republic/monarchy

debate will continue along as well as

our place in the world and our on-

going connection with Europe and

North America amidst our increas-

ing connection with Asia.

Top 6 trendsfor 2019

As the most culturally diverse nation in the developed

world, the discussions about migration, population

growth and the Australian identity will have a more re-

flective tone in a nation that rarely gets introspective.

3 New generations dominate

There are now more Australians born since 1980 than be-

fore 1980. This means that Generation Y (born from 1980

to 1994) and Generation Z (born from 1995 to 2009) and

Generation Alpha (born since 2010) comprise more than

half of the population. Additionally, from 2020, Genera-

tions Y and Z will comprise the majority of the workforce

– outnumbering Generations X and the Baby Boomers for

the first time. This demographic and economic strength

will see Gen Y and Z dominate as workers, consumers, new

household formers and therefore as the key demographic

to engage with.

Mark McCrindle reveals the top trends for the decade ahead

Many of these regional centres were the first to get NBN

and with this a booming business economy, a thriving

tertiary sector and the relocation of business and govern-

ment offices. The new focus on getting migrants into the

regions, matching investment and services to this popu-

lation growth, and the affordability premium offered by

the regions will see Australians take another look at these

growing lifestyle cities.

6 The power of trust

The last few years have seen Royal Commissions and

other inquiries refocus and recalibrate Australians’ trust.

Few sectors have been immune, from religious and po-

litical entities to corporations in the financial sector, to

aged care providers to social media and tech companies,

trust has been eroded. The year ahead will see consum-

ers value trust, whether it be in a brand, person or entity

above price, promise or experience.

Those who can gain and keep trust, through transparency,

and values-based offerings will thrive in the trust-as-pre-

mium environment.


Meet some of our team...Our Research and Operations Manager, Grant

Dusting, sat down with some of our McCrindle

team to help humanise the world of data.

Could you tell us a little

about your role at Mc-

Crindle?

I think I come up with

a different explana-

tion every time I meet

someone! My background is in economics,

and social research is an opportunity for me to use a lot

of the skills and principles I learned in studying economics

and apply them to real world situations, this helps organ-

isations use data more effectively. When you boil it down,

we use data to solve people’s business problems.

Give us an example of a recent project you’ve worked on,

or is it all top-secret stuff?

Ah yes some of my favourite ones that come to mind are

confidential, which I know will be a letdown. But we’ve

also done a fair bit of work for schools looking into new

campus locations, and we helped them develop a demo-

graphic profile of the families that typically engage with

them. We overlayed that profile with demographic pro-

files and population growth projections of suburbs across

their city, which helped to identify the most suitable lo-

cations for them to consider investing in a new campus.

What does a senior researcher do at McCrindle?

A bit of everything! I’ve worked on many different kinds

of research projects: demographics, quantitative and

qualitative research projects, and projects that combine

all of the above.

What did you do before joining the McCrindle team?

I was a neuro-physiology research assistant, looking at

how chemotherapy affects the nerves in patients.

Wow, that sounds very technical, and far from social

research...

Yes that’s a fair comment, though I did learn to ask prob-

ing questions as well as being meticulously attentive to

detail. I’m able to bring those skills to McCrindle. We don’t

just give clients information, we go the extra step and

What do you enjoy about your work at McCrindle?

The fact that we get to interact with a whole range of in-

dustries is one thing that keeps it interesting. I really enjoy

the diversity – there’s always something exciting and fresh

we are learning. I also love that we make information ac-

cessible to people and help them engage with it.

Could you share a recent example of how you’ve done

that?

We recently worked with an aged care provider who had

a location in mind to build a new facility. They wanted

to better understand the area and the people that make

up the local community there. We helped them unpack

the demographics of the area and analysed population

projections to see what the area is expected to look like

in 20-30 years and whether the demographic profile

demonstrates a market need for an aged care facility.

Tim EdwardsDemographer, Team Leader of Analytics

Jenna MurraySenior Researcher

Kevin LeungDemographic & Research Analyst

What would you say to people who want to better lever-

age data but don’t know where to start?

It’s tempting to throw around terms like ‘big data’ and

‘data analytics’ but sometimes they can be buzzwords

that we don’t really understand. As a start I’d divide in-

formation into two categories: internal data and external

data. Internal data is information they are collecting in

their organisation, such as customer details, enrolment

data, or marketing figures like email subscribers and click-

through rates. We’re fortunate to live in a country where

there is also a whole pile of useful data being made pub-

licly available by the government and other companies.

We refer to this as external data. Clarity comes when we

overlay internal and external data sources to help organi-

sations better understand their own stakeholders and the

landscape they operate in.

provide them with insights that will answer their deeper

questions.

I heard one of your nicknames is ‘Jennagraphics’. Does

that mean you love demographics projects?

I’m hoping that one doesn’t stick. But yes, I recently had

the pleasure of leading a project we conducted with The

Kings School, one of Australia’s premier private schools.

It was a project that incorporated their enrolment data,

surveys, focus groups and interviews with the school com-

munity. It was fascinating seeing data guide them as they

made some strategic decisions.

Why do you think

people come to

McCrindle for help

with demographic

analysis?

We love presenting

information in interesting and engaging

ways, and showing how it fits in the bigger picture. There’s

lots of interesting data out there, but we help identify

what is relevant for a particular organisation’s context,

so they are equipped to make more informed business

decisions.


How McCrindle maywork alongside you

Analytics

Research

Visual Communication

Speaking& Advisory

At a glance...

How can McCrindle assist me?Good question.

We love seeing organisations grapple with internal and

external data to find the trends that are shaping their

performance. It’s wonderful seeing people draw on

robust evidence to inform strategic planning and crucial

decisions.

Over more than a decade, McCrindle has been helping

provide a clearer picture to our clients. By providing

thousands of keynotes, hundreds of research projects and

infographics, we have given confidence to leaders in an

increasingly complex world.

We’ll give you greater clarity, insights and recommenda-

tions. We’ll help tell the story from the data in a way that

empowers you to lead and communicate effectively. Bring data to life and tell your story

Presenting your message through clear, concise communi-

cation is paramount to success. See your statistics come to

life in visually engaging ways.

Infographics | Visualised Reports | Animation

Know the times and shape the trends

We can analyse trends across Australia using publicly avail-

able data. The insights achievable are endless when combin-

ing internal and external data.

Geomapping | Census Scans | Data Analytics

Engaging audiences and cummicating the trends

A keynote presentation or workshop should engage, inspire

and inform audiences. See your event achieve success with

the McCrindle team delivering key insights.

Speaking | Workshops | Advisory

Listen and learn from your audience

Aussies are a fascinating group of people. By capturing new

insights through primary research we can find out how they

live, work, learn, earn, spend and play.

Surveys | Focus Groups | In-Depth Interviews

At McCrindle we are problem solvers, strategic advisors and communicators. Our clients are forward thinking in their

approach and desire clarity for the key decisions they are making. Our projects often explore complex topics. Our

approach is to understand, analyse and then communicate key findings in visually engaging ways. We have dedicated

teams in:

So you’re ready to get started?

We’re really excited to welcome you aboard!

You’re about to find insights into your organisation and

industry that will inspire decision making, which will shape

the future. Both for you and your sphere of influence.

We would love to invite you to one of our industry events.

Or if you would like to discuss a specific project, head to

the back cover and get in touch!

“The data has also been used to shape dialogue with the NSW Government

regarding educational infrastructure in the future.”

A S S O C I ATI O N O F I N D EPEN DA N T S C H O O L S N S W

“McCrindle helped us clearly identify the most important landscapes that will

drive future strategy.”

S Y D N E Y WAT ER

Who is McCrindle for?As social researchers we love working with people. Often

we’ll be guiding them on their journey through exciting

growth and transition by using data to inform strategic

decisions.

Forward thinking strategic planners are often the ones

who find most value from McCrindle. We in-turn enjoy

building long-term mutually beneficial relationships.

TEW

+61 2 8824 [email protected] twitter.com/

mccrindlersrch

facebook.com/mccrindleresearch

blog.mccrindle.com.au

linkedin.com/company/mccrindle-research

youtube.com/mccrindleresearch

instagram.com/mccrindleresearch

80.4 84.6Life expectancy at birth

33.3 31.2Median age of parents (new births)

30.3 28.7Median age first marriage

Australia: 1.7 OECD: 1.7Total fertility rate

P O P U L A T I O N B Y Y E A R O F B I R T H

1935 1945 1955 1965 1975 1985 1995 2005 2015‘40

150,000

100,000

0

50,000

300,000

250,000

200,000

‘50 ‘60 ‘70 ‘80 ‘90 ‘00 ‘10

350,000

6 million

LyonsAustralianPrime

Ministers

USPresidents

Australianpopulation

Worldpopulation

Men. Curtin Chifley Menzies

Roosevelt Truman Eisenhower JFK Johnson Nixon Ford Carter Reagan GH Bush Clinton GW Bush Obama T

Holt Gorton McM Whit. Fraser Hawke Keating Howard Rudd Gillard Abt. Tbl.

7 million 10 million 13 million 16 million 19 million 25 million

2 billion 3 billion 4 billion 5 billion 6 billion 7 billion

KEY LIBERAL / NATIONAL LABOR

KEY DEMOCRAT REPUBLICAN

BU

ILD

ER

S

GE

NE

RA

TIO

N A

LPH

A

BA

BY

BO

OM

ER

S

GE

NE

RA

TIO

N X

GE

NE

RA

TIO

N Y

GE

NE

RA

TIO

N Z

POPULATION2.0 million - 8%

% OF WORKFORCEToday: 1% | 2028: 0%UNI DEGREE: 1 in 10


% OF WORKFORCEToday: 20% | 2028: 5%

UNI DEGREE: 1 in 5



UNI DEGREE: 1 in 4



UNI DEGREE: 1 in 3



UNI DEGREE: 1 in 2

POP.2.9 million

12%

AGE AGE AGE AGE AGE AGE73+ 54-72 39-53 24-38 9-23 <9

War babies

Post WWII baby boom

Record birth numbers1961: Highest birth rate ever

recorded - 3.5 births / woman

1971: Birth numbers reach276,361 - not beaten until 2007

The “echo boom” -reflected the fertilityyears of the Boomers

2001: Lowestbirth rate everrecorded - 1.7

A U S T R A L I A ’ S G E N E R A T I O N A L P R O F I L ETEW

+61 2 8824 [email protected] twitter.com

mccrindlersrchyoutube.com/mccrindleresearch

facebook.com/mccrindleresearch

instagram.com/mccrindleresearch

blog.mccrindle.com.au

linkedin.com/company/mccrindle-researchT

EW

CITYSYDNEY

MELBOURNEBRISBANE

PERTHADELAIDEGold CoastNewcastle

ACT/CANBERRASunshine Coast

WollongongGeelongHOBARTTownsville

CairnsDARWIN

ToowoombaBallaratBendigo

Albury - WodongaLaunceston

MackayRockhampton

BunburyCoffs Harbour

BundabergWagga Wagga

Hervey BayMildura

SheppartonPort Macquarie

Rank by population

CAPITAL CITY

Other city

‘0005235500024572064134468048641733430326722918215414713710599938780797572715654525248

#123456789101112131415161718192021222324252627282930

10

12

14

15

WA 2.6m - 10% 0.8% 1.9

NT 0.2m - 1.0% 0.7% 2.0

SA 1.7m - 7% 0.6% 1.7

QLD 5.1m - 20% 1.7% 1.8

NSW 8.0m - 32% 1.7% 1.7

ACT 0.4m - 2% 2.1% 1.6

TAS 0.5m - 2% 0.9% 1.9

VIC 6.5m - 26% 2.4% 1.7

Population: 25 millionPopulation growth rate: 1.7%Total fertility rate: 1.7

Full-time Part-time Unemployed

Households Average household size Median age

Births Deaths Natural increase

Arrivals Departures Net overseas migration

E M P L O Y M E N T

P O P U L A T I O N

H O U S E H O L D S

Total employed Unemployment rate

Total population growth

Naturalincrease

Net overseasmigration

9.6 mil

12.6 mil

8.6 mil

308,500 160,900 147,60038% 62%

240,500529,400 288,900

4.0mil 0.7 mil

5.4%

382.6 people/household

388,100 people/year

5

4

6

24

7

9

111718 29

2819

26

20

13

21

2527

22

8

30

16

23

A U S T R A L I A ’ S P O P U L A T I O N M A PMAP KEY CITY BY POPULATION

cb McCrindle 2018 | Source: McCrindle, ABS

POPULATIONGROWTH

2

3

1

In the meantime, if you have any

questions, please contact us:

Phone +61 2 8824 3422

Email [email protected]

Website mccrindle.com.au

Getting started in uncovering a clearer picture for your future decision making is easy. Simply head to mccrindle.com.au to find out more about us and to get in touch.

Once we’ve received your request, a McCrindle solution designer will be in touch. During the call, they’ll discuss with you your goals for the project and any specific challenges you currently face.

Along the way you’ll be given some guidance to assist, even before a project has begun.

We’re always excited to start on new projects with great people.

Next steps...

O U R F I R S T E D I T I O N : F O R F O R WA R D - T H I N K I N G D E C I S I O N M A K E R S

Documents

IS YOUR DATA HIDING? - Analyse Australia · 2019-06-26 · mega-trends are reshaping Australian communities Beyond spreadsheets How to read a research report Sydney’s most livable