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Changing Times, Emerging Trends:
A Snapshot of 21st Century Customers & Staff
FILEX, Thursday 29 April 2010
Presented by Mark McCrindle
www.mccrindle.com.au
Trend 1: Boom
Changing population
Trend 2: Ageing
Ageing Populations - a global challenge, a global opportunity.
In the year 2000, there
were more people
receiving pensions in
Italy (22 million) than
people working (21
million)
By 2020, the median age
in China will be 37 and
48 in Japan
19% of the US
workforce in
executive, admin
& managerial
positions be of
traditional
retirement age
within five years
By 2012 over 26%
of the Japanese
population will be
over 65 years
Life expectancy of Australians
has increased by 25 years in the
last century.
New Zealand passed the Age
Pensions Act in 1899 granting a
pension to men aged 65. Male life
expectancy in 1899 was 55
Trend 3: Staff Shortages
1. Ageing population: 40 in 2020
2. Past peak labour: leaving F/T roles > entering: 2011
3. Leadership succession 1 in 3 by 2020
4. Trend of declining normative tenure: 12 yrs to 4 yrs
5. Portfolio careers and positions 5 careers, 20 emp.
6. Global and entrepreneurial: 1 in 4
7. Skills shortages still remain: 2%
Participation challenges – 7 enduring issues
Work/Life Balance (Flexibility)
Workplace Culture (Community)
Management Style (Accessibility)
Job Content (Variety)
Training (Employability)
Source: McCrindle Research: New Generations at Work
Top 5 (Gen Y) Attraction/Retention factors:
Trend 4: Transitioning
Transitioning Generations
Trend 5: Potentialism
1. Social Connection
2. Fun & Entertaining
3. Cool & Socially Desirable
4. Life Enhancing
5. New & InnovativeSource: McCrindle Research Mind & Mood 2010
www.mccrindle.com.au
Trend 6: Asymmetrical
Tradition
Reputation
Sit & Listen
Long-term needs
Content
Authority
psychographics
Tradition
Reputation
Sit & Listen
Long-term needs
Content
Authority
Innovation
psychographics
Tradition
Reputation
Sit & Listen
Long-term needs
Content
Authority
Innovation
Recommendation
psychographics
Tradition
Reputation
Sit & Listen
Long-term needs
Content
Authority
Innovation
Recommendation
Try & See
psychographics
Tradition
Reputation
Sit & Listen
Long-term needs
Content
Authority
Innovation
Recommendation
Try & See
Short-term wants
psychographics
Tradition
Reputation
Sit & Listen
Long-term needs
Content
Authority
Innovation
Recommendation
Try & See
Short-term wants
Process
psychographics
Tradition
Reputation
Sit & Listen
Long-term needs
Content
Authority
Innovation
Recommendation
Try & See
Short-term wants
Process
Authenticity
psychographics
Trend 7: New Australia
Pride
Freedom
Teamwork
Fun
Community
Trend 8: Post Lifestage
childhoodadulthoodadulthood
teensadulthoodadulthoodteens
adulthood
postlifestage
childhoodadulthoodadulthood19th Century
teens
adulthoodteens
postlifestage
childhoodadulthoodadulthood19th Century
20th Century teen
sadulthoodadulthood
childhood
teens
adulthood
postlifestage
childhoodadulthoodadulthood19th Century
20th Century teen
sadulthoodadulthood
childhood
teens
adulthood
childhood tweens adulthoodteens kippers21st Century
postlifestage
Trend 9: Post Structural
poststructural
Funnel
Fluid
poststructural
Command & Control - 20th Century
FINANCE OPERATIONS MARKETING
L
poststructural
Collaboration & Cooperation - 21st Century
L
L
LL
L
L
L
L
poststructural
Trend 10: Post Rational
+
+
COGNITIVE
EMOTIVE
AGREE-ERS
SEEKERS
--
HECKLERS
EMBRACERS
postrational: cognitive-emotive engagement
McCrindle Research
Freecall: 1800 TRENDS (1800 873 637)
www.mccrindle.com.au
www.mccrindle.com.au
