The Future Report

As global events continue to unfold with increasing volatility, the psychological landscape of the Australians is shifting from a state of personal vulnerability to a sense of compounding frustration. In this new report we explore the impact of global events on Australia’s morale and behaviour.By understanding perceptions and how people are behaving in response to the ongoing volatility. Brands can navigate these anxious times with a renewed sense of collective strength and a clear path forward.Download the new report here: https://mccrindle.com.au/resource/report/snapshot-april-2026/Access McCrindle Plus here: https://mccrindle.com.au/mccrindle-plus/Book a McCrindle speaker: https://mccrindlespeakers.com/

Against all expectation, has AI made us more human?As AI takes on more of the technical tasks, the focus is shifting back to what makes us human. There is a pivot away from constant connectivity toward more intentional and balanced living. At the same time, there is a rising concern that relying too much on technology may weaken critical thinking and personal identity.In response, people are placing greater value on authenticity, empathy, and human connection. Skills like communication, storytelling, and emotional intelligence are becoming key differentiators in a world where technical skills are more accessible. For organisations, this means success will come from clearly expressing their purpose and values. Even without a logo, their voice and impact should be easy to recognise.Access McCrindle Plus here: https://mccrindle.com.au/mccrindle-plus/

We're currently navigating a complex landscape defined by a state of permacrisis. With global volatility, fuel price increases and other pressures impacting each generation in different ways.In this episode of the podcast we unpack new survey data conducted in April 2026 to explore:How long the conflict in Iran is going to lastTop emotions Australians are feeling about the volatilityBehaviour change in response to the recent fuel pricesOpenness to owning an electric vehicleAccess McCrindle Plus here: https://mccrindle.com.au/mccrindle-plus/

Australia is currently navigating a period of business and social transformation. While the economy faces record business exits due to rising input costs and price shocks, the entrepreneurial spirit remains resilient, particularly within the healthcare and construction sectors. This economic pressure is acting as a catalyst for a national reshuffle, with population data revealing a mass migration away from traditional hubs in New South Wales toward the lifestyle and affordability of Western Australia and Queensland. This movement signifies a broader societal shift as Australians prioritise liveability and secure employment in an increasingly volatile financial landscape.Simultaneously, the digital age is introducing a new form of psychological friction. Despite being the most savvy users, Gen Z is reporting the highest levels of overwhelm caused by the constant bombardment of notifications and digital alerts.This tension between technological efficiency and mental wellbeing mirrors a shifting perspective on the human lifecycle. While many Australians look back on their twenties as the peak of life, the growing longevity boom is forcing a re-evaluation of our later years. Society is moving toward a future where community contribution and intergenerational connection define success just as much as economic output or youthful vitality.Access McCrindle Plus here: https://mccrindle.com.au/mccrindle-plus/

The current consumer landscape is defined by a paradox. Where geopolitical tensions and rising costs of living coexist with people leaning into small luxuries purchases. Nearly 8 in 10 Australians are concerned about inflation, with consumers are migrating toward budget brands for household essentials while simultaneously doubling down on investments like private education and premium self-care. This shift reflects a psychological need for agency and comfort in an unstable world, where a small luxury or a quality product serves as a tangible anchor of stability.Beyond consumer sentiment, the broader community is grappling with the transition toward post-materialism, valuing experiences and relationships over the accumulation of possessions. To thrive, organisations must lean into timeless human needs for belonging, authenticity, and beauty, providing a consistent sense of purpose for a younger generation that views future uncertainty as a primary barrier to their wellbeing.Download the Consumer Paradoxes Infographic here: https://mccrindle.com.au/resource/infographic/consumer-paradoxes-infographic/Access McCrindle Plus here: https://mccrindle.com.au/mccrindle-plus/

The current sociological landscape is defined by a significant decline in trust toward institutions and global leadership. As a result, there is a visible shift toward localism, where individuals prioritise relationships with smaller, more tangible entities. This movement suggests that for leaders to be effective today, they must move beyond mere competence and focus on character and consultative processes that bring stakeholders along on a shared journey.In the workplace, this distrust is compounded by the complexities of ageism, which often impacts both Gen Z and Baby Boomers through different forms of bias. While younger generations seek greater agency, older generations navigate a rapidly evolving digital environment. To foster a cohesive culture, leaders must pivot from viewing diversity as a source of friction to leveraging it as a tool for innovation. By pairing the energy of youth with the wisdom of experience, organisations can move toward a model of generational cohesion that values the human element over systemic labels.Download our infographic on the different generations in the workforce: https://mccrindle.com.au/resource/infographic/worker-profiles-infographic/Access McCrindle Plus here: https://mccrindle.com.au/mccrindle-plus/

Once upon a time people used to worry about overpopulation. Now, the opposite is happening. Australia’s birth rate has dropped to a record low, but it isn't just an Australian story, it's a global shift of a population plateau. Second, we explore the "Retention Revolution." With Gen Z now averaging 18 jobs across 6 careers, the traditional leadership pipeline is breaking. How do you lead a team when the average tenure is shorter than ever?Download the Generational Worker Profiles infographic here: https://mccrindle.com.au/resource/infographic/worker-profiles-infographic/Access McCrindle Plus here: https://mccrindle.com.au/mccrindle-plus/

To lead well into the future, we must first understand the pulse of the present. This year, we’re doing things differently at The Future Report, intersecting McCrindle’s latest research with the current events shaping our world.Join Sophie Renton and Geoff Brailey as they explore the defining trends of 2026. They discuss the ‘Personality Premium’ and the growing need for authentic, human-centred leadership in an era of declining institutional trust. They also tackle the complex narrative of ‘Hope Under Strain' looking at how Australians are navigating housing stress and global unrest with a tempered but persistent optimism. This episode provides the stats and reflections you need to future-proof your organisation.

Although we’re futurists by trade, we know that the future only makes sense when it’s grounded in the past.Looking back gives us context, clarity, and some really useful clues about what might lie ahead.To wrap up season 17 (and 2025!), our host, Ashley Fell, sits down with McCrindle’s Managing Director, Sophie Renton, to reflect on the year that’s been - the moments, movements, and megatrends that have shaped it.

Each year at McCrindle, we release our trends of the year predictions - the trends that we think will shape the year ahead.From demographic, to technological and social trends, it’s a fascinating look into the future.In this week's episode, our host, Ashley Fell, sits down with McCrindle’s Founder and Principal, Mark McCrindle, to discuss these trends.

The conversation about diversity often focuses on gender, culture, or background - but not always on age.Yet ageism - whether directed at younger people seen as “too inexperienced” or older people seen as “past their prime” - can limit innovation, collaboration, and opportunities.In this week's episode, our host, Ashley Fell, sits down with McCrindle’s Managing Director, Sophie Renton, to unpack what ageism really looks like, how it impacts individuals and organisations, and what we can do to create truly age-inclusive communities.

Gen Z, aged in their late teens and 20s today, already comprise more than a quarter of the global workforce.But many people don’t know how to engage, attract, recruit and retain this emerging generation.In this week's episode, our host, Ashley Fell, sits down with McCrindle’s Director of Solutions, Geoff Brailey, to discuss Gen Z at work.

Artificial Intelligence is transforming how we work, learn, create, and even connect.But like every major shift before it, this one raises as many questions as it does opportunities.How do we use AI to enhance human potential rather than replace it?What skills will matter most in a world of intelligent machines?And what does leadership look like in an era where data canthink?In this week's episode, our podcast producer, Holly Schaaf, sits down with McCrindle's Director of Advisory and Future Report host, Ashley Fell, to discuss the AI revolution.

The dynamic between schools and families is becoming increasingly complex.Why?Because new generations of parents are coming through and bringing with them new communication styles, expectations and values.So how can schools respond?In this week's episode, our host, Ashley Fell, sits down with McCrindle's Managing Director, Sophie Renton, to share some insights into engaging the next generation of school parents.

We often hear people from different age groups claim they had it tougher than the rest - from rising costs to housing pressures, each generation argues their struggle is unique.But what does the data actually say?In this week's episode, our podcast producer, Holly Schaaf, sits down with social researcher and generational expert, Ashley Fell, to dig into some of McCrindle’s recent generational analysis: comparing Baby Boomers, Gen X, Gen Y and Gen Z on income, housing affordability, inflation, technology access, and more.

Language is always evolving - and for Generation Alpha, who are growing up fully immersed in digital culture, slang is more than just words.It’s a way of connecting, creating identity, and signalling belonging online and offline.From TikTok trends to schoolyard lingo, Gen Alpha has a whole vocabulary that might leave older generations scratching their heads - and sometimes even Gen Z a little confused!In this week's episode, our host, Ashley Fell, sits down with two of McCrindle's Gen Z team members, Holly Schaaf and Luke Davies, to help decode this generation and their slang.

From streaming platforms and meal kits to beauty boxes and even pet food deliveries - it seems there’s a subscription for just about everything.But what’s driving this shift from ownership to access?And why are some generations more on board than others?To kick off season 17, our podcast producer, Holly Schaaf, sits down with podcast host and Director of Advisory at McCrindle, Ashley Fell, to unpack McCrindle’s latest insights on the subscription economy.

Gen Alpha are the most materially endowed generation ever, the most technologically savvy generation ever and they will enjoy a longer life span than any previous generation.They will stay in education longer, start their earning years later and stay at home with their parents later than even Gen Z and Gen Y who went before them.They are clearly an important generation to understand!To wrap up season 16, our podcast producer, Holly Schaaf, sits down with McCrindle's Director of Advisory, Ashley Fell, and McCrindle's Marketing and Insights Strategist, Luke Davies, to discuss recent research we were involved with on how Gen Alpha learn, spend and see the future.

The education sector sits at the heart of so many communities.And yet they're facing a lot of change.From generational to demographic and technological - all these trends are shaping the future of education.In this week's episode, our podcast producer, Holly Schaaf, sits down with McCrindle's Director of Advisory and podcast host, Ashley Fell, to talk about how thriving schools stay ahead of change.

Consumer behaviour is always changing, and brand managers probably wish it was simple to understand and respond to.But, it’s a bit more complex than that.That’s why we made the focus of our recent consumer insights report about the megatrends shaping the consumer landscape – framed through paradoxes. In this week's episode, our host, Ashley Fell, sits down with McCrindle’s Managing Director, Sophie Renton, to explore what’s shaping the future consumer.

As you may have heard, we recently celebrated 20 years as a business here at McCrindle!It’s an exciting milestone, and we’re fortunate to have team members who've been part of the journey for over 12 years now (and counting!).In this week's episode, our podcast producer, Holly Schaaf, sits down with McCrindle's longest standing employees - Creative Director Ben Duffin and Director of Advisory Ashley Fell - to share stories and reflections from their time here.

Since the dawn of time, humans have told stories.Around campfires, in books, through film, and now, in business and data. But why?Because stories connect us.And when told well, they make ideas stick, bring data to life, and inspire action.In this week's episode, our podcast producer, Holly Schaaf, sits down with Future Report host and Director of Advisory at McCrindle, Ashley Fell, to talk about the power of storytelling in a digital era.

Attracting and retaining great people in an organisation is no easy feat.A key part of thriving organisations is the people who work for them, how engaged they are in their work, and whether or not they feel part of the culture of their organisation.But what is culture?It can be hard to define and even harder to measure.That is why we developed a cultural health index.In this week's episode, our host, Ashley Fell, sits down with McCrindle’s Managing Director, Sophie Renton, to discuss building tomorrow’s teams and learnings from our cultural health index.

You might know McCrindle for our research, our infographics, or our keynote presentations.Well, this year we’re celebrating something pretty special - 20 years since McCrindle was founded!In this week's episode, our host, Ashley Fell, sits down with McCrindle's Principal and Founder, Mark McCrindle, to reflect on two decades of trends, team, and transformation.We're exploring where it all began, the big turning points along the way, and what’s next for our team and the future.And to help tell the story, we’ve invited a few familiar voices to join us - you’ll hear some special messages from members of the McCrindle team as they share their favourite memories, moments, and milestones.So whether you’ve been following our journey for years or have just discovered our work, we’re so glad you’re here for this special celebration episode of The Future Report!

You might be thinking a lot can change in 10 years. Or, you might feel like nothing really does!But when you zoom out and look at the data, you’ll find we’re already on the edge of enormous transformation.From population milestones to Olympic moments, retirement waves to airport megaprojects, the 2030s is set to be anything but boring.At McCrindle, we’ve been mapping these shifts for decades. And while we’re known for our generational research, we’re also deeply invested in understanding how cities evolve, how demographics shift, and how emerging trends reshape society.To kick off season 16, our host, Ashley Fell, sits down with McCrindle’s Director of Solutions, Geoff Brailey, to break down 10 trends that will shape the next 10 years of Australian life - from the rise of Gen Beta to the race between Sydney and Melbourne, and the infrastructure boom in between.

You might love generational analysis, or you might critique and dismiss it.At McCrindle, we’ve spent decades researching generations— and coined the term Generation Alpha — but we also believe in listening to the critics.Whatever perspective you hold, we’re diving headfirst into the Reddit threads, TikTok comments, and water cooler conversations that ask: Are generational labels like Gen Z, Millennials, and Boomers even real? Or are they just stereotypes dressed up in data?To wrap up Season 15, our host, Ashley Fell, sits down with Marketing Executive and Insights Strategist at McCrindle, Luke Davies, to unpack what generational theory gets right, what it gets wrong, and why it still matters.

It took years for technologies such as the telephone, radio and the TV to reach mass adoption.Yet now, technological change happens in mere months.The latest iteration of technological change is Artificial Intelligence, and the uptake of it is occurring at a pace that hasn’t been seen before and shows no signs of slowing down.In this week's episode, McCrindle's Advisory Executive, Holly Schaaf, sits down with McCrindle’s Director of Advisory, Ashley Fell, to discuss this important topic.

How do you think your morning routine compares to that of the average Aussie?Does it involve getting up early or sleeping in, drinking a caffeinated beverage at home or grabbing one once you’re out the door?And importantly, is that beverage hot, or iced?We were recently commissioned by Nespresso to uncover Aussie coffee habits, with a focus on their morning routines.In this week's episode, our host, Ashley Fell, sits down with Research Executive at McCrindle, Uteng Masuku, to discuss these insights.

Retail has transformed more in the last five years than the last five decades — from the rise of eCommerce to the evolution of customer expectations and delivery speeds.In this week's episode, our podcast producer, Holly Schaaf, sits down with Director of Advisory at McCrindle and Future Report host, Ashley Fell, to unpack recent research that McCrindle conducted for Australia Post’s eCommerce Industry Report.You can access the full report here:https://ecommerce-report.auspost.com.au/

Students, parents, employers, and policymakers all have growing and shifting expectations for schools and educators. From curriculum updates to wellbeing initiatives, career preparation to technological integration, education is being asked to do more than ever before.In this week's episode, our host, Ashley Fell, sits down with Director of Strategy at McCrindle, Grant Dusting, to explore what’s driving these changes and what educators need to be prepared for.

As we look toward 2035, we are on the cusp of a new era in education - one that will be shaped by the emergence of Gen Beta, the first generation born entirely into a world of advanced technology and digital connectivity.These young learners, born from 2025, will experience an education system unlike any before, offering exciting opportunities to rethink how we teach, learn, and support future generations.At McCrindle we have just launched our annual education future report, which this year is focused on reimaging education towards 2035.In this week's episode, our host, Ashley Fell, sits down with McCrindle’s Founder and Principal, Mark McCrindle, to explore what education could look like in the future.You can access our 2025 education report here, or on McCrindle Plus:https://mccrindle.com.au/resource/report/reimagining-education-towards-2035-report

Today, the journey to parenthood is influenced by a complexinterplay of career aspirations, financial considerations, and evolving cultural norms.While the desire to have children remains strong, many people are reevaluating the timing and feasibility of starting a family.Recent research by McCrindle sheds light on these shifting dynamics, revealing how modern life is redefining what it means to become a parent.In today's episode, our host, Ashley Fell, sits down with Managing Director at McCrindle, Sophie Renton, to delve into these insights.

Welcome back to another season of The Future Report!Have you ever wondered how popular your name is?Or perhaps you’re about to welcome a little one, and you are deep in the world of name lists, baby books, and family opinions.Each year, McCrindle analyses the top baby names across Australia — and the 2025 results have just been revealed!In this week's episode, our host, Ashley Fell, sits down with Research Executive at McCrindle and key author of this report, Abby Robinson, to unpack these results, including the trends, the surprises, and what they tell us about today’s parents.

The charities and not-for-profit sector is a significant contributor to Australia.For decades, charities have been making an impact and caring for those in need.The operating environment for organisations, however, is increasingly complex.Organisations are navigating technological change, tightening regulations and reporting, demographic and generational change, and cost-of-living pressures, which are altering the giving landscape.Understanding the psyche of donors, therefore, is critical to ensuring sustainability and future impact.In this week’s episode and to wrap up Season 14, our host,Ashley Fell, sits down with McCrindle’s Managing Director, Sophie Renton, to discuss some brand-new research about how and why people give to not-for-profits.

Many people are intimidated by data, believing that withouta background in mathematics or statistics, they are not equipped to engage with it.However, most data is not the heavy, academic material - and you don’t need to be an expert to effectively use data in a presentation.In this week’s episode, our host, Ashley Fell, sits down with McCrindle’s Founder and Principal, Mark McCrindle, to discuss how data can be used as a storytelling tool.

Consumer behaviour is evolving faster than ever, shaped by economic pressures, technology, and generational preferences.In this week's episode, our host, Ashley Fell, sits down with Marketing and Insights Strategist at McCrindle, Luke Davies, to dive into how different generations are spending, saving, and shopping—and what this means for businesses and brands.The generations as consumers infographic: https://mccrindle.com.au/resource/infographic/generational-consumer-profiles/

Have you ever worked with someone of a different generation and found it to be a bit of a challenge?Well, you’re not alone.In a recent study, we uncovered the different priorities, expectations and preferences of each generation at work.In this week's episode, our podcast producer, Holly Schaaf, sits down with Social Researcher and Director of Advisory at McCrindle, Ashley Fell, to discuss these insights.

The pace of generational change is accelerating, with each new cohort bringing fresh perspectives and reshaping the world faster than ever before.We call this phenomenon, “Generation Acceleration.”In this week's episode, our host, Ashley Fell, sits down with McCrindle's Principal and Founder, Mark McCrindle, to discuss what this acceleration means for society and organisations.

We live in an increasingly connected world, with that set to only continue in the future as we undergo what some call “the third digital revolution”, driven by artificial intelligence and emerging technologies.Despite this, people are seeking balance by stepping away from their screens — a movement we have labelled the “Digital Detox.”This trend highlights a growing awareness of the need for mental and physical well-being in the digital age.In this week's episode, our host, Ashley Fell, sits down with McCrindle’s Managing Director, Sophie Renton, to explore this phenomenon.

Economic uncertainty has led to a shift in consumer behaviour, with many opting for what we’re calling “Consumer Compromise.”From prioritising needs over wants to finding value in second-hand goods, today’s consumers are making smarter, more deliberate choices.In today's episode, our Future Report podcast producer, Holly Schaaf, sits down with McCrindle’s Director of Advisory and podcast host, Ashley Fell, to discuss this shift and its implications.

Despite advancements in technology and innovation, productivity growth has slowed — an intriguing phenomenon known as the “Productivity Paradox” (as we have called it!). As workplaces adopt new tools and processes, the question remains: why isn’t output increasing at the same rate? In today's episode, our host, Ashley Fell, sits down with McCrindle's Founder and Principal, Mark McCrindle, to explore this topic.

2025 is shaping up to be a landmark year for infrastructure. With cities expanding and populations growing, we’re going to see an era of major development projects, which we’ve deemed to be our first trend of 2025, titled the “Big Build.” These projects aim to accommodate future generations, reshape urban living, and improve connectivity. In today's episode, our host, Ashley Fell, sits down with McCrindle's Director of Solutions, Geoff Brailey, to unpack this trend set to shape the year ahead.

Welcome back to another season of The Future Report! The year 2025 marks not only a new year, but the beginning of a whole new generation. That’s right - from 2025 we will welcome Generation Beta into the world. To kick off Season 14, our host, Ashley Fell, sits down with McCrindle’s Founder and Principal, Mark McCrindle, to discuss this new generation and their future.

Although we are futurists, we do think it’s wise to look back at the past, for context and helpful insights about what might lie ahead. As 2024 draws to a close, we are going to reflect on the year that has been. In this final episode of season 13 and of the year, our host, Ashley Fell, sits down with McCrindle’s Managing Director, Sophie Renton, to discuss some of the memorable things we’ve lived through in 2024.

As we approach the middle of this decade, the world continues to evolve at an unprecedented pace, shaped by demographic, economic, and social shifts. An understanding of the transformative trends set to shape 2025 is essential. Why? Because the future of an organisation rests in its relevance and innovation. That is why, every year at McCrindle, we release our predictions for the trends set to shape the year ahead. These are based on our thought leadership, which is grounded in research. After all, we have the privilege of conducting around 100 insights projects and almost 200 speaking engagements each year, so our team are regularly observing, researching and commenting on the future, and the trends set to shape it. In today's episode, our host, Ashley Fell, sits down with social researcher and futurist, Mark McCrindle, to explore the five trends we believe will have a big impact in 2025.

How often do you get distracted by your digital device? Do you feel like you spend too much time on social media? Do you wish it had never been invented? We are in a unique era where society is now questioning technology and taking steps to reduce its impact on their life. In today's episode, our host, Ashley Fell, sits down with McCrindle’s Managing Director, Sophie Renton, to investigate this topic from our trends of 2025 research.

In recent years, we have witnessed the greatest transformation to work in a century. The rapid rise of AI and machine learning, as well as the shift towards hybrid work, and redefined employee expectations, have all reshaped the world of work, and in turn the role of Human Resources (HR) leaders. Organisations are increasingly looking to these HR leaders to inform strategy, recognising that the alignment of people to processes and technology is crucial to success. That is why we were commissioned by Workday to conduct research into The Forever Forward HR Leader. In today's episode, our host, Ashley Fell, sits down with McCrindle's Director of Strategy, Grant Dusting, to discuss some of the insights from this study.

A futurist can be described as someone who studies the future and makes predictions about it based on current trends. As you can imagine, it’s a fascinating profession to be in, and one that we love to explore. In today's episode, our host, Ashley Fell, sits down with McCrindle’s Principal and futurist himself, Mark McCrindle, to discuss the behaviours of a great futurist.

Consumers today are different to that of the past. They have different expectations, different values, and subsequently, different expectations of the brands they engage with. Thus, if companies want to connect with current and future consumers, they need to do things a little differently. In today's episode, our podcast producer, Holly Schaaf, sits down with podcast host and social researcher, Ashley Fell, to discuss the future consumer.

Younger Australians, particularly Gen Z and Gen Y, are optimistic about their future financial prospects. Yet some of our latest research reveals that financial anxiety remains prevalent, especially among Gen Z, who report worrying about their finances more than any other generation. Although this is true, many younger Australians are still taking proactive steps toward financial freedom, investing and building wealth while juggling personal aspirations like work/life balance and homeownership. In today's episode, our host, Ashley Fell, sits down with McCrindle's Director of Solutions, Geoff Brailey, to discuss the findings from McCrindle and MLC’s new 'Financial Freedom' report, which explores the financial aspirations, anxieties, and preparedness of Australians.