1. Outlook 09 Changing Times, Emerging Trends Tuesday 17 February 2009 Presented by Mark McCrindle www.mccrindle.com.au

2. demographics 1978 2020 Population: 14m24m 15-19 year olds: 1.2m1.3m 65-69 year olds: 0.4m1.3m Births (TFR): 2.11.6 Median Age: 2940 Life expectancy: 6984 Sources: ABS 2008, NATSEM.

3. emergingtrends www.mccrindle.com.au demographics

4. psychographics www.mccrindle.com.au

5. Tradition Reputation Sit & Listen Long-term needs Content Authority Technical - IQ Innovation Recommendation Try & See Short-term wants Process Authenticity Relational – EQ psychographics

6. characteristics of the 21st Century www.mccrindle.com.au

7. postlifestage www.mccrindle.com.au

8. childhood adulthood 19th Century 20th Century teen s adulthood childhood teens adulthood childhood tweensadulthoodteenskippers 21st Century postlifestage www.mccrindle.com.au

9. poststructural www.mccrindle.com.au

10. poststructural Funnel

11. www.mccrindle.com.au poststructural Fluid

12. www.mccrindle.com.au poststructural Command & Control - 20th Century FINANCEOPERATIONSMARKETING L

13. www.mccrindle.com.au poststructural Collaboration & Cooperation - 21st Century L L L L L L L L

14. Top 5 Gen Y value propositions: 1.Social Connection 2.Fun & Entertaining 3.Cool & Socially Desirable 4.Life Enhancing 5.New & Innovative Source: McCrindle Research Mind & Mood 2008 www.mccrindle.com.au

15. postlinear www.mccrindle.com.au

16. postlinear: Maslow’s hierarchy today: SELF ACTUALISATION SELF ESTEEM SOCIAL SURVIVAL SECURITY

17. postrational www.mccrindle.com.au

18. + + COGNITIVE EMOTIVE AGREE-ERS SEEKERS - - HECKLERS EMBRACERS postrational: cognitive-emotive engagement www.mccrindle.com.au

19. Political Economic Social Technological Environmental Legislative Understanding the times: PESTEL Analysis

20. 1.Asymmetrical power 2.Citizens become customers 3.Growth in privatisation & PPP’s 4.Global treaties Political: The Top 4

21. Economic: The Top 4 1.Infrastructure upgrades 2.Intergenerational $ transfer 3.Lifestyle debt 4.Skills shortages

22. Social: The Top 4 1.Ageing population 2.Redefined households 3.Work-life balance 4.Safety-net syndrome

23. Technological: The Top 4 1.Transparency & TRM 2.Decline of the expert 3.Accelerated S-curve 4.Expectation inflation

24. Environmental: The Top 4 1.Carbon trading/tax 2.MYOC 3.Greenwashing 4.Sustainability reporting

25. Legislative: The Top 4 1.More regulation, less compliance 2.Incentivisation 3.Focus on health and ageing 4.Increasing centralisation

26. 1. More regulation, less complianceL 2. Work-life balanceS 3. Infrastructure upgradesEc 4. Expectation inflationT 5. Asymmetrical powerP 6. Sustainability reportingEn 7. Skills shortagesEc 8. IncentivisationL 9. Carbon trading/taxEn 10. Transparency & TRMT 11. Growth in privatisation & PPP’s P 12. Citizens become customersP CCIA ratings - The Top 12 (PESTEL) www.mccrindle.com.au

27. Presented by Mark McCrindle McCrindle Research Pty Ltd (02) 8824 3422 www.mccrindle.com.au info@mccrindle.com.au www.mccrindle.com.au