YOUNG AUSSIE
Prepared for:
Prepared by:
October 2006
1
Background
The issue of Australian culture identity is ever-present in the media:
–
who are we?
–
what does it really mean to be an Aussie?
We wanted to uncover what young Australians (18-24 years old) thought:
–
how do they see themselves?
–
what are the defining traits of their generation?
–
what does it mean to be a ‘Young Australian’ today?
–
how do they want to be seen?
 Ultimately with a view to understanding the marketing implications:
–
how do we talk to them?
Understand their context to better develop communications.
2
The Current Climate Makes The Identity Issue A Hot One
Political Comments
“Before entering a mosque,
visitors are asked to take off their
shoes. This is a sign of respect. If
you have a strong objection to
walking in your socks, don’t
enter. Before becoming
Australian, you’ll be asked to
subscribe to certain values. If you
have strong objections to those
values, don’t enter”
(Peter Costello, 23/2/06)
Race Riots
“Police and ambulance officers were pelted
with bottles as they tried to protect beach
goers of Middle Eastern or Lebanese
appearance from the fury of the mob”
(ABC.net, 12/2/05)
‘So Where The Bloody Hell Are You?’
“The ads… preparing for fallout
at home amid accusations that
the campaign is a throwback to
ockerism and will invoke
widespread cultural cringe”
(SMH, 24/2/06)
Statistics
Media Discussion
“It should say surfin’.
Surfin’ and racism” (Jay & The
Doctor, triple J, when discussing what it
means to be an Aussie)
Blogs
“If you’re going to be an Australian or live
in Australia, act like one, speak like one”
(Unidentified, 20/2/06)
“Almost 2/3 of Australians believe
there is underlying racism in the
country, and 4 in 10 believe it
can be described as a racist
nation” (News.com.au, 6/3/06)
A simmering issue that demands addressing.
3
We Saw An Exciting And Important Area
We wanted to get beneath media rhetoric and political stirring and understand
what the future of this country, the young Aussies, were thinking.
We conducted 9 group discussions and 6 in-depth interviews with 18-24 year
olds:
–
to ensure a representative mix of ethnic minorities we conducted the
research in Sydney CBD, North Sydney and Parramatta
A big Jigsaw team was involved.
We wanted to get their real views, not those doctored in the media.
4
Defining Their Generation
5
Generation Traits
Friends Are The New Family
–
breakdown of traditional family/
societal structures
And…
Family Are The New Friends
–
traditional roles have blurred
–
parental approach/attitudes have
changed:
•
–
enforced reliance on close friends
for life support
–
they are happy to stay at home
longer
•
–
kids know their parents have
‘been there, done that’
no longer the need to fly the
nest for independence
equal and adult relationships:
•
sharing social experiences
“My mum’s my role model. I
know what she’s been through”
 Discussing the ‘big’ issues
 Mutual understanding and
appreciation
Hating your parents really isn’t cool any more.
6
Generation Traits (Cont’d)
Work To Live
Live To Work
And…
–
realise it’s not just about the
mighty $
–
career = passion and
interest
–
experiences (eg travel/
relationship) are currency
–
believe they can succeed in
the fields they love
 Love my life
 Love my job
A blurring of work and play.
7
Generation Traits (Cont’d)
Success Is Personal
–
defined by your own goals
–
an acceptance that ‘old’
success stereotypes
(doctor/lawyer) no longer apply
–
more ‘working class’ careers are
looked upon with respect
 Success = personal happiness
“No one wants to do something they don’t enjoy. I decided I was going to
forego $ for what I love and I made that decision a long time ago”
Breaking societal definitions of success.
8
Generation Traits (Cont’d)
Fun Loving
And Positive Outlook
–
they get on with things in a positive
way:
•
–
–
Have The Early
Stress Lines
But…
–
the world is a fast/full on place
–
accelerated culture:
they’ve had to. Most were 1420 when Sept. 11/Bali
happened
•
a changing world
•
enjoy everyday
they often know what they want
and are confident they can get it
–
•
trends come and go
•
fame comes and goes
•
instant gratification generation
getting older younger:
•
access to everything
•
nothing is out of reach
working class/ethnic minority groups,
whilst still positive about the future,
have more realistic goals
 Get amongst it
 It’s all happening
They must remain confident and ‘in the game’ to survive.
9
Generation Traits (Cont’d)
The World’s Their Oyster
–
nothing feels too out of reach:
•
–
‘working class’ still believe
they can have personal
success but within more
realistic parameters
they have never seen
economic hardship:
•
Overwhelmed With Choices
But…
–
pressure to find the ‘perfect’
job, the ‘right’ partner etc
–
they are bombarded with
choice everyday:
•
and have learnt to filter the
irrelevant messages
never been through a
recession
 Happiness is within reach
 Trying to find their way through
the mire
Pressure to find happiness.
10
Generation Traits (Cont’d)
Global Citizens
–
connect:
•
–
through travel, internet,
chat rooms, online gaming
etc
used to interacting with people
from all over the world:
•
Embracing
And…
–
embracing other cultures - vs
‘acceptance/tolerance’ (so
negatively phased):
•
•
positive about other
cultures
want to know more
not the isolated country of
old
 In touch
 New society
Moving away from the isolated and insular generations gone by.
11
Generation Traits (Cont’d)
Paris Hilton’s Ok
They’re The New Conservatives
But…
–
she does what she wants
–
not constrained by convention
or expectation
–
more traditional attitudes to
relationships, sex, family:
•
•
•
 Doing her thing
looking for ‘the one’ not
one night stands
aspire to marriage and kids
(before 45)
value sex and don’t treat it
lightly
 Responding to previous
generations
Responding to the past.
12
Towards An Australian Identity
13
Being An Aussie
 Young Australians perceive being an Aussie as:
Patriotic
Take The Piss
Freedom/Opportunity
Laid Back
Accepting/Tolerant
Mateship
She’ll Be Right
Racist
Level Playing Field
- Tall Poppy Syndrome
Isolated
- Behind The Times
Hardworking
The Aussie stereotypes are borne out of these values.
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The Traditional Aussie Stereotype
 Young Aussies are aware of traditional stereotypes - generally perceiving them, whilst amusing, as outdated
and irrelevant:
The Aussie Larikin
Who:
–
big drinker:
•
The Bronzed Aussie
–
stubbies, thongs,
singlet
surfer:
•
•
Attitude:
–
takes the piss
–
The Outback Aussie
–
blonde hair, blue
eyes
crocodile hunter:
•
hat with corks, jeans,
singlet
board shorts, tan
she’ll be right
–
Perpetuated by foreigners and the tourism board.
no worries
15
For Young Australians, Being A Young Aussie…
Means encapsulating key generational traits and beliefs.
Building on the Aussie values not encapsulated in the ‘traditional’ stereotypes:
–
freedom/opportunity
–
acceptance/tolerance
And combating some other ‘negative’ associations:
–
isolated - behind the times
–
racist
Toward a move relevant depiction.
16
Young Aussie Typologies
Aussie Entrepreneur
Aussie Idealist
Aussie Worker
Who:
–
career/life focused
–
fun loving/experience
focused
–
more working class/ ethnic
minorities
Attitudes:
–
give it everything/best shot:
• want to make their mark
• not worried about
failures/changing
careers
work to live AND live to work
self focused:
–
follow your dreams/ idealistic:
• get amongst it
embracing all experiences:
• global
• proud and welcoming
Aussies
–
have a go:
• work hard but still can
be dissatisfied
• make best of what you
have
politically incorrect
experience is key:
• travel especially
helping others:
• passing on opportunities
–
finding your path
–
–
–
•
What’s
Important:
–
–
–
–
–
high expectations
success and happiness
relationships
staying connected
–
–
–
 Make your mark
 Get amongst it
Differ strongly to Aussie stereotypes.
–
mateship
realities:
• financial
• relationships
hard work
 More ‘traditional’ values
17
Communicating With Young Australians
 Young Aussie engage with brands that, whilst not holding a mirror to their lives, provide an
interesting ‘take’ on values important in their lives, and repeat those brands that show:
Peripheral
Creativity
Core
Inclusiveness
Genuineness, realness, honesty
Irreverence
Individualism
‘Connections’
A long way from ockerism, mullets and thongs.
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