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1 YOUNG AUSSIE Prepared for: Prepared by: October 2006.

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1 1 YOUNG AUSSIE Prepared for: Prepared by: October 2006

2 2 Understand their context to better develop communications. 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?

3 3 A simmering issue that demands addressing. The Current Climate Makes The Identity Issue A Hot One 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” (, 12/2/05) Blogs “If you’re going to be an Australian or live in Australia, act like one, speak like one” (Unidentified, 20/2/06) 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) Media Discussion “It should say surfin’. Surfin’ and racism” (Jay & The Doctor, triple J, when discussing what it means to be an Aussie) ‘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 “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” (, 6/3/06)

4 4 We wanted to get their real views, not those doctored in the media. 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.

5 5 Defining Their Generation

6 6 Hating your parents really isn’t cool any more. Generation Traits Family Are The New Friends  Mutual understanding and appreciation – traditional roles have blurred – parental approach/attitudes have changed: kids know their parents have ‘been there, done that’ – they are happy to stay at home longer 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” And…  Discussing the ‘big’ issues – breakdown of traditional family/ societal structures Friends Are The New Family – enforced reliance on close friends for life support

7 7 A blurring of work and play. Generation Traits (Cont’d)  Love my life – realise it’s not just about the mighty $ – experiences (eg travel/ relationship) are currency Work To Live And… Live To Work  Love my job – career = passion and interest – believe they can succeed in the fields they love

8 8 Breaking societal definitions of success. Generation Traits (Cont’d) “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”  Success = personal happiness – 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 Is Personal

9 9 They must remain confident and ‘in the game’ to survive. Generation Traits (Cont’d) Have The Early Stress Lines  It’s all happening – the world is a fast/full on place – accelerated culture: trends come and go fame comes and goes instant gratification generation – getting older younger: access to everything nothing is out of reach  Get amongst it – they get on with things in a positive way: they’ve had to. Most were 14- 20 when Sept. 11/Bali happened a changing world enjoy everyday – they often know what they want and are confident they can get it – working class/ethnic minority groups, whilst still positive about the future, have more realistic goals Fun Loving And Positive Outlook But…

10 10 Pressure to find happiness. Generation Traits (Cont’d)  Happiness is within reach – 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: never been through a recession The World’s Their Oyster But… Overwhelmed With Choices  Trying to find their way through the mire – pressure to find the ‘perfect’ job, the ‘right’ partner etc – they are bombarded with choice everyday: and have learnt to filter the irrelevant messages

11 11 Moving away from the isolated and insular generations gone by. Generation Traits (Cont’d)  In touch – connect: through travel, internet, chat rooms, online gaming etc – used to interacting with people from all over the world: not the isolated country of old Global Citizens And… Embracing  New society – embracing other cultures - vs ‘acceptance/tolerance’ (so negatively phased): positive about other cultures want to know more

12 12 Responding to the past. Generation Traits (Cont’d)  Doing her thing – she does what she wants – not constrained by convention or expectation Paris Hilton’s Ok But… They’re The New Conservatives  Responding to previous generations – more traditional attitudes to relationships, sex, family: looking for ‘the one’ not one night stands aspire to marriage and kids (before 45) value sex and don’t treat it lightly

13 13 Towards An Australian Identity

14 14 The Aussie stereotypes are borne out of these values. Being An Aussie  Young Australians perceive being an Aussie as: Take The Piss Mateship Level Playing Field - Tall Poppy Syndrome Isolated - Behind The Times Patriotic Laid Back She’ll Be Right Hardworking Freedom/Opportunity Accepting/Tolerant Racist

15 15 Perpetuated by foreigners and the tourism board. The Traditional Aussie Stereotype  Young Aussies are aware of traditional stereotypes - generally perceiving them, whilst amusing, as outdated and irrelevant: – big drinker: stubbies, thongs, singlet The Aussie Larikin Who: Attitude: – takes the piss – crocodile hunter: hat with corks, jeans, singlet The Outback Aussie – no worries – surfer: blonde hair, blue eyes board shorts, tan The Bronzed Aussie – she’ll be right

16 16 Toward a move relevant depiction. 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

17 17 Differ strongly to Aussie stereotypes. Young Aussie Typologies – 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 – 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: high expectations Attitudes: – experience is key: travel especially – helping others: passing on opportunities – finding your path – mateship – realities: financial relationships – hard work – success and happiness – relationships – staying connected What’s Important:  Make your mark  Get amongst it  More ‘traditional’ values Aussie Worker – more working class/ ethnic minorities Aussie Entrepreneur – career/life focused Who: Aussie Idealist – fun loving/experience focused

18 18 A long way from ockerism, mullets and thongs. 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: Genuineness, realness, honesty Irreverence Individualism Peripheral ‘Connections’ Core CreativityInclusiveness

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