CHARACTERISTICS OF THE EMERGING GENERATIONS We are in the midst of a generational landmark, as Australia’s “Digital Integrators” (Generation Z) began sitting their final school exams last year, and the first Generation Alpha’s begin their schooling career this year. Below we provide an explanation about each of these generations, and some interesting facts about them. GEN Z The students of our world today who are currently at school and university are the children of Generation X, the cohort that follows Generation Y, and who are born between 1995 and 2009. They are Generation Z. Generation Z are the largest generation ever, comprising around 20% of Australia’s population and almost 30% of the world’s population. Globally there are almost 2 billion of them. They are the first fully global generation, shaped in the 21st century, connected through digital devices, and engaged through social media. GEN Z FACTS AKA ‘generation connected’ or ‘dot com kids’ 1 in 2 predicted to obtain a uni degree By 2025, will make up 27% of the workforce Predicted to work 17 jobs, 5 careers and live in 15 homes in their lifetime 2,000,000,000 Gen Zs globally Use slanguage like ‘Cray cray’, ‘Defs’, ‘Fomo’ and ‘YOLO’ GEN ALPHA Following our Gen Zeds are our pre-schooler and kindergarteners of today – Gen Alpha. Born since the year 2010 they are aged 0-5, they are the children of Gen Y, and there are 1.6 million of them in Australia. They are truly the millennial generation, born and shaped fully in the 21st century, and the first generation that we will see in record numbers in the 22nd century as well. They are logged on and linked up – known as ‘digital natives’. They are the most materially endowed and technologically literate generation to ever grace the planet! GEN ALPHA FACTS 2.5 million Gen Alpha’s born around the globe each week Most popular boys names: Oliver, William, Jack, Noah, Jackson Most popular girls names: Charlotte, Olivia, Ava, Emily and Mia What will Australia look like in 2034, the year when first cohort of Generation Alphas are in their early 20s? The population of Melbourne will be 5.9 million (that’s larger than the whole of Victoria today). Australia will have reached 32 million (up from 23 million currently). The global population will be 8.8 billion (that’s twice what it was when the parents of Generation Alpha were born in the early 1980’s). India will have surpassed China as the world’s most populous nation. There will be more Australians aged over 60 than under 20 for the first time in our history (a sign of our ageing population). Australia’s median age (where half the population is younger and half is older) will be 40. It was 29 when the parents of Gen Alpha were born. The most common household type will be the couple, no kids households, for the first time ever eclipsing the nuclear family of today (couple with children).

1. 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
WORKFORCE of 2025
BB 13% X 29% Y 31% Z 27%
Meme of the year
Word of the year
Planking
Gangnam
Style
Harlem
Shake
App Cloud Hashtag Selfie
Photo-
bombing
Icebucket
Challenge
Slacktivism
CHILDHOOD TEENAGER ADULTHOOD
CHILDHOOD TEENAGER ADULTHOODTWEEN YOUNGADULT KIPPERS CAREER-CHANGER DOWNAGER
20th
CENTURY
TODAY
REDEFINED LIFESTAGES
Uni degrees
health
% likely to be obese/
overweight when all
Gen Z have reached
adulthood (2027)*
MOBILITY
IN A LIFETIME*
JOBS Careers Homes
17 5 15
EFFECTIVE ENGAGEMENT
Visual
Try & see
Facilitator
Flexibility
Collaborating
Learner centric
Open book world
Verbal
Sit & listen
Teacher
Job security
Commanding
Curriculum centred
Closed book exams
Books & paper Glass & devices
1in4X 1in3Y 1in2*
Z
slanguage
Cray cray
Defs
FOMO
YOLO
2,000,000,000
2 BILLION GEN Zs
1 2 3
GLOBAL
COUNTRIES WITH LARGEST NUMBER
l
Command & Control Collaboration
& Contribution
leadership styles
screenagers
αα
1
2
3
4
5
Charlotte
Olivia
Ava
Emily
Mia
Oliver
William
Jack
Noah
Jackson
TOP NAMES
OECD
Gen Alphas born
globally each week2,500,000
Total Fertility
Rate: 1.7
Age at first
marriage: 29.7
Age at first
birth: 27.7
GEN Y
PARENTS
Life expectancy:^
M 77.3 F 82.8
α
GEN
ALPHA
EST. 2010
G
LOBAL GEN • multi-modal
s
U
PAGERS • Generation glas
s
αDIGITALI
NTEGRATORS • THE ZEDS • DOT
COMKIDS
GENERATI
ON CONNECTED • iGEN • SCR
EENAGERS
z
GEN
ZED
EST. 1995
Google.com domain
registered
Portable MP3 players
USB flash drives
Nokia 3310
Wikipedia
Facebook opens
to the public
Twitter
Dropbox
iPhone
Whatsapp
iPad
Instagram
Facebook: 1 billion
active users
Google glass
1,000,000,000
Siri
3D printers
GoPro
2000 200519951990
8
7
6
5
4
3
HOURS/DAY
Face-to-face interaction
Electronic media
1997
Source: Sigman 2009
www.mccrindle.com.au • www.generationz.com.au *Future forecasts, ^Life expectancy of Gen Alpha at birth
Source: ABS, McCrindle | © McCrindle 2015

2. T +61 2 8824 3422 E info@clairemadden.com W clairemadden.com
S O C I A L R E S E A R C H E R
G E N E R AT I O N A L E X P E R T
Research Director at McCrindle
Claire is fluent in the social media, youth culture and global
trends of our changing times, and a professional in interpreting
what this means for educators, managers and marketers.
Generation Z Defined
The 7 key factors of this global generation
Future Proofing Careers
How educators can equip their students to thrive in changing times
Kids, Tweens & Teens
What they like, what they buy, and why
5 Generations at Work
Attracting, retaining, managing and training the diverse generations
The What, Why & Where of Social Media
How to connect and communicate with the new generations
Next Gen Leadership
Developing emerging leaders & managing multi-generational teams
Creating an Engaging Culture
Equipping and inspiring staff, volunteers and teams
Know the Times
A snapshot of the most influential demographic, social and global trends
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