“An insightful piece of research. The best I’ve seen on this segment in a while”
UNDERSTANDING YOUNG AUSTRALIANS
The Australian Millennial Report is an annual survey of Australians currently aged 23-40. With a nationally representative sample of over 1200 Australians, drawn in January 2023, The Australian Millennial Report is the most comprehensive study into the attitudes, behaviours, and experiences of Australia’s largest consumer segment.
Now in its 6th year, The Australian Millennial Report tracks trends in Australian Millennial life from 2018 to 2023, identifies the driving forces behind those trends, and examines where those attitudes and behaviours are headed in 2024.
The 116 page report contains the most up to date data on the Millennial Australian approach to:
EDUCATION Which qualifications are most valuable? What are the educational ambitions of young Australians? What can educational institutions offer young Australians?
WORK What do Millennials want in a career? What are the common career aspirations?
THE ENVIRONMENT What are the primary environmental concerns of young Australians? What are they doing to protect the environment? How are attitudes shifting?
MEDIA What apps can they not live without? What media do they spend their money on? Where are they getting their news? What are their concerns when it comes to the media?
HEALTH What are their health goals? What is their approach to diet and exercise? What do they think of private health insurance?
SOCIETY What are their attitudes towards sex, family and parenthood, immigration, and election issues? What are their sources of stress? How do they want to contribute to their communities?
BANKING AND FINANCE What are their financial goals and how attainable are they? What do they do with their disposable income? What is their approach to banking?
PROPERTY OWNERSHIP How attainable do they see property ownership? What are they doing to achieve it? How are home owners better off?
SPENDING HABITS How do they shop, and what do they want from brands?
PROSPERITY What does it take for a young Australian to be prosperous in 2023?
OPTIMISM What does it take for a young Australian to be happy in 2023?
DEEP DIVE COMPARISONS Male/Female, Metro/Regional, age year, State by state.
4 MILLENNIAL PERSONAS 6.42 million Australian Millennials segmented into 4 distinct and fully detailed personas, and what each of those groups do, think, and want.
All of the above organisations are currently implementing the findings of The Australian Millennial Report in their businesses.
The Australian Millennial Report is available to students as a digital resource at the above Universities. For student access contact Info@thestrategies.com.au
Findings of The Australian Millennial Report have previously been published in the above titles.
“There’s literally nothing else like this out there with such practical and relevant breadth and depth of insight”
“The insights derived from this study allowed us to ensure our clients designed their products, brands, and businesses with reality in mind and helped them avoid some of the stereotypical groupthink so common when talking about this audience.”
FULL LIST OF 2023 QUESTIONS AND RESPONSE OPTIONS
Which describes you best?
Female
Male
Gender non-binary
How old are you?
23-40
Where do you live?
NSW
VIC
QLD
SA
WA
TAS
NT
ACT
Which best describes where you live?
Metro
Regional
Which of the following describes you best?
I’m single
I’m married/ have a partner, with kids
I’m married/ have a partner, with no kids
I’m a single parent
What is the highest level of education you have achieved?
Some Highschool
Highschool
Vocational diploma (TAFE, etc)
Undergraduate University
Postgraduate University
In your opinion, which is the most valuable qualification?
Participation and accreditation from industry groups
An undergraduate degree
A vocational diploma
A Highschool diploma
A doctorate
An-the-job training
Industry recognition such as awards and prizes
An apprenticeship
A master’s degree
A driver’s license
Which of the following do you hope to pursue in the next 5 years?
Vocational training, TAFE, or college
Highschool certificate
A postgraduate degree
On-the-job training
An undergraduate degree
Industry specific educational courses
An apprenticeship
What do you currently experience as the benefits of your qualifications?
My qualifications make me more mobile in terms of working nationally or internationally
My qualifications give me more job security
My qualifications give me more career mobility
My qualifications give me the skills i need to perform my desired role
My qualifications give me the skills i need to perform my current role
I’d be paid more if i had additional qualifications
I’d be paid less if i didn’t have the qualifications i have
I know my qualifications make me more desirable to employers in my field
Which of the following best describes your current work style?
Full time
Part time
Casual
I’m self employed full time
I run a business that employs staff
Freelance
I participate in the gig economy
I’m unemployed and looking for work
I’m unemployed but not looking for work (including stay-at-home parents)
I’m studying
In your opinion, what is the most important characteristic in a career?
Working with inspiring colleagues
Proximity to innovation
Managing others or complex systems
Influence or shape the future
Career progression to more responsibility
The ability to help others
Opportunity to build fame
Learn important things
Ideal work life balance
The ability to do personally fulfilling work
Opportunity to build a legacy
Job stability
High financial reward
How secure do you feel in your current job?
I’m unemployed and looking for work
I’m unemployed but not looking for work
I’m studying
Insecure, but i can influence that security
Insecure, and i expect that to worsen in the long term (next 5 years)
Insecure, and i expect that to worsen in the short term (next 12 months)
Secure and i control that security
Secure, but industry changes may influence that security
How important do you consider the work you do?
Not at all important
Not very important
Somewhat important
Very important
In your opinion, which of the following is the most pressing environmental issue facing Australia?
The warming of the oceans
Plastics in the oceans
Food chain collapse
Deforestation and habitat destruction
Damage to land and wildlife from coal mining
Air pollution
Rising sea levels due to melting ice caps
Natural disasters
Environmental destruction due to agriculture
Damage to the water table from natural gas fracking
Co2 emissions contributing to global warming
When it comes to the environment, which of the following is most true of you?
I want to do more but i don’t know how
I want to do more but i don’t have time
I believe we have passed a point of no return in environmental degradation
I believe the science of environmental issues such as climate change has been exaggerated and is less of an issue than we are led to believe in the media
I believe the free market will provide solutions to environmental concerns if and when they become pressing
I currently do as much as i can to contribute to preserving the environment
Who bears the greatest responsibility for protecting the environment?
Individuals
Businesses
State government
Federal government
International government co-operation
NGOs such as the World Wide Fund for Nature
In your opinion, what is the IDEAL household?
A childless couple
A single parent household
A couple with 3 or more children
A couple with 1 child
A single parent and 1 or more children
A couple with children and grandparents under 1 roof
A couple with 2 children
A blended household with multiple families
Which of the following do you expect will be more common in 5 years time?
A childless couple
A single parent household
A couple with 3 or more children
A couple with 1 child
A single parent and 1 or more children
A couple with children and grandparents under 1 roof
A couple with 2 children
A blended household with multiple families
In your opinion which of the following is most true of Australia?
Our attitudes towards sex are becoming more conservative and that’s a good thing
Our attitudes towards sex are becoming more conservative and that’s a bad thing
Our attitudes towards sex are becoming more progressive and that’s a good thing
Our attitudes towards sex are becoming more progressive and that’s a bad thing
Please rate your level of trust in the Australian brands operating in the following industries out of 10, where 1 indicates ”totally distrust” and 10 indicates “trust completely”
Supermarkets (Coles, IGA, Woolworths, etc)
Energy providers (Origin, AGL, Energy Australia etc)
Phone and internet providers (Telstra, TPG, Amaysim, etc)
Banking and finance (Westpac, AMP, NAB, ING etc)
Insurance (BIPA, NRMA, GIO, NIB etc)
The media (Channel 7, The Australian, Triple M etc)
Which of the following is of greatest concern to you when it comes to the media?
The proliferation of misleading news sources or fake news
Increasingly partisan mainstream media outlets
The dumbing down of news or clickbait headlines
Media outlet ownership consolidation under large networks
Advertising that appears to be news or advertorial
The growth of social media as a news source
Budget cuts at the ABC and SBS
Which of the following have you spent money on in the last month?
In app purchases
Video games
Subscription television ie Foxtel
Video on demand ie Netlfix
Cinema
Magazines
Newspaper
Seeing live music
Purchase music
Subscription music like spotify
Online news subscription
How do you currently consume the majority of your news?
TV news
TV shows like the Feed or The Project
Online through a major newspaper websites
Online through other sites
Through Facebook
Through Twitter
On radio
I don’t really follow the news
Which of the following Apps can you not live without?
How much time per day do you spend online?
Less than most people
About the same as most people
More than most people
What is your current housing situation?
I live at home with my parents
I live in provided housing like university or work stay
I live in a rented share house
I rent with my partner or alone
I have a mortage/own a home in a share house
I have a mortage/own a home with my partner
I have a mortgage/own a home alone
I’m renting and saving for a deposit
I live at home with my parents and saving for a deposit
How attainable do you consider purchasing property for the first time? Please rate that attainability out of 10, where 0 indicates “Feels impossible” and 10 indicates “It’s easy”
What do you consider the most important benefits of maintaining a healthy lifestyle?
Mental health
Staying fit
Longevity
Attractiveness
Avoiding illness or injury
Making friends
Admiration from others
Sense of satisfaction
Being outdoors
Which of the following is true of you?
I have private health insurance and i get value out of it
I have private health insurance but i donlt get value out of it
I don’t have private health insurance but i see value in having it
I don’t have private health insurance and i see no value in having it
Which of the following do you currently do to stay healthy?
Restrict calories
Restrict carbohydrates
Avoid gluten
Avoid meat (vegetarian)
Avoid all animal products (vegan)
A specific diet like 5:2 or paleo
Restrict fat or cholesterol
Avoid processed foods (clean eating)
I eat what i want
Play individual or team sport
Aerobic exercise
Lift weights
Yoga or pilates
Meditation/mindfulness
What are your current health goals?
Cut down or stop drinking alcohol
Cut down or stop smoking
Cut down or stop using prescription drugs
Cut down or stop using illicit drugs
Lose weight (fat loss)
Increase muscle
Increase aerobic fitness
Improve sleep quality
Destress/reduce anxiety
When was the last time you had a conversation with a friend or family member about mental health?
In the last month
In the last 2 years
Not in the last 2 years or never
What is your greatest financial challenge?
Paying off student debt
Paying off credit card debt
Trying to save
Looking after my family
Saving for a home deposit
Paying off my mortgage
Paying rent
Living pay cheque to pay cheque
Medical bills
Energy bills
What do you currently do with your disposable income?
I keep it in a savings account
I put it in my superannuation
I put it towards a deposit on a property
I invest it in stocks
I invest it in Cryptocurrency
I don’t have any disposable income
I spend any extra money i have or experiences that improve my lifestyle
I spend any extra money i have on products that improve my lifestyle
Which of the following do you hope will be true of you in 5 years time?
I will have purchased a property to live in
I will have purchased an investment property
I will have some savings
I will have invested in stocks or bonds
I will have invested in something else eg Cryptocurrency
I will be out of student debt
I will have saved for a holiday
I will have quit my current job
I will run my own business
How attainable do you your financial goals feel? Please rate that attainability out of 10 where 0 indicates “they feel impossible” and 10 indicates “I will definitely achieve my financial goals”
How optimistic are you when it comes to your own prospects for success in the next 5 years? Rate out of 10
How optimistic are you when it comes to Australia’s prospects for success in the next 5 years? Rate out of 10
Which of the following do you most closely associate with personal FREEDOM?
Being able to travel
Increasing personal wealth
Looking after my health
Being close to family
Being close to friends
Achieving recognition from friends and family
Achieving recognition from work colleagues
Freedom to work where you want
Acceptance from family and friends
Which of the following do you most closely associate with personal HAPPINESS?
Being able to travel
Increasing personal wealth
Looking after my health
Being close to family
Being close to friends
Achieving recognition from friends and family
Achieving recognition from work colleagues
Freedom to work where you want
Acceptance from family and friends
Which of the following do you most closely associate with personal SUCCESS?
Being able to travel
Increasing personal wealth
Looking after my health
Being close to family
Being close to friends
Achieving recognition from friends and family
Achieving recognition from work colleagues
Freedom to work where you want
Acceptance from family and friends
Which of the following is currently the greatest source of stress in your life?
Money and finances
My health
My personal safety
My family
My job
Politics and current affairs
The environment
These days, brands and corporations are increasingly involved in social and charitable causes. Which of the following do you consider the best was for businesses to contribute to the causes?
Make improvements to their own business and manufacturing processes where possible
Make cash donations to existing charities
Use thier marketing to broaden awareness or specific issues and causes
On average, how trustworthy do you consider the information you receive from the following sources?
Television
Social media
Podcasts
Radio
Newspapers
Magazines
Finally, what do you currently do to participate in politics/activism?
I volunteer in my community
I volunteer for a political party
I have participated in a public demonstration in the last 12 months
I donate to charities or activism groups
I donate to a political party
I am politically active online
I don’t want to participate in politics/activism
Want to know more about the Australian Millennial Report?