This document summarizes a presentation by Mark McCrindle on emerging trends among 21st century customers and employees. It identifies 10 key trends: 1) A aging global population. 2) Life expectancy is increasing dramatically. 3) Staff shortages are occurring as fewer people enter the workforce. 4) Different generations in the workforce have different needs and preferences. 5) Younger generations value potential over credentials. 6) Different demographic groups have asymmetrical values. 7) A new Australian identity is emerging. 8) Life stages are less defined with people delaying adulthood. 9) Organizational structures are becoming more fluid and collaborative. 10) Engagement is driven more by emotions and experiences than rational arguments.

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Changing Times, Emerging Trends:
A Snapshot of 21st Century Customers & Staff
FILEX, Thursday 29 April 2010
Presented by Mark McCrindle

2. Trend 1: Boom

3. Changing population

4. Trend 2: Ageing

5. Ageing Populations - a global challenge, a global opportunity.
New Zealand passed the Age
In the year 2000, there Pensions Act in 1899 granting a 19% of the US
were more people pension to men aged 65. Male life workforce in
receiving pensions in expectancy in 1899 was 55 executive, admin
Italy (22 million) than & managerial
people working (21 positions be of
million) traditional
retirement age
within five years
By 2012 over 26%
of the Japanese
By 2020, the median age Life expectancy of Australians population will be
in China will be 37 and has increased by 25 years in the over 65 years
48 in Japan last century.

6. Trend 3: Staff Shortages

7. Participation challenges – 7 enduring issues
1. Ageing population: 40 in 2020
2. Past peak labour: leaving F/T roles > entering: 2011
3. Leadership succession 1 in 3 by 2020
4. Trend of declining normative tenure: 12 yrs to 4 yrs
5. Portfolio careers and positions 5 careers, 20 emp.
6. Global and entrepreneurial: 1 in 4
7. Skills shortages still remain: 2%

8. Top 5 (Gen Y) Attraction/Retention factors:
Work/Life Balance (Flexibility)
Workplace Culture (Community)
Management Style (Accessibility)
Job Content (Variety)
Training (Employability)
Source: McCrindle Research: New Generations at Work

9. Trend 4: Transitioning

10. Transitioning Generations

11. Trend 5: Potentialism

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1. Social Connection
2. Fun & Entertaining
3. Cool & Socially Desirable
4. Life Enhancing
5. New & Innovative
Source: McCrindle Research Mind & Mood 2010

14. Trend 6: Asymmetrical

15. psychographics
Tradition
Reputation
Sit & Listen
Long-term needs
Content
Authority

16. psychographics
Tradition Innovation
Reputation
Sit & Listen
Long-term needs
Content
Authority

17. psychographics
Tradition Innovation
Reputation Recommendation
Sit & Listen
Long-term needs
Content
Authority

18. psychographics
Tradition Innovation
Reputation Recommendation
Sit & Listen Try & See
Long-term needs
Content
Authority

19. psychographics
Tradition Innovation
Reputation Recommendation
Sit & Listen Try & See
Long-term needs Short-term wants
Content
Authority

20. psychographics
Tradition Innovation
Reputation Recommendation
Sit & Listen Try & See
Long-term needs Short-term wants
Content Process
Authority

21. psychographics
Tradition Innovation
Reputation Recommendation
Sit & Listen Try & See
Long-term needs Short-term wants
Content Process
Authority Authenticity

22. Trend 7: New Australia

23. Pride

24. Freedom

25. Teamwork

26. Fun

27. Community

28. Trend 8: Post Lifestage

29. postlifestage
childhood adulthood
adulthood
teens adulthood
adulthood
teens adulthood

30. postlifestage
19th Century childhood adulthood
adulthood
teens
teens adulthood

31. postlifestage
19th Century childhood adulthood
adulthood
20th Century childhood teen adulthood
adulthood
s
teens adulthood

32. postlifestage
19th Century childhood adulthood
adulthood
20th Century childhood teen adulthood
adulthood
s
teens adulthood
21st Century childhood tweens teens kippers adulthood

33. Trend 9: Post Structural

34. poststructural
Funnel

35. poststructural
Fluid

36. poststructural
Command & Control - 20th Century
L
FINANCE OPERATIONS MARKETING

37. poststructural
Collaboration & Cooperation - 21st Century
L L L
L L
L L L

38. Trend 10: Post Rational

39. postrational: cognitive-emotive engagement
+
SEEKERS EMBRACERS
EMOTIVE
HECKLERS AGREE-ERS
-
- COGNITIVE +

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McCrindle Research
Freecall: 1800 TRENDS (1800 873 637)
www.mccrindle.com.au
info@mccrindle.com.au