A Nation in Transition: A Snapshot of 21st Century Australia
Friday 22 January 2010
A Nation in Transition: A Snapshot of 21st Century Australia
In the lead up to Australia Day, Social Researcher Mark McCrindle reveals
research from national surveys and focus groups on how we see ourselves as
we move into the second decade of the 21st Century.
Australia today is loved for more than its sweeping plains and far horizons. Certainly the old
affections run deep however there is more discussion on Australia as a cultural hub, a
fashion destination and a nation hosting iconic events.
It seems that Australians are comfortable in their own skin-
embracing of this sunburnt
country with all its iconic landmarks, yet proud of the cultural achievements and events,
many of which are renowned internationally. There’s an understated confidence that
welcomes the world to this unique landscape, yet has the posture to proudly list off our
cultural achievements.
There is expressed a self-assuredness of our place globally
and an acceptance of our
traditions, history and Australian Spirit beyond clichés.
The irrepressible Aussie humour comes through strongly too. It is a safe humour- witty, dry
and usually self deprecating. Current events and troubles are responded to with a laugh.
The old “stop laughing- this is serious” attitude lives on.
Our weaknesses (e.g. the old tyranny of distance and isolation) are reinterpreted
humorously as strengths. There is a depth to our reflections on 21st Century Australia. The
iconic language and Australiana is retained and reinterpreted with a new sophistication,
and without the cringe.
Our cultural identity is also being interpreted beyond the beach or sport. Multiculturalism
has come of age in Australia. You can tell because there is little self consciousness and even
less tokenism expressed. Rather the cultural mix is in our national DNA, it’s part of our
lifestyle-
it’s who we are. The fact that more than 1 in 4 of us weren’t born here seems
unremarkable- as though it has always been thus. Many comments celebrated the richness
of our lifestyle that comes through the input of so many cultures. The majority of Australians
believe that multiculturalism has had a positive and enriching impact in our country (83.6%).
Approximately 9 in 10 of these positive responses identified the most celebrated aspects as
being:
1.
New experiences associated with the diversity of cultures (particularly food,
music and fashion);
2.
Growth in our global influence, connections and friendships at a national,
community and individual level;
3.
An appreciation for the sense of understanding, tolerance and unity that
multiculturalism strives to promote.
A Nation in Transition: A Snapshot of 21st Century Australia
Friday 22 January 2010
21st Century Australia: Summary Table
Traditional Australia
21st Century Australia
Place in the World
Tyranny of distance
Close to new epicentre of world
Isolation from bustle of busy world
Home to some global cities
Independent, separated
Global connections, regional hub
insignificant, down under
Influencer, regional leader
Insecure, cultural cringe
New posture, cultural exporter
Character & Lifestyle
Stereotypes, clichés
Sophistication, complexity
Self deprecating, dinky-di
National self confidence, Aussie pride
Ocker, snags & beer
Cosmopolitan, marinaded steak & wine
Success in sport
Leading-edge technology, world class
medical innovation, business leadership
Beach & ‘burbs
Urban, cafe culture, city cuisine, 24/7
Values & Self Image
Diggers, cobbers, blokes, mates
Rich diversity, community engagement
Give us a fair go
Give all a fair go
Anti-authority
Anti-pompous
Community- geographically connected
Community- culturally & globally engaged
Male, younger-middle age
Gender, generational & cultural diversity
Community & Culture
Self consciously embraced, intentional
engagement
Who we are, intrinsic, part of our national
DNA
Culturally defined, ethno-centric
Diverse, mature, post-category
True blue= Aussie
True blue = authentic, real
Little more than food & festivals
Our national identity & way of life
Different groups & cultures
Diverse lifestyles, richness of culture
Australian Brand & Spirit
Outback, red centre
Urban life, built environment
Uluru, untouched beaches
Festivals, global events
Koalas & Akubras
Cafe culture, suburban lifestyles
Football, meat pies, caravans
Small business, focaccias, overseas
holidays
Tradition, nostalgic, historical
Innovation, engaging, emotional
Attitude & Work ethic
No worries- it doesn’t matter
No worries- we’ll sort it out
Land of the long-weekend, lazy
Committed, hard working & social
Care-free, laid back,
Relaxed, warm but professional
Less demanding, average quality
Casual, enjoyable yet high standards
Tall poppy syndrome
Celebrate success
Lucky country
Can-do attitude
A Nation in Transition: A Snapshot of 21st Century Australia
Friday 22 January 2010
Our place in the world:
Australians were asked how our nation is viewed around the world and almost 9 in 10
(88.3%) believe that Australia is viewed positively, or very positively, by the rest of the
world. 10% believe that we are viewed neutrally, 1.8% hold that Australia is viewed
negatively with not a single respondent stating that the rest of the world holds a very
negative view of Australia.
When compared to other countries they have visited, over 4 in 5 Australians (80.6%) stated
there is nowhere else they would prefer to live.
When asked about what makes Australia such a great place to live in, the top six responses
were the outdoor landscape (28%), local climate (27%), the Australian way of life (26%),
friendly people (22%), freedom (22%) and a peaceful and safe place to live (19%).
“We learn a lot about what we value by unpacking the term “unaustralian”. This is a new
term in our lexicon and while it is rarely defined, it is widely understood and used. When
asked to give examples of what was “unaustralian” responses ranged from the typical:
“Serving warm beer”, “not loving sport” and “not enjoying a BBQ”, to the more
considered; “whinging”, “the culture of me, me, me”, and “not helping someone in need”.
This term is likely to stay with us as it has a tone of gravitas while being totally subjective,
impossible to define, yet being self evident.” states Mark McCrindle.
The growing strength of the Aussie spirit:
When asked how the Australian spirit has changed over the last 15 years more than two in
three (68%) believe it is as strong or stronger today, with the main changes expressed being:
Growing maturity and sophistication in our culture.
Improved tolerance and richer diversity in 21st Century Australia.
More open expressions of this Australian spirit and patriotism.
One-third (32%) believe that it has changed negatively and the top three reasons given
were:
Rise in individualism and focus on self.
Increased sensitivity or political correctness.
Decline in values of hard work and taking responsibility.
“The Aussie spirit is alive and growing in the 21st Century. What it means to be Australian
has morphed to meet the challenges and diversity of our changing times. Australians hold
strongly to an identity and “Aussie values” yet these are more sophisticated and mature,
and represent our place in a world of global interactions.” states Social Researcher Mark
McCrindle.
A Nation in Transition: A Snapshot of 21st Century Australia
Friday 22 January 2010
Proud- and getting prouder:
Almost half (46.7%) find that as life goes on their pride in Australia remains unchanged,
while for one-third (33.8%) it is growing. Close to 1 in 5 (19.5%) feel less proud as life goes
on and interestingly the main reasons mentioned had to do with perceptions of the
Australian spirit:
Becoming too much like the rest of the world.
Too reliant on the rest of the world.
Decline of values like independence, respect for others, and a work ethic.
Aussie Aussie Aussie, Oi Oi Oi:
Our national spirit is tied strongly to our words and phrases.
When asked to give a phrase that best characterises the Australian spirit more than one-
quarter nominated, “Good on you mate/G’day mate”. 14% stated “she’ll be right” and 9%
“Aussie Aussie Aussie Oi, Oi, Oi” or
Come on Aussie Come on”. Close behind were “Fair
dinkum/fair go”, “True Blue” and “No worries”.
Australians are very positive towards phrases like “Down under” (81.1% positive towards,
5.8% negative towards) and “true blue” (64.7% positive and 13.4% negative) however we
are divided by the chant “Aussie Aussie Aussie Oi, Oi, Oi” with 45.5% positive and 37.5%
negative towards this phrase.
“Dinky di” is viewed slightly more negatively (33.8% positive compared to 37.4% negative).
“As Australians we love our iconic phrases. Phrases that highlight our uniqueness and
community values like “true blue” and “downunder” and anything ending in “mate” are
well regarded. However there is a self consciousness and even a cringe factor which sets in
with phrases like “dinky di”, “crikey” and to some extent “Aussie Aussie Aussie, Oi Oi Oi”
writes Mark McCrindle
Source:
McCrindle Research.
Research method:
Survey of more than 1000 Australians on AustraliaSpeaks.com,
McCrindle Research’s online panel, as well as
focus groups
conducted by McCrindle Research.
For full reports on these trends, go to:
For comment or analysis: Mark McCrindle
P: 02 8824 3422
M: 0411 5000 90
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