"Social researcher Claire Madden has provided a snapshot of what babies born today can look forward to." Claire Madden shared some insights with The Daily Telegraph about what kind of world Gen Alphas - those born since 2010 - might expect to be part of. The world's newest generation will be growing up in a world largely yet to be seen, but it is possible to make some forecasts based on current trends. There's no doubt that new technologies will be a key shaping force for Gen Alphas, even more than they have been for Gen Zs (born 1995-2009), as artificial intelligence becomes more accessible and the blurring between online and offline continues. Here are some excerpts from the online article, available in full here: Income “What I’m forecasting is for a baby born today, when they are aged 30 and into their income earning years, the average annual earnings will be $2136 a week. “If we go back to 1987, the average full-time ordinary earning was $437 a week, and today it’s $1179.” Education "Madden also predicts more than half of the babies born in 2018 will complete a university education. In the 1970s, three in every 100 Australians had a bachelor degree. That figure today is one in four." Work and technology “Gen Alpha will be playing with virtual reality toys in their childhood, artificial intelligence will be part of their formative years,” she said. “As they enter work these things will be a part of everyday life, this technology will assist not replace work.” They are also likely to become their own boss, doing project-based work in a career path that is “far less linear with jobs less defined and structured”. Article [...]
Claire Madden joined Tom Williams and Sally Obermeder on Channel 7's The Daily Edition to talk about Generation Z and how to bridge some of the gaps between generations. It can seem like the generations are speaking different languages. And we're not just talking about the Gen Z words and acronyms they use, but the digital platforms they are constantly connected to, which have shaped the dialect of their generation. Gen Zs are digital linguists, who are fluid in communicating and relating through digital technologies. However as Matt, born in 2000, reflected, a number of Gen Zs sense that they are losing the ability to have a conversation face to face. Every relationship is built on two way communication. It depends on both parties putting in the effort, being intentional and willing to learn. For older generations, engaging with Gen Zs can be as simple as taking an interest in their lives, and realising that we can learn from them. In turn, this will open up a context where it is possible to build great relationships across generations. Despite what you might have heard, research suggests Post-Millennials really do value family time. Research from Mission Australia shows that 81% of young people say family relationships are extremely or very important to them. As Oliver, a Gen Z born in 2002 pointed out, family members "provide emotional stability, and anything that's going wrong I can just talk to them about." With all this in mind, here are some tips for family members wanting to engage better with their Gen Zs: Model contentment, not comparison Take an interest in their world Learn something new from them Model consistent values and behaviour Express positive communication Create shared experiences [...]
Claire Madden recently chatted to Jayne and Charles on Channel 9's Today Show about how various Australian cities rate on a range of indicators. A new tool launched by the Federal government, the National Cities Performance Framework, allows us to see data from Australia's 21 largest cities (plus Western Sydney). With this data, we are able to compare cities on a number of indicators including jobs and skills, housing and infrastructure, liveability and innovation and planning. It's hoped that this tool will better equip government, industry and communities to improve our cities. So what can we see from the data? Sydney has the worst traffic The data confirmed what Sydneysiders know too well - peak hour traffic in Sydney adds 68% to the duration of a car trip, and just 58% of Sydneysiders can drive to work within half an hour. This is the nation's worst score, followed by Melbourne, where peak hour adds 57% to commuters' travel times. Toowoomba has the highest obesity rate, Perth the lowest The highest obesity rates were recorded in Toowoomba at 36.3%, with the lowest rates found in Perth, at 23%. Given the impact obesity can have on a person's quality of life, other health outcomes, as well as the strain it puts on public health systems, hopefully this tool will motivate decision-makers learn from cities like Perth about how certain characteristics of a city might help to lower obesity rates. Sydney and Melbourne lead the way in life expectancy Perhaps to make up for the time spent in traffic, the good news for Sydney and Melbourne residents is that they have the highest life expectancy which is 83.7 at birth. This is almost 3 years longer than those born in Albury Wodonga (80.8). [...]
The new book by social researcher Claire Madden, Hello Gen Z: Engaging the Generation of Post-Millennials is being released later this month. Claire was interviewed on Channel 7’s Daily Edition about Hello Gen Z and some of the key reasons as to why Gen Z spend so much time on their phones. Behind the Screens of Gen Z Here are 5 key reasons that the research identified about why Gen Zs are glued to their phones: Emotional connection Connection to their social networks is almost as essential as oxygen for a Gen Z, and using phones is not just to achieve a practical function, but rather they have an emotional connection with their devices. As a generation raised in an instant society, they are conditioned to providing and receiving immediate updates on the lives of people in their network, even if the news or update seems somewhat inconsequential. Social acceptance If a Gen Z is not active in the online space, they can feel like they will be out of the loop and excluded when it comes to offline conversations too. For Gen Z, communication is fluid and continual, with online communication seamlessly flowing on from any face to face interaction and vice versa – there is no real barrier or demarcation between online and offline. Affirmation and identity Having their identity tied into their activity on social media drives them to continue their engagement with the various platforms, particularly during their formative years where the hunger for social acceptance is a major driving force in their lives. Fear of missing out (FOMO) FOMO, the “Fear Of Missing Out”. It’s a big deal. The term has been coined to describe Gen Zs approach to [...]
Technology through the Generations All the generations use technology – however the age at which you are first exposed to technology influences how integrated it is likely to become in your life. Although we tend to associate the younger generations as those keeping pace with technological advances, the Builders Generation (born pre 1945) came of age with the development of radio, television, military technology, sound systems, and materials technology—the first plastic was developed in 1907 which revolutionised product design and invention. From the telegram, to the Teledex, wire money, bank books and receiving their cash in an envelope on payday, they have adapted to constant change. They have witnessed great advancements in medical care, aerodynamics and automotive technology. Moreover, Builders have had to work with the new technologies of the most recent decades, most of which were not developed with the intuitive processes and frameworks of their generation in mind. The Builders Generation have proven a remarkable ability to adapt to change. In 1946, the ENIAC computer came out, which filled an entire room. From this, to having tablets and smartphones in their hands, to streaming music and internet television, they have experienced extraordinary change and transition, and the rest of us can learn from the Builders Generation in how to be adaptive lifelong learners. From Digital Learners to Digital Linguists Digital learners primarily will approach the use of technology to complete a transaction, to achieve a task or function. Marc Prensky coined the terms “Digital Natives, Digital Immigrants”. The younger generations also use the digital technologies to communicate and find out information, however they do not see technology as a means to achieve something, but rather as a fully integrated part of their lives, [...]
Generation Z & Future Employability Skills In the wave of computerisation, global connectivity and automation across our workforce, it’s estimated 40% of our jobs will be threatened by computerisation in the next 10-15 years. The jobs which are more likely to be safe are those that require: High levels of creativity and problem solving High levels of social interaction and EQ High levels of dexterity*. These skills will be at a premium for Generation Z so are key areas to focus development on for Gen Z staff. Soft skills such as face to face communication, interpersonal communication skills, conflict management skill will be of great value. Gen Z will need to be lifelong learners, be agile and adaptive to changing job roles and tasks with increased automation, and be responsive to new markets. It is estimated that Gen Z will have 17 jobs across 5 different careers in their lifetime. Gen Z will not be thinking ‘job for life’ - they will be thinking about job mobility rather than job security as they will need to continue to adapt to the changing external environment. They will be looking to gain transferable skills that they can continue to build on as their career develops. Key skills for emerging generations to develop include: Creative thinking Problem solving Analytical skills Ability to ask the right questions Innovation & entrepreneurial thinking Communication skills. The future of work and the emerging generations is unpacked with interactive video sessions in the Generation Z Online Masterclass at www.genzmasterclass.com. To enquire about Claire Madden speaking at your next event, please get in touch, email firstname.lastname@example.org. *Sources: CEDA, Australia’s Future Workforce? http://www.ceda.com.au/research-and-policy/policy-priorities/workforce
Is the Aussie Property Dream Still a Reality? As a demographer and social researcher, Claire Madden from Hello Clarity, was commissioned by The Commonwealth Bank of Australia to author the CommBank Connected Future Report. The research measured Australian's optimism across a range of areas; including if Australian businesses are ready to face the future, if our kids' have the skills they will need for tomorrow, and if the Australian property dream is still alive and well. The report revealed that although traditional life markers such as the age people are getting married and having children have been delayed over the last few decades, the average age of a first home buyer has remained relatively consistent for the last two decades, hovering at 32 years of age. Whilst 48% of Aussie's believe that the Australian property dream is still a reality, for others it is clearly being redefined. Whilst the Baby Boomers were looking for the quarter acre block with a stand-alone home, as Gen Y are entering the property market, it is likely to be smaller block sizes and an increase in units and apartments. However the report shows that the Aussie dream remains high on the aspiration list, with today's property buyers overcoming obstacles and responding to new realities to find a way to keep the re-defined dream alive. Hello Clarity is a research based strategy and communications agency. As a demographer, Claire is commissioned by some of Australia’s largest companies and leading brands to interpret the changing landscape and communicate the implications for business and society. To get in touch, or to invite Claire to speak at your upcoming event or conference, please get in touch or email email@example.com.
The working from home trend: Improved technology, increased connectivity, faster broadband and cloud based apps have redefined work for Australians, with many now opting for a new flexi-work life with more time spent working from home. But how does this impact productivity? Research released by Telsyte reveals that 84% of businesses now have systems in place to allow staff to work from home, with 56% of these saying they do so because it increases productivity. Carson Scott interviewed Claire Madden and Amber Chandler on Sky News Business to discuss the working from home trends, what this looks like for the Millennials (Gen Ys), and what the legal implications are for workplaces. Click here to view the full interview. About Claire Madden: Claire Madden is a social researcher and keynote presenter, in demand for her ability to understand the changing times and communicate the engagement styles of the emerging generations. To enquire about Claire presenting at your next event or conference, please get in touch.
Generation Z are not only the students of today, but are increasingly entering the workforce, so knowing how to attract, engage and retain top talent in this emerging generation is essential. Engaging with a generation who have had their formative years shaped among rapidly changing technologies, global communication platforms and in an entertainment saturated environment has shaped their approach and perspective towards work. Keys to Attract, Engage & Retain Gen Z at Work: Here are keys that will help organisations and employers to attract engage and retain Gen Z: Attract with STORY - what is your brand story or your employer value proposition? In order to attract Gen Z to the workforce, the brand story of your company must be clear and enticing. Gen Z will be attracted to a cause they can invest in, and so it is important to communicate the ‘why’ of your organisation, and it is important to do so succinctly. The ‘why’ will include factors such as the core purpose, vision, mission, and values of the organisation. Engage with CULTURE - You create employee engagement through shaping your culture. Culture is invisible yet incredibly powerful, and is largely shaped by your organisations values. Gen Zs are looking for a workplace community. A place where they feel a sense of belonging, a culture which is relational, a role that has variety and where the leadership is empowering. Retain through DEVELOPMENT - Gen Z have been told from the youngest age that they are full of potential, however they require a context for this potential to be developed. They have grown up in an environment of constant change, where they are committed to ongoing learning as a part of life. [...]
We hear a lot about purpose, vision and mission statements – but what do they really mean, what is the difference between them, and why do we need them? Changing environment In an ever changing business environment and fast moving consumer landscape, it is critical that organisations have clarity on why they exist, what they are seeking to become, what products and services they offer and how they will accomplish their vision. Due to the rapidly changing context, businesses need to be agile and adaptive, open to innovation and even disruption, which means there is a need to review the existing purpose, vision, mission and values to evaluate whether they need refining in new seasons. Once these have been defined, to get cut through and occupy the space in the market, organisations need to work on effectively communicating their key messages, telling their story and bringing their brand alive through strategies and culture that genuinely engage internal and external stakeholders. It is fundamental that business leaders have clarity on the following three areas: Understand your place in the market Determine which space you intend to occupy Be confident and clear in your positioning. Know it, articulate it, communicate it Working with organisations across various sectors, it is evident that there can be a lack of clarity in these three areas: A lack of clarity in knowing why their organisation exists. This can be a challenge for start-ups and established organisations alike. While start-ups can struggle with this as they are often still exploring the terrain of where their organisation may find resonance in the market, some established organisations may have lost their sense of purpose or direction over time. This can be a gradual drift [...]