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Brief Published: 6 Jun 2017

Australian Millennial Attitudes

Some 81% of Australian millennials and Gen Z think Australia is the luckiest country in the world

Australia’s Millennials Marketing Conference, held in Melbourne on May 25 2017, saw experts gather to discuss shifting millennial attitudes across the region. Highlights include:

  • Optimistic Outlook: Despite many millennials’ feelings of distrust and concern about their future, young Australians have an overarchingly positive outlook. Some 86% of Austrialian millennials and Gen Z think Australia is immune to economic disaster and disease. What’s more, 81% still think Australia is the luckiest country in the world, revealed Stig Richards, head of insights at digital media platform Junkee Media.  
  • Inclusive Communities: However, despite their personal sense of optimism, Junkee also found that 86% of Australian millennials and 88% of Gen Z feel that Australia should be doing more to help with major world issues
    Popular perceptions of this cohort as self-centred and single-minded were further challenged as niche interest communities and celebrations of diversity were championed. “Tribes are dead. We now have communities that evolve, accept you for who you are, appreciate your difference and are expansive. Brands need to stop thinking about exclusive sets, and start thinking about ways to promote inclusivity,” commented Alice Kimberley, head of strategy and insights at Vice, Australia.
    Kimberley added that 78% of Australian millennials placed being well-rounded above being wealthy. “The focus is changing from being better than you, to being a better me. We’re shifting from excess to interesting.”

For more on the evolving understanding of millennilal mindsests, see Gaining Millennial Trust: Millennials Marketing Conference and Youth in Flux: Millennial 20/20 Summit