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YOUNG AUSSIE

Prepared for: Prepared by: October 2006. YOUNG AUSSIE. The issue of Australian culture identity is ever-present in the media: who are we? what does it really mean to be an Aussie?. We wanted to uncover what young Australians (18-24 years old) thought: how do they see themselves?

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YOUNG AUSSIE

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  1. Prepared for: Prepared by: October 2006 YOUNG AUSSIE

  2. The issue of Australian culture identity is ever-present in the media: • who are we? • what does it really mean to be an Aussie? We wanted to uncover what young Australians (18-24 years old) thought: • how do they see themselves? • what are the defining traits of their generation? • what does it mean to be a ‘Young Australian’ today? • how do they want to be seen? Understand their context to better develop communications. Background • Ultimately with a view to understanding the marketing implications: • how do we talk to them?

  3. Race Riots “Police and ambulance officers were pelted with bottles as they tried to protect beach goers of Middle Eastern or Lebanese appearance from the fury of the mob”(ABC.net, 12/2/05) Political Comments ‘So Where The Bloody Hell Are You?’ “Before entering a mosque, visitors are asked to take off their shoes. This is a sign of respect. If you have a strong objection to walking in your socks, don’t enter. Before becoming Australian, you’ll be asked to subscribe to certain values. If you have strong objections to those values, don’t enter”(Peter Costello, 23/2/06) “The ads… preparing for fallout at home amid accusations that the campaign is a throwback to ockerism and will invoke widespread cultural cringe”(SMH, 24/2/06) Media Discussion Statistics “It should say surfin’.Surfin’ and racism”(Jay & The Doctor, triple J, when discussing what it means to be an Aussie) “Almost 2/3 of Australians believe there is underlying racism in the country, and 4 in 10 believe it can be described as a racist nation”(News.com.au, 6/3/06) Blogs “If you’re going to be an Australian or live in Australia, act like one, speak like one”(Unidentified, 20/2/06) A simmering issue that demands addressing. The Current Climate Makes The Identity Issue A Hot One

  4. We wanted to get beneath media rhetoric and political stirring and understand what the future of this country, the young Aussies, were thinking. We conducted 9 group discussions and 6 in-depth interviews with 18-24 year olds: • to ensure a representative mix of ethnic minorities we conducted the research in Sydney CBD, North Sydney and Parramatta A big Jigsaw team was involved. We wanted to get their real views, not those doctored in the media. We Saw An Exciting And Important Area

  5. Defining Their Generation

  6. Friends Are The New Family Family Are The New Friends And… • breakdown of traditional family/ societal structures • traditional roles have blurred • parental approach/attitudes have changed: • kids know their parents have ‘been there, done that’ • they are happy to stay at home longer • no longer the need to fly the nest for independence • equal and adult relationships: • sharing social experiences “My mum’s my role model. I know what she’s been through” • enforced reliance on close friends for life support • Discussing the ‘big’ issues • Mutual understanding and appreciation Hating your parents really isn’t cool any more. Generation Traits

  7. Work To Live Live To Work And… • realise it’s not just about the mighty $ • experiences (eg travel/ relationship) are currency • career = passion and interest • believe they can succeed in the fields they love • Love my life • Love my job A blurring of work and play. Generation Traits (Cont’d)

  8. Success Is Personal • defined by your own goals • an acceptance that ‘old’ success stereotypes (doctor/lawyer) no longer apply • more ‘working class’ careers are looked upon with respect • Success = personal happiness Breaking societal definitions of success. Generation Traits (Cont’d) “No one wants to do something they don’t enjoy. I decided I was going to forego $ for what I love and I made that decision a long time ago”

  9. Fun LovingAnd Positive Outlook Have The EarlyStress Lines But… • they get on with things in a positive way: • they’ve had to. Most were 14-20 when Sept. 11/Bali happened • a changing world • enjoy everyday • they often know what they want and are confident they can get it • working class/ethnic minority groups, whilst still positive about the future, have more realistic goals • the world is a fast/full on place • accelerated culture: • trends come and go • fame comes and goes • instant gratification generation • getting older younger: • access to everything • nothing is out of reach • It’s all happening • Get amongst it They must remain confident and ‘in the game’ to survive. Generation Traits (Cont’d)

  10. The World’s Their Oyster Overwhelmed With Choices But… • nothing feels too out of reach: • ‘working class’ still believe they can have personal success but within more realistic parameters • they have never seen economic hardship: • never been through a recession • pressure to find the ‘perfect’ job, the ‘right’ partner etc • they are bombarded with choice everyday: • and have learnt to filter the irrelevant messages • Happiness is within reach • Trying to find their way through the mire Pressure to find happiness. Generation Traits (Cont’d)

  11. Global Citizens Embracing And… • connect: • through travel, internet, chat rooms, online gaming etc • used to interacting with people from all over the world: • not the isolated country of old • embracing other cultures - vs ‘acceptance/tolerance’ (so negatively phased): • positive about other cultures • want to know more • In touch • New society Moving away from the isolated and insular generations gone by. Generation Traits (Cont’d)

  12. Paris Hilton’s Ok They’re The New Conservatives But… • she does what she wants • not constrained by convention or expectation • more traditional attitudes to relationships, sex, family: • looking for ‘the one’ not one night stands • aspire to marriage and kids (before 45) • value sex and don’t treat it lightly • Doing her thing • Responding to previous generations Responding to the past. Generation Traits (Cont’d)

  13. Towards An Australian Identity

  14. The Aussie stereotypes are borne out of these values. Being An Aussie • Young Australians perceive being an Aussie as: Patriotic Take The Piss Freedom/Opportunity Laid Back Accepting/Tolerant Mateship She’ll Be Right Racist Level Playing Field- Tall Poppy Syndrome Hardworking Isolated- Behind The Times

  15. The Aussie Larikin The Bronzed Aussie The Outback Aussie Who: • big drinker: • stubbies, thongs, singlet • surfer: • blonde hair, blue eyes • board shorts, tan • crocodile hunter: • hat with corks, jeans, singlet Attitude: • takes the piss • she’ll be right • no worries Perpetuated by foreigners and the tourism board. The Traditional Aussie Stereotype • Young Aussies are aware of traditional stereotypes - generally perceiving them, whilst amusing, as outdated and irrelevant:

  16. Means encapsulating key generational traits and beliefs. Building on the Aussie values not encapsulated in the ‘traditional’ stereotypes: • freedom/opportunity • acceptance/tolerance And combating some other ‘negative’ associations: • isolated - behind the times • racist Toward a move relevant depiction. For Young Australians, Being A Young Aussie…

  17. Aussie Entrepreneur Aussie Idealist Aussie Worker • career/life focused • fun loving/experience focused • more working class/ ethnic minorities Who: • give it everything/best shot: • want to make their mark • not worried about failures/changing careers • work to live AND live to work • self focused: • high expectations Attitudes: • success and happiness • relationships • staying connected What’sImportant: Differ strongly to Aussie stereotypes. Young Aussie Typologies • follow your dreams/ idealistic: • get amongst it • embracing all experiences: • global • proud and welcoming Aussies • have a go: • work hard but still can be dissatisfied • make best of what you have • politically incorrect • experience is key: • travel especially • helping others: • passing on opportunities • finding your path • mateship • realities: • financial • relationships • hard work • Make your mark • Get amongst it • More ‘traditional’ values

  18. A long way from ockerism, mullets and thongs. Communicating With Young Australians • Young Aussie engage with brands that, whilst not holding a mirror to their lives, provide an interesting ‘take’ on values important in their lives, and repeat those brands that show: Peripheral Core Creativity Inclusiveness Genuineness, realness, honesty Irreverence Individualism ‘Connections’

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