Australian Millennial Report returns in 2019 in expanded format – compiled by ex-agency strategists Mark MacSmith + Tom McGillick

Australia’s largest and most comprehensive annual report of young Australians, compiled by ex-agency strategists Mark MacSmith and Tom McGillick has released this week in an expanded format.

Says MacSmith: “Our report gives agencies and marketers a significant, up-to-date set of local data on Australian Millennials. This year, we specifically focussed on how young Australians are responding to the societal and economic forces in their lives.”

This year’s Millennial research boasts a nationally representative sample of over 1,200, 19-36 year olds, gathering responses to 50 questions ranging from work, health, education, brands, finance, the environment, tech, media, and family, to paint to most complete picture of what is now a larger consumer group than Gen X or Boomers.

Says McGillick: “Even though the Millennial generation currently encompasses a wide range of life stages, a trait they share is they react to trends and news really quickly. For instance, their attitudes towards sex have been heavily influenced by the #MeToo movement, and are now quite different to this time last year, when the marriage equality vote had just happened.”

This year also marks the first edition of the Australian Generation Z Report focusing on the attitudes and behaviours of Australian teens, as well as specialist reports covering Millennials in their approach to finance, and another offering insight into Millennial Mums.

Says MacSmith: “We now have Millennials in politics, and all levels of seniority in the private sector, yet there remains this mystique and lack of understanding around them. Our aim is to produce definitive research that clears that up.”

Says McGillick: “It’s really important we develop a better understanding of young Australians. Take the whole smashed avocado myth for instance. That’s a uniquely Australian misconception that comes in handy for anyone looking to discredit younger voices. Our data shows Millennials are just as responsible with their money as everyone else.”

The Australian Millennial Report, Gen Z Report, and others are available here.