Social researcher and demographer who named Generation Alpha — on generations, demographics and the decade ahead.
Mark McCrindle is a social researcher, demographer and futurist, and the founder and Principal of McCrindle Research, an advisory and research firm whose clients include more than 100 of Australia's largest companies and international brands. He named Generation Alpha and Generation Beta, and he co-wrote Generation Alpha (Hachette, 2021) with his colleague Ashley Fell. His other books include The ABC of XYZ: Understanding the Global Generations, Word Up and Work Wellbeing. He holds a BSc in Psychology and an MA, is a graduate of the Australian Institute of Company Directors, and has spoken at TEDx and SXSW.
What sets his work apart is the research underneath it. McCrindle tracks the demographic, social, generational and technological shifts reshaping Australia, and Mark presents the findings through infographics, data visualisation and video rather than dense reports. He has appeared on Sunrise, Today, ABC News 24 and A Current Affair, advises executive boards and committees across Australia, and runs strategy workshops that take a board through the demographic, economic, social, technological, environmental and legislative trends facing its sector.
For event organisers, Mark suits leadership conferences, board and executive strategy days, HR and people events, and industry or association conferences where the brief is to understand what is changing and what to do about it. Audiences leave with a clear snapshot of where Australia is heading, a working understanding of each generation now at work and in the market, and practical implications for hiring, retention, customers and long-term planning. He brings the evidence and leaves the room ready to act on it.
Mark McCrindle is a keynote speaker based in New South Wales who speaks on business strategy and leadership. Book through Executive Speakers Australia.
• Changing times emerging trends: Innovating and thriving amidst transformative times
Only occasionally in history do massive demographic changes combine with huge social shifts, generational transitions, and ongoing technological innovation, plus a global pandemic so that within the span of a few years society altogether alters. While such change impacts everyone and every organisation, those that will future proof their organisations understand the times, influence the trends, and shape the future. In this session, Social Analyst Mark McCrindle will navigate the megatrends transforming Australia to deliver a snapshot of 2030. He will discuss the key implications of these changes on clients, employees, and the broader community and how through collaboration, innovation, and adaptation, we can thrive in these times of change.
• The future of work: Understanding the trends to prepare for the future
The world of work has undergone a massive transformation in recent years. Workers today are looking for flexibility, autonomy and purpose in and through their work. Hybrid work, then, is evidently a prominent facet of organisational behaviour today, bringing with it both challenges and opportunities for leaders to navigate. In this session, Mark McCrindle will explore how workplace leaders can shape culture in this hybrid environment, drawing insights from McCrindle’s cultural health assessment tool to help attendees create engaging cultures, increase productivity and how leaders can pave the way in this new world of work.
• Understanding and engaging with the ever-changing customer
Organisational leaders are increasingly seeing the importance of business intelligence and social analysis in driving growth. But to increase sales and develop product innovations to attract younger generations, a deeper understanding of these new customers and their changing expectation is imperative. In this session, Mark McCrindle will give an overview of the emerging generations - Millennials, Gen Z and Gen Alpha - and how they differ from their older counterparts. He will examine who they are and what defines them; what drives and motivates them; and how best to communicate with them in these rapidly changing times.
• The new world of work and the emerging workforce
The future is shaped not just by technological changes but also sociological changes. Our world is experiencing the biggest generational change since the birth of the Post-war Baby Boomers. Increasingly Baby Boomers are downshifting, Generation Xers and Ys are the emerging managers, and the Gen Zeds are today’s new employees. Therefore it is critical to understand the attitudes, values and expectations of the diverse generations comprising today’s workforce. In this session, Mark will identify the HR implications of these new attitudes, values, and workplace priorities of today’s employees. He will highlight applications of this to effective employer branding, attraction and retention strategies, workplace communications and effective management styles.
• Leadership in anxious times; maximising opportunities in a changing world
Over the last couple of years, societal change has been accelerated. Great leaders need an understanding of these changes to lead their teams and shape the future. This session gives an analysis of our fast-moving times and a snapshot of the key trends redefining our society. It will deliver an overview of the changes and insights to help you not just respond to the trends, but to shape them. From technological trends to demographic shifts, from social change to generational transitions, this session will define and strategically respond to each of these mega-trends set to shape the years ahead.
• Work Wellbeing; leading thriving teams in rapidly changing times
In any given week, we spend more than a third of our waking hours at work, so it is the place we most need to get wellbeing right. Based on the book Work Wellbeing: Leading thriving teams in rapidly changing times, this session will help leaders and organisations understand and navigate the future of work, intergenerational teams and why prioritising employee wellbeing is a non-negotiable for the future. Mark will provide a practical, data-driven and engaging guide to workplace wellbeing; equipping leaders, managers and employees with a thorough understanding of what work wellbeing is, why it’s important and how to achieve it.
• A demographic snapshot; now and towards 2030
To engage with people and connect with communities, we need to understand the data and the demographics. Population analysis tells a fascinating story of our world today and reveals clear trend lines. In this session, Mark uses the latest demographic data to give a snapshot of the changes, the trends, the challenges and the opportunities for your brand, organisation and sector. And don't be fooled by the word demographic or data - this session will be fast-paced, engaging and inspiring.
• Bringing data to life
The emerging generations of business leaders are digital, visual, and global in outlook, and expect information to be presented in compelling ways. While the last few years have introduced big data to business, the challenge is interpreting the data and communicating the trends and insights effectively. Just as “a picture tells a thousand words”, an infographic presents a large number of data points in an easily accessible visual format. As pioneers in data visualisation area, Mark will explain how your organisation can interpret the key data and present the summarised insights in innovative and visually accessible ways.
• DESTEL strategy workshops
Combine your board's expertise with our understanding of the trends impacting your industry. Our inspiring and practical workshops explore DESTEL trend areas (Demographic, Economic, Social, Technological, Environmental and Legislative) to develop strategic directions that focus on opportunities arising from emerging trends. Our goal is to help your board plan for the future with greater confidence by relying on a better understanding of the external environment and how your organisation can align with market trends.
• Strategic advisory
In an age of rapid demographic, social and technological upheaval, this workshop will help organisations develop strategies for an uncertain future. We help you understand the forces that are shaping your operating environment so you can future-proof your organisation. From this session you will discover strategic insights, identify new target markets, understand external trends, improve stakeholder engagement and be in a position to provide clear direction for your organisation.
Brilliant presentation, useful application of data. Excellent content and outstanding delivery.ADAPE Australasia
Mark’s presentation was enjoyed by all. In fact, it has been said that Mark has set the benchmark for all future speakers!Illawarra Retirement Trust
Mark was absolutely wonderful – his topic was spot on … good, meaty, relevant content, engaging, direct and funny – everything you want in a speaker!Real Estate Leadership Forum
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