Former agency strategists team up to release largest study of Australian millennials

Ex-agency strategists Mark MacSmith and Tom McGillick have teamed up to launch the Australian Millennial Report 2018. The largest survey of Australians aged 18-35.

Says MacSmith: “In our time in agencies we often had to make do with stats that were either a bit out of date or not specific to Australian consumers, so we went and surveyed over 1200 young Australians and built a large set of current, local data.”

The study aims to segment what last year became Australia’s largest consumer group, and reveal their attitudes and behaviours through 46 questions covering government, the environment, education, work, health, family, the economy, housing, tech, and more.

The report dispels some myths about millennials that have come to be commonly accepted.

Says MacSmith: “There’s a stereotype of the Avocado toast scoffing Young Australian which is inaccurate and really undermines our ability to communicate to them effectively.”

The study provides a much-needed segmentation of the largest consumer group in Australia.

Says McGillick: “Even the conservative definition we’ve taken, of 18-35 means the millennial generation currently includes teenagers, and the parents of teenagers. As an industry we know a lot about what this group have in common, but we rarely discuss where they may differ from one another. We found the type of person most people think of when we speak about millennials only account for 43% of the generation.

To download to report visit: https://millennialfuture.co/australian-millennial-report.