McCrindle Research Population Map and Generational Profile

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Australia has long been blessed with stable governments, high-functioning democracy and the rule of law. However, what actively enables the flourishing of our society, as reflected in this Future Donor report, is not just government and its agencies, or even our local communities but the for purpose sector. While the retail sector facilitates vitally needed communities of interaction, and our diverse local suburbs for many are communities of belonging, it is the charities and non-profits that build communities of purpose. These for-purpose organisations are defined by three factors which distinguish them from business, retail or local communities: they are problem focussed, outward orientated and action driven. This is why Australians, even in this era of declining trust in institutions, continue to hold charities in high regard. As this report reveals, the proportion of Australians who highly trust charities and not for profits is 50% higher than the best performing government category (local councils) and twice that of large corporations. Charities should be further encouraged by the findings that even amidst rising costs of living, most Australians have financially supported this sector in the past year, and of those who have given financially, more than half (55%) have the same if not more ability to give, and almost two thirds (64%) have the same if not increased willingness to give. This report looks to the future by analysing the emerging generations and it reveals motivated young donors who will respond to global issues not just local ones, with a focus on solving root causes rather than just meeting immediate needs, who want to be active advocates not just passive givers and who can be engaged digitally, and through that means, engage others. It is our hope that this report further equips the for-purpose sector to shape thriving communities, effectively engage and involve the next generation, and positively impact the future.

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Coined in the 1980’s, the VUCA acronym has been an apt summary of recent decades (Volatility, Uncertainty, Complexity and Ambiguity). In 2018 at the World Economic Forum, the Prime Minister of Canada highlighted the increasing acceleration of the trends with his statement: “The pace of change has never been this fast, yet it will never be this slow again”. Yet all of this was before the global COVID-19 pandemic further disrupted and transformed our times. In such times, analysis of the trends and regular scans of the horizon is essential to thrive amidst the transformations. The primary characteristic of a leader, which enables the important strengths of vision and decisiveness, is foresight. The reason they can lead is that, having understood the trends, they are able to see things not just as they are, but as they will be. At McCrindle we exist to empower human flourishing by equipping leaders with research-based insight. Indeed the leader with the honed characteristic of foresight, and equipped with evidence-based insight is able to do more than just see the future, they take up the great responsibility to shape it. We trust this report will help you understand the times, prepare you for the emerging megatrends, and equip you to lead and grow your team, community and organisation with both humility and confidence.

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The not-for profit sector and the charities, social enterprises and community organisations across this nation provide much of the social infrastructure that builds the capacity of communities Australia wide. Their value to this nation is demonstrated by the almost $143 billion given in the last year, most of it by the community rather than government. The esteem of this sector is demonstrated by the size of the charity workforce, which employs one in every ten Australian workers. While the sector is viewed in a positive light and five in six Australians give to charities, these are uncertain times and Australia is changing rapidly. Demographic shifts, social changes and constant technological advancement are transforming Australian communities. How and where Australians live, and how they allocate their time and money is shifting

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