In this guest post, Roy Morgan’s director of social trends, Laura Demasi (pictured below), says the much maligned Gen Ys aren’t that much different to any other generation save for one big point: Immigration…
They have been cast as experience-seeking, travel-loving, commitment-avoiding mortgage-dodgers who privilege lifestyle above all else and invented the concept of the “bank of mum and dad”.
Some of this is borne out in the data – particularly the travel-loving, mortgage-dodging bits – but Australian Millennials (born between 1976 and 1990) are no more all the same than any other generation.
However there is one thing that makes them completely unique – the profound impact of immigration on this generation, which has defined it like no other before, ever.
Right now in Sydney and Melbourne – our most populous cities and home to 8.2 million Australians – close to one in three Millennials (31 per cent) were born in Asia. And their younger brothers and sisters are not far behind: more than one in five Generation Zs in Sydney and Melbourne (23 per cent) were born in Asia.
To put this into perspective, people born in Asia account for 11 per cent of the overall Australian population aged over 14. They are also much less prominent in other generations; in Sydney and Melbourne, 12 per cent of Generation X was born in Asia, 6 per cent of Baby Boomers and just 3 per cent of pre-Boomers.
So a very a large proportion of today’s young Australians was born Asia, particularly those living in Sydney and Melbourne. So what? Digging deeper into the data reveals that Asian-born Millennials are very different to their Australian-born peers when it comes to mindset. In contrast to their typically progressive, tradition-eschewing counterparts, Asian-born Millennials are much more likely to hold socially conservative views and values, despite their youth.
They are already bucking some of the big generational trends that have defined their Australian-born generational counterparts. Take marriage for instance. Four in 10 Australian-born Millennials are married (44 per cent), compared to more than seven in 10 Asian-born Millennials (74 per cent) across the country.
When you break that down further, Millennials born in India are even more likely to embrace the institution – 86 per cent are married, almost double the figure for their Australian-born peers. They are also more likely to have children – six in 10 have children under 16 at home, compared to 55 per cent of their Australian-born peers.
When it comes to house and home, close to one in five Millennials from China own their home outright, compared to one in eight Australian-born Millennials. Across the board, a greater percentage of Asian-born Millennials are light spenders compared to Australian-born Millennials.
Doesn’t quite fit with the smashed-avocado loving, mortgage-dodging, commitment avoiding, man-bun wearing hipster-barista that has come to symbolise Millennials in this country, does it?
Marriage isn’t the only traditional institution that Asian-born Millennials are embracing in contrast to their peers. Religion, too is more prominent among Asian-born Millennials: one in four regularly attend a place of worship, compared to 14 per cent of their Australian-born peers.
Meanwhile, triple the percentage of Asian-born Millennials believe that traditional gender roles should be upheld in the home: 15 per cent believe women should just run the home, compared to 4 per cent of their Australian born peers. They are also more likely to hold conservative views in regards to the rights of gay Australians, particularly those born in India: while three-quarters (77 per cent) of Australian-born Millennials believe gay couples should be allowed to adopt children, only just over half (54 per cent) of those born in India do.
And when it comes to politics, a greater proportion of Asian-born Millennials intend to vote Liberal – particularly Chinese- and Indian-born.
Education also sets Asian-born Millennials well apart from their peers. In this instance they aren’t bucking a trend but are taking it to the next level. While Australians in general are becoming more educated, those from Asia are streets ahead: less than half of Australian-born Millennials have a degree compared to 74 per cent of Asian-born Millennials – with those from China (82 per cent) and India (79 per cent) sitting at the top of the tree.
Media consumption patterns are also wildly different. Put it this way – if you are a commercial TV station looking to boost ratings amongst Millennials, don’t bother trying to appeal to those born in China – almost half of them don’t watch any commercial TV at all, compared to 22 per cent of their Australian-born counterparts.
What’s clear is that for the most part we appear to have got Millennials wrong by completely overlooking the immense diversity that exists among them – starting with cultural difference and its profound influence on mindset and behaviour.
Yes, there are lots of bearded Kombucha-chugging Millennials flitting from one overseas adventure to the next but they certainly don’t represent everyone.
There are just as many Asian-born Millennials quietly building what you could describe as a fairly conservative life in comparison (with or without a jam jar as a coffee cup), who share more in common with the average Baby Boomer when it comes to mindset and values than their own generational peers.
The future of Australia could be a little different to what we’re expecting. Tradition and social conservativism will likely live on, not just in the hearts and minds of some older Australians but within a fair chunk of our young people too.
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]