Page 8 - ACF Young Australians Research Report
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1.1 Young Australians
Young Australians are defined as the group of people born between 1980 and 2000. This definition is based on a variety of sources, including publications by not-for-profit organisations, leading market researchers, government agencies and academics4. This broad scope creates an all-encompassing definition and description of the target group.
However, as is the case with studies that cover a large age range, behavioural traits are expected to be heterogeneous. In order to avoid making generalisations and for the purpose of analysis, many reports have broken down this target group into 15-24 year olds and 25-35 year olds. The younger subgroup are more likely to be students or recent graduates of tertiary or vocational studies and may be living at home, whereas the older subgroup have more established careers and are often just beginning to start families; as such each group is likely to have differing economic resources and responsibilities.
1.2 Why the Young Australian target market is important to Workplace Giving
Young Australians are a key target group because they make up the future leaders and participants in Workplace Giving. Young people are the most socially aware and electronically connected generation. Research suggests Young Australians want to work for ethical companies, and almost half (42%) want to work for an organisation that will have a positive impact on the world5. This group of emerging employees is not only redefining employment in Australia, but also globally, as they will comprise the majority (75%) of the workforce by 20306.
1. This can include payroll giving, employers matching employee donations, workplace fundraising and employer grants.
2. Australian Charities Fund, ‘Engagement: Recognising the Value of Workplace Giving’ (Report, Centre For Social Impact, 2013).
3. Nathalie Nahai, ‘Generation Y & Their Charity Giving Habits’ (Report, Give as you Live, 2014), 10.
4. Johnson Controls, ‘Generation Y and the Workplace Annual Report 2010’ (Report, Global Workplace Innovation, 2010), 7; Ruth Bolton,
‘Understanding Generation Y and Their Use Of Social Media: A Review And Research Agenda’ (2013) 24(3) Journal of Service Management 245, 252;
US Chamber of Commerce Foundation, ‘The Millennial Generation Research Review’ (Report, US Chamber of Commerce Foundation, 2012), 1.
5. Richard Feloni, Boston Consulting Guru Explains How To Prepare For The Workforce Crisis That Is Coming In 2030 (24 January 2015), Business
Insider Australia, 2015 .
6. Lincoln Benbow, How To Welcome Gen Y To Your Workplace (30 January 2015) Halcyon Knights, 2015 
