understand the demography of your market Have you ever noticed how politicians of all political persuasions in Australia go on and on about ‘Australian families’, just as in other countries they go on about ‘American families’ and ‘Japanese families’ etc. Few of these politicians, however, seem to appreciate that the shape of Australian families is […]

understand the demography of your market Have you ever noticed how politicians of all political persuasions in Australia go on and on about ‘Australian families’, just as in other countries they go on about ‘American families’ and ‘Japanese families’ etc. Few of these politicians, however, seem to appreciate that the shape of Australian families is changing, and the number of people living in those families is declining. The 2011 Australian census found that 24% of Australian adults live absolutely alone. Trends suggest that the most recent census will show that some 30% of Australians now live alone. That is, some 7.2 million Australians live all alone. The Australian Institute of Family Studies suggests that there are 6 million families in Australia, of which 38% are couples only – with no children in the house. The percentage of Australians living in families including children is in decline, and a significant percentage…