Market Research Leader, Ipsos and KPMG's Demographic Advisor, Bernard Salt, joined forces to provide a detailed snapshot of what life for Australian's may be like in the year 2020 based on political, social and economic influences.
The report is aimed at business and government and explores development options for Australia in the 2010s. My role was to present this information in a way to both educate and engage.
Future Focus is an important study for several reasons. This is thought to be the first time the business community and the wider Australian community have been engaged in a structured research process that canvasses attitudes to the future direction of the Australian nation.
Typically when questions are asked about ‘the future’ the responses tend to be an extension to whatever is happening at the time. In this study Bernard Salt of KPMG and Rebecca Huntley of Ipsos use alternative scenarios of Australia in 2020 to give form to responses.
The theory being that it is easier to talk about the future when a version has been painted for you.
A total of 12 interviews were completed by both Ipsos and KPMG with the CEOs of some of Australia’s leading companies, four of which were ASX Top 200; another four headed the Australian operations of multinational organisations. Of equal importance in this study are of course the thoughts of the wider community and so 13 consumer groups (each typically comprising five to seven people) were canvassed.
The results of the discussions are summarised in the report and it is clear that there are divergent views about the future direction of the nation. Some of the consumer commentary is particularly robust just as the business commentary is at times uncompromisingly direct. Regardless of the minutiae of the quotes, what is overwhelmingly apparent from this exercise is a united passion for a better understanding of our shared future.
What came out of the business interviews (conducted on the condition of anonymity) was a very different perspective of corporate Australia to that which seems to have gained popular acceptance. When speaking about the nation’s future, business leaders were typically measured and thoughtful. But they would also often intersperse their assessments with comments about the type of Australia they would like to leave for the next generation, motivated by a genuine concern for the prosperity of the nation and of the need for sustainability.
The consumer groups reflected a colourful, though no less thoughtful, view about Australia’s future.
Regardless of whose view of Australia in 2020 prevails, Future Focus is an important report for what it attempts to do: to map the different pathways to Australia’s future.
With bold imagery and typography, the resulting design provided a strong presentation of a powerful, and telling, set of data and research.
"Future Focus is an important study for several reasons. This is thought to be the first time the business community and the wider Australian community have been engaged in a structured research process that canvasses attitudes to the future direction of the Australian nation... ...Regardless of whose view of Australia in 2020 prevails, Future Focus is an important report for what it attempts to do: to map the different pathways to Australia's future. It is hoped that this report will get all Australians thinking and talking now about what lies ahead"
—Bernard Salt, KPMG
—Bernard Salt, KPMG
Design / Art Direction
KPMG / Ipsos