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Growing up globalised: younger generations not sold on Aussie-made products

Source: Roy Morgan Single Source (Australia), October 2012 – September 2013, Australians 14+ n= 19,585; Gen Z n=4,571, Gen Y n=3,286, Gen X n=4,172, Baby-Boomers n=6062, Pre-Boomers n=4571
Is being Australian now about driving your Korean-made car to an Irish pub for a Belgian beer?

Despite a healthy majority (71%) of the Australian population agreeing that they try to buy Australian-made as often as possible, it’s not always easy for them to put their money where their mouth is, as locally produced items become less widespread.

The most die-hard, patriotic consumers are the older generations such as Pre- and Baby Boomers, with more than eight out of 10 saying they try to buy Aussie-made products.

The younger generations are less likely to agree, with under half of Gen Z agreeing they try to buy Australian made (49%).

Agree they try to buy Australian-made products as often as possible


Source: Roy Morgan Single Source (Australia), October 2012 – September 2013, Australians 14+ n= 19,585; Gen Z n=4,571, Gen Y n=3,286, Gen X n=4,172, Baby-Boomers n=6062, Pre-Boomers n=4571

Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:

Over the last decade we’ve seen many Australian-owned brands close their doors, or be sold to overseas companies. Even manufacturing from local heritage brand Holden (ironically enough, owned by US company General Motors for 80-plus years) is soon to disappear entirely overseas.

“In our increasingly globalised society, the classic ‘True-Blue’ Aussie spirit is not as pervasive (or influential) as it once was, particularly among the younger generations who’ve grown up accustomed to a marketplace where Australian-made is just one of many options. Whether it’s mobile phones, clothing or household items, most are labelled as being made overseas.

 “Far from consciously deciding to avoid buying Australian-made, younger generations are often given no choice: the type of products they buy just aren’t manufactured here (or if they are, they’re more expensive). This is especially pertinent when considering the younger generation’s enthusiasm for high-tech items such as Apple products

“The segments of the population most likely to buy Australian-made wherever possible not only tend to be older, but often live in rural areas. Roy Morgan’s in-depth profiling tool Helix Personas shows that mature country-dwellers such as Rural Rewards, Country Conservative and Rural Traditionalists rate highly in this respect.

 “With Australia Day around the corner, it’s a good time for all of us to think about the products we’re buying: where they’re manufactured, and whether there’s a locally made alternative. The ‘Australian Made’ logo is always a good indicator; their website is also a useful reference for consumers keen to buy local goods.”

For comments or more information please contact:

Warren Reid, Group Account Manager — Consumer Products
Office: +61 (3) 9224 5161

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About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%