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Australia: struggling in the sporting arena yet strong on the international stage

By Mark McCrindle - posted Friday, 10 August 2012


Australia has not had the number one cricket team for several years. The Wallabies finished third at last year's Rugby World Cup. At Wimbledon this year, Australia had its worst result since 1938 and currently at the Olympics Australia is ranked in its worst position for twenty years. Yet while there are questions being asked, there is no national soul searching, no sense of mass mourning, and not even much visceral disappointment. All of which begs the question: why?

Australia has matured, changed, and with this Australians have developed a broader perspective and a more global outlook. There is a new self-assuredness of our place globally and a strong national identity defined beyond sporting success and the old ocker clichés. Gone is the tyranny of distance, and the insecurity of being "down under", and in its place an awareness that Australia is home to some global cities, and being on the rim of Asia, we are close to the new epicentre of the world. Any sense of our small stature amongst mega-nations has been replaced by a confident posture of being a regional influencer, a cultural exporter and a global player. Its neither plucky overconfidence, nor nationalistic pride- but rather a grounded confidence.

There is a depth to our identity in the 21st Century. The iconic language and Australiana is retained and reinterpreted with a new sophistication, and without the cringe. Certainly the old affections run deep but with these, an acceptance of Australia as a cultural hub, a fashion destination, a global influencer, a thought leader, a business innovator, and a quick technology adopter. The "snags and beer", "sheilas on the beach" Australia has seamlessly been transformed into an urban and urbane, cafe-cultured, cosmopolitan society of both sophistication and complexity. Somehow we've shaken off our adolescence and are free of any self-consciousness.

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Only a people comfortable in their own skin can embrace both meat pies and foccacias. It's not club footy or arts festivals but both. There is both a love for this sunburnt country with all its iconic landmarks, yet also pride in the medical innovations, cultural achievements and business success. There's an understated confidence that welcomes the world to this unique landscape, yet has the posture to profile a culture of creativity rather than just the latest sporting victory.

Cultural diversity has come of age in Australia. You can tell because there is little self consciousness and even less tokenism expressed. Rather, the cultural mix is in our national DNA, it's part of our lifestyle- it's who we are. The fact that more than 1 in 4 of us weren't born here seems unremarkable- as though it has always been thus. From the inner urban to the outer suburban is the richness of modern Australia that has been forged through the input of so many cultures.

The new attitude has influenced our old lexicon. "No worries" doesn't mean "we don't care" but rather "we'll sort it out". The land of the long-weekend has become a nation committed to hard work without compromising lifestyle. We're care-free and laid-back perhaps, but professional, with high standards and big expectations. So the lucky country armed with a can-do attitude has become self-made yet it has kept its community spirit. We value independence but in a community-minded way. Helping out your mate and your neighbour alike still shines strongly in the Australian psyche.

From being recognised on the arena of sport to being noticed on the world stage of science, arts and technology, Australia has come of age- and no one noticed. The talented kid with the ball found meaning in a broad array of pursuits, and made a name for himself. And what's more he's still got great talent with the ball as well.

Six Shifts Defined- The Reinterpreted Australia Identity

 

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Traditional Australia

21st Century Australia

 

 

 

Shift 1: Global Identity

Tyranny of distance

Close to new epicentre of world

 

Isolation from bustle of busy world

Home to some global cities

 

Independent, separated

Global connections, regional hub

 

insignificant, down under

Influencer, regional leader

 

Insecure, cultural cringe

New posture, cultural exporter

 

 

 

Shift 2: Relaxed Complexity

Stereotypes, clichés

Sophistication, complexity

 

Self deprecating, dinky-di

National self confidence, Aussie pride

 

Ocker, snags & beer

Cosmopolitan, marinaded steak & wine

 

Success in sport

Leading-edge technology, world class medical innovation, business leadership

 

Beach & ‘burbs

Urban, cafe culture, city cuisine, 24/7

 

 

 

Shift 3: Redefined Community

Diggers, cobbers, blokes, mates

Rich diversity, community engagement

 

Give us a fair go

Give all a fair go

 

Anti-authority

Anti-pompous

 

Community- geographically connected

Community- culturally & globally engaged

 

Male, younger-middle age

Gender, generational & cultural diversity

 

 

 

Shift 4: Rich Diversity

Self consciously embraced, intentional engagement

Who we are, intrinsic, part of our national DNA

 

Culturally defined, ethno-centric

Diverse, mature, post-category

 

True blue= Aussie

True blue = authentic, real

 

Little more than food & festivals

Our national identity & way of life

 

Different groups & cultures

Diverse lifestyles, richness of culture

 

 

 

Shift 5: Urbanised Society

Outback, red centre

Urban life, built environment

 

Uluru, untouched beaches

Festivals, global events

 

Koalas & Akubras

Cafe culture, suburban lifestyles

 

Football, meat pies, caravans

Small business, focaccias, overseas holidays

 

Tradition, nostalgic, historical

Innovation, engaging, emotional

 

 

 

Shift 6: Confident Ingenuity

No worries- it doesn’t matter

No worries- we’ll sort it out

 

Land of the long-weekend, lazy

Committed, hard working & social

 

Care-free, laid back,

Relaxed, warm but professional

 

Less demanding, average quality

Casual, enjoyable yet high standards

 

Tall poppy syndrome

Celebrate success

 

Lucky country

Can-do attitude

 

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About the Author

Mark McCrindle is the principal of McCrindle Research and the author of three new books on emerging trends and social change: The ABC of XYZ:Understanding the Global Generations published by UNSW Press, Word Up: A Lexicon and Guide to Communication in the 21st Century published by Halstead Press and The Power of Good published by Hybrid Publishers.

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