This article makes some good points about the plight of the cohort of people who are just entering their late 30s. Written by the former editor of the Australian version of the Big Issue it has an interesting take on the situation.
According to the Australian Bureau of Statistics, some 2 million jobs were created between 1989 and 2004, and three-quarters of these jobs went to people aged over 45. The number of people over 45 with a full-time job grew by 973,000, while the number of people aged 15 to 44 working full-time fell by 22,000. Despite the population and economic growth, there are fewer full-time jobs for young people today than there were 15 years ago.
Less work equals less money, of course. Between 1986 and 2003, according to the National Centre for Social and Economic Modelling, the share of total household wealth for 25-to-39-year-olds fell from 27 to 19 per cent. Here is the first generation in modern Australian history to get poorer.
At the same time as marketing to youth went into overdrive, giving young people real jobs became unfashionable. There was an early-'90s hiring freeze, employment was casualised, and McJobs and temporary work became the norm.
It is a great pity that the writer’s conclusions have not been appreciated by most of Australia’s marketers. Dick Stroud www.20plus30.com
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