As Founder and Principal of insights advisory firm, McCrindle, Mark has developed a reputation as one of Australia’s leading demographers and futurists over the last two decades. He speaks with expert authority on topics such as future trends, leadership, customer engagement, generational change, and business insights. Mark’s expertise makes him a regular advisor on the boards and executive committees of some of Australia’s leading organisations. He always brings a fresh approach to his research-based boardroom briefings, executive workshops, strategy sessions and keynotes. Having worked with major industries from finance, technology, health, mining, energy to education, Mark understands the way different organisations operate. He has unique visibility on the sentiment and perceptions of a diverse workforce and is able to identify ways to future proof an organisation. In 2008, Mark McCrindle coined the label “Generation Alpha” and is regarded as an international authority on this age group born between 2010 and 2024. According to McCrindle’s research findings, Generation Alpha will the largest generation in history by 2025. Mark’s latest book, aptly titled Generation Alpha (Hackett Australia, 2023) is an imperative guide on engaging, equipping, and setting up this generation for the years to come. Mark is the author of four other books on emerging trends and social change, Work Wellbeing (Rockpool Publishing, 2020), Word Up (Halstead Press, 2011), The Power of Good (Hybrid Publishers, 2011) and The ABC of XYZ (UNSW Press, 2010). Armed with the latest research findings, Mark is highly skilled at presenting data in a customised and innovative way. His advisory, communications, and research company, McCrindle work with more than 100 of Australia’s largest companies and leading international brands. Mark McCrindle sits on the boards of the Association of Independent Schools NSW, Compassion Australia, Pacific Group of Schools and the Sydney North Planning Panel. He is regularly featured on television networks, radio, and print media; and was invited twice to speak at TEDx events.