Perth Perception Survey 2024: Gen Z optimistic about city’s future

They’re often painted as disengaged, disillusioned or disinterested – but Perth’s Gen Zs are the generation most optimistic about the future of Western Australia’s capital, according to the latest research from independent advocacy group Committee for Perth. The 2024 Perth Perception Survey, released on Wednesday July 24, revealed a generational divide where it came to views on the ongoing evolution of our city and what the future could look like across a range of key markers.

First launched in 2012, the Perth Perception Survey is conducted every three years with the aim of tracking the city’s progress through an evidence-based approach.

The study, conducted for the Committee for Perth by global market research firm Ipsos, provides valuable insights into views held by residents on the city’s lifestyle, housing challenges, evolving job market and how people imagine Perth in the year 2050.

This year’s study surveyed 600 residents spanning Greater Perth, including Peel. Quotas were set to ensure a representative sample and included quotas for overseas migrants to ensure a variety of opinions.

The latest findings paint a tale of two cities – with Gen Z, born between 1997 and 2012, feeling the most positive about Perth’s current and future state while the post-war Boomers generation believe the city is on the decline.

The results made clear that younger residents, and particularly Gen Z, are more entrepreneurial, want a more inclusive and equitable society than previous generations, and see the environment as an important area of focus.

This focus opens opportunities to leverage the enthusiasm of this cohort for tackling tough problems like climate change as an economic driver for Perth – but it also presents a challenge for policymakers in balancing the viewpoints and drivers of older generations in shaping the path ahead for our city.

Mind the gap

Perth’s younger adult generations are positive about the city’s progress, with 74 per cent of Gen Z and 65 per cent of Millennials expressing optimism towards Perth’s trajectory towards 2050.
On the other end of the spectrum, 54 per cent of Gen X and 59 per cent of Boomers agree.

Generational differences span areas from support for urban infill, intent to tackle problems like climate change and promote inclusion, and desire for equality and opportunities to improve social mobility.

While nearly half of Perth residents overall agree housing density is required to help combat the housing shortage, 57 per cent of Gen Z is supportive of increased high-density living and acknowledges its importance in creating a vibrant city.

Younger generations, particularly Gen Z, are also more supportive of increased migration, believing it will continue to help Perth increase its vibrancy and support the delivery of housing solutions.

Gen Z is leading the ‘big picture’ approach, acknowledging that skilled migration will be a factor in delivering the labour that Perth needs to increase its housing supply.

Gen X and Baby Boomers are more likely to believe the housing crisis can be solved from inside the State without an influx of skilled migrants.

Generational differences in perceptions and attitudes towards housing density and immigration highlight the complexity of the housing challenge.

Gen Z: the generation of entrepreneurs?

The 2024 Perth Perception Survey outlines the drive and ambition of Perth’s future leaders.

Six –out –of 10 Gen Zs are willing to take risks to enhance their economic standing, with more than half of that same cohort motivated to own and run their own business.

A culture of innovation and entrepreneurship is emerging, with younger generations looking to grow Perth’s business scene into a world-class hub of innovation.

This attitude is driving personal growth – with 67 per cent of Gen Zs believing in the value of continuous education.

Perth’s youngest adult generation are arming themselves with the skills and knowledge to drive the city forward.

The city’s next challenge is to support and encourage these young entrepreneurs with the right initiatives – for example, such as upskilling programs to reduce barriers that can hinder a thriving startup ecosystem.

Picturesque and prolific Perth

On one marker, residents of all ages were in agreement – Perth’s natural beauty and enviable lifestyle remain a significant drawcard for the city, and enjoyment and recognition of this was a uniting thread across all generations.

In fact, the survey found an outstanding 78 per cent of people overall were likely to recommend Perth as a place to live and work, up12 per cent since 2018.

The overwhelmingly positive figure speaks to the perception of a healthy culture of balance, with more than 75 per cent of locals believing that Perth offers a good work-life balance.

These insights also indicate the strength of the WA job market.

More than two-thirds of Perth residents feel secure in their job, despite the ever-evolving economic challenges of a high-inflationary environment.

People in Perth remain positive about their job prospects in both the long and short term, with 68 per cent indicating they feel their job is secure – reflecting a view that Perth offers opportunities for career advancement and development that may not have been available in previous years.

The 2024 Perth Perception survey clearly lays out both the opportunities and the challenges that lie ahead for business leaders and policy makers in shaping a vibrant, strong and sustainable future for our city.

While in some areas the generation gap is evident, so too is the optimism about Perth’s future among the cohort of the population that will give rise to our emerging community and business leaders.
The next big test for us as a city is to foster and support those emerging leaders and their ambition and embrace their positive outlook as we navigate the path forward – and that’s something we can, and should, all get behind.