This resource provides an overview of the ACTU’s refreshed growth segmentation research, developed to support unions in understanding and responding to changing workforce attitudes and behaviours.
Originally released in 2021, the ACTU’s growth segmentation has been widely used across the union movement to inform organising, engagement, and growth strategies. Since then, significant shifts in work, society, and worker expectations have highlighted the need to revisit and update the research.
The refreshed segmentation incorporates new data and updated insights to better reflect emerging trends in the workforce. It revises and updates the existing segments to ensure they remain relevant and practical tools for unions planning their growth strategies for 2026 and beyond.
This resource also highlights how unions can use segmentation insights in their own organisational and industry contexts, supporting more targeted approaches to organising, campaigning, and member engagement. It is designed to prompt reflection and discussion about how data‑driven insights can strengthen union strategy and effectiveness across diverse workforces.
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http://atui.imiscloud.com/ATUI/Library/Futures_Network_26FN05.aspx
