A growing materialism is certainly a trend identified by social analysts such as Hugh Mackay, the author of "Advance Australia…Where?"

拜金主义之风渐长，社会分析家自然能嗅出，比如曾著《澳大利亚之舟将前往何方？

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This new definition of the average Australian is especially timely, according to Dr Rebecca Huntley of Ipsos Mackay research, because there is a growing annoyance that Australia and its people are being misrepresented around the world.

BBC: The changing face of the average Aussie

Mackay, who had just returned to the U.S. from Kellogg's operations in Australia and the U.K., forced the issue.

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