The recently released University of Otago Consumer Lifestyles Study reveals the lifestyles, consumption choices and behavioural trends of New Zealanders, Bruce Munro writes.
The information was collected from a demographically representative group of 2036 individuals over the age of 18.
The data allowed the marketing department research team to identify seven distinct lifestyle groups. Those groups are presented here in terms of their attitudes to charity, wealth and social welfare.
For more information on the Consumer Lifestyles Study and the lifestyle segments, visit online at http://www.otago.ac.nz/marketing/otago121778..pdf.
• Read feature: Too little to give
PROGRESSIVES (20%)
• So named because their views reflect socially progressive values.
• Demographics: predominantly late middle age (median age 49), mostly female (64%) and university educated (43%).
Believe that the Government needs to spend more money protecting the environment and on social welfare, such as on care of the elderly.
They consider that the gap between rich and poor is increasing and are the least satisfied of all segments with the state of New Zealand's environment, its business practice, and with the Government's social welfare policies.
Their social concern and community involvement is reflected in their higher likelihood than other segments to volunteer and give to charity.
Progressives are most likely to agree that, ''Some public services are too important to be left to private enterprise''.
DISENGAGED (15%)
•Defined mostly in terms of what they don't value.
• Demographics: predominantly middle-aged (median age 40), comprise the second highest proportion of males (57%) and least number of university educated (25%).
The disengaged are least likely to think that justice is the most important requirement for a fair society.
They do not think the No1 principle for establishing laws is treating everyone fairly.
They are not concerned with making the most of their resources and will not hold off on purchasing items in order to save money.
The disengaged are least concerned with the well-being of future generations.
They do not value tradition, conformity, or security and agree that universalism and benevolence are personality traits they do not have.
Overall, they report very low levels of satisfaction with life.
Disengaged are least likely to agree that ''Some public services are too important to be left to private enterprise''.
YOUNG PLEASURE SEEKERS (13%)
• One of the younger segments, they are most concerned with the self.
• Demographics: youngest (median age 29), more females (60%) and 31% university educated.
Young pleasure seekers have few opinions on social and political issues.
For example, they are not concerned with the propriety of advertising to children, nor do they believe the Government should take measures to reduce differences in income levels.
Self-absorbed, they describe themselves as rarely being distracted by what is going on around them.
They are least likely to do volunteer work or give to charity.
• Younger and environmentally conscious.
• Demographics: younger (median age 35), slightly more female (58%).
This segment believes New Zealand would be a better place to live if we returned to the standards of our grandparents.
They believe justice and equality are essential to provide a fair society and they have a strong sense of community.
They suggest that compassion for those who are suffering is an important personal and social virtue and that social welfare such as care for the elderly and health issues such as obesity are serious problems that need to be addressed.
They often give to charity. New greens believe that they have a responsibility to make the world a better place.
They are concerned with making the most of their resources and will hold off on purchasing items in order to save money.
They also believe in serving as a role model to promote the well-being of the next generation.
SUCCESS-DRIVEN EXTROVERTS (10%)
• Younger, well-educated and media savvy, this segment is brand conscious and an early adopter of technology.
• Demographics: predominantly late-generation Y (median age 34), slightly more females (55%) and second-most university educated (41%).
Success-driven extroverts are most likely to keep their wardrobe up to date with expensive brands.
They endorse a market-driven view of business, emphasise the importance of profit generation and are the most likely of the segments to be politically centrist (72%).
They believe that some of life's most important achievements include acquiring material possessions.
QUIET-LIFERS (16%)
• Have mainly negative or low opinions. Seem to have ''missed out'' in life.
• Demographics: late middle age (median age 50), least university educated (15%)
They are unlikely to volunteer or give to charity nor do they feel that they have a responsibility to society to make the world a better place.
They believe their families are worse off financially than the previous year.
Quiet-lifers report low levels of satisfaction with life and are particularly unsatisfied with their own personal well-being.
TRADITIONAL FAMILY VALUES (17%)
• An older, family and socially-oriented segment with traditional/conservative values.
• Demographics: oldest (median age 54), predominantly male (63% male) and with the highest level of income.
This segment is the most likely to disagree with increased spending on social welfare.
They are the least likely to think it is morally wrong that rich children inherit much more money than poor children.
This segment is highly involved in voluntary work and often gives to charity.
