- The Three Groups
- Main Findings
- Attitudes
- Their Own Lives
- Family Values versus Career
- Eating Habits
- Shopping Habits
- Attitudes to the Media
What NZers Think
A new group of NZers, the 'Global Citizen', is rapidly emerging according to a survey just released. The Fifth Wave of the Porter Novelli/NFO CM Research Study, 'Currents of Thought - A Compelling View of NZers' looked at our expectations and dreams. The research set out to discover:
- our beliefs - what makes us tick;
- our expectations of life - what we think the future holds for NZ; and
- our attitudes to business.
The study obtained the views of 4000 NZers, from March to August 2000, using a range of methods (for example, focus groups and self-completion questionnaires). The study found that NZ is fragmenting, with the pressures of change and the possibilities of the future creating distinctive and different groups of NZers. These three groups are characterised by whether they are outward or inward looking, and whether they are of 'old' or 'new' NZ. In the report the three groups are referred to as 'Global Citizens', 'Middle NZers', and 'Provincial Hermits'.
Main Findings
The study found there has been a big rise in the number of Global Citizens, from just one in eight Kiwis in 1998 to one in five in 2000.
Global Citizens are characterised by their responsiveness to change - they're younger, educated, open-minded, optimistic and connected to the Internet and each other via technology. But there is a flip side. These very factors that set them apart may also set them apart from NZ. Global Citizens are prime candidates for the brain drain.
While the number of Global Citizens is increasing, Provincial Hermits are slowly declining in number (from 19% to 16% of the population between 1998 and 2000).
Attitudes
Global Citizens tend to be: more culturally aware, more open towards others, place a higher value on Maori culture, more concerned than most about the environment (65%), and more likely to be proud of NZ but more likely to find the country boring.
Middle NZers are most likely to think NZ has cultural problems, about half think that Maori culture is important to NZ, they are fairly liberal in their views (over half, for example, think that gay and lesbian couples should have the same rights as others), but 54% say big business does not have NZ's interest at heart.
Provincial Hermits are more likely to believe NZ has a violent society, strongly feel there is not enough emphasis on academic achievement, believe that government is 'out-of-touch' with common NZers, have more of a welfare attitude, tend to feel they can't keep up with technology, be fairly cynical about big business, and 43% believe NZ has done enough to protect the environment.
Their Own Lives
- Global Citizens are generally more positive about their lives, more likely to be optimistic about the future.
- Provincial Hermits tend to be less optimistic and more worried about the future, and (perhaps because they are in difficult financial circumstances themselves) are less likely to feel worried about others who are worse off than them.
Family Values versus Career
- Global Citizens are more likely to say their family is not a typical nuclear family comprising 'mum, dad and the kids', but less likely to say the quality of NZ families is declining or that it's difficult to combine family life with a job or career.
- Middle NZers place a higher priority on family than career; and 50% find it difficult to combine a family life with job or a career.
- Provincial Hermits, on the other hand, are more likely to agree that having a happy family life is harder than it used to be, the quality of life for NZ families is declining, and that it's difficult to combine family life with a job or career.
Eating Habits
- Global Citizens are adventurous in their eating habits (they tend to dine out and sample international cuisine), think fast food is unhealthy but 42% of them just can't resist it, but are slightly more health conscious than others.
- Middle NZers are a little conservative in their tastes, nearly half check the ingredients on a new product. More than half think foods should be additive-free.
- Provincial Hermits are only half as likely as most to enjoy trying international foods and new types of food, less likely to criticise fast food as unhealthy (but only 19% are keen on junk food), and only 6% would buy pre-prepared foods.
Shopping Habits
- 65% of Global Citizens enjoy shopping, they are more likely than most to enjoy the hustle and bustle of inner-city shopping, love browsing through markets, and put quality ahead of cost.
- For Middle NZers the mall is king, they want value, and prefer convenience (one-stop) shopping.
- The shopping habits of Provincial Hermits are conditioned by their lack of disposable income - they use coupons wherever possible, they don't like buying clothes, they compare prices when shopping for groceries, tend to stick to the brands they know, and very few (16%) would buy over the Internet.
Attitudes to the Media
- NZers, on average (78%), tend to stick to their favourite TV programmes. Most flick between channels during advertisements but only a third would hit the mute button.
- British humour tends to appeal to all kiwis. Although 44% of Global citizens find American humour appealing, only 26% of Provincial Hermits find American humour appealing.
- Attitudes Towards Business
- NZers view companies in high regard if they have a consistent level of quality service and products, have a strong community involvement, are perceived to be local, and are successful innovators and have a reputation as a good employer (only 18% of respondents would respect companies who gave good returns).
- NZers' most admired companies are The Warehouse, Fisher & Paykel and Air NZ.
Contact for Enquiries
The Ministry of Agriculture and Forestry
Pastoral House
25 The Terrace
PO Box 2526, Wellington
Tel: 0800 00 83 33
Fax: +64 4 894 0720
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