Briefing Papers (AUT)

5 comments on “Briefing Papers (AUT) ”

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1. greywarshark 1

   20 September 2015 at 1:27 pm

   Thanks Anthony – a rich vein to mine. With a guarantee of finding something precious!
2. Dot 2

   20 September 2015 at 3:49 pm

   What a good idea , I will certainly be visiting
3. Ad 3

   20 September 2015 at 8:58 pm

   Also worth having an explore through is the Uni of Otago Cosumer Lifestyles Study. In summary we are consumers according to the following taxonomy:

   PROGRESSIVES 20%
   – their views reflect socially progressive values
   – predominantly late Middle age with median of 49, 64% female, 43% university educated
   – believe that the government needs to be spending more on protecting the environment, welfare, and stuff like care for the elderly.
   -believe gap between rich and poor increasing
   – least satisfied with business practices and government social welfare policy
   – likely to give to charity

   DISENGAGED 15%
   – defined mostly in what they don’t value
   -largely middle aged with median age 40, 57% male, only 25% tertiary educated
   -Least likely of all groups to think justice is the most important requirement of a fair society
   – not concerned with making the modt of their resouces
   – will not hold off purchasing items to save money
   – least concerned of all groups with welfare of future generations
   – don’t value tradition, conformity, or security
   – agree that universalism and benevolence are traits they do not have
   – report very low levels of satisfaction with life
   – least likely to agree that “some public services are too important to be left to private enterprise”

   YOUNG PLEASURE SEEKERS 13%
   – most concerned with the self
   – youngest segment with median age 29, 60% female, 31% university educated
   – few opinions on social or political issues
   – don’t believe government should take measures to reduce differences in income levels
   – describe themselves as rarely being distracted by what is going on around them
   – least likely to do volunteer work or give to charity

   NEW GREENS 8%
   – younger and environmentally conscious
   – median age 35, 58% female
   – believe NZ would be a better place if we returned to the standards of our grandparents
   – believe justice and equality are essential to provide for a fair society
   – strong sense of community
   – compassion for those who are suffering, as a social virtue
   – obesity is a serious health issue needing Governemnt intervention
   – concerned with asking the most of their resources
   – believe in being s role model for future generations

   SUCCESS DRIVEN EXTROVERTS 10%
   – young, well educated, media savvy, early tech adopter
   – late gen Y, median age 34, 55% female, 41% university educated
   – wardrobe with high brand consciousness
   – endorse a market driven view of business
   – importance of profit generation
   – most likely of all segments to be politically centrist
   – believe that some of life’s important achievements include acquiring material possessions

   QUIET LIFERS 16%
   – mainly negative or low opinions
   – seem to have missed out on life
   – late Middle age, median age 50, only 15% university educated
   – do not feel a responsibility to society, or to make the world a better place
   – believe their families are wore off than last year
   – highly Unsatisfied with their own personal wellbeing

   TRADITIONAL FAMILY VALUES. 17%
   – older,family and socially- oriented segment with conservative values
   – oldest demographic with median 54, 63% male, highest level of income of all segments
   – most Likely to disagree with increased spending on social welfare
   – least likely to think it morally wrong that rich children inherit much more money than poor children
   – highly involved in voluntary work and often gives to charity

   See: http://www.otago.ac.nz/marketing/otago121778.pdf

   This is a regular series, though in some respects I still like the “8 Tribes of New Zealand” concept and complementary.

   Great not only for commercial marketing, but also for understanding political marketing as well, when taken as a changing series over time.

   Go through it to see what your methinks rings true.
   • greywarshark 3.1

     21 September 2015 at 7:28 pm

     Thanks Ad – but rather depressing. I don’t much like those stats. Nice if we could find some better ones.
4. Ad 4

   20 September 2015 at 9:01 pm

   Apologies for spelling there.
   iPad limitations.

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