Demographics are an important part of understanding your customers and therefore, tuning your marketing plan to reach them. There are numerous demographic models in use by marketers in New Zealand. This is one I use often. It was originally developed for the UK market 50 years ago and referred to as ‘Super Profiles’. I have adjusted the descriptions for the New Zealand market.

A. Affluent Achievers

High-income families with a lifestyle to match. Likely to be multiple house owners, the Affluent Achiever owns two or more cars, which are top of the range, recent purchases.

Affluent Achievers have sophisticated tastes and aspirations. They eat out regularly, go to the theatre and opera and take an active interest in sports (cricket, rugby union and golf). They are able to afford expensive holidays every year.

Financially aware, this group is happy to use credit and charge cards and are likely to have private health insurance.

B. Thriving Greys

Older than Affluent Achievers, possibly taking early retirement, the Thriving Greys still retain a prosperous way of life. Their detached or semi-detached homes have now been purchased and most of the children have left home. This leaves money to spend or invest in the luxuries of life, such as a superior car. The Thriving Greys eat out regularly, take one or two holidays a year and enjoy playing golf and going to the theatre.

They are financially aware and money set aside.

C. Settled Suburbans

The ‘Settled Suburbans’ are employed in white-collar and middle management positions. The presence of many part-time working wives ensures a fairly affluent lifestyle. For example, this group can afford to take one or two packaged holidays every year and purchase newer cars.

They are happy to use credit cards for their purchases.

D. Nest Builders

Thirty-somethings’ who have recently started a family, the Nest Builders are middle management, white- collar workers. Although there are often two salaries, the mortgage on their home accounts for a large slice of their income.

Having young children and a relatively small amount of money for luxury purchases means that the Nest Builders rely on home-based entertainment. Rather than going out they socialize at home and may watch sport on television, often on satellite television. Many also shop from home via internet.

They may have more than one car, which are often cheaper, older models.

E. Urban Venturers

This cosmopolitan, multi-racial group resides in areas of major cities.

These young adults live in apartments or flats and have high levels of disposable income, which is spent on eating out, expensive holidays, keeping fit, going to pubs, clubs, concerts and the cinema.

Close to where the action is, this group can tend to rely on public transport.

F. Country Life

Rural in nature, this group lives, works and plays in the countryside. Many live on farms or lifestyle blocks.

Car ownership is high, given the distance to local facilities, and direct mail is widely utilized, reflecting the absence of retail outlets. As might be expected, they like to relax outdoors and preferred leisure pursuits can include rugby, fishing and horse racing.

G. Senior Citizens

An elderly group living in small, possible sheltered accommodation. Many have moved into retirement areas and there is a high proportion of ‘little old ladies’—lone single female pensioners. The Senior Citizens will live within their means, however limited these may be, with their key recreation activities being passive, such as television. They also prefer to shop at convenient stores in their own neighbourhood.

This group have always been financially aware and saving for a rainy day has been a way of life. Of all the lifestyle groups the Senior Citizens are the least likely to read newspapers and the popular magazines.

H. Blue-collar Producers

These more affluent blue collar workers. Many are middle aged or older and their children have left home. The Producers work in traditional occupations and manufacturing industries.

Most are well settled in their homes, which are either purchased or still rented. In their spare time they like to go to bars. On television, rugby and rugby league are their preferred sports.

They do not spend money on cars and there is little planning for the future by way of financial investments.

I. Hard Pressed Families

Living in rental accommodation, unemployment is a key issue for these families. Most work is found in unskilled manufacturing jobs, if available, or failing that, on Government Schemes. The parochial nature of this group is emphasized by an unwillingness or inability to either move home or go on holiday.

The most popular leisure activities are going to bars and clubs, betting and television viewing, where sports such as rugby and rugby league are watched.

J. Have-Nots

Single parent families living in cramped, overcrowded apartments or with extended families is the everyday reality for this group, which is composed of young adults with high numbers of young children. These are the underprivileged that move frequently in search of a break.

Most are on Income Support and those that can find work are in low-paid, unskilled jobs. There are very few cars, and little chance of getting away on holidays. Recreation comes mainly from the television