\u201cQuality, durability, local purchasing and responsible consumption continue to matter.\u201d<\/p>\n
The latest study surveyed 1096 New Zealand adults on about 360 questions covering their attitudes, values, lifestyles and consumption behaviours.<\/p>\n
Consumers were divided into six segments, reflecting differences in their financial circumstances, values and priorities. <\/p>\n
\u201cFinancial strugglers\u201d made up the largest group at 27%, followed by \u201ccontemporary mainstream\u201d consumers at 23% and \u201cethical pragmatists\u201d at 16%.<\/p>\n
\u201cContented traditionalists\u201d accounted for 13% of respondents, while \u201caspirational materialists\u201d made up 11% and \u201cdisengaged drifters\u201d 10%.<\/p>\n
Watkins said the findings highlight the different ways Kiwis were responding to economic, social and technological changes.<\/p>\n
\u201cUnderstanding those differences \u2013 in people\u2019s financial circumstances, values, priorities and ways of living \u2013 is increasingly important for organisations seeking to understand and serve New Zealand consumers.\u201d<\/p>\n
Despite spending more time online, consumers were not necessarily more receptive to digital marketing.<\/p>\n
\u201cConsumers may be spending much more of their lives online, but that doesn\u2019t mean every digital message is persuasive.\u201d<\/p>\n
Celebrity endorsements had little influence on 71% of respondents, while 59% ranked friends and family as important.<\/p>\n
\u201cInterpersonal trust remains extremely important. For businesses, simply increasing the volume of digital communication is unlikely to substitute for delivering genuine value and positive customer experiences.\u201d<\/p>\n
Responsible consumption also remained a consideration despite ongoing financial pressures.<\/p>\n
Looking after what they already own is one way consumers are trying to keep costs down, with 85% agreeing that taking good care of their possessions saves money in the long run.<\/p>\n
A further 84% said there was little point buying something new when an existing item could be reused, while 82% said they were careful with their spending.<\/p>\n
\u201cThe relationship between affordability and sustainability is particularly interesting,\u201d Watkins said.<\/p>\n
\u201cBehaviours such as buying durable products, repairing and reusing possessions, avoiding waste and purchasing thoughtfully can make sense both financially and environmentally.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"\u201cQuality, durability, local purchasing and responsible consumption continue to matter.\u201d The latest study surveyed 1096 New Zealand adults…\n","protected":false},"author":2,"featured_media":630662,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[62641,15250,138,129570,8615,4187,24747,85989,23546,27892,10937,83644,807,4188,130,111,139,69,1118,21411,3383,11925,56425,7235,61,8238,24750],"class_list":["post-630661","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-afford","tag-budgets","tag-business","tag-cheapest","tag-come","tag-cost","tag-costofliving","tag-essentials","tag-forcing","tag-household","tag-hunt","tag-increasing","tag-kiwis","tag-living","tag-more","tag-new-zealand","tag-newzealand","tag-nz","tag-of","tag-pressure","tag-products","tag-seek","tag-squeeze","tag-struggle","tag-to","tag-under","tag-zealanders"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/630661","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=630661"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/630661\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/630662"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=630661"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=630661"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=630661"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}