Aotearoa New Zealand Journal of Social Issues, vol. 1 1 New Zealand Consumer Lifestyles Leah Watkins, Rob Aitken, Kirsten Robertson, John Williams and Maree Thyne 1 University of Otago Abstract This article reports on the results of a consumer lifestyles segmentation study of the adult New Zealand population, which is part of an ongoing research programme conducted by consumer behaviour researchers at the University of Otago since 1979. Six lifestyle segments were identified: the ‘Educated Liberals’, ‘Financial Strugglers’, ‘Contemporary New Zealanders’, ‘Uncertain Young’, ‘Traditional Family Values’, and, the ‘Disengaged’. These segments are based on responses to nearly 200 questions about consumer attitudes, opinions and behaviours from 1,640 respondents. The discussion of the segments provides a number of new and useful insights into the contemporary world of the New Zealand consumer. Keywords: New Zealand, consumer lifestyles, psychographics, segmentation Cite as: Leah Watkins, Rob Aitken, Kirsten Robertson, John Williams and Maree Thyn (2021) New Zealand Consumer Lifestyles. Aotearoa New Zealand Journal of Social Issues, vol. 1. URL: https://ojs.aut.ac.nz/anzjsi/article/view/ 1 Associate Professor Leah Watkins’ area of academic interest lies in Marketing and Society, including research on culture, values, lifestyles, ethical business/consumption, and consumer socialisation. Professor Rob Aitken’s academic and research interests include marketing ethics, advertising, branding, consumer behaviour, service-dominant logic, corporate social responsibility, communications and the media. Associate Professor Kirsten Roberston’s research interests include consumer behaviour and public policy, in particular in relation to food, alcohol, cannabis and violence. Professor Maree Thyne’s research interests include tourist and travel behaviour, particularly in relation to tourist motivations, tourist and resident engagement, cruise tourism and sustainable consumption behaviour. Dr John Williams’ research interests include Macromarketing, Marketing Theory, Marketing Ethics and research design and quantitative data analysis.