Commentary : Kiwi Aspirations [2004]
In 2003 we quantified a common qualitative finding that suggested New Zealanders were relatively homogenous in the kind of aspirations they gave priority to, and that they had a tendency towards multiple goals.
So a list of nine general goals was extracted from the qualitative findings and respondents to Windshift's annual social trends survey were asked to select those that had highest priority for them at the current time.
The survey results obtained have substantiated these findings, particularly in relation to quality of life issues. The average was 4.1 goals per person.
Over 90% of New Zealanders aspired to non-material goals such as
- Having good relationships (64%)
- Giving your kids the best start in life (63%)
- Staying fit and healthy (61%)
- Having time for yourself (45%)
Next most popular were material goals, shared by 72% such as
- Getting your finances in order (50%)
- Having a job or career you love (45%)
- Having a nice house (35%)
And finally there were the hedonistic goals, shared by 36%
- Planning to travel overseas (29%)
- Entertainment and having nice things (20%)
"Over 90% of New Zealanders aspired to non-material goals"