For the new generation X, tomorrow never comes

By CHRIS DANIELS

A new species of New Zealander has been discovered by Otago University researchers - it's young, spends money it doesn't have and doesn't care about much at all.

It is the "Young Pleasure Seekers" group - our newest social class, which has just been identified by academics in a new "Consumer Lifestyles Study" published today.

Making up 13.5 per cent of New Zealanders, these young, cynical hedonists watch a lot of television, do not have a lot of time for family, think money can buy happiness and have few opinions on social issues.

The study's co-author, marketing senior lecturer Sarah Todd, says the research provided a snapshot of the New Zealand consumer by surveying 3800 people late last year.

While the new group of young libertines like money and want to have more, it seems saving the cash is not part of the lifestyle.

The group, showing up strongly for the first time in surveys, appears to fit many of the characteristics of the much-heralded Generation X, now well into its 30s.

The study characterises Young Pleasure Seekers as:

* Probably owning more than one television set.

* Not keen on travelling by public transport because of the time it wastes.

* Doing little with their families.

* Fond of computer games, e-mail, text messaging, reading magazines, listening to music, going to sports events, and eating ice-cream and fast food.

* Holding few opinions on social issues.

They are more likely than others to spend any money left at the end of their pay period, make only minimum credit-card repayments and to write cheques knowing there is not enough money in the account to cover them. "They seem to be quite happy living with debt," says Dr Todd.

"They can see no reason for delaying purchases or saving for things. They're quite happy to just go out and buy things now."

Many are students, bearing debts from the student loans scheme introduced in 1992 as well as the rising cost of education.

But while they pride themselves on being cynical about business and marketing, they are in many ways dream customers, buying unnecessarily, taken in by new trends and brands and throwing away perfectly good products.

Dr Todd says the "could-not-care-less" generation are likely to change as they age.

"It's possible they might become more socially concerned a bit later in life, but at the moment they're just living for today."

Ian Pool, Professor of Demography at Waikato University, says that while the group is highly visible and an obvious target for marketers, its name is misleading.

"This is a group that is being squeezed by student loans and a tough job market. They're more 'serious' than 'pleasure seekers'." He says the economic clout in society still rests with the middle-aged and older.

Nick Wood, the managing director of Ihug, one of New Zealand's largest internet service providers, says the group figures prominently in the company's customer base.

The young "20-somethings" seem to have more disposable income and more time to surf the internet."

They seem to be growing in numbers, too. I wake up every day wondering where they all come from."

Gareth Farry, who is almost 30 years old and owns Khuja, a popular bar in Auckland for such people, says there is some truth to the findings, but disagrees with the claim about them watching a lot of TV.

"I think the people who come here are more switched on than that. They don't sit around watching a lot of TV like couch potatoes, they like to come out and dance."

The rise of young pleasure seekers has been matched by the decline of a group seen in the previous two surveys - those with "Active Family Values."

Five years ago, these people made up 15.5 per cent of the country, but researchers think they have moved into other groups, such as the "traditional values" or "accepting mid-lifers."

The researchers say there has been a conservative shift in New Zealanders' attitudes since the last survey in 1995.

But an increase in support for republicanism showed a desire for some kind of constitutional change.