NZers 'becoming more conservative'

New Zealand society is becoming more conservative, attaching increased importance to marriage and family, according to researchers.

In a study conducted by the University of Otago's consumer research group, New Zealanders were split into segments including Educated Liberals, Young Pleasure Seekers and Conservative Quiet-Lifers.

Conservative Quiet-Lifers have taken over from Accepting Mid-Lifers as a major segment, indicating the country's ageing population, said the researchers.

The consumer and lifestyles study found more people today believe they are paying too much tax, and there is less support for high levels of immigration.

The survey took place over two years and involved 3600 New Zealanders. It was the fifth study of its kind since 1979.

"The previous study was conducted in 2000/01 and showed that family relationships were changing rapidly, with Kiwi families spending less time together," said Associate Professor Sarah Todd.

"In contrast, the current study has shown a return to traditional family relationships and marriage as an institution."

In part this could be a reaction to the establishment of civil unions in the period between the two surveys, said Prof Todd.

Some trends have not changed since the previous survey. The ageing population and gap between rich and poor are still marked features of New Zealand society.

However, New Zealanders are increasingly positive about their country, with fewer people today thinking it's necessary to go overseas to succeed.

For the first time since 1995, people also think race issues are getting better.

Prof Todd said the age ranges of some social groups were changing.

"We noted more young females joining the Success-Driven Extroverts group, while conversely, the age range of the Pleasure Seekers group - a segment traditionally aligned with the hedonic Generation X cluster - has increased to the mid-40s."

- NZPA