Employment is generally on the farm, however there are lifestyle Types within this group, such as Suits & Gumboots, that work in the city while living on lifestyle blocks or 'toy farms'.

They spend a disproportionate amount of time tending the land, and as most live at work, they understandably find it difficult to switch off from their jobs. Average household income is approximately $48,000 per annum.

Rural Lifestyle often shop for basic requirements at a local store. They like to have traditional meals at home, often eating meat, and rarely buy frozen or ready prepared meals. New Zealand beer is popular, and beer is preferred over wine.

Self sufficient, they consider themselves as 'do-it-yourself' kind of people, and are surprisingly adept at using computers and other technology. They are light Internet users however, as the technology is often not practical in remote areas.

Rural Lifestyle don't trust the New Zealand Government, feeling the agricultural sector is increasingly neglected in favour of more 'fashionable' industries.

These people enjoy a beer after a hard day and, not surprisingly, rarely eat at restaurants.