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This group of classic Kiwis comprises a wide variety of ages and family groups – from young families to older retirees.

Community Challenge also live in a mixture of localities, from quieter city suburbs to smaller towns. House values are below the national median, with homes more likely to be rented and company owned one bedroom units.

Many of Community Challenge have no qualifications at all, so occupations are manual or service centred in nature. There is a higher than average number of part time workers, due to the older age of the Type. Those who work bring home below average household incomes of $34,000. Having to make these earnings stretch, Community Challenge look for bargains and are the most attracted to discounts, promotions and special offers.

For fashion these people prefer function over style, and are somewhat hesitant when it comes to technology and the Internet, believing their privacy could be breached. They are careful about what they spend money on, though every so often splash out to buy an Instant Kiwi or place a bet.

Being older, they are aware of their health and the importance of eating well by avoiding dairy products. Cooking a meal can feel like a chore, so they often resort to frozen ready prepared meals.

They often do not own a car, either being too old or choosing to walk to work. Just another way to reduce spending for this financially hard-pressed Type.

Community Challenge Categories