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Symbols of Success are upper class mature families, living in affluent urban areas in major centres.

They are typically between 45 and 54 years of age. They are successful, degree-qualified and work long hours in occupations that provide them with a median household income of over $83,000 per annum, the highest of all Mosaic Groups.

Most work as white-collar professionals and managers. They need to keep abreast of current affairs and the latest trends, so they are avid readers of newspapers and business magazines. They are less likely to respond to television advertisements or direct marketing offers.

Houses are well established and of the highest value. They consist mainly of large stand-alone houses and luxury apartments, with many of these being owned outright.

Symbols of Success enjoy social interaction, which fuels a desire to keep up with the cutting edge of fashion and technology. Shopping at exclusive stores is considered a must. They almost always have a computer at home, and are comfortable purchasing over the Internet.

For recreation, they enjoy fine dining at multi-ethnic restaurants and cafes or hosting dinner parties, especially over a premium bottle of wine. Symbols of Success like attending cultural activities such as ballet, opera and live theatre, and also attending professional sporting events. Holidays are usually taken overseas, however they do enjoy weekend breaks within New Zealand.

Symbols of Success Categories

Three categories describing the most affluent New Zealand households. High spending families and high achievers in the most desirable suburbs.