They are well off, in the prime of their lives - and they're worried.
They are the children of the 60s: financially secure and confident about where their own lives are headed. But they worry all the same, not just about the economy, but about the path New Zealand is taking and whether we are doing enough to look after the environment and our core values.
They are not the only ones.
The first Fairfax Media-Ipsos political poll reveals Kiwis fall into five main groups - and depending which group we are in, our concerns can be remarkably similar.
Ipsos pollster Duncan Stuart says just under half of us fall into one of the two biggest groups - those who are ambivalent about their own future, but happy with the Government in general, and those who are anxious about their own futures and also unhappy with the direction of the current Government. Each group accounts for about 24 per cent of the population.
The first group might be in two minds about their own personal outlook, yet they feel the country itself is headed in the right direction, Mr Stuart says.
The second group, those who are anxious and unhappy with the direction under National, are predominantly aged 40-plus and are not just anxious about their own lives - they worry that New Zealand does not look after its people, that our communities are under strain and that the Government is not looking after our core values.
And then there are those children of the 60s.
This group feels optimistic about their own prospects - but are not so sure about the nation's direction - "not so much in terms of the economy, but in terms of us looking after the environment or protecting our core values", says Mr Stuart.
They tend to be financially secure, are aged in their 40s and 50s and, along with another key group - those who are financially insecure but are also worried for New Zealand values - make up a key electoral battleground.
Together those two groups account for 36 per cent of the voting public and they are the most torn over the way to vote - for them the battleground issues are similar but not identical, Mr Stuart says.
To win over the financially secure group, Prime Minister John Key has to convince them that the Government cares sufficiently about the environment and about the health of our society - for example in terms of race relations.
'To win over the wavering group [those who are financially insecure and worried about New Zealand values] the issue, primarily, is the economy - but again this group is also concerned about the protection of core New Zealand values and whether the Government is protecting these or selling these out.'
The remainder of the country seem to fall into the group of those who are positive and optimistic about their own lives, and who are also happy with the Government and the country in general.
Perhaps surprisingly, it is young males in their 20s and 30s who are most likely to fall into this group.
"[They] feel very optimistic in terms of their own lives, and very positive about the general direction of Government. They agree strongly that New Zealand looks after its people and that the economy is on the right track.'
But the poll findings suggest that it is hard to carry that sort of optimism and confidence in society into older age. 'Few over 50s feel this way'. Fairfax NZ
- © Fairfax NZ News
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