1st March 2006
Big Dreams Are Made Of These
Security, health and home ownership top priorities for Kiwis, finds Telecom's largest ever survey
Findings released today from Telecom's largest ever survey paint a new picture of New Zealanders' dreams for the future,
with safety, security, open spaces, family time, good health, and success on the world stage being top priorities for
the average Kiwi.
More than 10,000 New Zealanders completed the 15-minute survey during two weeks of 'dream-catching' in November 2005.
The survey was commissioned by Telecom to help the company better prioritise its community investment. "We need to be
sure that Telecom is investing in programmes that are in tune with the hopes, dreams and aspirations of New Zealanders.
These results confirm that Telecom is heading in the right direction and we will continue to seek out opportunities to
support the community achieve their goals," said Philip King, Telecom's General Manager, Corporate Affairs.
The survey found that the top five Big Dreams of the nation are:
1. To remain safe and secure for our families 2. To have the best health system in the world 3. To be able to
own our own home 4. To continue to stand up for ourselves 5. To have the best education system in the world
The survey also revealed that Kiwis are most proud of their beaches and empty spaces to escape to, and of the way New
Zealand is often the first to accomplish important things in the world (e.g., first to climb Mt. Everest, to be nuclear
free, women first to get the vote).
Sir Edmund Hillary, Peter Blake and Peter Jackson topped the poll of the New Zealand ultimate dream achievers with their
adventures and internationally acclaimed films leading the inspirational way.
Not surprisingly, the All Blacks winning the World Cup is the nation's biggest sporting dream.
Survey results summary:
Top 10 dreams
Top pride triggers
Top dream achievers
1
To remain safe and secure
Beaches and empty space
Edmund Hillary
2
To have the best health system
First to accomplish things
Peter Jackson
3
To own our own home
Nuclear Free
Peter Blake
4
To have the best education
The Kiwi "can-do" attitude
Michael Campbell
5
To stay "unspoilt"
Our friendly/outgoing nature
Tim and Neil Finn
6
To drive excellence
Clean and green country
Ernest Rutherford
7
To provide opportunities to return
Sporting achievements
David Lange
8
To celebrate diversity
Our creativity
Kiri Te Kanawa
9
To remain spacious
The All Blacks Haka
Caroline and Georgina Evers-Swindell
10
To continue to be innovative
Low crime and safety
Jean Batten
"Telecom commissioned this research to help us align our business with the goals and dreams of our customers - the New
Zealand community. By sharing the findings of our research with all New Zealanders we can all start achieving our Big
Dreams together," concluded Philip King.
Notes
9773 surveys were fully completed nationally, interviewing New Zealanders aged 15 and over. The survey was conducted
online and printed copies were also distributed in shopping malls for people to complete, to ensure a high response to
the survey.
The responses were all weighted according to region, age and gender so that they were representative according to
Statistics New Zealand census figures.
All the data was cleaned to ensure that there was no duplication of responses and to maintain the quality of the data.
The survey was undertaken from 1st November 2005 and ended at 9am on 21st November 2005 and was designed and managed by
Big Picture Ltd.
Other highlights from the national survey
'FAMILY IS OUR REASON FOR BEING'
We want to work smart, think smart, work for ourselves, and be flexible with our time so that we can fulfill an
overwhelming need to spend time with family. 69% of respondents aspire to spend more time with family and 79% think that
we don't spend enough time together. We mourn the decline of community spirit and generosity and 83% of respondents
wished we cared for each other like we did in the past. We see the trade-off for becoming more confident and less
reserved, as becoming less caring, warm and friendly. Stresses are occurring within families and communities, brought
about by a focus on 'me' and 66% of respondents thought families were becoming less family orientated.
'WALKING BAREFOOT ON THE BEACH'
We are a nation of people with a shared affinity for the natural beauty of our environment. We want to share it, enjoy
it and engage with it. A whopping 98% of respondents were proud of our beaches and empty spaces. We are pleased that the
world is recognising New Zealand for the magnificence of its landscape through film and tourism, and we encourage that.
'WE ARE NOT SHEEP!!'
We are not a nation of sheep! We want to stand up for ourselves in the world. We have a new creative and cultural
confidence. 72% of respondents were proud of our creativity and sporting achievements and 82% proud of the Haka. We are
finding our own style in film, fashion, music, art, food, design and sport and we are proud of the way that defines our
identity. We celebrate our nuclear-free heritage with 65% of respondents extremely proud with the courage it took to
take that stand.
'WE WANT TO WIN ... BUT WITH HUMILITY'
We want those who represent us to win, and victory needs to come with humility. Being small is no problem. We want New
Zealand to box above its weight. We applaud success where there is a benefit for the country such as with the America's
Cup, or Lord of the Rings. We are less inclined to applaud individual success in business where there is no obvious
spin-off for the nation.
'TODAY'S TALENT = TOMORROW'S WINNERS'
Investment in sport academies for the nurturing of young talent is a higher priority for us than investment in the
development of sport at the grassroots. We are comparative and competitive and we need to be first. 54% of respondents
would like to see more funding to help Kiwis excel on the world stage.
'MALE ROLE MODELS FOR OUR CHILDREN'
There is a mood for more male role models inside and outside classrooms for our children - boys and girls - as they grow
up. 76% of respondents also believed that children should become more active and 92% of respondents believe there should
be better apprenticeships and education in the trades, encouraging children to choose this as a career path.
'SAFE-GUARDING OUR COCOON'
Above all, we dream of being safe and secure (75%), having access to a world-class health system (62%), and owning our
own homes (53%).
ENDS