This report presents the results of a survey of New Zealanders, 12 years of age and older, conducted in March and April 2005. Commissioned by the Alcohol Advisory Council, it was specifically undertaken in order to identify and segment the current attitudes (motivators and inhibitors) and behaviours of New Zealanders towards the consumption of alcohol.
The current survey also updates a similar segmentation study conducted between June and September 2003, following the launch of the first stage of a significant communications campaign in March 2005, designed to help positively influence attitudes and behaviours with regard to New Zealand’s risky drinking culture, particularly as it relates to raising awareness that risky drinking is endemic in New Zealand and not necessarily “somebody else’s problem” (alternatively, “not my problem”).