Basic Needs
Basic Needs refers to a pattern of responses offered by respondents who are focused on ‘getting by’ on a day-to-day basis. They are often in their ‘twilight years’, retired, pensioners and people on social security. To many, it appears as if they have given up on life, however this segment is generally happy and content with what they have. They are not looking for more and enjoy watching the world go by while still feeling a part of it as it does. They have that sense of wisdom and happiness which comes with grey hair.
This segment has a strong sense of community which often leads to involvement with programs such as Safety House and Neighbourhood Watch, driven partly by their desire for order and security in their environment. In the Australian context, they promote a strong Christian ethic as basic values and are more likely to be regular church attendees.
The Basic Needs segment has critical concerns about living in a more connected world, staying in touch with their families through email and mobile phones.
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network 1997.
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