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Traditional Family Life, along with its younger counterpart, Conventional Family Life, represents the core of ‘middle Australia’, with values centred around the significant events in their personal and family lives. The Traditional Family Life and Conventional Family Life Segments are motivated by similar values in terms of security, reliability and providing better opportunities for their family.
However the Traditional Family Life are now, within Australia, generally empty-nesters or extended families. With their children grown their focus is on re-building their relationship with one another and finding time to do things they never could while their children were growing up. But with such a strong focus on the family, they spend a great deal of time and energy getting the family to visit them, babysitting, weekend BBQs and buying lollies for the grandkids, which their parents won’t let them have.
Not liking change, old and familiar environments are important in the Traditional Family Life Segment.
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network 1997.
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