The North Shore Tribe - Achieving

The ambitious, hard-working, heavily-mortgaged inhabitants of the great suburban jungle for whom looking good and keeping up appearances are fundamentally important. They survive in the jungle by constantly moving ahead, up through the ranks of job, car, house, street and suburb.

The Grey Lynn Tribe - Intellectual

The highly educated intelligentsia who value ideas above material things and intellectualise every element of their lives. Their most prized possession is a painting by the artist of the moment, they frequent film festivals, feel guilty about discussing property values and deep down are uneasy about their passion for reality television.

The Balclutha Tribe - Staunch

The tribal mind of the Kiwi heartland, the provincial conservatives, who see themselves as a source of stability and commonsense, bearers of on-going connection with the land – solid, reliable and down to earth, but deceptively smart and just quietly, very competitive.

The Remuera Tribe - Entitled

The round-vowelled children of privilege for whom breeding is the greatest virtue, manners really do make a difference, money is great if it’s old but crass if it’s new, and what school you went to defines the rest of your life.

The Otara Tribe - Community

Urban, often immigrant, often Polynesian, community-minded people where family is paramount and Church is likely to play a central social role, or if not Church then another club-based group. The sense of belonging and support structures are very strong as is the pressure to ‘do the right thing’ and uphold appearances.

The Raglan Tribe - Free spirited

The independent spirits who value the ability to live a life according to their own priorities, not as part of the common consumer herd. They tend to be highly sensate and internally focussed – hedonists, or spiritual journeyers, or fitness fanatics or adrenaline junkies. Many Kiwis join the Raglan tribe for three weeks at Christmas.

The Cuba St Tribe - Avant Garde

Members of the urban avant garde who constantly seek out the cutting edge of cool, regard new, original and unique as the greatest virtues and fear being labelled 'mainstream' more than anything else. If you're a student of mass culture, watch these people to see the direction that herd will move in next.

The Papatoetoe Tribe - Unpretentious

Urban working people who hate “wankers” and define themselves by their unwillingness to think of themselves as better than their mates - or anyone else for that matter – the classic “state house and jug of beer” Kiwis.