Compared to many, Today’s Families have got it good. But despite their relatively high incomes, money’s always an issue for this community. If it’s not mortgage payments, it’ll be some other annoying bill.

Home is where the heart is for Today’s Families, and their life revolves around their loved ones and their domestic environment. Even their TV viewing habits reflect this, tending towards family-friendly (Packed to the Rafters, New Zealand’s Got Talent) and home improvement-style programs (The Block, Mitre 10 Dream Home).

Gizmos and gadgets are a common feature of the Today’s Family household: computer gear, home entertainment equipment, mobile devices — after all, the family that plays together stays together!

Likely to live in Christchurch or outer suburbs like Massey (Auckland), or in bustling regional centres like Tauranga, Cambridge or Tokoroa, Today’s Families are on the road a lot — commuting, ferrying kids around, visiting their folks — but sometimes they wish they were just lying on a beach instead, maybe one of those all-inclusive island resorts, with organised activities for the kids, room service and a bar in the middle of the pool… Fingers crossed their Lotto numbers come up this week!