Lifestyles in Romania (1999)

The research over the lifestyles in Romania was done by Daedalus Consulting on behalf of Leo Burnett. It is part of a program launched by Leo Burnett for Central and Eastern Europe. This research was done for 8 countries from Central and Eastern Europe and for Germany as yardstick. In Romania data were collected and analyzed by Daedalus Consulting. This research was made public at the end of 1999.

The present research is based on a national representative sample of 2000 persons aged 16 and over. Data analysis took into account almost 1000 variables dealing with the following issues:

Basic orientations Values and principles Life philosophy and moral attitudes Success perception Wished world Family Attitudes towards family Ways of approaching the relations with other family members Roles played within the family Work Work satisfaction Attitudes towards work Career perspectives Current and Leisure Activities Time allocation for current activities Leisure activities Spare time spending motivations

Politics Political interests and trends Political consciousness Change Change perception Stress level and stress generators Actions to cope with change Attitudes towards past, present and future Media Media consumption Attitudes towards different media channels Miscellaneous Style and fashion Health Education and foreign languages World leaders Local habits Purchasing habits

KEY FINDINGS

Transition from the centralized economy towards market economy had a very powerful impact on the lifestyle in Romania. The wake-up from the communist lethargy was received differently by Romanians: for some of them it is too late to change anything, for others it is an opportunity to take advantage of their abilities. For some Romanians the pace of change is a nightmare, for others it is a challenge.

Romanian society picture from the end of the millenium is a land of contrasts: from despair to joy, from dark pessimism to high optimism, from angriness to gratefulness, from passive to active, from dreaming to highly pragmatism.

We identified 3 categories of lifestyle including 8 segments:

1. Past oriented lifestyle: Survivors (19%) and Passive Traditionalists (21%)

The persons having this lifestyle are rather old persons that have difficulties in adapting themselves to current changes. Inertia and lack of action characterize these people. They have low incomes and struggle to survive in a world in which their old values (related to communism propaganda) seem not to make sense anymore. Most of them have the nostalgia of the “good years of socialism”.

2. Present oriented lifestyle: Cross Timers (12%), Traditional Family Builders (7%) and Sophisticated Homebuilders (10%)

This lifestyle includes the persons that focus on their present life, trying to respond to their immediate needs. These persons have managed to cope with the change until now, although their life suffered more or less a depreciation in the last years. Family and God support them in finding their inner equilibrium. They express a moderate optimism, but they are still very anxious about their future.

3. Future oriented lifestyle: Aspiring (10%), Emulators (9%) and Achievers (12%)

This lifestyle includes the persons that see the change as an opportunity for developing a better social position. They are rather young, self confident and adaptable persons. Money, career and success are the main motivators for their actions. They express a strong optimism in their future.