Changing lifestyle expectations

Introduction

'Changing lifestyle expectations' is the result of three key changes in our population and communities: the decline of rural communities, the growth of urban 'gentrified' communities and the increase in numbers of people seeking 'sea-change' coastal lifestyles. Many Australian rural communities have made changes to their lifestyles in order to improve their social and economic futures. Others have created too much personal debt for themselves in pursuing a 'life of luxury'. See image 1

Rural communities and changing lifestyle expectations

We have seen in other chapters that there are many towns, shopping centres and rural communities that are disappearing. The pressures of change (economic, social and environmental) are forcing these communities to adjust their lifestyle expectations. No one wishes to experience a decline in their standard of living (their level of comfort), so local communities and businesses are addressing problems such as the tendency to travel away from small towns for shopping. They are also aiming to deal with youth issues and unemployment. When small or troubled communities are given support, their community pride is restored through an adjustment of lifestyle expectations. People are then encouraged to stay in these communities.

The NSW Government is partnering with rural and local communities to help people adjust their lifestyle expectations. The Townlife Development Program and the Main Street Program has occurred in the rural community of Crookwell, for example. This is a typical rural community that has had to change from its reliance on traditional farming practices. Crookwell has also suffered a decline in population, the closure of long term family businesses and the tendency for locals to travel to regional centres for shopping. Crookwell has now opened an historic tourism trail and new tourist facilities. The community has been aided with customer service training for the growing tourism, and the town's visual aspects have been improved through the provision of lawnmowers.

Affluence and gentrification in urban communities

Another example of Australia's 'changing lifestyle expectations' involves the curious rise of the 'middle- class battler' ('middle class' refers to middle-income earners who are generally well-educated and financially comfortable). More and more Australians have improved income levels, yet they are increasingly unable to afford the costs involved with their changing lifestyle expectations. As incomes improve, people have shown a tendency to want more of every type of consumer or luxury good: more properties, more cars, the latest digital technology, more shares and the latest fashion, also known as over-consumption.

Our tendency to want a glamorous or 'luxury' lifestyle has led to serious levels of household debt. Almost half of the richest Australian households believe they don't have enough money to satisfy their changing lifestyle expectations. Fewer people now live in each household, yet we are demanding larger houses and more expensive goods, leading to debt, overwork and even resource depletion (a reduction in natural resources such as water and forests). It is not always possible to maintain a luxurious lifestyle. See animation 1

Oh how I wish to live it up by the sea!

The demand for 'sea change' coastal lifestyles and urban 'gentrification' is further evidence of changing lifestyle expectations. Many of us are moving to beachside areas for the appeal of the beach lifestyle. A 'sea change' refers to the increased desire of many middle-class people to move closer to the beach/coast and away from the restrictions of suburbs. One in three Australians live within 20 minutes of the beach. See image 2

'Gentrification' has occurred in older inner city areas of cities, where high-income professionals wish to live for the appeal of trendy city living. Urban consolidation (that is, medium-density housing) and urban renewal (new buildings and infrastructure for old suburbs) have resulted. Redevelopment of warehouses/old buildings has occurred in Sydney suburbs such as Pyrmont and Darling Harbour. The inner suburbs of Marrickville, Balmain, Glebe and Paddington have all been consolidated and renewed for the purpose of our changing lifestyle expectations. 'Gentrified' suburbs feature countless stylish cafes and eateries, fashion outlets, cinemas and so on, representing an appealing lifestyle. See image 3