In the face of recession, New Zealanders are justifying, Britons are crash dieting and Aussies have their heads stuck in the sand.

Advertising company M&C Saatchi has studied attitudes to recession across New Zealand, Australia and UK and identified eight consumer types.

CEO Nick Baylis says the biggest group in New Zealand is justifiers, who want to spend but need a good reason first. He says the justifiers are followed closely by scrimpers, who want the same lifestyle at a lower price.

Mr Baylis says Australia has a lot of ostriches with a "head in the sand, I don't care" approach. He says the UK's biggest group is crash dieters - people who are taking the downturn seriously, bargain-hunting and cutting costs.

Mr Baylis says while 64 percent of Britons and 36 percent of Australians are feeling pessimistic about recession, only 25 percent of New Zealanders are. He says traditionally New Zealanders believe they are quite insulated and protected from the world given the nation's geography and self-sufficiency.