The Changing Face of New Zealand

The population of the Chinese and Indian communities of New Zealand is greater than the  population of North Shore City.

 

The increasing ethnic diversity of New Zealand leads to some interesting challenges for marketeers who have traditionally targeted the majority mainstream audiences. The 2006 census clearly indicates that the ethnic population will rise dramatically over the next few years. As it currently stands, New Zealand’s population looks like:

 

It is imperative in marketing to take into account people’s distinctive values, beliefs and attitudes, which stem from the cultural identity of an individual. Successful ethnic marketing adjusts to reflect the values, beliefs attitudes and practices of ethnic communities. Marketing campaigns that understand the significance of targeting these communities in a culturally informed way guarantee long term success, long term loyalty and long term growth.

Please see the below pages for more information on some of the communities' make up.