What Migrants Told Us About Auckland

New Zealand has more than one million migrants [28.5% of the population][1]. New migrants are clustered in Auckland, giving it the fourth highest foreign-born population of any world city. With 39% of its population [more than half a million people] born overseas[2], Auckland is more diverse than London or New York.

But even now, many marketers and strategists act as if this change isn’t really happening. They treat new migrant groups as just another ethnic minority – and another – and another, not recognising that migrants have a lot in common.

Auckland’s NZ-born European population now hovers around 55%, so it’s time to stop pretending that nothing has changed. One message no longer fits all, because we don’t all have the same history and social expectations. Simply by being here, shopping in malls and supermarkets, using the transport systems and eating out at cafes and restaurants, migrants are changing New Zealand’s social and economic environment.

But what is changing?

A wellbeing study by HTG and Windshift in 2015 revealed that many migrant families had moved to New Zealand to achieve greater wellbeing and educational opportunities. Often they arrive determined to adopt the ‘Kiwi’ lifestyle. They create new lives for themselves that combine habits from their country of origin and new, distinctively New Zealand, patterns of behaviour.

We wanted to know more. So we brought together a highly experienced research team specialising in social trends, migration and brands to discover what happens to people when they migrate here – and specifically, what happens in Auckland. The result was the Cultural Diversity Snapshot. 

To learn more about the study please click here.

The Cultural Diversity Snapshot: How Can it Help?

The study has been completed and can now be accessed as  a presentation or an interactive workshop. These are designed to help marketers, insight managers, executive teams, agencies and strategists to recognise the brand opportunities and service requirements that arise as new migrants settle into New Zealand society.

The Cultural Diversity Snapshot will help you to identify migrants’ distinctive social and consumer behaviour and attitudes, including their brand and service preferences. You will learn how widespread these attitudes and behaviours are and how they relate to levels of integration . Most importantly, you will discover how you can use this knowledge to unlock opportunities and encourage uptake of your brands, products or services.

The study compares responses from the three largest groups of recent migrants – North Asian, South Asian and European/African. This is based on a substantial qualitative research exercise conducted in Auckland, exclusively amongst migrants. This was followed by a national survey with a migrant sample large enough to let us compare their responses with those of New Zealand born citizens.

More than anything, I think we are helping to provoke thought amongst marketers as to how to operate in a diverse, cosmopolitan environment.  My proudest moments in any of the presentations and workshops I have participated in is recognising that lightbulb moment, where empathy replaces the unconscious preconceptions we all have about groups of people we don’t know very well.

 [1] Source: 2013 Census

[2] Source: World Migration Report 2015, p 39, International Organisation for Migration

[3] Source: HTG:Windshift – Family Wellbeing: Interviews with 50 Families

To learn more about the Cultural Diversity Snapshot and Workshop, please enter your name and email address in the boxes below or contact me directly.

Jill Caldwell

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