Multicultural Communities in New Zealand

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 2013 census clearly indicates that the ethnic population will rise dramatically over the next few years.

  • New Zealand will have greater ethnic diversity in the future. The Māori, Asian and Pacific populations are all projected to increase their share of New Zealand’s population.
  • New Zealand’s European population is projected to reach 3.23 million by 2021, an increase of 150,000 or 5 percent over the estimated resident population at 30 June 2001 of 3.07 million.
  • New Zealand’s Māori population is projected to reach 760,000 by 2021, an increase of 170,000 or 29 percent over the 2001 figure of 590,000.
  • New Zealand’s Asian population is projected to reach 670,000 by 2021, an increase of 390,000 or 145 percent over the 2001 figure of 270,000.
  • New Zealand’s Pacific population is projected to reach 420,000 by 2021, an increase of 160,000 or 59 percent over the 2001 figure of 260,000.

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.

 

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