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Companies 'miss out' on migrant consumers

NZ Newswire logoNZ Newswire 28/09/2016
The top five Kiwi brands rated by migrants were Pak n Save, Trade Me, Whittakers, Air New Zealand and ASB. © AAP The top five Kiwi brands rated by migrants were Pak n Save, Trade Me, Whittakers, Air New Zealand and ASB.

Companies that stick with the bicultural Kiwi model have been told they could be missing out big opportunities provided by sophisticated migrant consumers.

The conclusion comes from a study that looked the views of 572 local-born and 465 migrant New Zealanders.

Conducted by investment consultants HT Group and research company Windshift, the research also involved interviewing 94 migrants who had arrived in the past decade.

Two-thirds of the migrants were educated to degree-level, compared with one-third of those born in New Zealand.

About three-quarters of those from overseas thought themselves financially stable or prospering, compared with about half the NZ-born group.

HT Group managing director Mike Hall-Taylor says most companies base their thinking on the bicultural model rather than looking at messages or actions to engage migrant consumers.

"They may use diverse actors in their advertising or translate communications into different languages but it is about incorporating diverse thinking into campaigns at the outset," he said.

The top five Kiwi brands rated by migrants were Pak n Save, Trade Me, Whittakers, Air New Zealand and ASB.

All were felt to be friendly, offer cost savings or make life easier for migrants.

Other findings:

* Migrants felt New Zealand culture allowed for a healthier lifestyle, with 38 per cent on a low-sugar diet (22 per cent for NZ-born);

* Only 36 per cent of post-2005 migrants owned a home (51 per cent);

* Sixty per cent of migrants believed New Zealand was heading in the right direction (41 percent).

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