Changing demographics mean a new New Zealand for brands
400,000 migrants have arrived in NZ since 2023. Marketers must build their brands with this audience.
Changing demographics mean a new New Zealand for brands
Quick Summary
New Zealand’s recent surge in immigration has significantly altered its demographic landscape, particularly in Auckland. Since 2023, the country experienced a net migration gain of approximately 126,000 people in the year ending December 2023. This evolving demographic underscores the need for brands to actively build relationships with these new communities, as traditional brand loyalties may not be established among recent migrants.
Changing demographics mean a new New Zealand for brands
New Zealand has seen a surge in migration over the last few years, and particularly with the relaxation of immigration policies post-COVID - almost 400,000 people have arrived in NZ as long-term migrants since 2023.
On average, these new Kiwis are also a young group, with a median age of just 27.
Statistically speaking. 50% will settle in Auckland. When you consider that Auckland is home to a third of New Zealand’s population, you can see how immigration is contributing to making it our most culturally diverse and youngest city.
You may also be surprised to learn over 40% of people living in our largest city were born outside of NZ. They’re our “new” New Zealanders, and the majority have been here less than 10 years.
This trend reinforces Peter Field’s perspective about the importance of branding., and particularly with this cohort of new Kiwis. People who didn’t grow up here don’t have ingrained relationships with our iconic brands, and those brands cannot simply rely on heritage to connect with these new kiwis. Bottom of the funnel activation messaging has a big job to do when brand saliency is low.
Many well established, mature businesses have a big branding job to do to connect with this group. After all, they’re living, working, playing, and shopping here.
