Young New Zealanders' attitudes towards national and cultural identity show biggest shift in 20 years:
What are the ramifications for organisations wanting to connect with, and market to, younger Kiwis?
“The most significant shift in 20 years.” This is the view of Jacqueline Smart, top New Zealand specialist in anthropological consumer research. Every five years, Smart, Head of Planning at advertising agency JWT, partners with American anthropologists from Practica group to conduct ethnographic research for marketers and brands who need to stay up to date with their messaging, especially to the all-important 25-35 age group.
JWT’s latest study reveals a sea change in New Zealand: Essentially younger Kiwis have a far stronger sense of national self-confidence than ever before and marketing campaigns that play heavily on Kiwi icons of the past may be redundant . They have a more inclusive view than their elders as to what it means to be a good New Zealander. The tougher economic times with big student loans and higher property ownership thresholds have also shifted cultural values among the young.
In this special presentation to the American Chamber of Commerce, Smart and JWT managing director Simon Lendrum will reveal research insights that cast doubt over the accepted truths businesses rely on to promote their products and services to the market.
Date: 27th November
Time: 4.30 pm to 7.00 pm
Venue: The Pit, Block 12 (Te Ara Hihiko), Entrance E off Tasman Street, Massey University College of Creative Arts, Massey Wellington campus, Wellington 6021
Cost: Members $50 inc GST, Non-Members $55 inc GST
Includes refreshments following the presentation.
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