Connection and Contrast: Marketing to Australian and New Zealand Consumers

 In Australia, NewZealand
Marketing teams strive to show how their smarts and silver deliver Return on Investment (ROI). And with incessant pressure on budgets, reaching consumers with messages that resonate remains a priority. Some global brands are looking for efficiencies by centralising marketing teams and exploring the merits of wider Pacific campaigns – so how alike are we to our Aussie neighbours and what are the differences to watch out for?
Along with a passion for sport, Australia and New Zealand share similar demographics in terms of age and gender. More Aussies live in their own home, 65{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} compared to 60{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} in New Zealand and more Australians live in cities (65{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs. 55{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}). When it comes to ethnicity, we see more divergence: seven-in-10 Kiwis describe themselves as New Zealanders or NZ European; compared to eight-in-10 Australians born in Australia or of European descent. New Zealanders are twice as likely to speak a language other than English (29{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs.14{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}), driven largely by our Asian, Pacific Island and Maori populations. Kiwi households are also bigger, nearly a quarter (23{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}) have five or more people in the household compared to 15{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} in Australia. Nielsen – Read more…

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