Kōrero with Culture: Why Culturally Inclusive Marketing Wins in New Zealand.
Culturally inclusive marketing is more than a trend in NZ — it’s a business necessity. Learn how to connect through values, language, and local identity.
- Digital Sphere
Introduction
In New Zealand, we don’t just celebrate diversity — we live it. From the Māori and Pasifika peoples to a growing Asian and Middle Eastern population, our cultural tapestry is rich, evolving, and deeply rooted in identity. So when it comes to marketing, one-size-fits-all messaging no longer works.
Instead, brands that speak with culture, not over it, are building stronger, more authentic relationships with their audiences. In this blog, we explore why inclusive marketing in NZ isn’t just good ethics — it’s smart business.
The NZ Cultural Landscape: A Snapshot
New Zealand is home to:
- 17% Māori (Te Ao Māori influence is rising across public & private sectors)
- 8% Pasifika communities (strong in Auckland, Porirua, Hamilton)
- 15% Asian communities (Indian, Chinese, Filipino, Korean, etc.)
- A multicultural Gen Z population that expects representation, not tokenism
Kiwis want to see their values, languages, and identities reflected in the content they consume.
“He aha te mea nui o te ao? He tāngata, he tāngata, he tāngata.”
What is the most important thing in the world? It is people, it is people, it is people.
Why Inclusion Matters in Marketing
1. Cultural Connection Builds Loyalty: When a brand respects Te Reo Māori, honours Matariki, or acknowledges Pasifika stories — it connects. People support businesses that support their whakapapa (identity).
2. It Drives Better Engagement & Conversion: Research shows that ads with culturally relevant elements perform significantly better in NZ. Why? Because people respond to what feels familiar and respectful.
3. Avoids PR Disasters: A lack of cultural awareness can lead to awkward — or worse, offensive — marketing mistakes. Inclusive marketing reduces risk and improves brand perception.
4. Supports Social Good & Brand Purpose: Today’s customers care about what a brand stands for. Embracing inclusive values strengthens your brand equity and public trust.
How to Apply Cultural Awareness Authentically
1. Use Te Reo Māori — But Use It Right
Incorporate greetings like “Kia ora”, sign-offs like “Ngā mihi”, or headings in Te Reo. But don’t overdo it or use it for ‘flavour’ — consult with a fluent speaker to ensure accuracy.
Tip: Acknowledge Māori Language Week, use bilingual social posts, or add a Te Reo version of your mission statement on your website.
2. Celebrate Cultural Events Genuinely
- Matariki (Māori New Year)
- Waitangi Day
- Diwali, Eid, Chinese New Year, Samoan Language Week
When done right, campaigns tied to these moments can educate and unite. Focus on storytelling over selling.
3. Feature Real Kiwi Faces
Move away from stock images. Represent real New Zealanders in your campaigns — across age, skin tone, gender, and lifestyle.
Example: Showcase a Māori chef in your hospitality brand, or highlight a Pasifika student in your education content.
4. Consult & Collaborate With Communities
Build advisory groups or collaborate with cultural creatives and agencies. Don’t make assumptions — involve the people you’re representing in the process.
“Nothing about us, without us.” – A guiding principle for inclusive work.
5. Adapt Your Tone
Kiwis appreciate humour, humility, and community-focused language. Steer clear of Americanised hype, and lean into local wit, warmth, and whānau-friendly messaging.
Case Study Example (Fictional)
Client: A Wellington-based organic food brand
Campaign: “Kai from the Whenua” – a Matariki-inspired product launch
Approach:
- Used bilingual packaging and social media copy
- Ran a video campaign with a local iwi food educator
- Donated 5% of proceeds to a local marae
Result:
- Engagement up 63% on Facebook
- 27% increase in new customers
- Featured by NZ Herald as a “Best Practice” campaign
Conclusion
In Aotearoa, inclusive marketing isn’t a strategy — it’s a responsibility. But when done right, it also delivers real business value: more engagement, stronger loyalty, and a brand that truly represents the community it serves.
Whether you’re a small business in Rotorua or a tech startup in Wellington, culture should be part of your digital strategy — not an afterthought. Let your marketing kōrero reflect the people you serve.
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