29 Sep 2024
By Nikki Wright
As a leader in a PR agency that champions sustainability and social good, understanding how New Zealanders perceive global trends has never been more important. The 2024 Ipsos Global Trends Report reveals shifting perspectives worldwide, but how do Kiwis stack up? Here’s what matters most to us, from climate change to societal splits, and how brands — particularly those aiming for purpose-led communications — can tap into these values.
Kiwis are climate warriors at heart. A staggering 82% of New Zealanders believe we’re heading for environmental disaster unless we change our habits quickly — a statistic that outstrips the global average. This isn’t just about awareness; it’s a call to action for brands. For businesses like ours, which focus on sustainability and regenerative storytelling, there’s a mandate here to showcase authentic environmental commitment, not just greenwashing.
Takeaway: The appetite for climate action is stronger in New Zealand than almost anywhere else. Brands that offer real, tangible solutions — from packaging innovations to carbon-neutral commitments — will be rewarded with both trust and loyalty.
Individualism resonates deeply with Kiwis, as 80% agree that it’s up to everyone to work out their own set of principles to guide decisions. In a world that’s increasingly overwhelming, New Zealanders are focusing on one thing they can control: themselves. Whether that’s through sustainable lifestyle choices or ethical consumption, people are carving out their own paths to fulfilment.
Takeaway: Brands that enable personal autonomy, especially through ethical products or platforms that allow people to align their actions with their values, will thrive. Companies need to help Kiwis feel empowered in their choices, particularly when it comes to sustainability.
In a world of information overload, trust matters. For 69% of New Zealanders, buying brands that reflect their personal values is key. But here’s the catch: customer service is failing to meet expectations, with a sense that things are becoming more automated and impersonal.
Takeaway: In today’s polarised environment, trust is currency. Brands that embody transparency and purpose will gain an edge — but they must also balance delivering personalised, human-centred experiences with operational efficiency.
Interestingly, only 44% of Kiwis feel like their families are in conflict over values, compared to 77% globally. New Zealand may be more insulated from the intense ideological splits seen in other countries, but we’re not immune to the stress of growing income disparity and concerns around immigration.
Takeaway: Brands in New Zealand can take a more optimistic approach to communication — focusing on unity and shared values rather than conflict. But as societal tensions grow, businesses need to clearly show how they contribute to the greater good to maintain social licence.
While Kiwis appreciate the convenience of technology, with 71% believing it’s necessary to solve future problems, there’s also a significant concern — 53% feel that technological progress is destroying our lives. The digital divide, privacy issues, and automation fears are causing unrest.
Takeaway: The future is tech-enabled, but New Zealanders want reassurance. There’s a huge opportunity for brands to build trust around technology by addressing data security concerns and being transparent about how advancements benefit society without harming livelihoods.
Health, both physical and mental, is a growing priority, with 74% of New Zealanders wanting more control over their health decisions. While we’re focusing on holistic wellness, access to quality health solutions is still unequal, particularly in the mental health space.
Takeaway: Brands in the health and wellness space have a prime opportunity to offer products and services that empower Kiwis to take charge of their well-being. There’s a clear demand for accessible, tech-enabled health solutions that improve both body and mind.
Kiwis are not as nihilistic as some of our global counterparts, but 57% still agree that “the important thing is to enjoy life today; tomorrow will take care of itself.” This reflects a growing sentiment among younger generations, struggling with traditional milestones like home ownership, that life is uncertain and should be lived in the moment.
Takeaway: With this mindset on the rise, brands can tap into the “live for today” culture by offering products and services that cater to instant gratification, while also encouraging responsible consumption. Buy-now-pay-later services, for example, have flourished under this trend — but they should be coupled with financial literacy initiatives.
The idea of returning to a simpler, more traditional way of life appeals to many Kiwis, with 58% saying they would like the country to be the way it used to be. Nostalgia is a powerful marketing tool, but it’s important for brands to remember that the “good old days” weren’t good for everyone.
Takeaway: Nostalgia can be used in moderation. Brands need to be cautious about overplaying this card, particularly when addressing audiences that value progress and inclusivity.
Kiwis are relatively split on the issue of globalisation, with 62% agreeing that it’s good for the country, aligning closely with global sentiment. However, in an era of increasing geopolitical tension, there’s a rising focus on local identity and a shift toward prioritising national interests.
Takeaway: Even global brands need to highlight their local ties. In New Zealand, playing up your connection to Kiwi culture while also demonstrating the advantages of global scale is essential for maintaining relevance and consumer loyalty.
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