‘New’ Zealand is becoming “Older & Multi-ethnic” Zealand

I mistakenly think of New Zealand as being one huge sheep farm with a young population that is a mix of British immigrants and the Maori. This article dispels my myths and describes a country that is becoming increasingly urban, multi-ethnic and older. As the article says. “What does it all mean for the Kiwi marketer? Simply, that one size no longer fits all. Unless you're prepared to remain irrelevant to an increasingly larger chunk of your target audience, you'll need to find out far more about today's New Zealanders than you ever thought would be necessary. New millennium, new way of doing business. If you're already there, pat yourself on the back. If not, time to reinvent ...”. This is something that applies to most countries.

If you want an insight into another massive population change read this article about the increasing power of Hispanics in the US market.

None of this is complex stuff. What it means is that marketers must do the basics and understand the structure of their market. How complicated is that? Dick Stroud www.20plus30.com