Australia’s perception of New Zealand has changed for the better since 2015, qualitative research reveals.
The research, commissioned by place branding agency New Zealand Story Group, shows Australian consumers and businesses have a growing admiration for New Zealand compared to 2015 results.
New Zealand Story chief executive officer David Downs says it’s a critical time for New Zealand businesses to champion the shared history with Australia and build on their new-found respect for Aotearoa’s progressive and inclusive society.
“We’re witnessing significant shifts in the Australian psyche that signal admiration for the way we behave as a nation, what our businesses and culture can offer and the improved outcomes that can be achieved through collaboration,” says David.
Australia’s view of itself is changing – and that is influencing its growing admiration for the values it perceives New Zealand represents.
Benchmarked against earlier research, the latest findings point to the increasing desire for a balanced, well-lived life rather than winning at all costs. Intolerance is becoming less acceptable as the focus shifts to a greater sense of community, hope for social change, and care for people.
“Australia’s shift towards an inclusive mindset signals a huge opportunity for New Zealand and our businesses to emphasise our values and way of life that Australians increasingly admire.
“These include a balanced lifestyle, positively functioning political system, progressive policy-making, and a practical, ‘can-do’ attitude.”
Room to improve
The research also identifies some ‘shadows’ Kiwi businesses need to address – notably a perception that New Zealanders can be reserved and less open and connected to Australia than before the pandemic.
The Trans-Tasman travel bubble closure likely influences this finding in response to rising COVID-19 cases in 2021.
“The findings remind us not to take our relationship with Australia for granted and to celebrate our successes more confidently,” says David.
“Australians admire and believe we should promote our response to the pandemic, our social policies, care for people, and geopolitical positioning now more than ever.”
Despite New Zealand’s global reputation for being easy to do business with, the research found that exporters’ ability to sell to Australia at scale is a perceived weakness.
“That is attributed to New Zealand’s small and fragmented nature, an important research insight reminding exporters that successfully selling to Australia requires commitment to a ‘long game’ mindset.
“There’s also a view that our smaller economy can hold us back, the higher cost of logistical and shipping expenses can be a barrier and that at times we undersell ourselves.
“Businesses can counter this by dialling up the positive attributes Australia sees in New Zealand products and services.”
Marketing potential
The research shows Australia values New Zealand’s premium and authentic offering.
“Descriptions like ‘integrity, purity, natural, boutique, and good for the environment’ featured as uniquely New Zealand attributes. Incorporating these into stories about what we offer is vital to countering trading barriers,” says David.
“Our message to Kiwi businesses wanting to strengthen their trading relationship with Australia is ‘don’t hold back’ but be ready to meet subsequent demand. Promote your successes and the unique New Zealand values embodied in your business model and ethos.
“Leverage to the utmost Australia’s growing admiration for us, and prepare to invest in ongoing sales and marketing support to help with the follow-through that Australians sometimes believe is lacking.”
Download the research, Australia: Turning up fit for business, here.
