Business should target rich, sophisticated migrants - research

Migrant consumers are not being actively embraced by Kiwi businesses. Photo / Nick Reed

Migrants are among New Zealand's richest and most sophisticated consumers, a new study reveals.

Seventy-two per cent of migrants consider themselves financially stable in comparison to just over 50 per cent of New Zealanders, research conducted by investment consultants HT Group and research company Windshift has found.

Research showed most migrants were young, highly employed and well educated with 65 per cent holding a bachelors degree or higher - a percentage almost 30 per cent higher than that of Kiwis.

Despite immigration being a hot topic in recent months, HT Group managing director Mike Hall-Taylor said there had not been talk on the opportunities for New Zealand businesses targeting migrant customers.

"There has been much discussion about immigration recently, but none has really centred on what a huge opportunity this group offers New Zealand businesses."

Hall-Taylor said most companies based their thinking around bicultural Kiwi models rather than thinking about the messages that would make migrant consumers feel embraced by and engaged with Kiwi brands.

A way to change that would to "use diverse actors in advertising or translate communications into different languages", he said. "It is about incorporating diverse thinking into campaigns at the outset."

Pak 'n' Save, Trade Me, Whittaker's, Air New Zealand and ASB were rated the top Kiwi brands by migrants.

The study found migrants with poor English would avoid products and services where communication was difficult.

It identified three types of migrants: 'global citizens' - those constantly on the move, 'proto kiwis' - long-term migrants embracing Kiwi life and 'transplants' - those embracing core aspects of New Zealand, but with little engagement with other groups.

The majority of migrants surveyed considered themselves cosmopolitan, experimental, ambitious, hard-working and optimistic about their new life.

Study highlights:

• Majority of migrants are renters - 38 per cent own homes compared to 51 per cent of Kiwis.

• Migrants are loyal - particularly to brands that actively embrace migrants.

• Migrants believe NZ headed in right direction - 61 per cent of migrants believe this in comparison to 41 per cent of those born in New Zealand.