New survey gives insights on diversity and inclusion in advertising and the media

NowNext Trade Site Image

Stuff’s latest NowNext survey has found 86% of New Zealanders aspire to Aotearoa being a diverse, inclusive place where everyone feels they belong – regardless of ethnicity, culture or religion. However, almost three-quarters of respondents have a personal experience of discrimination.

So what role does advertising and the media have to play? 

Stuff commissioned the survey as part of its Pou Tiaki commitment to cultural diversity. 

It challenged those who call New Zealand home to think about their own perspectives on a multicultural Aotearoa and what that looks like for them, gathering responses from more than 6,000 people across the motu. 

Sixty percent said making ads available in many languages is a good idea. Those who think it’s a good idea trend towards a younger (15-44), female demographic.

Fifty-four percent also believe including te reo Māori in advertising is a good idea, and that’s even higher in the main centres of Auckland and Wellington. 

Most agree showing diversity in an advertisement makes a difference – but that depends on how it’s delivered. Twenty-one percent said if they see someone in an ad that represents their gender, ethnicity, age or culture, it makes the ad feel more relevant to them. Thirty-five percent said it didn’t make a difference, and 41 percent said it depended on how that character was portrayed. 

When it comes to news media, 58 percent of respondents said it is good to see more use of te reo Māori in news reporting, while 55 percent said it’s important that reporters and presenters come from a wider range of ethnic and cultural backgrounds.  

Stuff’s Pou Tiaki Matua Carmen Parahi said “Media representation that reflects multicultural Aotearoa, with its Treaty of Waitangi foundation, is an important factor in promoting an inclusive and vibrant society. The media industry has a critical role to play in making that happen.”

Stuff’s Pou Tiaki strategy is focused on its commitments to te ao Māori and increasing fair representation (which includes equity, diversity and inclusion principles) of all underserved communities in Aotearoa New Zealand.

NowNext is a powerful tool to deeply understand how New Zealanders think. Previous surveys have taken the pulse of Kiwis post-pandemic, and measured concerns and action on climate change and sustainability. The latest survey was presented and marketed in both English and te reo Māori and sponsored by FCB Aotearoa. Findings are available here.

Latest News

Our Brands

Stuff Logo
Digital News Sites
Neighbourly logo
The Post logo
The Press logo
Waikato Times logo
NZ House & Garden
New Zealand Gardener
The TV Guide
Sunday Star Times
Sunday News
Marlborough Express
The Southland Times
Taranaki Daily Times
Manawatu Standard
The Timaru Herald
Nelson Mail
Pou Tiaki
Email Newsletters
Your Weekend
Sunday Logo
The Forever Project
Farming First
Cambridge Edition
Central Leader Logo
East & Bays Courier
Eastern Courier
Feilding-Rangitikei Herald
Franklin County News
Hamilton Press
The Hutt News
Kapi-mana News
Manukau Courier Logo
Matamata Chronicle
The Nelson Tasman Leader
Nor-west News Logo
North Harbour News Logo
North Shore Times Logo
North Taranaki Midweek
Northern News
Northern Outlook
Papakura Courier Logo
Piako Post
Rodney Times Logo
Weekend Express
South Waikato News
Taranaki Star
Taupo Times
Upper Hutt Leader
Western Leader Logo
Whangarei Leader
Stuff Events
Southern Outlook Logo
NZ Farmer Logo