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Keeping an Eye on Each Other

Keeping an Eye on Each Other

Friday 1st August

Rivalry runs deep across the Tasman but how different are New Zealand and Australia? The anecdotal differences may provide good punch lines but for businesses trying to trade across the ditch it's vital to know which attitude differences are real, exaggerated or even imagined.

Global Advertising agency Grey Group has been gauging Australian attitudes since 1992 with its Eye on Australia surveys. The introduction of a sister study here through it's New Zealand subsidiary G2, now provides comparable data that forms a snapshot of trans-Tasman attitudes.

Key analysis of the Eye on Australia and Eye on New Zealand surveys was presented to a luncheon of the NZ Marketing Association in Auckland today.

The joint presentation by G2 New Zealand Managing Director, Sarah Norrie and Grey Group Chairman, Paul Gardner, outlined what businesses need to know about their Kiwi and Aussie customers.

G2's Sarah Norrie says the Eye on New Zealand and Eye on Australia surveys show that while we're similar, New Zealanders and Australians are not the same and shouldn't be treated as such. She says that's particularly important for companies marketing to New Zealand. "While Australians are more open to global attitudes, New Zealanders remain fiercely loyal to the local community. Kiwis don't respond well to foreign accents with foreign messages." However she says the spirit of Trans-Tasman rivalry is all good for business.

SUMMARY There's no doubt New Zealand and Australia have a great deal in common, but what sets us apart?

Major points of difference

Environment Crime and Violence Financial security Pressures of work

Australians see lack of water, the environment and global warming as future major issues. Lack of water was the biggest issue identified by Aussies, no doubt reflecting drought problems.

However water and global warming don't even make the list for New Zealanders, in fact only 6% of New Zealanders see the environment as a major issue compared with 13% of Australians.

The Environment New Zealand Australia

Willing to pay more 41% 49% Buy energy globes 67% 79% Change how we live 54% 75%

When it comes to environmental issues in New Zealand Sarah Norrie says, "An exhaustive educational job needs to be done because indicators are that we simply do not understand the relevance and the ramification to us personally or to our country."

G2's Eye on New Zealand survey reveals crime and violence is the number one thing keeping Kiwis awake at night. 13% of New Zealanders listed Crime and Violence as a major future issue facing the country, but it doesn't rate on the Australians list of major issues.

Australians are more worried about financial security and the economy. They're also more pessimistic about household finances improving.

Future Finances New Zealand Australia Concerned about economy 36% 42% See finances getting better 24% 19% Seek financial advice 36% 42%

Australians also feel more stressed at work with 62% citing too many work pressures compared with only 53% of kiwis. In terms of job satisfaction the Aussies come out slightly ahead at 78% compared with 73% of New Zealanders.

So where is the common ground?

Major points of similarity

Life satisfaction Concern about affordable housing Respect for honesty Distrust of politicians and petrol companies Organisations we trust

It doesn't matter what side of the ditch you live on, about half of us are happy or extremely happy with life. To be precise, 50% of Kiwis and 51% of Aussies are well satisfied.

Affordable housing is also seen as a future major issue for both countries, topping New Zealand's list and coming in second on Australia's.

The Future - Major Issues

New Zealand Australia

Affordable housing 17% Lack of water 23% Cost of living 13% Affordable housing 19% Petrol prices 13% Interest rates 19% Crime/violence 13% Environment 19% Food price increases 7% Global warming 10% Environment 6% Economy 10% Health systems 6% Cost of living 10%

We also share a common attitude to companies that admit they've made a mistake, with 93% of New Zealanders and 91% of Australians say they would trust them.

Our attitudes to politicians and petrol companies are remarkably the same with both groups ranking lowest on scales of trust. Google was New Zealand's most trusted organization followed by major charities while in Australia it was charities first and then Google.

Most Trusted Organisations

New Zealand Australia

Google Major Charities Major charities The Police Force Book stores eg Whitcoulls Google Trade Me Book stores Sony The ABC The Police Force Australia Post

Least Trusted Organisastions (starting from the lowest rated)

New Zealand Australia

Government politicians Petrol or oil companies Real Estate agents State politicians Petrol or oil companies Federal politicians Local body politicians Real Estate agents Government departments Advertising agencies Advertising agencies Journalists



Paul Gardner - Grey Group Chairman

Grey Group is one of the world's largest advertising agencies with offices in 83 countries around the globe. Paul has been with Grey since 1992, starting as General Manager for the Melbourne office. Today, as Group Chairman, he looks after Australia and New Zealand operations.

Sarah Norrie - Managing Director G2

G2, the primary operating unit of the Grey Group in New Zealand, is a proudly next-generation advertising agency that combines the best of traditional marketing, direct response and interactive disciplines

Eye on New Zealand

The Eye on New Zealand research is done by Australian company, Sweeney Research. The sample is drawn from an internet research panel with over 125,000 NZ members. Samples are screened for eligibility, duplications and to ensure that they are representative. The sample size of 500 which was chosen to ensure a cross-section of New Zealand provides confidence in the conclusions reached but does not allow for detailed analysis for smaller subpopulations. It does allow breakdowns by age, gender and four locations. The findings are used to advise clients on potential marketing strategies.


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