Te Reo Māori: An Essential Skill for Marketing and Communications Professionals in New Zealand

In the dynamic landscape of marketing and communications, professionals in New Zealand are increasingly recognising the significance of embracing te reo Māori, the indigenous language of the country. Understanding te reo Māori is becoming a crucial skill set for marketing and communications professionals, read on to see why, and to see how you can learn the language.

So why is it important to embrace the language for marketing success?

Cultural Sensitivity and Connection:

New Zealand's diverse population makes cultural sensitivity and connection essential in marketing and communications. Statistics reveal that approximately 15% of New Zealanders identify as Māori, highlighting the importance of engaging with this significant demographic. By incorporating te reo Māori, professionals demonstrate cultural respect and a genuine effort to connect with Māori consumers, fostering stronger relationships and enabling brands to authentically engage with the Māori community.

Effective Audience Targeting:

Targeting the right audience is crucial in successful marketing and communications. In New Zealand, the Māori consumer market represents substantial purchasing power, estimated at around NZD 50 billion per year. Understanding te reo Māori allows marketing and communications professionals to develop tailored and culturally relevant messaging that resonates with Māori consumers, leading to increased engagement, loyalty, and market share.

New Zealanders are also becoming more and more involved with the Māori language, including embracing Matariki, mātauranga Māori, and other celebrations like Māori language week. By aligning companies with these important pieces of Māori culture, marketers and communications professionals can show their audiences that embracing their local culture is important to them.

Differentiation and Competitive Advantage:

In a competitive market, differentiation is key. New Zealand-specific data shows that Māori consumers tend to prefer brands that actively engage with and respect Māori culture. By incorporating te reo Māori into marketing and communications strategies, professionals differentiate their brands, showcasing a commitment to inclusivity and cultural diversity. This approach sets brands apart and provides a competitive advantage in capturing the loyalty and trust of Māori consumers. Think about the haka in New Zealand Rugby, or the use or te reo in the Air New Zealand safety videos as great examples of incorporating the use of the language to create an incredible point of difference for their brands.

Building Brand Authenticity:

Authenticity plays a pivotal role in building strong brands. In a survey conducted in New Zealand, over 80% of respondents indicated a preference for brands that genuinely embrace Māori culture and language. By incorporating te reo Māori into marketing campaigns, professionals demonstrate a genuine commitment to cultural inclusion, fostering trust and credibility among consumers. This authentic connection allows brands to establish meaningful relationships and cultivate long-term loyalty.

Meeting Regulatory Requirements:

New Zealand has regulatory requirements and guidelines that encourage organisations to incorporate te reo Māori in their marketing and communications materials. For example, the "Māori Language Week" initiative promotes the use of te reo Māori in various sectors. Being well-versed in te reo Māori ensures compliance with these guidelines, avoiding potential legal and reputational risks. Additionally, actively incorporating the language showcases professionals' commitment to the revitalisation and preservation of te reo Māori as an integral part of New Zealand's cultural identity.

New Zealand-specific statistics validate the growing importance of te reo Māori as a skill for marketing and communications professionals. By understanding and incorporating te reo Māori into strategies, professionals can establish authentic connections with diverse audiences, effectively target the Māori consumer market, differentiate their brands, and ensure compliance with regulatory requirements. Embracing te reo Māori not only enhances marketing and communications efforts but also contributes to the cultural fabric of New Zealand, fostering a more inclusive and connected society.

Ready to learn more about te reo Māori? Here’s a few ways to get started:

Te Reo Māori Classes: Look for language classes offered by local educational institutions, community centers, or Māori organisations. These classes provide structured learning opportunities and are often taught by qualified instructors. Here’s a list of classes.

Online Language Courses: Explore online courses specifically designed for learning te reo Māori. Websites like "Te Whanake" and "Te Kura" offer interactive lessons, exercises, and resources for self-paced learning.

Language Apps: Download language-learning apps such as "Kura" or "Māori Dictionary" that provide lessons, vocabulary, and pronunciation guides for learning te reo Māori on the go.

Language Exchanges and Conversation Groups: Join language exchange programs or conversation groups where you can practice speaking te reo Māori with other learners or fluent speakers. Look for local language exchange events, Meetup groups, or online forums to connect with language enthusiasts.

Cultural Events and Workshops: Attend Māori cultural events, workshops, or seminars that incorporate te reo Māori. These events offer opportunities to immerse yourself in Māori language and culture while interacting with fluent speakers and cultural experts.

Māori Radio and TV: Tune in to Māori radio stations, such as Radio Waatea or Māori Radio, to listen to programs and music in te reo Māori. Watch Māori Television for shows and documentaries that incorporate the language.

Online Resources: Explore websites like "Māori Language Commission," "Te Aka Māori Dictionary," or "Kōrero Māori" for online resources, including grammar explanations, vocabulary lists, and pronunciation guides.

Māori Language Weeks and Events: Take part in Māori Language Weeks or other language-focused events that occur throughout the year. These events often feature workshops, activities, and resources to promote te reo Māori learning.

Cultural Centres and Marae: Engage with local Māori cultural centres or marae, which may offer language classes, workshops, or resources for learning te reo Māori.

Remember, consistency and practice are key to learning any language or developing a knowledge of any culture. Embrace opportunities to practice speaking, listening, and engaging with te reo Māori in various settings to enhance your learning experience.