What does it tell us?

More than a quarter of New Zealanders (28.8%, 1.4 million) were born outside of Aotearoa¹.  The proportion of our overseas-born population has almost doubled since 1991. Aotearoa’s vibrant cultural tapestry continues to grow richer and more diverse. The 2023 Census paints a striking picture of change. While the proportion of people identifying as Pākehā or NZ European decreased from 64% to 62%, whānau Māori surged to 17.8% of the population, reflecting the enduring strength and vitality of tangata whenua.

Alongside this, our Asian and Pasifika populations are flourishing. Indian populations now represent 5.8% of New Zealanders, Chinese 5.6% and Samoan 4.3%. These figures speak to the incredible contributions these groups are making to our society, from business and innovation to art and culture.

Tāmaki Makaurau Auckland, our largest and most vibrant city, is a microcosm of our cultural metamorphosis. Almost a third (31.3%) identify as Asian, while 16.6% have roots in the Pacific. This is just the beginning. By 2042, projections suggest 42% of the city's population will be Asian, while in the neighbourhoods of Māngere-Ōtāhuhu, Ōtara-Papatoetoe, and Manurewa, Pasifika communities are set to reach 76%, 62%, and 50% respectively.

Collectively we now speak more than 150 different languages, each one a unique expression of culture, identity and connection. While English is still the most widely used language, te reo Māori is surging. Our national taonga is now spoken by over 213,000 people. Sāmoan is also thriving. 110,000 speakers make it our third most spoken language, followed by northern Chinese languages, including Mandarin, spoken by 107,000 people. Hindi is the next most spoken language, with its 77,000 speakers, and Tagalog, with 59,000.

It’ll be no surprise to hear that we’re getting older. Our median age is now 38.1 years (up from 37.4 years in 2018). Auckland remains our youngest region with a median age of 35.9 years while the West Coast is our oldest, at 48.1 years. But it's not just our ages that are shifting. How we live is changing too. Extended families living together have increased by 27% since 2013², with more than half of these homes including three or more generations. Three quarters of New Zealanders now live in Te Ika a Māui North Island, drawn by its economic opportunities, cultural vibrancy, and milder climate³.

What does it mean?

As our country’s diversity changes, so too does the range of channels our communities use for information and entertainment. A one-size-fits-all approach to media and creative will not deliver reach and impact with all of our communities. To truly connect, audience segmentation is increasingly important. A spectrum of communication methods needs to be adopted to ensure connection and effectiveness with each community group.

At Hemisphere Consulting , we’ve been delving into the communication needs of recent migrants. We’ve had some fascinating insights. While digital channels dominate, the power of person-to-person communication through community organisations, workplaces and faith-based groups shouldn’t be underplayed.

Traditional media like radio remain effective – especially for language specific content. While English is widely used by many migrant communities, there’s an increasing need to consider translated content on our many community-based radio programmes, and social channels. It’s about more than conveying information - it's about sparking understanding, igniting conversations, and weaving our messages into the fabric of community life.  

We also need to consider a broader range of digital channels and prioritise different platforms. Different communities use different channels — WeChat for Asian, WhatsApp for Latin American communities. Mobile first behaviours are shaped by the digital infrastructure of countries of origin. In India for example, smartphone (97.6%) dwarfs laptop and desktop (45.3%) ownership.

Even within Aotearoa, regional differences are common. An Auckland campaign solution should look and feel very different from one aimed at the West Coast. The key is to let the unique data we hold from each region guide our approach. 

At Hemisphere, ‘whānau-led' isn't just a catchphrase. It's a commitment that shapes every facet of our agency, from the way we build our team to the way we measure our impact.

And then there’s the creative side. Our imagery and messaging needs to reflect the richness of our communities. We need to showcase a greater mix of people, to consider the unintended impacts of language and visual cultural cues, to craft imagery that mirrors the realities of how our diverse whānau live. 

We can help you navigate the changes

At Hemisphere, these are the challenges posed by Aotearoa's evolving demographic landscape that fire us up. By constantly pushing ourselves to think more deeply, to understand more fully, and to create more inclusively, we craft campaigns that reach our communities, and truly resonate with them.

For us, it's about more than just acknowledging the rich diversity that makes Aotearoa so special - it's about actively celebrating it and harnessing its power to drive meaningful connection and transformative change.

The 2023 Census has painted a picture of our changing nation. At Hemisphere Media, we've taken this portrait to heart. Armed with deep data insights, cutting-edge tools, and a wealth of expertise, we're ready to help you navigate this exciting landscape.

We have the expertise to ensure your campaigns connect with each of Aotearoa New Zealand’s unique communities. Whether you're looking to engage with the vibrant Asian communities of Auckland, connect with the rich Pasifika heritage of our southern suburbs, or tap into the unique pulse of our regions, let’s kōrero.