New Zealand’s Asian population is growing in both the main centres and the regions, but are retailers and marketers missing their opportunity to turn them into customers due to a lack of understanding, stereotyping and homogenisation? Nick Siu and Peter Doyle offer some advice.
If there’s ‘riches in niches’, is it time for New Zealand marketers to change the way they talk to the ever-growing Asian population?
Census and sensibility: how smart marketers can make the most of soon-to-be-released government data
More detailed Census information is being released at the end of March. Critchlow’s Tim Ryan shows you how to harness its power.