Mexico, Chile independence Diversity Works NZ Workplace psychological days - pages 4,13 Awards 2018 - page 7 safety - page 11 Is your business adapting to change? Towards a multilingual One of the biggest changes that we’ve seen Brand Relevance - Update and realign Aotearoa: National MP in New Zealand in the last five years is the resources. demographics of New Zealand. According to • Does it make sense to allocate only 3% of Stats NZ, over 500,000 new Kiwis arrived marketing budget to target new Kiwis when Nikki Kaye’s second into New Zealand with the intention of we know for a fact that 25% of Kiwis are staying for 1 2 months or longer in the last 5 born overseas? years. That's larger than the size of the • When was the last time you updated your language learning bill Waikato region. With an annual growth rate segment strategy that shows new Kiwis’ net of 1 1 percent since 201 3, new Kiwis is the fiscal power is up to 1 5x more than those fastest growing consumer segment in the who are locally born? In a big boost to advocates of multilingualism in New history of New Zealand. Zealand, a private member’s bill that will ensure every child Brand Credibility - Reputation precedes in years 1 -8 has the opportunity to learn a second language With a highly diverse new Kiwis shaping the everything. was drawn from the Ballot last week. new face of Aotearoa, Kiwi businesses need • How consistently frequent is your brand to ensure that their brands are adapting to reaching new Kiwis? It’s an initiative of National MP for Auckland Central Nikki this significant change. Old school thinking • Is your brand appearing on a media Kaye who has released the following statement: when it comes to brand trial is simple and platform that is credible and reputable? straight forward as a three step process: • Is your brand working with trusted “Speaking more than one language has enormous cognitive, Awareness – Consideration – Trial. professionals who reflect the type of clients cultural, social and economic benefits. New Zealand is a that your brand wants to target? diverse country where 1 60 languages are spoken, and it’s Yes that may be correct for someone who important that what’s being taught in schools reflects that. grows up accustom to the brand – you’ve Brand Consideration - Right Place. Right My Bill would require the Minister of Education to set at seen the brand, you know what the product Time. Right Message. least ten national priority languages for schools following does, you know where it fits in your life. Just • 65% of readers said information they get public consultation and places a requirement on the Crown a simple advertising trigger will nudge the from newspapers is trustworthy, compared to resource teaching these languages in primary and customer to consider purchasing the product. to just 33% for online according to intermediate schools. "Nielsen: Consumer and Media Insights However, for someone who is new to a 201 6." It will be up to school boards to decide which of the priority country, every brand is foreign in their eyes. • In addition, there are 3 times more people languages will be taught at their school. Every school will who trust ads in newspaper than on social be required to deliver at least one second language, but So how can Kiwi brands position itself on the media, with only 24% of consumers trust some may choose to offer more than one. The Bill makes it shopping list for the 350 new Kiwis arriving advertising on Facebook according to clear that Te Reo Māori and New Zealand Sign Languages every single day? "Colmar Brunton: Trust, advertising will, as the official languages of New Zealand, be on the receptivity and engagement 201 7." final list of ten or more priority languages schools can Brand Reach - Get your brand out there. • Is your brand appearing at the right touch choose from. I’d expect that other languages that would be • How frequent is your brand reaching new points for new Kiwis? consulted on would include Mandarin, French, Spanish, Kiwis? • How is your brand message cutting through Japanese, Korean and potentially Hindi. • When is your brand reaching new Kiwis? and shining above others? Before they arrive? Within the first 1 4 days • Do you know what is your brand There is widespread support for the Bill, with an Asia New of their arrival? consideration score? Zealand Foundation survey showing 80 per cent of New • Which KOL is helping Zealanders think that school children should learn a your brand to reach language other than English. It has also been great to see a new Kiwis? number of language specialists and leaders call on MPs to send the Bill to select committee for wider public debate. Brand Perception - Nurture the right Having the ability to speak a second language can be the brand persona. difference in children being able to speak with their • How is your brand’s grandparents or young businesses leaders being able to marketing and better connect to markets like China and India. The Bill, sponsorship with a comprehensive implementation plan, would also see programme link back a lot more young New Zealanders speaking Te Reo. to your organisation’s purpose? I plan to meet with key political leaders from every Party in • Is your brand Parliament to discuss the Bill and ask for their support. I am appearing in the right optimistic that they will support the Bill because they media to ensure you understand the importance of second language learning. I are building an do not underestimate the investment and careful planning inclusive personality required to deliver this policy. I am keen to work cross-party for your brand? on an implementation plan, as this initiative will require the support of successive governments." September 12 - September 25, 2018 About us/News 2 www.multiculturaltimes.news For complaints Multicultural Times is subject to NZ Media Council procedures. Any complaints must first be directed in writing, within one month of publication, to [email protected]. If not satisfied with the response, the complaint may be referred to the Media Council P O Box 1 0-879, 93 Boulcott Street, Wellington 601 1 . Or use the online complaint form at www.mediacouncil.org.nz/complaints. Please include copies of the article and all correspondence with us. For all editorial enquiries: Gaurav, Editor-in-chief [email protected], 021 807890 For all advertising enquiries: Eric, GM Sales and Marketing [email protected], 02797371 81 Office address: 54 Ponsonby Road, Auckland 1 060 Monday to Friday, 1 0am to 6pm CLOUD39 is the newest co- For older children in Kidpreneur program On September 1 2, 201 8, Eric on Facebook and Instagram working and childcare neighbouring schools, pick up launching soon inside Chuah from Multicultural for a video feed of the talk. precinct now open in Botany and drop off service alongside CLOUD39. Times, Ron Lal from for the South and East high quality before and after Momentum NZ, and Diana Auckland community. With the school care is also provided. Membership at CLOUD39 Sharma from Mission Ready Event: Founders Chat - rise of flexible workspaces means access to office space, HQ will be speaking on topics Episode 1.0 and the future of work, this is Membership at CLOUD39 meeting rooms and events of multicultural business, When: September 12, a great space for like minded means being able to combine space, without the intensive start-ups and technology skills 2018 5:30pm to 7:30pm people to come together and family life and work life all in capital investment of having for the future of work. This is Where: CLOUD39 - 39 co-work. Parents can leave one, creating the ultimate to own or tie into long term an open chat panel discussion their children in the safe and work life balance and leases. As a member; office not to be missed. This event is Bishop Dunn Place, nurturing care of Kiwi fulfilment for parents to work space can be used by the day, brought to you by FURM Botany. Auckland. 2013. Supertots Childcare while closer to their family and week or month and meeting Academy and Momentum NZ. New Zealand. focusing on their business and home. Its also a hub for rooms can be booked by the Tickets available at various youth and children’s hour or by the day. For those not in the local work in the purpose designed www.eventbrite.co.nz and built co-working space. programs, including a area, follow @FURMacademy September 12 - September 25, 2018 News 3 www.multiculturaltimes.news Feedback on Burger King tenancy reforms served with a sought ban on hiring The public is being asked for feedback on new migrants The company behind 82 Burger Government proposals aimed at making life King fast food outlets in New better for renters, Housing and Urban The company behind 82 Burger Zealand has been placed on the Development Minister Phil Twyford has King fast food outlets in New Stand Down list. announced, urging landlords, tenants and Zealand has been placed on the other interested people to have their say on Stand Down list. Following an Employment the proposals covered in a discussion Relations Authority document on reforming the Residential Following an Employment Determination, for breaching the Tenancies Act released on August 27.The Relations Authority Minimum Wage Act, the company discussion document and a link to an online Determination, for breaching the behind Burger King in New submission survey are available at Minimum Wage Act, the company Zealand, Antares Restaurant www.mbie.govt.nz/rta-reform.