In response to tariffs, 27% of New Zealanders claim they’ll stop buying US products and services and 47% will buy more locally. Kantar’s Consumer Sentiment Barometer reveals that three quarters of New Zealanders (76%) still feel prices are rising and that rising energy costs (64%), business profiteering (61%) and economic policies (51%) are driving up the cost-of-living.

Data and insights company Kantar has launched Blueprint for Brand Growth – a new “essential recipe” to help businesses expand.

Our Marketing Trends 2024 have been sourced from across Kantar. We look at macro and micro trends for marketers to consider as part of their brand growth journey, and how they might suit their own objectives. From insights to behaviour, from culture to data, we cover some of the key trends that we see emerging and growing over the next year.

Kantar have identified that digital advertising that evokes strong emotions are four times more impactful for brands. This insight, while not completely novel, is very relevant for New Zealand marketers who face challenges in figuring out how to be most effective in the digital space.

Kantar's latest Media Trends and Predictions report highlights how inflation is hitting advertiser’s media budget as demand remains high while inventory is constrained. Consumers changing media behaviours is one force behind this as consumers continue to move to environments with lower ad loads.

Kantar has recently expanded its media ROI offer to deliver even stronger campaign and brand level insights, aimed at optimising media budgets and improving forecasting.

How an entire membership database could be segmented with existing data.