Australia can feel familiar to New Zealand businesses. We share a language, close ties and plenty of cultural connections. But Australians are not simply Kiwi with a different accent.

Differences in what Australians value, trust and respond to matter for Kiwi exporters. Knowing these differences can help you identify the audiences with the strongest potential for your offer and focus your efforts as you enter the market.

Join The Research Agency (TRA), the New Zealand Ministry of Foreign Affairs and Trade (MFAT), and New Zealand Trade and Enterprise (NZTE) for a webinar designed for New Zealand businesses looking to better understand and succeed in the Australian market.

James Munro, Consul-General to NSW & Queensland, MFAT, will open the session with an introduction to the economic relationship between New Zealand and Australia, setting the scene for Kiwi businesses looking to expand across the Tasman.

Colleen Ryan, Partner, TRA, will then introduce Aussie Minds, TRA’s framework for understanding Australians beyond demographics and beneath behaviour. Grounded in research with over 3,000 Australians, it identifies six distinct MindSets based on the underlying worldviews that shape how people think, choose and respond to brands.

Hamish Campbell, Trade Commissioner Sydney, NZTE, will join Colleen for a discussion exploring what these insights mean for Kiwi businesses preparing to enter Australia, moderated by Adele Millin, Group Business Director at TRA.

You'll learn:

How Australian worldviews differ from those of New Zealanders, and why that matters for exporters
The six MindSets shaping Australian audiences
How to identify the people most likely to respond to your product or proposition
How these insights can sharpen your positioning, messaging and channel choices
How to recognise the Kiwi assumptions you may bring to the Australian market

ABOUT THE SPEAKERS

Colleen Ryan, Partner at TRA, has a curious and strategic mindset fuelled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.

Hamish's background is in sales, category and commercial strategy leadership in the FMCG industry. Originally from Christchurch, his career has taken him across New Zealand, Australia and South Africa. He spent 25 years with global multi-nationals Unilever & Kimberly-Clark in a variety of leadership roles and prior to joining NZTE was head of commercial excellence at Kimberly-Clark Australia.

James Munro is New Zealand’s Consul-General in Sydney, representing New Zealand’s interests across New South Wales & Queensland. He has more than 15 years’ experience with the New Zealand Ministry of Foreign Affairs and Trade, including senior diplomatic roles in the Middle East, international security policy, and Pacific affairs.

Adele is an accomplished qualitative research specialist with 20 years experience in South Africa and New Zealand. Adele has worked across a range of private and public sector clients. She is committed to understanding people in all their complexity and strives to deliver insights that are actionable and impactful.