New Zealanders and the Arts — Ko Aotearoa me ōna Toi

New Zealanders and the Arts — Ko Aotearoa me ōna Toi 2020 study provides an insight into our ever-developing relationship with the arts. Now in its sixth edition, this report is also a reflection of year which saw the world enter a global pandemic. The report found that New Zealanders are more positive than ever about the vital role the arts play in our lives, and the role the arts played during the lockdowns had a significant positive impact.

About the study

This important study presents a benchmark for New Zealanders’ engagement with the arts over time. The research has been done every three years since 2005 – the only longitudinal survey of its kind in Aotearoa. The research provides a rich picture of the powerful impact the arts have on our lives, for both adults and young people alike.

What is covered the report?

The research summary document, produced by Creative New Zealand, brings together and summarises the numerous reports created by Colmar Brunton and contains:

  • key insights from the adult and young New Zealanders surveys
  • overview of attendance, participation and attitudes
  • community perspectives on the arts:
    • Māori
    • Pasifika
    • Asian New Zealanders
    • New Zealanders with lived experience of disability
    • across the regions
  • more about the research.

Why does this effect you?

The results of this study can provide insight into your creative arts practise, and how New Zealanders may respond to your campaign or works. It can provide you with insights into how different demographics engage with the arts, illuminate potential barriers that may effect someone connecting with your work, and more.

5 Key Insights from the Study

Here are the five key insights from the report:

  1. New Zealanders are more positive than ever about the vital role the arts play in our lives.
  2. The arts are making a powerful contribution to New Zealanders’ wellbeing, and are helping us get through COVID-19.
  3. More New Zealanders appreciate the arts’ powerful role in connecting whānau and communities, but access to the arts could be improved.
  4. The arts are helping more of us explore and build our own sense of identity, as well as growing our connections with other New Zealanders.
  5. Attendance has declined but participation has held steady, and how we want to experience the arts is changing.

4 Key Takeaways for Artists

Here are the four key takeaways to consider for your artistic campaign:

  1. People are actively engaging with work and approach it with positivity. They understanding that it provides a sense of happiness and wellbeing.
  2. New Zealanders are proud of homegrown work, and want creatives to do well on a global scale. If you ask your audience for help, they will support you!
  3. People want to be exposed to a cultural diversity of artworks. They see the arts as a place of learning and discovery. When you are introducing your work, make sure you explain its cultural background and significance.
  4. Some of the easiest ways to reach out to people is through the places they spend a lot of time. Make sure part of your strategy is reaching them in those places – like their mobile phone!

Want More Information?

Visit the official reports below:

  1. 2020 Research Summary
  2. Easy Read Short Summary Report

We’re here to colab with you to get your art in front of the most appreciative eyeballs. Let’s chat!

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