Sample Report - Global Connectivity - Kea survey Jul 2023

Global Connectivity - Cost of living insights and intents from global Kiwi. Purchase the report to view the full report.

Kea New Zealand Global Connectivity Cost of living insights and intents from global Kiwi July 2023

“It’s not so long ago that expat Kiwis were almost considered to have let New Zealand down by leaving . . In the 21st century those attitudes had to change . . . . Those who stay offshore can be a huge asset to our country - opening up their networks and contacts to New Zealand-based businesses, researchers, and professionals seeking to expand their global linkages.”

- Former Prime Minister Rt. Hon Helen Clark, ONZ SSI PC



CEO Foreword 1.0 How the cost of living is affecting global Kiwi 2.0 What can we learn from global Kiwi when it comes to rising costs? 3.0 Pressures on global Kiwi will have a flow-on effect on New Zealand tourism 4.0 Are rising costs affecting Kiwi looking to relocate back to New Zealand? 5.0 Value and support of returning Kiwi 6.0 Recognising the value of those who remain offshore

7.0 Summary of findings 8.0 About the respondents Acknowledgements About Kea Survey approach Appendices




Kia ora tātou,

Aotearoa New Zealand’s offshore community is a phenomenal source of global ideas and connectivity for our nation. Our offshore community has a strong desire to unite with Kiwi at home to tackle the challenges currently being felt around the globe. It is by combining their learnings and understandings with our own, that we will strengthen our global connectivity and be best placed to navigate the years ahead. Kea’s latest report ‘Global Connectivity - cost of living insights and intent from global Kiwi’ seeks to showcase both the measures other countries have put in place to help navigate the current climate, and how our global Kiwi are responding to them. While there are no easy solutions, there is an opportunity for New Zealand to learn from what is happening in other markets and use the insight to help address economic and social challenges. One of the key points highlighted in this report is the big shift in behaviour and mentality towards both personal and business spending, as our community comes up with new ways to cut back on not just discretionary costs but also essential items. Assuringly, in their businesses this climate is driving a push towards future proofing to ensure they remain competitive when the economy rebounds, including investment into people and technology. Some are giving up office space and utilising remote working, while others are focusing on ways to support staff by increasing wages and investing in digital tools. In their homes we are seeing people focus on sustainability and food waste as well as looking at ways to invest in greener energy. Offshore Kiwi are also looking to delay or cut non essential spending such as trips to New Zealand to visit friends and family, a challenging insight for families and tourism operators.

The report also shares a broader view of private and public policies which have been introduced to help support people and businesses during this time.These include ways to make basics like food, childcare, travel and electricity more accessible and increasing investment in businesses.

Aotearoa New Zealand, like much of the world, is currently facing a challenging environment, but there is much we can learn if we open up to global insights and learnings.

Toni Truslove Kea Global CEO



The global Kea community

We would like to first and foremost acknowledge our global Kea community . This community spans 185 countries and consists of individuals who willingly offer up their time, advice, experience, and support to contribute to Kea’s bi-annual surveys; help grow and inspire Kiwi export businesses and entrepreneurs, and share their stories with other offshore Kiwi. Our global partners We gratefully acknowledge the support for Kea from our global partners : Ministry for Business, Innovation and Employment [MBIE], New Zealand Trade and Enterprise [NZTE] and Ministry of Foreign Affairs and Trade [MFAT].


About Kea Kea was founded in 2001 at a time when many of our best and brightest Kiwi minds were heading overseas. Sir Stephen Tindall and Professor David Teece recognised that for a nation as small and geographically remote as Aotearoa, offshore Kiwi are crucial to our ongoing global connectedness. More than 20 years after its inception, Kea continues to focus on keeping our extraordinary offshore Kiwi part of Aotearoa. Each month Kea supports 35+ Kiwi businesses to compete on the world stage by extending the helping hand of our offshore community via our Kea Connect service. We highlight inspiring Kiwi doing world changing mahi offshore, we profile the successes of Kiwi export businesses to educate future entrepreneurs and we showcase to broader New Zealand the significant opportunities in connecting with both offshore and returning Kiwi. Within our Kea community we have our select group of World Class New Zealanders. These are Kiwi across a variety of locations and sectors who are changing and shaping industries and cultures and want to leverage their skills and experience for the good of New Zealand, they are also passionate about giving back to the communities where they live and work. They are strong advocates for both Kea and New Zealand.

Kea has a community of almost half a million Kiwi, across 185 countries. We are funded by government agencies including New Zealand Trade and Enterprise [NZTE], Ministry for Business, Innovation and Employment [MBIE], Ministry of Foreign Affairs and Trade [MFAT] and selected corporate partners.



Survey approach

Over the past few years Kea’s surveys have shone a light on the sentiment and insights of our offshore Kiwi community - a one million strong group that can have a broad impact on the ongoing success of Aotearoa New Zealand. The context for this report comes from our latest survey - Community surveyONE 2023 which was in market from March to May 2023 and in market for 5.5 weeks.

Our survey was open to registered Kea members and the wider Kea social community and we invited our partners to share it with their global networks and community groups.

Kea is New Zealand’s only organisation that regularly assesses the insights of our offshore community. To give wider context to this survey and show longitudinal trends we also reference earlier data from our community including that from our Welcome Home (WH) survey, which was in market in 2020, our Future Aspirations (FA) survey, in market early 2021, and finally our Changing Trends (CT) survey, in market August to October 2022.

More information on the details of all the above surveys can be found in the Appendix.





Approach - previous surveys

1. Welcome Home [WH] In market: 5 - 31 August 2020 Number of respondents: 14,944

3. Changing Trends [CT] In market: August 4 - October 31 2022 Number of respondents: 2,212

Developed in partnership with: TRA who conducted the original analysis of the data for all respondents.

Kea sought to understand the effects this unprecedented 2 year period has had on our offshore community. We want to understand how the thoughts and feelings of this group have been affected, particularly in relation to their connection to New Zealand. We believe that every Kiwi, no matter where they are in the world, is important to New Zealand’s growth and global connection. This survey aimed to gather insights and perspectives that will allow us to maintain a strong connection with this valuable group. Respondents to Changing Trends who selected the response ‘I currently live in New Zealand and intend to return overseas to live’ were redirected to Exploring Kiwi survey. The Changing Trends survey was open to all New Zealanders both offshore and returned to New Zealand.

In recognition of the significant numbers of Kiwi returning to New Zealand during the initial stages of the pandemic, Kea sought to understand more detail about who was planning to return, why, their timeframe, as well as their commercial background and experience. The Welcome Home survey was open to all New Zealanders both offshore and returned to New Zealand.

2. Future Aspirations [FA] In market: April 20 - June 7 2021 Number of respondents: 3,790

Developed in partnership with: TRA who conducted the original analysis of the data for all respondents.

Further into the pandemic, Kea sought to understand whether plans had changed for Kiwi planning to return, and also for offshore Kiwi understanding their appetite to engage with New Zealand from afar. The Future Aspirations survey was open to registered Kea members.




Definition of regions

For this report Kea utilised the following definition of regions:

● ● ● ● ● ● ● ●

NAM [North America]

LATAM [South and Central America including Mexico] AusPac [Australia and the Pacific, excluding New Zealand]

East Asia [including Japan, Korea]

Greater China [China, Hong Kong SAR, Taiwan]

IMEA [India, Middle East and Africa]

Europe [including UK]

NZ [New Zealand]

Report naming convention

As described in Approach - about the surveys, one Kea community survey in market between March and May 2023 formed the basis for this report, with three earlier surveys being utilised to compare and contrast findings.

● ● ●

WH [Welcome Home - 2020] FA [Future Aspirations - 2021] CT [Changing Trends - 2022]




Report methodology

For the purposes of this report, analysis was carried out on Kea’s 2023 Community surveyONE. Where relevant, comparable data to compare and contrast was drawn from Welcome Home [August 2020], Future Aspirations [April-June 2021] or Changing Trends [2022]. Respondents to each survey had the option to select a sector that best represents where they have the most work experience.

Duplicate responses were identified and removed prior to analysis, resulting in the total n of 1,083. Blanks were removed when analysing each question.

The comments in this report belong to individuals in the Kea community and were shared with Kea via our community surveys. These comments are the views of the individuals and do not necessarily reflect the views of Kea New Zealand.






2022 2021






Welcome Home survey data, Kea, 2020



Definitions - sector and subsector



Farming/Agriculture Fashion/Apparel

Oil/Gas Packaging Packaging and Containers Pest Management Pet Food Pharmaceutical Manufacturing Pharmaceuticals Physiotherapy Processed Foods Produce Professional Services Professional Sports Psychology Radio Real Estate Recruitment/HR Renewable Energies Residential/Aged Care services Robotics Seafood including Aquaculture Software/Platforms Technology/Science Research Telecommunications Television/Film Tourism Transportation/Logistics Veterinarian Viticulture Water/Wastewater Systems Wood Wool/Textiles

Academia/Education/Training Accounting Agritech Alcoholic Beverages Alternative Foods including plant based proteins Animal Care AR/VR Architecture/Design Art Artificial Intelligence

Agribusiness Arts/Creative Consumer Goods/Retail Financial Services Food/Beverage Healthcare Infrastructure/Resources Manufacturing Services Sport/Recreation

FinTech Fishing Fitness Food/FMCG

Forestry Furniture Government/Trade/Relations Hardware/Electronics

Health Foods/Dietary Supplements Health Management/Administration HealthTech Honey Horticulture Hospitality Industrial Equipment Insurance Journalism Legal LegalTech Luxury Goods/Jewellery Marine Marketing/Digital Meat excluding Seafood Medical Practice Metal/Plastic Manufacturing Mining Music NanoTech Non-Alcoholic Beverages Not for Profit/Social Enterprise

Aerospace Automotive Aviation/Airlines

Banking BioTech

Building/Construction Business Operations Capital and Investment CleanTech

Coach/Management Consumer Electronics Consumer Products Cosmetics/Cosmetics Services/Health CreativeTech Cyber Security Dairy

Dairy Products Defence Forces Dentistry Dietitian E-Commerce EdTech Electricity/Energy Emergency Services



Table of figures

Abbreviations: WH = Welcome Home survey; FA = Future Aspirations survey; CT = Changing Trends survey; CsO = Community surveyONE

Figure 1.1a Figure 1.1b Figure 1.2a Figure 1.2b Figure 1.3 Figure 1.4 Figure 3.1a Figure 3.1b Figure 3.2 Figure 3.3 Figure 3.4 Figure 3.5a Figure 3.5b Figure 3.6 Figure 3.6a Figure 3.6b

All respondents by extent of concern to the rising cost of living Extent of concern to the rising cost of living by region Extent of concern to the rising cost of living by salary bracket Extent of concern to the rising cost of living by age Change in spending habits by salary bracket and region Rising cost of living affect the way business will operate

n=1,083 n=1,083


n=1,083 n=721 n=490 n=700 n=681 n=828 n=458 n=459 n=461 n=461 n=828

Rising cost of living impact on plans to return to NZ

Impact on plans to return by region

Planning to return to NZ for a holiday in the next 12 months How much do you plan to spend on NZ holiday by region When in NZ, what city will you spend most of your time in

What sort of accommodation will you stay in? How will you get around while on holiday in NZ?

Planning to return to NZ for a holiday in the next 12 months Will the rising cost of living affect your NZ investments?

n=877, excludes NZ respondents n=154, excludes NZ respondents

Investment types affected by rising cost of living



Table of figures

Abbreviations: WH = Welcome Home survey; FA = Future Aspirations survey; CT = Changing Trends survey; CsO = Community surveyONE

Figure 4.1a Figure 4.1b Figure 4.2a Figure 4.2b Figure 4.3a Figure 4.3b Figure 4.4 Figure 5.1a Figure 5.1b Figure 5.2a Figure 5.2b Figure 5.3a Figure 5.3b Figure 5.4 Figure 5.5a Figure 5.5b

Intent to return over time

n=14,944 [WH], n=3,790 [FA], n=2,544 [CT], n=1,056 [CsO] n=3,041 [WH], n=938 [FA], n=750 [CT], n=255 [CsO]

To be closer to friends and family over time

Main reason for returning to NZ


To be closer to friends and family over time Top 10 countries returners are coming home from Returning to NZ over time [% top 6 countries] Influences on choice of NZ city to live in

n=3,041 [WH], n=938 [FA], n=750 [CT], n=255 [CsO]


n=6,310 [WH], n=816 [FA], n=750 [CT], n=1083 [CsO]


Returners’ sector experience Years of offshore work experience Current salary band of returners [NZD]

n=256 n=256 n=256 n=256 n=256 n=256

Returners' salary expectation vs current salary NZ businesses understanding global experience Understanding global experience over time

Top attributes returners are looking for in their next company n=256

The right job opportunity to incentivise returning to NZ


The right job opportunity to incentivise return to NZ by age n=617



Table of figures

Abbreviations: WH = Welcome Home survey; FA = Future Aspirations survey; CT = Changing Trends survey; CsO = Community surveyONE

Figure 6.1

Remaining offshore by region Main reason for leaving NZ Main reason for remaining offshore

n=616 n=613 n=617 n=584

Figure 6.2a Figure 6.2b Figure 6.3a Figure 6.3b Figure 6.4 Figure 6.5 Figure 8.1

Remaining offshore by years of experience Comparing remaining and returning by sector

n=584 [Remaining offshore], n=232 [Returning]

As an offshore Kiwi which of these things are important to you n=196

Topics where Kea could provide support


All respondents by sector

n=1,083 blanks excluded


To the global Kea community, thank you for sharing your insights, without which this report would not have been possible. Have questions? Please contact the team at Kea.


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