The integration of Te Ao Māori in marketing: Perspectives from Māori marketing practitioners

Abstract

Combining culture and business in a way that is inherently Māori not only creates opportunities for Māori to give back to their communities; it is also good for business itself (Ka'ai, Smith, Haar, & Ravenswood, 2019; UniServices, 2022). Marketers are increasingly using Māori cultural elements in their practices; consider Whittaker’s special edition Miraka Kirīmi (creamy milk) chocolate to celebrate Te Wiki o te Reo Māori (Māori Language Week) (Whittaker’s, 2023). Consequently, it is of interest to explore: What are Māori marketing practitioners’ perspectives and experiences of using Māori cultural elements in their practice? Exploratory interviews with six Māori marketing practitioners were conducted kanohi-ki-te-kanohi (in person) or virtually. The research employed kaupapa Māori (Māori ideology) principles and a wānanga approach adapted from Mahuika & Mahuika (2020) through interactive kōrerorero (conversations). This included karakia (prayers), pepeha (Māori introductions), whakawhanaungatanga (relationship building), and kai (food) (kanohi-ki-te-kanohi only). Interviews were transcribed and analysed for common themes. When defining Māori cultural elements, most participants used Te Ao Māori (the Māori worldview) as their guiding framework. “For me, it's everything…It’s stepping back and viewing Te Ao Māori as a whole”. All participants embraced Te Ao Māori in their own practice and employed a consultation process, often with kaumātua (respected elders). The importance of relationships and whakapapa (genealogy) was emphasised. In terms of use by non-Māori, many participants were broadly comfortable with it, if those using it were also considerate of Te Ao Māori and tikanga.“I will always support and embrace anyone that using multicultural elements if they also have been through that [Te Ao Māori and tikanga] journey themselves”. Personal cultural journeys affected the level to which participants were comfortable with the integration of Māori cultural elements in their practice. All participants seeking further education opted for Te Reo Māori (Māori language) and mātauranga Māori (Māori knowledge), as opposed to marketing. The widespread use of Māori culture, when done well, benefits Māori communities (Roskruge, Morrison, & Maxwell, 2017). In recent years, more non-Māori organisations, like Whittaker’s, have sought to incorporate Māori cultural elements into their branding and external communications. The key to protecting this cultural taonga (treasure) is recognising efforts that support Māori, while calling out misuse. This research adds to the literature by contributing Māori marketing practitioners' perspectives on the use of Māori culture in practice, and supports rangatiratanga (sovereignty) by encouraging commercial efforts to revitalise, and preserve, Māori culture.