Reflect on the past
Background and methodology

Background

This report provides Manatū Taonga Ministry for Culture and Heritage with robust and representative research into national Matariki perceptions and engagement.

Many of the questions were built on 2023 and 2022 research, commissioned by Manatū Taonga.

What are the objectives?

The objectives of the 2024 research are to build on understanding the:

• Awareness and knowledge of Matariki
• Perceived relevance and what Matariki means to New Zealanders
• Attitudes towards Matariki
• If and how New Zealanders celebrate Matariki including activities during the public holiday
• Barriers to participation.

This survey has developed over time

New to this year, the 2024 research provides a benchmark understanding of:

• Activity spend over the Matariki public holiday / long weekend
• Attitudes related to Matariki in the context of national identity and sense of connection with others
• Attitudes related to Matariki and motivation to value, learn or use te reo.

Methodology

Sample

We conducted an online survey of 1,749 New Zealanders aged 18 years and over.

The maximum margin of error on a sample of this size is +/- 2.3%.

We over-sampled Māori, Pacific peoples and Asian peoples to enable more detailed subgroup analysis for these groups.

Note that in 2024, respondents who said they had never heard of Matariki were included in results, whereas in 2023, fewer than 2% of respondents said they had never heard of Matariki before and were screened out of the survey.

For more details on the sample composition please refer to the Appendix.

Method

Online survey using Lightspeed’s panel.

All surveys took place between the 1st and 26th of August 2024. Note that this is much closer to the Matariki public holiday than the 2023 survey.

Respondents were given the option of completing the survey in English or te reo Māori. In total, 4 respondents completed the survey in te reo Māori.

All subgroup differences noted in the report are statistically significant at the 95% confidence level.

Note that, because of rounding, percentages may not add to the total figure provided. For example, two equal responses of 33.3%, would be reported as 33% each, but as they add to 66.6% the total would be reported as 67%.

Weighting

To ensure the sample profile is representative of all New Zealanders aged 18 years and over, a weight was created for each respondent.

Weighting targets were set for the following variables: ethnicity, region, disability status, and age within gender.

The weighting corrects for the over-sampling of Māori, Pacific peoples and Asian peoples.

Forecast the bounty
Key insights

Awareness, knowledge, and perceptions of Matariki have shown positive trends among New Zealanders this year

• While overall awareness of Matariki has remained stable, there has been a notable increase in the depth of understanding, with more individuals possessing a good understanding of Matariki.
• Understanding of the significance of Matariki and its celebration has strengthened, with shifts in the top ten meanings associated with Matariki. Notably, themes like new beginnings and planning for the future have gained prominence.
• While traditional associations with Matariki as the Māori New Year and a public holiday remain popular, there is a growing recognition of Matariki as a time for observing the constellation or planning for the future.
• Overall perceptions of Matariki as an opportunity for people to come together with whānau, friends, community events, to connect with Māori culture, and celebrate nature are consistent among New Zealanders this year. Additionally, Matariki has a positive impact on attitudes towards te reo Māori and cultural appreciation.

The way in which New Zealanders celebrate Matariki continues to evolve

Connecting with friends and whānau and star gazing remain popular activities. There have been incremental increases in the variety of ways people celebrate, with more individuals attending hautapu or marae events compared to 2023. Common activities during Matariki include spending time with friends and whānau, enjoying kai, attending Matariki events, or simply staying at home. This year saw an increase in day trips and attendance at events not specifically related to Matariki, indicating a broader engagement with the holiday period.

Key barriers to participation continue to be a perceived lack of relevance or not being aligned with personal culture and beliefs.

However, the number of people citing a lack of knowledge about Matariki has decreased significantly compared to last year.

There is a sense of momentum and growth surrounding Matariki.

Most believe that the significance and observance of Matariki is increasing annually. This positive perception is reflected in the fact that half of the population expresses a strong intention to celebrate Matariki next year.

Overall, 63% of New Zealanders celebrated Matariki in 2024. This is a slight (though not significant) increase from 2023 (60%)

A closer look shows the following groups are more likely to know about, and show positive attitudes towards, Matariki than their counterparts:

• Younger adults (18 to 39 years old)
• Women
• Māori
• Pacific peoples
• Those living in a cities
• Those with a total household income of $100K+.

When compared to the New Zealanders’ engagement with Matariki 2023 research:

• Overall familiarity with Matariki has remained the same (85% have at least a basic understanding in 2024, compared to 87%), but there was a positive shift within this group where more New Zealanders have a good understanding in 2024 (21%, up 4 points)
• Furthermore, of New Zealanders who did not celebrate Matariki this year, considerably fewer mentioned “don’t know much about it or what to do” as a reason why (7%, down 16 points)
• More New Zealanders agree that Matariki encourages people to connect with the environment (63%, up 8 points since 2023)
• More New Zealanders attended a hautapu (6%, up 3 points since 2023) or an event at a marae (6%, up 3 points since 2023)
• And over the Matariki public holiday / long weekend, more New Zealanders did a day trip (9%, up 3 points) or attended an event, festival or concert that wasn’t specific to Matariki (7%, up 3 points).

Understand the present
Awareness, knowledge and perceptions of Matariki

Matariki awareness

Overall awareness of Matariki has stayed stable with most New Zealanders having a basic or good understanding of Matariki (85%). Though there is a positive shift compared to last year as more people say they have a good understanding of Matariki in 2024.

How familiar are you with Matariki, if at all? %

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85% of people are familiar with Matariki

Higher familiarity among:

• Māori 96%
• Households with income of $100K+ 90%
• Women 89%

Lower familiarity among:

• Deaf and disabled people 23%
• Those living in small towns 22%
• Men 20%
• Non-Māori 16%

Understanding what Matariki is and why we celebrate it has strengthened. Māori, Asian peoples, young adults (18-29), those with household incomes over $100K, women or those living in cities are more likely to agree that they have a good understanding of Matariki and why it’s celebrated. However, around one in five of those living in Canterbury (outside of Christchurch), living in small towns or aged 60 and older tend to disagree.

How much do you agree or disagree with the following statements about Matariki, the Māori New Year?

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11% don’t know what Matariki is and why we celebrate it

Higher disagreement among:

• Those living in small towns 20%
• Those aged 60+ 17%
• Men 14%

62% know what Matariki is and why we celebrate it

Higher agreement among:

• Māori 82%
• Asian peoples 71%
• Those aged 18-29 70%
• Households with income of $100K+ 69%
• Women 67%
• Those living in big cities 66%

Matariki knowledge

The top 10 meanings of Matariki remain stable for those who feel they have at least a basic understanding of Matariki, with nearly half continuing to say it represents the Matariki New Year.

What does Matariki mean to you?

Base: Respondents who have at least basic understanding of Matariki 2024 (n=1519). Source: Q1.

When prompted, fewer New Zealanders associate Matariki with acknowledging the Māori new year or as a public holiday / long weekend compared to 2023, though those two aspects remain the most popular among New Zealanders. Some new measures introduced in 2024 showed that around 2 in 5 New Zealanders consider Matariki as a time to observe the constellation or plan for the future.

Please select the statement(s) which best reflect what you think about Matariki %

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Please select the statement(s) which best reflect what you think about Matariki %

Similar to the 2023 findings, a deeper look shows that more women tend to know about Matariki, or find it means something to them, compared to men.

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Matariki perceptions: Overall

Perceptions around Matariki remain stable compared to 2023 (not shown). Around 70% of people agree that Matariki connects people together via community events, to Māori culture, and intergenerationally. Only around half feel that Matariki fosters personal growth.

How much do you agree or disagree with the following statements about Matariki? %

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Matariki perceptions: Across ethnic groups

Across most statements, Māori and Pacific peoples tend to show higher agreement compared to NZ Europeans.

How much do you agree or disagree with the following statements about Matariki? %

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Matariki perceptions: Te reo Māori

A dive into te reo Māori and Matariki attitudes shows that around half of people agree that Matariki helps them value te reo (for Pacific peoples and Asian peoples this increases to 6 in 10) or motivates them to use (more) te reo words. Those living in big cities or in Auckland are more likely to agree across te reo Māori statements.

How much do you agree or disagree with the following statements about Matariki? %

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Helps me value te reo Māori

Higher agreement among:

• Māori 70%
• Pacific peoples 63%
• Those aged 18-39 61%
• Asian peoples 59%
• Those living in big cities 55%
• Those living in Auckland 54%

Motivates me to use more Māori words

Higher agreement among:

• Māori 64%
• Those aged 18-39 59%
• Those living in big cities 50%
• Those living in Auckland 50%
• Households with income of $100K+ 50%

Motivates me to learn more te reo Māori

Higher agreement among:

• Māori 60%
• Those aged 18-39 56%
• Asian peoples 49%
• Those living in Auckland 45%
• Those living in big cities 43%

Base: All respondents 2024 (n=1749). Source: Q6.

Note: *New to 2024.

Attitudes towards Matariki: Celebration

A new statement to 2024 shows that just over 3 in 4 people like that we have a public holiday that is unique to New Zealand. Over half of New Zealanders have an idea about things they can do to celebrate Matariki or feel able to take part in some way. Across attitudes, Māori, young adults, households with an income of $100,000+ and women are more likely than average to agree.

How much do you agree or disagree with the following statements? %

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Attitudes towards Matariki: Culture in Aotearoa NZ

Seventy-five percent of people agree that Matariki is an opportunity to celebrate Aotearoa New Zealand culture, people and stories, while only 52% agree that Matariki is relevant to many cultures (this increases to 70% for Pacific peoples, slightly more than Māori at 67%). For both statements, fewer men, people aged 50 years or older and fewer NZ Europeans agree.

75% agree that “Matariki is a chance to celebrate the culture, people, and stories of Aotearoa New Zealand”

Higher agreement among:

• Māori 88%
• Pacific peoples 86%
• Those aged 18 to 39 83%
• Women 83%

52% agree that “Matariki is relevant to many cultures”

Higher agreement among:

• Pacific peoples 70%
• Māori 67%
• Asian peoples 60%
• Those aged 18 to 39 60%
• Households with income of $100K+ 57%
• Those living in cities 56%
• Women 56%

Base: All respondents 2024 (n=1749). Source: Q11b - How much do you agree or disagree with the following statements?

Attitudes towards Matariki: Connection

Though 7 in 10 agree overall that Matariki is for all New Zealanders, only 4 in 10 feel that Matariki is relevant to themselves personally. Speaking to the idea of connection, compared to last year, there was an 8-point increase in agreement that Matariki encourages people to connect with the environment.

How much do you agree or disagree with the following statements? %

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Attitudes towards Matariki: The nation and community

This year we looked at how Matariki may foster national identity and belonging. Half of New Zealanders say that Matariki makes them proud or feel more connected to others, and helps define who we are. Half also say that during Matariki, they feel a sense of community belonging.

How much do you agree or disagree with the following statements about Matariki?

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Higher agreement across all 4 statements among:

• Māori
• Pacific peoples
• Those aged 18-39
• Those living in cities

Celebrate the present
Participation in and economic impacts of Matariki

Similar to last year, connecting with friends and whānau and star gazing were the most popular ways for New Zealanders to celebrate Matariki in 2024. Overall, there have been incremental increases across the variety of celebration touchpoints, and more New Zealanders attended a hautapu (6%, up 3 points since 2023) or an event at a marae (6%, up 3 points since 2023).

Did you do anything to celebrate Matariki this year? %

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63% did something to celebrate Matariki (+3% since 2023)

Those more likely to have celebrated:

• Māori 79%
• Pacific peoples 77%
• 18-39 year olds 76%
• Asian peoples 73%
• Households with income of $100K+ 68%

What are the main reasons you did not celebrate Matariki this year? %

For people who did not celebrate Matariki, we asked them the main reasons for not doing so. The standout this year is that the number of people who ‘don’t know much about Matariki or what to do’ has decreased (7%, down 16 points since 2023). The most common barriers to participation in 2024 are because Matariki is seen to be irrelevant, or not a part of their cultural or religious beliefs.

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Similar to last year, spending time with friends and whānau, kai, Matariki events and festivals, or staying home are the most common activities New Zealanders did over the Matariki public holiday. More people took day trips this year (9%, up 3 points since 2023) and attended an event not specific to Matariki (7%, up 3 points since 2023). Most New Zealanders (NETT 97%) who went away for the long weekend travelled within New Zealand.

Did you do any of the following over the Matariki public holiday / long weekend this year? %

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You mentioned you went away over the Matariki public holiday / long weekend. Was your holiday / travel destination …? %

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Earlier in the survey, you said you [did activity from Q7]. Approximately, how much did you spend on this?

We asked people to tell us how much they spent on each activity they did over the Matariki public holiday. Long weekend trips generated the highest average spend per person, followed by day trips, hosting friends or whānau for a Matariki celebration, and shopping.

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Prepare for the future
Looking forward

Similar to last year, just over half of New Zealanders intend to celebrate Matariki next year. Future participation is particularly high amongst Māori, Pacific peoples, Asian peoples, younger people (18-39 years), and women. Those less likely to celebrate next year are men, NZ Europeans, and 50+ year olds.

How likely are you to do something to celebrate Matariki next year? %

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24% are unlikely to celebrate Matariki next year

Less likely among:

• Those aged 50+ 36%
• NZ Europeans 28%
• Men 28%

53% will likely celebrate Matariki next year

More likely among:

• Māori 75%
• Pacific peoples 67%
• Those aged 18-39 64%
• Asian peoples 62%
• Women 57%
• Those living in big cities 57%
• Households with income of $100K+ 59%

Base: All respondents 2023 (n=1653), 2024 (n=1749). Source: Q5.

With regards to momentum, most New Zealanders continue to feel that Matariki is growing every year (68%). However, on average, fewer people aged over 50, men, and deaf and disabled people would agree. Half of New Zealanders say they want to do more to celebrate Matariki next year, this desire is especially the case for Māori, Pacific peoples, Asian peoples and younger adults (18-39).

How much do you agree or disagree with the following statements?

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It feels like it’s growing every year

Higher agreement among:

Māori 81%

Women 73%

Households with income of $100K+ 73%

I want to do more to celebrate Matariki next year

Higher agreement among:

Māori 67%

Those aged 18-39 65%

Pacific peoples 62%

Asian peoples 59%

Households with income of $100K+ 55%

Those living in big cities 54%

Base: All respondents 2023 (n=1653), 2024 (n=1749). Source: Q11.

Appendix

2024 Sample profile

For more information please contact:

[email protected]