Ethical Matariki marketing involves promoting the Māori New Year with cultural integrity, prioritizing education and community connection over commercial gain. It requires authentic engagement with mana whenua, accurate use of Te Reo Māori, and campaigns that reflect the core values of remembrance, celebrating the present, and planning for the future.
With the recent establishment of Matariki as an official public holiday in Aotearoa New Zealand, businesses face a unique challenge and opportunity. Unlike Christmas or Black Friday, Matariki is not rooted in consumerism. It is a time of deep spiritual significance, environmental reflection, and familial connection. Consequently, the standard marketing playbook does not apply. Navigating this space requires a high degree of cultural competency to avoid the pitfalls of tokenism and commercialization.
This guide serves as a comprehensive resource for marketers, business owners, and communications professionals aiming to honor the spirit of Matariki while engaging with their audiences authentically.
Understanding the Kaupapa: More Than a Holiday
Before launching a campaign, it is imperative to understand what Matariki actually is. It marks the rising of the star cluster known as the Pleiades. In Māori tradition, this signals the start of the New Year. However, the marketing message cannot simply be “Happy New Year—Buy This Product.”
Matariki is underpinned by three major principles:
- Remembrance: Honoring those who have passed away since the last rising of the cluster.
- Celebrating the Present: Gathering with whānau (family) and friends to share kai (food) and gratitude.
- Looking to the Future: Planning for the year ahead and setting intentions.
Ethical marketing must align with these values. If your campaign focuses solely on driving urgent sales without acknowledging these pillars, it will likely be perceived as culturally insensitive. The goal is to shift from a transactional mindset to a relational one.
Consultation with Iwi and Mana Whenua
Why is consultation necessary for Matariki campaigns?
The most critical step in ethical Matariki marketing is recognizing that you may not be the expert in the room. Matariki narratives can vary significantly between different iwi (tribes) and hapū (sub-tribes). For example, some iwi recognize seven stars, while others recognize nine. In some regions, the New Year is marked by the star Puanga rather than Matariki.
Consultation ensures that your campaign respects the specific tikanga (protocols) of the land (mana whenua) where your business operates. This process is often summarized by the phrase: “Nothing about us, without us.”
How to approach consultation respectfully
Engaging with iwi should not be a box-ticking exercise done 48 hours before a campaign launch. It requires long-term relationship building. Here are key guidelines for engagement:
- Start Early: Begin conversations months in advance. Iwi trusts and rūnanga are often under-resourced and over-worked.
- Resource the Engagement: Do not expect cultural advice for free. If you are profiting from the campaign or using the advice to bolster your brand’s reputation, you must compensate the cultural advisors for their time and expertise (koha or consultancy fees).
- Listen to ‘No’: If mana whenua advise that a particular product or angle is inappropriate, you must be willing to pivot or scrap the idea entirely.
Using Te Reo Māori Correctly in Advertising
The revitalization of Te Reo Māori is a national taonga (treasure). Using the language in marketing is encouraged, but accuracy is non-negotiable. Poorly translated slogans or incorrect spelling can cause significant offense and damage your brand’s credibility.
The Importance of Macrons (Tohutō)
Macrons are not optional stylistic choices; they change the meaning of words. For example, keke means cake, while kēkē means armpit. Omitting macrons in a high-budget advertising campaign signals laziness and a lack of respect for the culture.
Ensure your design fonts support macron characters. If your corporate font does not include them, now is the time to license a font that does.
Contextual Appropriateness
Avoid using tapu (sacred) words in association with noa (common/everyday) items, particularly those related to the body or waste. For instance, associating Matariki concepts with alcohol, gambling, or tobacco is generally considered highly inappropriate due to the harm these industries have historically caused in Māori communities.
Visual Design Ethics and Star Imagery
Visual storytelling is powerful, but it is also where many brands stumble. The commodification of Māori patterns (kowhaiwhai) and symbolism without understanding their meaning is a form of cultural appropriation.
Accurate Star Representation
When designing visual assets, accuracy regarding the star cluster is vital. A generic clip-art of five stars is not Matariki. If you are representing the cluster, ensure the spatial arrangement of the stars is astronomically correct. Furthermore, be aware of the 9 stars recognized in the modern national context (Matariki, Pōhutukawa, Tupuānuku, Tupuārangi, Waipuna-ā-rangi, Waitī, Waitā, Ururangi, and Hiwa-i-te-rangi).
Color Palettes and Tone
Matariki occurs in mid-winter. The color palette should reflect the season and the environment—deep blues, blacks, silver, and earth tones are appropriate. Avoid garish, neon “clearance sale” aesthetics. The visual tone should evoke reflection, warmth, and togetherness.
Giving Back: Profit-Sharing with Māori Causes
One of the most effective ways to demonstrate ethical marketing is through the concept of Utu (reciprocity). If your business uses Matariki to drive engagement or sales, you have a moral obligation to return value to the community that holds the knowledge.
Moving Beyond Tokenism
Tokenism occurs when a business changes its logo to a Māori design for a week but does nothing to support Māori outcomes. To practice ethical marketing, consider the following models:
- Profit Sharing: Commit a percentage of sales during the Matariki period to a Māori charity, a local marae, or an environmental restoration project (as Matariki is closely tied to the environment).
- Sponsorship: Sponsor local community kai (feasts) or educational workshops.
- Staff Education: Instead of an external campaign, invest your budget internally by hiring experts to teach your staff about Matariki and Te Ao Māori (The Māori Worldview).
This approach shifts the narrative from “extracting value” to “contributing value.”
Common Pitfalls: What to Avoid
Even with good intentions, marketers can make mistakes. Here is a checklist of tactics to avoid to ensure your brand remains culturally safe.
The “Matariki Sale”
Labeling a clearance event as a “Matariki Sale” is widely regarded as tacky and disrespectful. It equates a sacred period of remembrance with consumerism. Instead of a sale, host an event, a workshop, or a community giving initiative.
Cultural Mash-ups
Do not mix Matariki imagery with other cultural holidays (like Halloween or July 4th) or generic “winter festival” vibes. Keep the focus distinct and authentic to Aotearoa.
Ignoring the Environment
Because Matariki is tied to the cycles of nature, marketing unsustainable, single-use plastic products under the banner of Matariki is hypocritical. Align your product focus with sustainability.
Frequently Asked Questions
Is it appropriate for non-Māori businesses to celebrate Matariki?
Yes, it is appropriate and encouraged, provided it is done with respect, education, and cultural safety. The focus should be on shared national identity and learning, rather than commercial exploitation.
What are the 9 stars of Matariki?
The nine stars generally recognized are Matariki (the mother), Pōhutukawa, Tupuānuku, Tupuārangi, Waipuna-ā-rangi, Waitī, Waitā, Ururangi, and Hiwa-i-te-rangi. Each star holds dominion over a different aspect of the environment and wellbeing.
Can I run a sale during Matariki?
While you can operate your business as usual, branding a discount event explicitly as a “Matariki Sale” is generally discouraged by cultural advisors. It is seen as commercializing a sacred time meant for remembrance and family.
How do I find a cultural advisor for my business?
Contact your local Iwi Trust, Rūnanga, or Māori business networks. There are also professional cultural competency consultancy firms that specialize in guiding corporate entities through Tikanga Māori.
Why is the spelling of Matariki important?
Spelling, including the use of macrons, respects the mana of the language. Incorrect spelling can change meanings or simply show a lack of care. Matariki does not typically take a macron, but associated words often do.
What is the best way to give back during Matariki?
The best way is to support local initiatives. This could be donating to a local Marae, supporting environmental planting days (connecting to Tupuānuku), or contributing to food banks (connecting to the concept of Kai and manaakitanga).
