Understanding the perceptions towards teachers and teaching as a career in New Zealand - Become a teacher
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Understanding the perceptions towards teachers and teaching as a career in New Zealand Research conducted on behalf of FCB New Zealand and the Ministry of Education B E N C H M A R K I N G P H A S E ( P R E R E C R U I T M E N T C A M PA I G N ) August 2018
Content
Background, objectives and research design
Teaching/ teachers in New Zealand
Attitudes towards teaching
From the teachers’ point of view
Media awareness
Summary
© COLMAR BRUNTON 2018 2
BACKGROUND, OBJECTIVES & RESEARCH DESIGN
Background and objectives
Background: FCB and the Ministry of Education have developed a communications campaign with the aim of improving perceptions around
the value of teachers to New Zealand society, attracting lapsed teachers back to the profession, and encouraging current students to become
teachers. Qualitative work conducted by Colmar Brunton in April 2018 played a key role in informing the shape of this campaign. Quantitative
research has been commissioned to ascertain the campaign’s effectiveness and impact by measuring perceptions pre- and post-campaign.
Benchmarking Phase Objectives Follow up Phase Objectives
Results covered in this report Results to be covered in the next report.
Pre-campaign launch in September - 31 July to 10 August 2018 Post-campaign – expected to be mid to late October 2018.
To benchmark pre-campaign levels of the perceived To measure what impact the campaign has on the
1 value of teachers in New Zealand 1 perceived value of teachers
To benchmark how the perceived value of teachers
2 differs amongst key target groups 2 How teachers feel about the new campaign
© COLMAR BRUNTON 2018 4
Methodology
WE SPOKE TO 896 PEOPLE FROM AROUND NEW ZEALAND ABOUT THEIR VIEWS ON TEACHING AND TEACHERS IN NEW ZEALAND
Four target audiences 10 minute survey Online survey Fieldwork conducted:
• General Population (n=201) • Screener • Cost effective • 31 July – 10 August 2018
- Excluding teachers, parents & youth • Career landscape • Enables a larger sample • Note: interviews were
• Parents of 14-20 year olds (n=252) • Teacher attitudes size (better for analysing completed prior to the
- Of which n=52 are Māori sub-groups) National Teachers Strike
• Favourite teachers
• Youth aged 14-20 years (n=185) • With no interviewer (15 August 2018)
• Specific audience questions
- Of which n=55 are Māori present, people can be
• Media awareness,
• Teachers (n=258) more honest in their
- Of which n=57 are Māori • Demographics.
opinions
Weighting: General population weighted to
Census by gender, age and Māori. Teachers to
Education Counts by gender, age and Māori.
Māori boosts for Parents and Youth weighted to
Census. Parents to Census by gender.
© COLMAR BRUNTON 2018 5
Note: This represents a balanced view across across all four target
audiences and is therefore less reflective of a nationally representative
Total Audience profile: n=896 view and skewed more towards teachers, parents and youth.
GENDER ETHNICITY HOUSEHOLD COMPOSITION HOUSEHOLD INCOME
New Zealander/ Kiwi/ New Zealander of 2
41% 72% 3
European descent Prefer not to answer 4 13% 18%
Māori/ New Zealander of Māori descent 13% 4
20%
59% European 9% Group flatting 13%
22%
Samoan 1%
Cook Islander 1% Younger single / 32%
AGE Other Pacific Islander 1% couple
28% Chinese 4% Older single / couple 70%
15% 8% 16% 13% $50,000 or less More than $120,000
8% 11% Indian 4% Between $50,000 and Don’t know
Other Asian 3% Households with $70,000
Between $70,000 and Prefer not to answer
14-17 18-20 21-29 30-39 40-49 50-59 60+ children
Other 2%
$120,000
OCCUPATION
Primary Secondary
Teacher Relief Resource
School ECE Teacher School Other
Aide Teacher Teacher
Teacher Teacher
Business owner or Home duties Clerical or sales Technical or skilled
Teacher 27% 32% 19% 26% 9% 4% 2% 8% worker 8%
self-employed 9% 8% employee 8%
Social welfare Semi-skilled worker Labourer, manual,
Professional or Business manager or Retired/super
Student Other service worker Other Nurse beneficiary/ (Blue collar, manual farm or domestic
government official executive annuitant
unemployed labour) worker
7% 7% 6% 4% 4% 3% 3% 2% 2% 2%
Weighted: see individual cell © COLMAR BRUNTON 2018 6
Note: Excludes parents of 14-20 year olds,
Audience 1 - General Population: n=201 youth aged 14-20 years and teachers
GENDER 1% AGE
48%
21% 27%
51% 15% 14% 17%
1% 6%
14-17 18-20 21-29 30-39 40-49 50-59 60+
ETHNICITY HOUSEHOLD COMPOSITION HOUSEHOLD INCOME
New Zealander/ Kiwi/ New Zealander of 3%
77% Prefer not to answer 9% 13%
European descent
10% 26%
Māori/ New Zealander of Māori descent 8% 4
European 7% Group flatting 15%
Samoan 1%
39% 18%
Cook Islander 0 Younger single / 22%
Other Pacific Peoples 1% couple
Chinese 3% Older single / couple $50,000 or less More than $120,000
Indian 3% Between $50,000 and Don’t know
40%
Other Asian 4% $70,000
Households with Prefer not to answer
Between $70,000 and
Other 2% children
$120,000
Weighted to Census by Age, Gender and Māori © COLMAR BRUNTON 2018 7
Audience 2 - Parents of 14-20 year olds: n=252
GENDER AGE
62%
49%
51% 21%
3% 9%
2% 1% 2%
14-17 18-20 21-29 30-39 40-49 50-59 60+
ETHNICITY HOUSEHOLD COMPOSITION HOUSEHOLD INCOME
2%
New Zealander/ Kiwi/ New Zealander of 1%
2%
1%
European descent 68% Prefer not to answer 13%
19%
Māori/ New Zealander of Māori descent 14% 7%
4
European 7% Group flatting
Samoan 1%
27% 31%
Cook Islander 0.01 Younger single / couple
95%
Other Pacific Peoples 1%
Chinese 3% Older single / couple $50,000 or less More than $120,000
Indian 5% Between $50,000 and Don’t know
Other Asian 3% $70,000
Households with Prefer not to answer
Between $70,000 and
Other 1% children
$120,000
Weighted to Census by Gender and Māori © COLMAR BRUNTON 2018 8
Audience 3 -Youth aged 14-20 years old: n=185
GENDER AGE
68%
50% 32%
50%
0 0 0 0 0
14-17 18-20 21-29 30-39 40-49 50-59 60+
ETHNICITY HOUSEHOLD COMPOSITION HOUSEHOLD INCOME
New Zealander/ Kiwi/ New Zealander of 0% 1%
1% 1%
European descent 62% Prefer not to answer 11% 15%
4
Māori/ New Zealander of Māori descent 19%
13%
European 8% Group flatting
29%
Samoan 2%
Cook Islander 1% Younger single / couple 30%
95%
Other Pacific Peoples 2%
Chinese 9% Older single / couple $50,000 or less More than $120,000
Indian 5% Between $50,000 and Don’t know
Other Asian 5% $70,000
Households with Prefer not to answer
Between $70,000 and
Other 3% children
$120,000
Weighted to Census by Māori © COLMAR BRUNTON 2018 9
Audience 4 - Teachers: n=258
GENDER HOUSEHOLD
ETHNICITY HOUSEHOLD INCOME
COMPOSITION
New Zealander/ Kiwi/ New Zealander of 1%
19% 80% 4%
9%
European descent Prefer not to answer 9% 4 16%
Māori/ New Zealander of Māori descent 10%
16%
European 12% Group flatting 14%
81% Samoan 0%
35%
Cook Islander 2% Younger single /
42%
AGE Other Pacific Islander 0 couple
2% Older single / couple
19% 26% 22% 23% Chinese $50,000 or less More than $120,000
10% 2% 51%
0 0 Indian Between $50,000 and Don’t know
Other Asian 2% Households with $70,000
Between $70,000 and Prefer not to answer
14-17 18-20 21-29 30-39 40-49 50-59 60+ children
Other 2%
$120,000
OCCUPATION
Primary Secondary
Teacher Relief Resource
School ECE Teacher School Other
Aide Teacher Teacher
Teacher Teacher
Teacher100% 32% 19% 26% 9% 4% 2% 8%
Weighted to Education Counts by age, gender, and Māori © COLMAR BRUNTON 2018 10Survey content (benchmarking phase)
• Screener: occupation, teaching situation, gender, age, ethnicity, child profile (gender, age, ethnicity),
past teacher
• Career landscape: career appeal, most important job
• Teacher attitudes: 18 agree/disagree statements (see next slide), importance to future of people and
society, adequately valued by NZ society, most important profession when developing future
generations
• Favourite teachers: life influence, most recall learning from them (life skill vs subject taught)
• Specific audience questions: appeal of teaching (open ended - youth only), likelihood to recommend
as a career (parents only), why likely/unlikely to recommend (open ended - parents only), top 3
reasons for being a teacher (teachers only), most important thing you can teach students (teachers
only), driver of satisfaction (teachers only), importance of life teaching life skills (teachers only),
• Media awareness: awareness of campaign encouraging people to become teachers, description of
campaign (open ended), media influences, social/news/advertising influence on perceptions of
teaching (open ended), awareness of teacher/principal strike, strike impact on opinions, advertising
recall of teaching campaign, where seen campaign
• Demographics: household income, household composition, household size
• Follow up interview: contact details if willing to be interviewed by a journalist
© COLMAR BRUNTON 2018 11TEACHING/ TEACHERS IN NEW ZEALAND
Business Owner is the most appealing career option across all audiences expect teachers. Teaching is
7th most appealing amongst the General Population, 11th amongst Parents and 7th amongst Youth. It
ranks 1st amongst teachers with a score of 68%.
APPEAL OF DIFFERENT CAREERS – NET APPEALING (8-10)
TOTAL AUDIENCE General Population Teachers Parents Youth
Business Owner 38% ① 39% ② 30% ▼ ① 48% ▲ ① 31% ▼
Teaching 31% 21% ▼ ① 68% ▲ 15% ▼ 16% ▼
IT/Digital 24% ② 27% 18% ▼ ③ 24% ② 28%
Creative industries (musician, artist, designer) 24% 22% ③ 30% ▲ 17% ▼ ③ 27%
Engineer 23% ③ 27% 17% ▼ ② 27% 23%
Doctor 22% 24% 24% 18% 21%
Police/Armed Forces/Security 20% 23% 13% ▼ 23% 22%
Nursing 15% 19% 13% 15% 13%
Lawyer 15% 17% 11% 17% 16%
Construction/trade workers 14% 16% 8% ▼ 17% 14%
Hospitality 14% 15% 9% ▼ 18% 14%
Social Worker 14% 17% 15% 16% 8% ▼
Journalist 11% 10% 18% ▲ 9% 6% ▼
Marketing/Media 11% 13% 9% 13% 10%
n=896 n=201 n=258 n=252 n=185
▲/▼ Significantly higher / lower than total @ 95% confidence
Q1. Thinking about careers in general, how appealing do you find each of the following career options?
Base: Total n=896
© COLMAR BRUNTON 2018 13Teaching is more likely to be unappealing amongst the General Population and Youth.
APPEAL OF DIFFERENT CAREERS – NET UNAPPEALING (1-4)
TOTAL AUDIENCE General Population Teachers Parents Youth
Journalist 55% ③ 50% ③ 53% ① 53% ① 64%▲
Construction/trade workers 52% ② 50% ① 57% 44% ▼ ③ 61% ▲
Lawyer 51% ① 53% 46% ③ 50% 57%
Nursing 50% 44% 45% ② 53% 59%▲
Social Worker 47% 45% 41% 42% ② 64%▲
Police/Armed Forces/Security 45% 41% ② 56% ▲ 38% ▼ 43%
Marketing/Media 45% 44% 44% 39% 54%▲
Doctor 44% 41% 39% 43% 53%▲
Hospitality 43% 43% 48% 38% 43%
Engineer 43% 38% 49% 37% 49%
Creative industries (musician, artist, designer) 43% 48% 39% 44% 40%
IT/Digital 38% 38% 41% 34% 39%
Teaching 31% 40% ▲ 6% ▼ 35% 47% ▲
Business Owner 25% 25% 30% 15% ▼ 31% ▲
n=896 n=201 n=258 n=252 n=185
▲/▼ Significantly higher / lower than total @ 95% confidence
Q1. Thinking about careers in general, how appealing do you find each of the following career options?
Base: Total n=896
© COLMAR BRUNTON 2018 14Youth find teaching much less appealing than other audiences.
Māori across Teachers, Parents and Youth find teaching more appealing as a career.
APPEAL OF TEACHING BY DIFFERENT AUDIENCES
Mean
TOTAL AUDIENCE n=896 31% 38% 31% 5.9
TEACHERS TOTAL n=258 6% 26% 68% 8.0 ▲
Teachers Non-Māori n=201 5% 27% 67% 8.0 ▲
Teachers Māori n=57 15% 13% 72% 7.8 ▲
PARENTS TOTAL n=252
35% 50% 15% 5.2 ▼
Parents Non-Māori n=200 35% 50% 15% 5.3 ▼
Parents Māori n=52 38% 45% 17% 5.2 ▼
YOUTH TOTAL n=185
47% 37% 16% 4.8 ▼
Youth Non-Māori n=130 45% 40% 15% 4.8 ▼
Youth Māori n=55 55% 25% 20% 4.7 ▼
General Population n=201 40% 38% 21% 5.1 ▼
Net unappealing (1-4) Neutral (5-7) Net appealing (8-10)
▲/▼ Significantly higher / lower than total @ 95% confidence
Q1. Thinking about careers in general, how appealing do you find each of the following career options?
Base: Total n=896.
© COLMAR BRUNTON 2018 15Teaching is the most important career for three of the four target audiences – General Population,
Teachers and Parents. Amongst Youth, teaching is 3rd behind doctor and police/armed forces/security.
MOST IMPORTANT CAREERS IN NZ
TOTAL AUDIENCE General Population Teachers Parents Youth
Teaching 33% ① 28% ① 56% ▲ ① 27% ③ 15% ▼
Doctor 18% ② 17% ② 17% ③ 16% ① 25% ▲
Police/Armed Forces/Security 13% 10% 6% ▼ ② 17% ② 19% ▲
Nursing 10% ③ 13% ③ 7% 12% 7%
Construction/trade workers 5% 5% 3% 5% 6%
Business Owner 4% 2% 1% ▼ 6% 7%
IT/Digital 4% 3% 1% 3% 8% ▲
Engineer 3% 7% ▲ 2% 2% 2%
Social Worker 3% 6% 1% 2% 2%
Hospitality 2% 3% 0 3% 2%
Politician or civil servant 2% 0 0 3% 3%
Lawyer 0 0 0 1% 1%
Creative industries (musician, artist, designer) 0 0 0 0 2% ▲
Journalist 0 0 1% 0 0
Marketing/Media 0 0 0 0 0
Other 4% 4% 6% 3% 2%
n=896 n=201 n=258 n=252 n=185
▲/▼ Significantly higher / lower than total @ 95% confidence
Q1b. And which of the following career options do you think is the most important job in New Zealand?
Base: n=896
© COLMAR BRUNTON 2018 16The overwhelming majority (92%) of teachers, including Māori teachers (100%), do not feel that their profession is
adequately valued. Parents, Youth and the General Population also feel the teaching profession is not adequately
valued, albeit 18 to 22 points lower than teachers.
IS THE TEACHING PROFESSION ADEQUATELY VALUED IN NEW ZEALAND?
Total General
Audience Teachers Parents Youth
Population
n=896 n=258 n=252 n=185
n=201
YES 22% 8% ▼ 30% ▲ 26% 26%
(Māori 0%) ▼ (Māori 30%) ▲ (Māori 29%)
▲ ▲ ▲
NO,
we should place 78% 92% ▲ 70% ▼ 74% 74%
greater value on the (Māori 100%) ▲ (Māori 70%) ▼ (Māori 71%)
teaching profession
▲/▼ Significantly higher / lower than total @ 95% confidence
Q4. Do you think teaching as a profession in New Zealand is adequately valued by our society? © COLMAR BRUNTON 2018 17
Base: Total n=896All of our audiences agree that teaching is important to developing our future generations and good
teachers are important for the future of New Zealand society. This attitude is most strongly held by
Teachers and less strongly held by Youth.
TEACHING IS NEW ZEALAND’S MOST IMPORTANT IMPORTANCE OF GOOD TEACHERS FOR THE FUTURE
PROFESSION WHEN IT COMES TO DEVELOPING OUR OF NZ PEOPLE AND SOCIETY
FUTURE GENERATIONS.
Strongly Agree Strongly Agree
■ Strongly Agree Teachers: 76%▲ Teachers: 84% ▲
55% Parents: 49%▼ Parents: 61%
Youth: 35%▼ ■ Extremely important 65% Youth: 51%▼
General Population: 57% General Population: 62%
Net Agree
86%
■ Agree Slightly Teachers: 94% ▲
Net Agree
31% Parents: 83% ■ Very important 95%
Youth: 78% ▼ Teachers: 99% ▲
General Population: 88% 30% Parents: 95%
Youth: 87%▼
■ Neither agree nor disagree General Population: 98%
11% ■ Moderately important
■ Disagree Slightly 2% 4%
■ Slightly important 1%
Q7. And how much do you agree with the following statement? Q3. In your opinion, how important are good teachers to the future of our people and society?
Base: Total Audience n=896 Base: Total Audience n=896
▲/▼ Significantly higher / lower than total @ 95% confidence © COLMAR BRUNTON 2018 18For Youth, shaping the future by educating and preparing children for their life ahead
are motivating factors to becoming a teacher.
WHAT ABOUT TEACHING APPEALS TO YOU: YOUTH
Helping children/help them learn skills/ knowledge/
educating/ teaching
Working/interacting/playing/relating with children 10%
28%
“ ”
Teachers personality. Teaching students to have fun whilst learning. Going to a good school that has good
Pride in a students success/watching/help children develop/ 10% resources and leadership skills. Male, 14-17, Chinese
succeed/ reach their potential
The holidays 9%
Contributing to the well-being of our future leaders. Helping to grow and develop young minds. Empowering our
young people. Making a difference. Female, 18-20, Māori/ New Zealander of Māori descent
8%
Shaping peoples futures/change their lives
5% Being able to help children better themselves for the future. Male, 14-17, New Zealander/ Kiwi/ New Zealander
Being a positive role model/influence/inspiration
of European descent
Making a difference 4%
Helping others learn. Male, 18-20, New Zealander/ Kiwi/ New Zealander of European descent
Imparting/sharing my knowledge/skills 3%
2% That we can help to create good citizens and hungry minds and most importantly give children choice in their
It's rewarding/a rewarding career
own lives. Female, 18-20, New Zealander/ Kiwi/ New Zealander of European descent
1%
The hours
School holidays, teaching kids and helping them prepare for life. Male, 18-20, New Zealander/ Kiwi/ New
8% Zealander of European descent
Other
Don't know 2%
The chance to help young people as they develop and grow. Female, 18-20, New Zealander/ Kiwi/ New
None/ Nothing 26% Zealander of European descent
Q8. Thinking about what you know about teaching, what if anything appeals to you about teaching?
Base: n=185 © COLMAR BRUNTON 2018 19ATTITUDES TOWARDS TEACHING
When recalling their education, a majority of respondents say that what stuck with them the most is a life
skill or something they learned about themselves from a favourite teacher. Over a third cite a curriculum
related factor.
FAVOURITE TEACHER: WHAT STUCK WITH YOU MOST?
TOTAL SAMPLE n=896 35% 65%
TEACHERS TOTAL n=258 32% 68%
Something they
taught me about Teachers Non-Māori n=201 32% 68%
myself - a life skill Teachers Māori n=57 28% 72%
PARENTS TOTAL n=252
39% 61%
Parents Non-Māori n=200 41% 59%
41% Parents Māori n=52 33% 67%
YOUTH TOTAL n=185
30% 70%
Youth Non-Māori n=130 31% 69%
Something in the 30% 70%
curriculum or 59% Youth Māori n=55
subject they taught
General Population n=201 37% 63%
Something in the curriculum or subject they taught
Something they taught me about myself - a life skill
TOTAL AUDIENCE
n=896 ▲/▼ Significantly higher / lower than total @ 95% confidence
Q5. Thinking back to one of your favourite teachers, what can you recall learning from them - what has stuck with you most?
Base: n=896
© COLMAR BRUNTON 2018 21Teachers have a high level of influence on the lives of all audiences, in particular current Teachers and
Māori Youth. This influence (net extremely and very influential) is 5 points lower for Parents.
HOW INFLUENTIAL WAS YOUR FAVOURITE TEACHER ON YOUR LIFE?
Top 2 Box Mean
TOTAL AUDIENCE n=896 2% 6% 30% 41% 21% 61% 3.7
TEACHERS TOTAL n=2581% 4% 28% 40% 27% 67% ▲ 3.9 ▲
Teachers Non-Māori n=2011% 4% 29% 38% 27% 65% 3.8
▲
Teachers Māori n=571% 4% 19% 50% 26% 76% 3.8
PARENTS TOTAL
▼
n=252
3% 10% 31% 40% 17% 56% 3.6
Parents Non-Māori n=200 3% 10% 30% 39% 17% 56% 3.6 ▼
Parents Māori n=52 4% 7% 32% 42% 15% 57% 3.6
YOUTH TOTAL n=185
0%4% 30% 47% 19% 66% 4.0
Youth Non-Māori n=130 03% 31% 50% 16% 66% 3.9
Youth Māori n=55 2% 7% 25% 35% 31% 65% 3.9
General Population n=201 2% 5% 31% 40% 21% 61%
▼ 3.7
1 Not at all influential 2 Slightly influential 3 Moderately influential 4 Very influential 5 Extremely influential
▲/▼ Significantly higher / lower than total @ 95% confidence
Q6. Still thinking about that favourite teacher, on a scale from 1 (not influential) to 5 (extremely influential), please rank how influential they were on your life. © COLMAR BRUNTON 2018 22
Base: n=896There is clear recognition of the important role of teaching. Almost all respondents agree that good
teachers are essential for the wellbeing of future generations and make an everyday difference in
young people’s lives.
ATTITUDES TOWARDS TEACHING: TOTAL AUDIENCE
Top 2 Box Mean
Good teachers are essential for the wellbeing of our 1%3% 12% 83%
96% 4.8
future generations
Teachers make a difference to the lives of children and 2% 4% 20% 74% 94% 4.7
young people everyday
Teaching is an occupation with meaning and purpose 1% 5% 31% 62% 93% 4.5
Teaching is an honourable, important and respected 1% 4% 12% 34% 48% 82% 4.3
profession
Teaching is a rewarding profession 2%2% 10% 15% 36% 36% 71% 3.9
Teachers are positive about what they do 2%1% 8% 18% 44% 27% 70% 3.9
Parents value teachers 1%2% 14% 15% 43% 25% 68% 3.8
My community values teachers 4% 2% 10% 19% 42% 22% 65% 3.8
Students value teachers 2% 3% 17% 22% 39% 16% 55% 3.5
Teachers are valued by our society 2% 5% 21% 18% 37% 17% 54% 3.4
Teachers are recognised for the contribution they make 2% 11% 27% 20% 31% 10% 40% 3.0
Teaching is becoming more respected than it used to be 3% 11% 27% 27% 22% 10% 31% 2.9
Don’t know/ Unsure Strongly Disagree Disagree Slightly Neither agree nor disagree Agree Slightly Strongly Agree
Q2. We are interested in the range of attitudes that people have towards teachers and teaching as an occupation in NZ. Please tell us how much you personally agree or disagree with each of the statements below.© COLMAR BRUNTON 2018 23
Base: Total Audience n=896Most teachers (80%) and the majority of former teachers (52%) are very proud of their current
occupation/former occupation. While most parents (59%) would be proud of their child becoming a
teacher, that doesn’t translate into their own attitudes or that of their children (i.e. Youth).
ATTITUDES TOWARDS TEACHING: TOTAL (CONTINUED, QUESTIONS TARGET BASED)
Top 2 Box Mean
I am proud to be a teacher (Teachers) n=258 0%
2% 17% 80% 97% 4.8
I would be proud if my son or daughter was a
n=252 3%0%
2% 13% 30% 52% 84% 4.4
teacher (Parents)
I was proud to be a teacher (former Teachers) n=78 0%
2% 13% 31% 52% 83% 4.4
I would be proud if I was a teacher (Youth) n=186 3% 3% 7% 19% 37% 30% 72% 4.0
I have considered teaching at some point in my
n=252 1% 23% 12% 14% 29% 21% 53% 3.1
lifetime (Parents)
I would consider becoming a teacher at some
n=185 4% 21% 18% 24% 23% 11% 34% 2.8
point in my lifetime (Parents who never taught)
Don’t know/ Unsure Strongly Disagree Disagree Slightly Neither agree nor disagree Agree Slightly Strongly Agree
Q2. We are interested in the range of attitudes that people have towards teachers and teaching as an occupation in NZ. © COLMAR BRUNTON 2018 24
Please tell us how much you personally agree or disagree with each of the statements below.There is a sizeable neutral group (50%) of parents for the campaign to influence to becoming teaching
career advocates (currently 28%). Parents who encourage their children to take up a career in teaching
promote it on the basis of being a rewarding challenge.
PARENTS: SUGGESTING TEACHING AS CAREER TO CHILDREN
Net unlikely Non-Māori Parents: 23% Net neutral (5-7) Net likely Non-Māori Parents: 28%
(1-4) 22% Māori Parents: 15% 50% (8-10) 28% Māori Parents: 25%
Mean
6% 2% 6% 7% 15% 18% 18% 15% 5% 8% 5.95
Not at all likely 2 3 4 5 6 7 8 9 Extremely likely
1 10
Teachers work hard for little money and get a lot of disrespect from pupils and parents. Female, 40- My children have good teachers and see teaching as a possible career. Male, 40-49, New
49, New Zealander/ Kiwi/ New Zealander of European descent Zealander/ Kiwi/ New Zealander of European descent
They don't get paid what they should for the work they do nor are they appreciated like they should The wife is a teacher aide and if they make an impact on the children the world would become a
be. Female, 30-39, Māori/ New Zealander of Māori descent better place. Male, 40-49, New Zealander/ Kiwi/ New Zealander of European descent
They are under valued, work long outside school hours, face challenging behaviours from children Because they play a vast role in nurturing our future leaders. Female, 40-49, Fijian
with mental health issues, aren't paid their worth. Female 50-59 Māori/ New Zealander of Māori
descent In order to be able to teach someone it not easy. Teacher is honourable job so I love to see one of
my children to be an teacher. Female, 40-49, Other Asian
He knows what he wants to do already. Female, 40-49, New Zealander/ Kiwi/ New Zealander of
European descent It could be positive and rewarding. Male, 40-49, Māori/ New Zealander of Māori descent
Teaching has many pressures, especially from the reporting side of things. Teachers do not have The occupation means more than earning. Its about changing other peoples lives. Teachers are
strong enough disciplining powers and many seem to be suffering from stress and do not always selfless and would be happy if any of my children adopted this characteristic as an adult. Male, 40-
appear to love their job. Most say they cant wait for the holidays. Male, 50-59, New Zealander/ 49, Māori/ New Zealander of Māori descent
Kiwi/ New Zealander of European descent
Q9. Using a scale of 0 to 10, where 0 means not at all likely and 10 means extremely likely, how likely are you to suggest teaching as a career to your child(ren)?Base: Parents: n=252
Q9b. Why are you unlikely to suggest teaching as a career to your child (ren)? Base: unlikely(1-4) n=97 Q9c. Why are you likely to suggest teaching as a career to your child (ren)? Base: Likely (8-10) n=155 © COLMAR BRUNTON 2018 25FROM THE TEACHERS’ POINT OF VIEW
Teachers across all levels are very proud of their profession. They feel more valued by students and the
community than parents (with the exception of Māori teachers). ECE teachers feel especially valued by
the community as well as parents. Primary school teachers feel most valued by the students themselves.
AGREE SLIGHTLY AND AGREE STRONGLY TEACHERS Teachers Teachers ECE Primary Secondary
(TOP 2 BOX) TOTAL Māori Non-Māori Teachers School Teachers School Teachers
100 100
I am proud to be a teacher… 97%
%
96% 98% 99%
%
Parents value teachers… 53% 66% 52% 65% 52% 60%
Students value teachers… 63% 68% 63% 54% 74% 58%
My community values teachers… 59% 60% 59% 68% 60% 56%
Teachers are valued by our society… 36% 42% 34% 47% 29% 29%
n=258 n=57 n=201 n=57 n=89 n=52
▲/▼ Significantly higher / lower than total @ 95% confidence
Q2. We are interested in the range of attitudes that people have towards teachers and teaching as an occupation in NZ. Please tell us how much you personally agree or disagree with each of the statements below.© COLMAR BRUNTON 2018 27
Base: Teachers n=285Teachers agree that teaching has meaning and purpose and makes a difference for individuals and society
as a whole. However, teachers feel less valued and less recognised for their contributions compared to
other audiences (Youth, Parents, General Population).
ATTITUDES TOWARDS TEACHING: TEACHERS
Top 2 Box Mean
Teaching is an occupation with meaning and purpose 0% 20% 80% 100% ▲ 4.8 ▲
Teachers make a difference to the lives of children and 0% 10% 89% 99% ▲ 4.9 ▲
young people everyday
Good teachers are essential for the wellbeing of our future 0%1%2% 96% 98% 4.9 ▲
generations
I am proud to be a teacher 0%
2% 17% 80% 97% 4.8
Teaching is a rewarding profession 0%
1% 9% 7% 31% 51% 82% ▲ 4.3 ▲
I would be proud if my son or daughter was a teacher 1% 4% 9% 20% 64% 84% 4.5
Teachers are positive about what they do 0%
1% 7% 11% 42% 39% 81% ▲ 4.1 ▲
Teaching is an honourable, important and respected 1%
0% 8% 13% 35% 42% 77% 4.2
profession
Students value teachers 1%2% 15% 19% 47% 16% 63%▲ 3.6 ▲
My community values teachers 2% 3% 16% 20% 45% 14% 59% 3.5 ▼
Parents value teachers 2% 3% 26% 15% 43% 10% 53% ▼ 3.3 ▼
Teachers are valued by our society 1% 9% 36% 19% 31% 5% 36%▼ 2.9 ▼
Teachers are recognised for the contribution they make 2% 18% 40% 14% 23% 3% 26%▼ 2.5 ▼
Teaching is becoming more respected than it used to be 0% 23% 39% 19% 17% 3% 20% ▼ 2.4 ▼
Don’t know/ Unsure Strongly Disagree Disagree Slightly Neither agree nor disagree Agree Slightly Strongly Agree
▲/▼ Significantly higher / lower than total @ 95% confidence
Q2. We are interested in the range of attitudes that people have towards teachers and teaching as an occupation in NZ. Please tell us how much you personally agree or disagree with each of the statements below.© COLMAR BRUNTON 2018 28
Base: Teachers n=258For teachers overall, the main reason for becoming a teacher is to make a difference to young people’s lives.
For Māori, connecting young people with their culture and furthering the knowledge of kaupapa Māori are
key drivers for them to enter the profession.
TOP THREE REASONS FOR BECOMING A TEACHER: DETAILED
TEACHERS Teachers Teachers
Total Non-Māori Māori
Making a difference to young people’s lives 60% 59% 63%
Having a job with meaning and purpose 36% 35% 40%
Developing well-rounded and confident members of society 34% 37% 25%
Being able to help students develop socially and emotionally 30% 29% 32%
Preparing young people with the skills for the future in New Zealand 28% 31% 19%
Teaching a subject that I love and getting students excited about it 27% 28% 21%
Being able to help students develop intellectually and academically 22% 23% 18%
Helping create better outcomes for students that face economic or social disadvantages 17% 15% 21%
Working in an environment that has a philosophy I believe in and/or colleagues I respect 11% 12% 9%
The ability to contribute to a local community or people that I care about 9% 9% 9%
Connecting young people with their cultural identity 6% 3% ▼ 16% ▲
The autonomy to do what I think is best for my classroom and students 4% 5% 2%
The practical job benefits such as summers off and more time with family 4% 3% 5%
Further student knowledge of kaupapa Māori 3% 0% ▲
14%
Working with a team of like-minded people 3% 3% 5%
Job security 2% 2% 2%
The opportunities for career advancement (e.g., teacher leadership/ admin leadership roles) 1% 1% 0%
Uncertainty about what else to do besides teaching 1% 1% 0%
n=258 n=201 n=57
The compensation (including salary, benefits, opportunities for bonuses) and the admiration many people have of teachers and the work of teaching was not selected by a single
teacher as one of their top 3 reasons for becoming a teacher. ▲/▼ Significantly higher / lower than total @ 95% confidence
Q10. Which of the below are your three top reasons for being a teacher?
Base: Teachers n=258
© COLMAR BRUNTON 2018 29Some of the main reasons why teachers decide on this career include making a difference, helping
positively influencing children, inspiring them and helping them achieve their potential.
WHY DID YOU BECOME A TEACHER? (IN THEIR OWN WORDS)
To help children/help children learn/achieve their best/reach their potential
I enjoy working/interacting with children
To make a difference/make a difference in children's lives/change their lives
It's rewarding/satisfying/meaningful
23%
21%
14%
35%
“
I like working with children, and being able to help them along life's journey, successfully and
independently is so important. Female, 71, Primary School Teacher, New Zealander/ Kiwi/ New
”
I love teaching/have a passion for teaching/share my love of learning 12% Zealander of European descent
To encourage/motivate/inspire children/get children excited about learning 10% I like the positive influence I have and watching their light bulbs go off when they understand what's
I am good at teaching/I have the right skills/personality 8% being taught. Female, 42, ECE Teacher, Māori/ New Zealander of Māori descent
Be a positive role model/to have a positive impact/influence on children 7% I love making kids excited about their learning. I chose teaching as a profession as I knew I would never
To share/teach the subjects I love/enjoy 6% be bored and it's a fantastic creative career. It's damn hard work but fun too. Female, 49, Primary School
Teacher, New Zealander/ Kiwi/ New Zealander of European descent
I was inspired by my own teacher/school experience 5%
I always wanted to be a teacher/decided when I was young/it seemed a natural choice 5% Seeing a student understand something they didn’t know before - amazing feeling! Helping young people
develop themselves not just academically, but socially - amazing feeling! Female, 38, Primary School
Children are the future/future generation/foundations of our future 5%
Teacher, New Zealander/ Kiwi/ New Zealander of European descent
I was recommended to do it/encouraged by someone else/the opportunity came up 5%
Intrinsic rewards and benefits of knowing you are making a difference in other peoples lives and
Good/secure career choice/job opportunities 4%
contributing to a positive future and fostering seeds for our rising generation to lead with confidence and
It is an important/essential job 4% being able citizens. Female, 39, ECE, Teacher Samoan
I like/love children 3%
I believe that education is the key to giving people choices about their future. A good teacher can be
It's interesting/varied 3% inspiring and bring out the best in their students. My favourite teacher at primary school was a great
3% male role model, which was especially important since I had no Dad at home. A friend who was already a
There weren't many career options when I was young
teacher encouraged me to become a teacher, as she thought that I'd be great at it. Female, 63, Primary
To have the same hours/holidays as my children 3% School Teacher
Was not my original job/I originally trained in another job 3%
To help children develop both socially and intellectually. Female, 42, Primary School Teacher, New
Zealander/ Kiwi/ New Zealander of European descent
Q11. Please tell us in your own words, why you decided to become a teacher.
Base: Teachers n=258 © COLMAR BRUNTON 2018 30Most teachers (57%) feel that teaching life skills are equally as important to teaching curriculum
related lessons. ECE teachers place more importance on the teaching of life skills to their students.
HOW IMPORTANT TO YOU IS TEACHING LIFE SKILLS COMPARED TO OTHER CURRICULUM-RELATED LESSONS…
Importance of teaching life skills (e.g. kindness, self-confidence, resilience, identity, decision-making, problem
Māori Teachers
solving, creative thinking etc.) compared
Teachersto other curriculum-related lessons (e.g. maths, reading etc.)
n=57
n=258
■ More important
33% 35%
41% 41% 44%
68%
■ Equally important ▲
67% 63%
57% 57% 55%
32%
▼
■ Less important 2% 2% 1% 0% 0% 2%
TEACHERS Teachers Non- Teachers Māori ECE Teachers Primary School Secondary
n=258 Māori n=57 n=57 Teachers School Teachers
n=201 n=89 n=52
▲/▼ Significantly higher / lower than total @ 95% confidence
Q14. In your role as a teacher, how important to you is teaching life skills (e.g. kindness, self-confidence, resilience, identity, decision-making, problem solving, creative thinking etc) compared to
other curriculum-related lessons (e.g. maths, reading etc)? Base: Teachers n=258 © COLMAR BRUNTON 2018 31Despite the importance of the curriculum, 9-in-10 teachers say that teaching life skills, rather than
subject related lessons, are the most important thing they can teach their students.
LIFE SKILLS VS CURRICULUM-RELATED LESSONS
What do you consider the most important thing you can teach your students…
The every day, often unrecognised life skills (e.g.
kindness, self-confidence, resilience, identity, decision-
making, problem solving, creative thinking etc.) 85%
90% 90% 92% 95% 94%
Lessons and skills related to the subjects I teach (e.g.
maths, science, te reo Māori, writing, spelling, ECE etc.) 15%
10% 10% 8% 5% 6%
TEACHERS Teachers Teachers ECE Teachers Primary Secondary
n=258 Non-Māori Māori n=57 School School
n=201 n=57 Teachers Teachers
n=89 n=52
▲/▼ Significantly higher / lower than total @ 95% confidence
Q12. In your role as a teacher, what do you consider the most important thing you can teach your students?
Base: Teachers n=258
© COLMAR BRUNTON 2018 32All teachers, and especially ECE level, derive more satisfaction from helping students develop life
skills rather than just having them understand subject related material.
LIFE SKILLS VS CURRICULUM-RELATED LESSONS
What gives you more satisfaction?
When a student grasps or accomplishes something related to a subject you teach (e.g. maths, science, te reo Māori, writing, spelling, ECE etc.)
When you’re able to help a student develop or grasp a life skill (e.g. kindness, self-confidence, resilience, identity, decision-making, problem solving,
creative thinking etc.)
TEACHERS n=258 25% 75%
Teachers Non-Māori n=201 26% 74%
Teachers Māori n=57 15% 85%
ECE Teachers n=57 4% ▼ 96% ▲
Primary School Teachers n=89 25% 75%
Secondary School Teachers n=52 31% 69%
▲/▼ Significantly higher / lower than total @ 95% confidence
Q13. When it comes to teaching, what gives you more satisfaction?
Base: Teachers n=258
© COLMAR BRUNTON 2018 33MEDIA AWARENESS
There is low awareness of any advertising about teaching or becoming a teacher.
Those who do recall seeing ads relating to teaching cite online, TV or print media.
ADVERTISING AWARENESS FOR BECOMING A TEACHER (TOTAL AUDIENCE)
Aware of advertising about teaching or becoming a teacher? Where seen?
Teachers: 15%▲
Parents: 3% ▼ 33%
Online or social media
9%
16%
On TV 32%
In a newspaper or magazine 29%
In cinema 4%
On the radio 1%
74% Billboard/ Bus stop – 6
Somewhere else (please specify) 12%
mentions
Don’t recall 10%
Yes No Not sure
▲/▼ Significantly higher / lower than total @ 95% confidence
Q18a. Now thinking about advertisements specifically, do you recall seeing any advertising about teaching or becoming a teacher recently? Base: n=896
Q18b. Where did you see this advertising? Base: n=69 © COLMAR BRUNTON 2018 35A minority (18%) have seen any recent media in New Zealand promoting teaching as a career.
Comments on media stories seen are mostly around the teachers’ strike as well as the overall shortage
of teachers in New Zealand.
MEDIA PROMOTING TEACHING (TOTAL AUDIENCE)
Seen anything in NZ media promoting teaching as a What did they see?
career recently?
On TV-ad for teaching degrees. Also cant remember what tv programme said there is a serious shortage of teachers. Non-
Māori Parents, Female, 40-49, New Zealander/ Kiwi/ New Zealander of European descent
Māori Teachers: 33% ▲ Currently in the media and about to strike. Māori Parent, Female, 50-59, Māori/ New Zealander of Māori descent
Yes 18%
On news bulletins about how much harder it is to be a teacher pay etc. Yet teachers who spoke still clearly get a lot from
teaching also that they want more teachers coming through. General Population, Female, 40-49, New Zealander/ Kiwi/ New
Zealander of European descent
Advert in magazine for teacher trainings distance learning. Non-Māori Teachers, Male, 50-59, New Zealander/ Kiwi/ New
Zealander of European descent
Newspaper reports teacher works, strike and undervalue and underpaid Non-Māori Youth, Female, 18-20, Chinese
No 68%
Print media put out by NZEI. Non-Māori Teachers, 60+, New Zealander/ Kiwi/ New Zealander of European descent
An article or ad mentioning the shortage of teachers in NZ. Non-Māori Parents, Female, 40-49, New Zealander/ Kiwi/ New
Zealander of European descent, European
On television an add saying how rewarding a profession it was. General Population, Male, 50-59, New Zealander/ Kiwi/
New Zealander of European descent
Don’t know 14%
PPTA ads about Bringing out the best. Many news stories that discuss teacher shortage (mostly in Auckland) with some
minimal discussion around projections. Non-Māori Teachers, Female, 30-39 Other
I have seen interviews of union reps on shows such as The Nation. This isn't promotional material, but still talking about
▲/▼ Significantly higher / lower than total @ 95% confidence people entering the profession. Māori Teachers, Female, 30-39, Māori/ New Zealander of Māori descent, European
Q15. Have you noticed anything in the media, such as newspapers, magazine, TV etc. promoting or encouraging people to become teachers or take up teaching in New Zealand recently? Base: Total Sample n=896
Q16. Can you briefly describe what you saw and where? Base: n=147 (Those who said Yes at Q15) © COLMAR BRUNTON 2018 36The most positive influences on how people view teaching come from family and friends and
impressions of the teachers themselves.
MEDIA INFLUENCE: IMPRESSIONS ABOUT TEACHING (TOTAL AUDIENCE)
How do these media forms influence your
How does the following influence your view on teaching/ teachers?
impression or perception about teaching as a career
Net positive 75%
Doesn't influence me/no infl uence/not much
Impressions from friends influence/prefer to reach my own conclusions
23%
8% 1%3 13% 33% 32% 10%
and family Poor pay/underpaid/teachers complaini ng
15%
Net positive 72% about pay/pay negotiations
Negative influence/impression/portrayal 11%
Impressions from teachers 7%1%5% 15% 31% 30% 11%
The news is biased/shouldn't always believe
Net positive 62% 8%
it/only portray the negative side not the…
Impressions from 24% 1%2 10% 34% 23% 5%
Teachers are undervalued/unappreciated/not
6%
respected/not taken seriously as a career
advertising about teaching
Net positive 60% good/positive impression/influence 6%
Impressions from student
18% 1%5% 17% 31% 24% 5% Not an appealing career choice/won't pursue it
peers as a career/puts people off
5%
Net positive 44%
High workloads/over worked/long hours/poor
5%
Impressions from social working conditions
media 21% 2% 11% 22% 25% 15% 4%
Other 7%
Net positive 44%
Impressions from news Nil/nothing/N/A 5%
coverage (TV and online) 13% 4% 12% 28% 27% 14% 3%
Don't know 7%
Don’t know Very Negative Quite Negative Slightly Negative
Slightly Positive Quite Positive Very Positive
Q17. People get their impressions or ideas about how they'd feel about becoming a teacher from all sorts of places. Please rate how the following influences affect what you think about teaching as a career?
Q17a. Thinking about social media, news coverage and/ or advertising, how do these media forms influence your impression or perception about teaching as a career? Base: Total n=896 © COLMAR BRUNTON 2018 37The majority of respondents were aware of the upcoming teachers’ strike with Parents higher than Youth and General
Population. Half of the respondents feel no different towards teaching and teachers because of the strike, while
teachers actually feel more positive (presumably because their concerns were being voiced in the strike).
INFLUENCE OF THE UPCOMING STRIKE ON PERCEPTIONS TOWARDS TEACHERS AND TEACHING (TOTAL AUDIENCE)
Influence on:
Awareness of Teachers Strike: Māori Teachers: 51% ▲
Net negative 14%
Net positive 29% Parents: 21%
▼
Teaching as a
4% 10% 56% 18% 11%
profession/ career
21%
Net positive 35%
Māori Teachers: 55% ▲
TOTAL Net negative 11% Parents: 29%
AUDIENCE
Teachers 2% 8% 54% 23% 12%
78% AWARE OF STRIKE
Teachers: 94% ▲ A lot more negative towards Somewhat more negative towards
Parents: 79% It has no influence on my opinion towards Somewhat more positive towards
General Population: 72%▼ A lot more positive towards
Yes No Youth: 62% ▼
▲/▼ Significantly higher / lower than total @ 95% confidence
Q17b. Are you aware of the proposed/upcoming strike of primary teachers and principals? Base: Total n=896
Q17c. How is the upcoming strike influencing your opinion of teaching and teachers? Base Those aware of strike: n=708 © COLMAR BRUNTON 2018 38SUMMARY
Summary: Overall
The Benchmark metrics establish a baseline for understanding the change in perceptions of teaching over
time.
Currently…
The overwhelming majority of audiences we surveyed (Parents, Youth, General Population and Teachers) view
teaching as important for developing our future generations (86%) and contributing to the broader context of
New Zealand society (95%). The rewarding nature of teaching particularly around nurturing young people and
imparting life skills beyond the curriculum is the key driver of this attitude.
This is supported by respondents recalling their favourite teachers having a significant positive influence on
their lives. Teaching also engenders pride, although parents are more likely to value it as a profession than
young people are to consider it as a career.
Despite the broad recognition of its importance, teaching is the 11th most appealing professional in the
General Population (7th for Parents and Youth). Most audiences are in agreement that teaching is
undervalued as a profession (78%). This is felt most acutely by teachers (92%) and Māori teachers (100%).
With this context in mind, the limited awareness of messaging promoting teaching as a career is telling. At
present, word of mouth and family and friends are the strongest influencers. This presents an opportunity for
the campaign this research is evaluating to cut through and make real improvements around attitudes to
teaching as a career.
The following slides summarise key metrics for each of the target audiences.
© COLMAR BRUNTON 2018 40Summary: Teachers
• 68% said that teaching is an appealing career to them (72% Māori, 67% Non-Māori)
• AND 56% perceive it as the most important career in NZ
• Despite the appeal of teaching as career, only 8% of teachers feel adequately valued(this is 0% for Māori teachers)
• 97% are proud to be a teacher
• 92% of teachers say society should place a greater value on the teaching profession
• 95% of teachers agree that teaching is NZ most important career when it comes to developing our future
generations
• Despite the importance of the curriculum 9-in-10 say that teaching life skills are more important to them than a
curriculum related lesson
• AND 75% get more satisfaction in seeing a student grasp a life skills rather than having a student only grasp
something subject related
Top three reasons for becoming a teacher:
Developing well-rounded and
Making a difference to young Having a job with meaning 36% confident members of 34%
60%
people’s lives and purpose
society
© COLMAR BRUNTON 2018 41Summary: Parents
• 15% said that teaching is an appealing career to them
• AND 27% perceive it as the most important career in NZ
• 95% say that good teachers are important for the future of NZ people and society
• AND 83% agree that teaching is NZ most important career when it comes to developing our future generations
• Parents have a positive view of the value of teachers.
• 73% of parents agree that teachers are valued by the community
• AND 63% say that teachers feel positive about what they do
• 30% of parents feel that teachers are adequately valued
• 6-in-10 parents remember something related to a life skill they were taught by their favourite teacher
• 28% would suggest teaching as a career to their children. The main reasons for encouraging their children to
become teachers include: having a big impact on the lives of young people in a challenging yet rewarding
occupation
© COLMAR BRUNTON 2018 42Summary: Youth
• 16% say that teaching is an appealing career to them (20% Māori Youth, 15% Non-Māori Youth)
• 85% however agree that teaching is an occupation with meaning and purpose
• AND 94% feel that teachers are essential for the wellbeing of future generations
• 70% recall a life skill they learned that stuck with them most from their favourite teacher
• 1-in-4 feels that being a doctor is the most important career in NZ (Teaching ranked 3rd)
• BUT 2-in-3 would be proud if they were a teacher
• YET only 33% would consider becoming a teacher at some point of their lifetime
• 74% of youth say society should place a greater value on the teaching profession
© COLMAR BRUNTON 2018 43Summary: General Population
• 22% said that teaching is an appealing career to them
• AND 28% perceive teaching as the most important career in NZ
• WITH 26% saying that the teaching profession is adequately valued
• 98% say that good teachers are important for the future of NZ people and society
• AND 88% agree that teaching is NZ most important career when it comes to developing our future generations
• 95% agree that teachers make a difference to the lives of children and young people everyday
• AND 94% feel that teaching is an occupation with meaning and purpose
• 6-in-10 of the general population agree that teachers are valued by their community and the students
• AND Parents value teachers: 68%
• 56% said that their favourite teacher had a moderate to extreme influence on their lives
© COLMAR BRUNTON 2018 44F O R F U R T H E R I N F O R M AT I O N P L E A S E C O N TA C T:
Jon Carapiet, Hanmari
Coetzee and Alexis Ryde
Colmar Brunton, a Kantar Millward Brown Company
Level 1, 46 Sale Street, Auckland
PO Box 33690, Takapuna 0740
Phone (09) 919 9200
www.colmarbrunton.co.nzI M P O R TA N T I N F O R M AT I O N
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