Pacific business growth rises in Auckland, but major opportunities still go untapped - report

A new report shows that while Pacific people make up a large part of Auckland’s workforce, far fewer actually own businesses.

The report, Quantifying the Pacific Economy, uses 10 years of data to show where Pacific businesses are growing. The report was commissioned by Auckland Council and the Ministry for Business, Innovation, and Employment.

The report finds that Auckland is the “heart” of Pacific economic activity. More than half of all Pacific private businesses are based in the city.

Last year, 1776 Pacific-owned Auckland businesses with employees brought in almost $1.798 billion in sales, much more than Pacific-owned businesses in the rest of the country.

Nationwide, there are 5271 major Pacific businesses, two-thirds Pacific-owned and the rest sole traders. Auckland also has more than 1000 significant employers of Pacific workers, and almost 43 per cent are Pacific-owned.

Listen to Simeon Brown's full interview below.

Many Pacific-owned businesses are in construction (35 per cent), professional services (15 per cent) and administration and support (8 per cent). The number of Pacific-owned businesses has grown 61 per cent over the past decade, and this growth is helped by the fact that most Pasifika aged 30-64, the age group most likely to own a business, live in Auckland.

The Government says they want to support this momentum. Minister for Auckland Simeon Brown says the Government is open to looking at ways to help Pacific businesses grow and make it easier for people to start and manage them.

“If there are things that we can do to continue to support Pacific businesses in Auckland, absolutely, we want to do that,” Brown tells William Terite on Pacific Mornings. “We’re focused on growing our economy and making it easier to do business in New Zealand. If there are opportunities that we can look into, absolutely, we’re open to that.”

The report highlights the economic input of Pacific workers and business owners across Auckland. Photo/Unsplash

Business leaders agree the potential is huge. Mils Muliaina, a Director of the Auckland Chamber of Commerce, says Pacific entrepreneurs already play a major role in the local economy, creating jobs and bringing valuable skills.

“Pacific peoples are bringing their knowledge, expertise, skills and business acumen into a range of sectors and industries, leading to impactful outcomes such as job creation,” he says.

Muliaina, an All Black legend, says Pacific businesses tend to do even better when they employ Pacific workers because of shared values and trust.

“The data shows Pacific businesses sometimes face lower productivity or survival rates. At the Chamber, we recognise the importance of our role to champion the success of Pacific entrepreneurs, because the success has a domino impact on creating intergenerational success.

“If we get this right, we’ll see more Pacific businesses not just starting up, but thriving, employing our people, and contributing in a big way to Auckland’s future.”

(From left) Neenah Kints, Tapu Elia, and Zanderlee Matene won big at this year's NZ Lash Industry Awards. Photo/Facebook/PMN Composite

Business reaction

Pacific business leaders say growth is happening on terms that stay true to culture and identity.

Mary Los’e, Chief Executive of Pacific Business Trust, says Pacific entrepreneurs are succeeding while maintaining heritage.

“Pacific peoples have impacted Aotearoa New Zealand, and the opportunities for our communities here are unlimited, the calibre of finalists prove this. We are in New Zealand, yet we can still be proud Sāmoan, Tongans, Fijians and Niuean and so on,” she says in an earlier statement.

Recognition is also reaching individual entrepreneurs. Zanderlee Matene, founder and owner of Sister Lashes, received special recognition at the Lash Industry Awards earlier this month. In a social media post, she reflected on the challenges Pacific women face in business.

“As Pacifica women, we often carry the weight of stereotypes, underrepresentation, and barriers that make it harder for us to be acknowledged in certain spaces,” her post read. “So to stand here and be recognised is not just for me, but for every brown girl who has been told she wasn’t good enough, for every Pacifica woman who has had to fight twice as hard to be taken seriously.”

Watch Pam Ford's full interview below.

Looking ahead

The report is being launched today (Friday) at the Auckland Pacific Economic Insights Series event, where leaders will discuss how to strengthen Pacific business growth.

Auckland Council says the findings will help influence new programmes, especially for young people preparing to enter the workforce or start their own ventures.

Pam Ford, General Manager of Auckland Council’s Economic Development Office, says they want to help Pacific people build the skills they need to get good jobs and start successful businesses.

She says technology and AI will be big factors, and it’s important Pacific workers and businesses are ready for those changes, “particularly our young people”.

Ford says the council will keep working with the Government to explore more growth opportunities. She believes Pacific communities are ready to take the next step.

“People lose jobs through this time, so they need to be creative and innovative. That can be counter-cyclical and really work in your favour, and then you’re ready for the upside. The indicators are that we are moving into an upward cycle.”