Op ed by Isentia NZ country manager Russ Horell: The long wait for the highly anticipated 2019 budget is almost over. Dubbed the ‘wellbeing budget’, it is the first of its kind in New Zealand, or indeed, anywhere in the world.
On 30 May, the Ardern government has promised to look beyond GDP and focus on the long-term social impact that funding decisions will have on society.
While the lead-in has been built up substantially by the government’s own messaging, it’s what comes after the details are released that will have a greater influence on the government’s next moves.
The pressure is on Jacinda Ardern and Grant Robertson to sell their first ‘wellbeing budget’ to the media, because research shows that it is the media’s interpretation that will drive public opinion. That’s no easy task with a political press gallery who have covered their fair share of budgets and who will assess any ground-breaking claims with a healthy degree of scepticism.
Strap yourself in because this is going to be fascinating.
Isentia’s analysis of the media coverage and messaging from the Government on its upcoming budget shows it will focus on social indicators such as child poverty reduction, mental health, quality housing and environmental sustainability.
In line with the Treasury’s Living Standards Framework, this can give organisations an indication of what to expect when applying for future government funding. Robertson has also been clear on the mechanisms by which the wellbeing budget’s intergenerational changes will be evaluated.
“Strap yourself in because this is going to be fascinating.”
The intentions are clearly telegraphed, but will the media’s interpretation match the rhetoric?
Businesses and organisations, with interests in social wellbeing and responsibility, should watch closely how the government delivers the budget and how the media reacts. It can help guide their next steps for communication with government and to reporters, so they can get their voice out there.
It’s likely that this year’s budget will open-up opportunities for organisations and agencies looking to provide valuable support in our communities.
Isentia New Zealand has been working with a Wellington-based youth health and social support service, Evolve, on how they can track sentiment around issues being raised by the budget, like mental health. This can help them best plan their campaigns for funding and public awareness.
Likewise, it will be interesting to see how the government negotiates its social impact messaging with business media and economic commentators. Ardern’s administration still must stick with the Budget Responsibility Rules that it placed on itself, so commentary may say Labour is hamstrung until it can seek a ‘broader mandate’ next election.
Or will some media put pressure on Ardern and Robertson, painting the budget as economically weak?
The budget touches every part of New Zealand. Every single person has a stake in it. Wellbeing is no gimmick for this government. Ardern and Robertson’s intentions have been well signalled.
How successful they are in executing those plans will be first determined by how well they can convince the media on May 30.
About Isentia
Isentia (ASX:ISD) is APAC’s leading integrated Media Intelligence and Insights business with operations in 11 markets. Isentia blends market-leading monitoring experience with analytics to help the world’s biggest brands uncover the whole picture – and act on it. Powered by cutting-edge technology and a team of world class experts, our mission is to help businesses leap-forward where only genuine insight can take them. To find out more about how we inform better decisions, please visit www.isentia.com
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