Māori, the indigenous language of New Zealand, also known as Aotearoa, has faced significant challenges over the past few centuries. Colonization, urbanization, and globalization have all played roles in diminishing the presence and use of the Māori language. However, in recent decades, there has been a strong resurgence in efforts to revitalize te reo Māori (the Māori language). This movement has seen contributions from a variety of sectors, including education, government, and the media. One of the most significant yet sometimes underappreciated contributors to this revitalization is the corporate sector. Corporations in New Zealand and beyond are playing a pivotal role in supporting and promoting Māori language and culture, and their initiatives are becoming increasingly influential. This article explores how corporations are aiding the revitalization of the Māori language and why their involvement is crucial.
The Importance of Māori Language Revitalization
The Māori language is a cornerstone of Māori identity and culture. It carries the history, traditions, and values of the Māori people and is a vital link to their ancestors. Beyond its cultural significance, the revitalization of te reo Māori is essential for fostering a more inclusive and diverse society in New Zealand. Language is a powerful tool for social cohesion, and ensuring that te reo Māori thrives is a step towards honoring the Treaty of Waitangi, the founding document of New Zealand, which promises to protect Māori language and culture.
However, the challenges to revitalizing the Māori language are substantial. The number of fluent speakers has dwindled over the years, and many young Māori grow up without a strong foundation in their ancestral language. This is where the involvement of corporations becomes particularly important. By leveraging their resources, reach, and influence, corporations can make substantial contributions to the revitalization efforts.
Corporate Initiatives and Programs
Workplace Language Programs
One of the most direct ways corporations can support Māori language revitalization is by implementing workplace language programs. These programs can take various forms, from offering te reo Māori classes to providing language resources and materials to employees. For instance, some companies have started to offer regular Māori language lessons to their staff, helping them to learn and use the language in daily interactions.
These programs not only promote language learning but also foster a deeper understanding and appreciation of Māori culture among employees. By incorporating te reo Māori into the workplace, corporations help normalize the language and make it a regular part of daily life. This normalization is crucial for the broader societal acceptance and use of te reo Māori.
Branding and Marketing
Another significant way corporations are supporting Māori language revitalization is through branding and marketing. Many companies in New Zealand have started to incorporate te reo Māori into their branding, advertising, and communication strategies. This can range from using Māori names for products and services to including te reo Māori in advertisements, social media posts, and other marketing materials.
For example, some companies have begun to use bilingual signage and packaging, ensuring that both English and Māori are visible to consumers. This not only raises awareness of the language but also sends a strong message about the company’s commitment to supporting Māori culture. When consumers see and hear te reo Māori in everyday contexts, it helps to normalize the language and make it more accessible to a wider audience.
Supporting Māori-Owned Businesses
In addition to their internal initiatives, many corporations are also supporting Māori language revitalization by partnering with and supporting Māori-owned businesses. This can take various forms, such as sourcing products and services from Māori businesses, providing mentorship and business development support, and collaborating on projects that promote Māori culture and language.
By supporting Māori-owned businesses, corporations help to create economic opportunities for Māori communities and ensure that Māori voices are represented in the business world. This economic support is crucial for the sustainability of Māori language and culture, as it enables Māori communities to invest in their own language revitalization efforts.
Corporate Social Responsibility (CSR) Initiatives
Corporate Social Responsibility (CSR) initiatives provide another avenue for corporations to support Māori language revitalization. Many companies have started to include Māori language and culture as a key component of their CSR strategies. This can involve funding language education programs, supporting Māori cultural events and festivals, and partnering with Māori organizations to promote language and cultural initiatives.
For example, some companies sponsor Māori language immersion schools (kura kaupapa Māori) or provide grants to community groups working on language revitalization projects. By investing in these initiatives, corporations can have a direct and tangible impact on the preservation and promotion of te reo Māori.
Case Studies: Corporations Leading the Way
Air New Zealand
Air New Zealand is one of the most prominent examples of a corporation supporting Māori language revitalization. The airline has made significant efforts to incorporate te reo Māori into its operations and branding. From bilingual signage at airports to the use of te reo Māori in in-flight announcements and safety videos, Air New Zealand has made a concerted effort to promote the language.
In addition to these visible efforts, Air New Zealand also offers Māori language courses to its staff and has developed resources to help employees learn and use the language. The company’s commitment to te reo Māori extends beyond its own operations, as it also supports various Māori language and cultural initiatives through its CSR programs.
Te Wānanga o Aotearoa
Te Wānanga o Aotearoa, one of New Zealand’s largest tertiary education providers, is another example of a corporation leading the way in Māori language revitalization. As an educational institution, Te Wānanga o Aotearoa offers a wide range of programs and courses in te reo Māori, catering to learners of all levels. The organization also provides resources and support for other institutions and businesses looking to incorporate Māori language and culture into their operations.
Te Wānanga o Aotearoa’s commitment to Māori language revitalization goes beyond education, as it also engages in various community initiatives and partnerships aimed at promoting and preserving te reo Māori. By leveraging its expertise and resources, Te Wānanga o Aotearoa plays a crucial role in the broader movement to revitalize the Māori language.
Fonterra
Fonterra, a global dairy cooperative based in New Zealand, has also made significant efforts to support Māori language and culture. The company has implemented a range of initiatives to promote te reo Māori within its operations and beyond. This includes offering Māori language courses to employees, incorporating te reo Māori into its branding and marketing materials, and supporting Māori cultural events and initiatives through its CSR programs.
Fonterra’s commitment to Māori language revitalization is also evident in its partnerships with Māori-owned businesses and organizations. By working closely with Māori communities, Fonterra helps to create economic opportunities and support the sustainability of Māori language and culture.
The Impact of Corporate Support
The involvement of corporations in Māori language revitalization has a significant and far-reaching impact. By leveraging their resources, reach, and influence, corporations can help to normalize the use of te reo Māori and make it a regular part of everyday life. This normalization is crucial for the broader societal acceptance and use of the language.
Moreover, corporate support for Māori language revitalization helps to create economic opportunities for Māori communities. By supporting Māori-owned businesses and investing in language and cultural initiatives, corporations can help to ensure the sustainability of Māori language and culture for future generations.
In addition to these tangible benefits, corporate support for Māori language revitalization also sends a strong message about the importance of diversity and inclusion. By promoting and supporting te reo Māori, corporations demonstrate their commitment to honoring the Treaty of Waitangi and fostering a more inclusive and equitable society.
Challenges and Considerations
While the involvement of corporations in Māori language revitalization is undoubtedly positive, there are also challenges and considerations to keep in mind. One of the main challenges is ensuring that corporate initiatives are genuine and not merely tokenistic. It is essential for corporations to engage with Māori communities and experts to ensure that their efforts are culturally appropriate and respectful.
Another consideration is the need for long-term commitment. Language revitalization is a complex and ongoing process that requires sustained effort and investment. Corporations must be willing to commit to long-term initiatives and partnerships to make a meaningful impact.
Finally, it is important to recognize that corporate support is just one piece of the puzzle. While corporations can play a significant role in Māori language revitalization, their efforts must be complemented by initiatives from other sectors, including education, government, and the media. A holistic and collaborative approach is essential for the successful revitalization of te reo Māori.
Conclusion
The revitalization of the Māori language is a vital and ongoing effort that requires the support and involvement of all sectors of society. Corporations have a unique and valuable role to play in this movement, and their contributions are becoming increasingly influential. By implementing workplace language programs, incorporating te reo Māori into branding and marketing, supporting Māori-owned businesses, and investing in language and cultural initiatives, corporations can make a significant impact on the preservation and promotion of te reo Māori.
As we move forward, it is essential for corporations to engage with Māori communities and experts, commit to long-term initiatives, and work collaboratively with other sectors to ensure the successful revitalization of the Māori language. By doing so, we can help to create a more inclusive, diverse, and equitable society that honors and celebrates the rich cultural heritage of Aotearoa.
