For the first time in New Zealand, econometric analysis finds that New Zealanders place significant monetary value on participating in certain arts and cultural activities. 

These findings are revealed in new research commissioned by Toi Mai Workforce Development Council and undertaken by Motu Research, released today in The impact of participation in arts and cultural activities on personal wellbeing. 

Not only did the research confirm New Zealanders’ wellbeing is improved by participating in arts and cultural activities, but it found participants value this boost to wellbeing at 6–20% of their annual income (around $2,800–$9,300 per person) at the median income level.  

This is higher than the value participants place on the wellbeing benefits of sports participation, which is 5–17% of their annual income ($1,600–$7,700).  

The research adds evidence to support public investment in the arts and culture sectors. Te Tumu o Toi, CEO of Toi Mai Dr Claire Robinson said, “Public investment traditionally relies on the ability to quantify costs and benefits. This has been hard to do for arts and culture as there are many reasons people choose to participate, and any benefits to individuals are typically not measured monetarily. This has made it challenging to justify ongoing public investment in sectors, especially in fiscally tight times. 

“By putting a value on participation using a reliable valuation method, we now have a critical economic argument for the need for public investment in the arts, given the benefits it brings to New Zealanders.” 

The research drew from the 2016 and 2021 General Social Surveys and found passive participation of the arts (observing and being audience to) is associated with greater happiness, improved wellbeing and higher life satisfaction. The research attributes this to improving mental health, by increasing how often one feels calm and peaceful and reducing how often one feels downhearted and depressed.  

“Engaging with the arts isn’t just a luxury – it’s a key factor in maintaining mental and emotional health in the community,” says Robinson. 

The findings of this research provide perspectives about how those audiences gain greater enjoyment than the price they pay. It also continues to build on our broader understanding and narrative of the arts, cultural and creative industries, including the experiences of creative professionals.  

These new insights are consistent with the findings of the previous Motu-led research report, Working for Fun?, which highlighted that while arts workers are passionate about their jobs and may receive wellbeing benefits from the work they do, they face major income challenges compared to non-arts workers. 

This further compliments findings from other Toi Mai research released this year that highlighted a $310m–$420m annual income gap between the income earned by performing arts workers and the average worker in Aotearoa.  

This figure represents the unpaid and under-paid work performers provide to ensure communities can access live music and theatre, and audiences of these artforms maintain their wellbeing. 

Read The impact of participation in arts and cultural activities on personal wellbeing here. 

Find the non-technical summary and other report versions here.

 

About Toi Mai 

Toi Mai is the workforce development council (WDC) for Ngā Peka o Toi, the creative, cultural, recreation and technology industries of Aotearoa. 

WDCs are the independent voice of industry in the vocational education and training system. In their skills and workforce leadership role, they are required to provide opportunities for all people in their specified industries to reach their full potential and capabilities, including those who have been traditionally underserved by the education system. 

To find out more, visit toimai.nz 

About Motu Research 

Motu Research is the top-ranked economics organisation in Aotearoa New Zealand, according to the Research Papers in Economics website, which ranks all economists and economic research organisations in the world based on the quantity and quality of their research publications. 

Motu Research is independent and never advocates an expressed ideology or political position. A not-for-profit and charitable trust, Motu Research is founded on the belief that sound public policy depends on rigorous research, accompanied by well-informed and reasoned debate. 

For more information, visit www.motu.nz