Te Kete o Karaitiana Taiuru (Blog)

After writing my story about Huggies New Zealand (owned by international company Kimberly-Clark Corporation) and their incorrect and offensive baby names advise on their web site, I contacted Radio Waatea who very professionally and neutrally interviewed me on the topic on March 08 . I too was cautious with my wording on this very serious matter.

Afterwards, I sent one tweet with the text “NZ Corporate ignorance of Māori. Disrespectful and harmful baby names advice via @HuggiesNZ “. The intention of the tweet was to give yet another opportunity for a response. I  know that in order to protect a brand name social media is monitored, though I was not too sure about Huggies as they had ignored me on Twitter.

On March 12 2018, I missed a phone call from an Australian number. Later when I checked my voice mail it was a message from the Customer Care Manager (Australia) of Kimberly-Clark Corporation the international corporation for a number of brands including Huggies. Due to a busy schedule I did not ring back that day. On March 14 2018, I missed another phone call as I was on the other line. I rung back to the service desk in Australia using the 0800 number and said who I was and asked for the person by name. To my surprise, the person on the other end of the phone said “Yes Mr Taiuru, person is expecting your phone call but she is away from her desk, can she call you back”. At this stage I have noted two things. The genuineness of the company to ring me twice and that the call desk operator knew my name and was expecting me.

During the return phone call the fact that Kimberly-Clark Corporation did not want to offend anyone was reiterated several times during the 6 minute phone call.

I was told that the Twitter account @HuggiesNZ referenced in my article was in fact not authentic, despite having the Twitter blue tick of authentication. If I had not have gone public with my complaint, the rouge Twitter account would still be operating as the company had no idea up till the article and media interview of the account. The authentication of the fake twitter account had been removed when I checked after the phone call. Strangely several Twitter comments referring to HuggiesNZ as being racisit by other people were also removed. The account is still active and has at the time of writing not been canceled or suspended. More information in the Twitter Terms.

The pages have been temporarily taken down while they can be reviewed and updated by an expert. I was also informed that there is in fact an Auckland office of Huggies. I offered two names as experts, an organisation and a licensed Māori language interpreter.

The real success of this story is that expectant parents will no longer be subject to bad advice and incorect Māori names and meanings when they name their new born babies.

Lessons learnt as an individual voice taking on an international conglomerate:

1. Don’t be afraid to defend your culture and step outside of our comfort zone.
2. Plan how to go public and be patient.
3. Utilise social media in a positive manner. Start small, then try to saturate your networks if needed.
4. Be persistent and consider that large international corporations are large and complex and that it is likely that your lone Indigenous voice may not get to the decision maker straight away.
5. Be courteous and professional at all times. Two negative attitudes do not make a successful relationship. It is doubtful that the decision makers knew and planned to make something offensive. If they did, then your minority group must have some wide spread recognition and be feared by the corporate.
6. Be co operative if you are contacted, but be cautious so as your intentions are not questioned. If you complain and then offered to be paid to fix the issue could have the impression that was the intent in the first place.