WHAT DOES IT MEAN TO BE A NEW ZEALANDER IN 2020?

Everyone talks about the ‘new New Zealand’ – but what’s really changed? What does this mean for your business and brand? And why do we see the same well-worn imagery of a New Zealand of the 20th century, rather than the 21st?

Global movements have meant that national identity has come to the fore. After months of global change which brought the concept of identity politics into the public consciousness like never before – True’s Janisa Parag was prompted to question, what does it actually mean to be a New Zealander today? And what does this mean for Kiwi businesses as we build brands fit to the face a disrupted future?

First, the cultural codes challenged the well-worn tropes of ‘old New Zealand’

New Zealand's rugged, farming ‘Number 8 Wire’ identity has been firmly rooted in our colonial