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Kiwi or New Zealanders?

Woman in forest

Kiwi or New Zealanders?

In a nutshell

  1. Two thirds of the people in New Zealand TRA interviewed wanted to be known as Kiwi.
  2. Remember to acknowledge and appreciate people's commitment to buying Kiwi products and services. 
  3. And behave like a Kiwi - be fair, support connection, and do the right thing.

TRA surveyed over 2,000 people and discovered that two thirds of New Zealanders want to be known as Kiwi. And younger people over index on this. 

Historically, the people of New Zealand were known as Kiwi - but as the nation has matured we moved toward the more respectful moniker of New Zealander.

However, as our place on the world stage has evolved to become globally respected as an innovative, high achieving and humane society, so have we become reattached to being Kiwi. Brands should acknowledge our new-found pride in the Kiwi badge when they talk to people. 

We also want to buy Kiwi.

The days of overseas goods having all the cache are receding. European beer was once held in highest esteem whereas today we admire our homegrown craft beers and mass market beers such as Tokyo Dry. Only 1% of our sample said they preferred buying overseas brands overall and over 70% said they tried to buy or mostly bought Kiwi products.

How will the current situation affect these opinions?

To some extent it will depend upon how New Zealand companies perform and how we compare with the behaviour of overseas companies.

In times of stress our natural response is to retreat into our cave and to stick with what’s familiar so there is good opportunity for Kiwi brands to be culturally relevant. 

But, it’s not enough to be a Kiwi brand.

You’ll need to behave like a Kiwi – value fairness, acknowledge our deep seated desire for connection and do the right thing. And global brands with a Kiwi presence can do this too.

Speaking to the Kiwi DNA will not only help see you through today’s challenges, but it’s also how you’ll be remembered when life gets back to normal. 

Colleen Ryan
Partner at TRA
Colleen has a curious and strategic mindset fueled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science, and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.

Understand the forces of culture and shape radical ideas

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