New Zealand Story’s latest qualitative Market Pulse research has shed light on the evolving international perceptions of Aotearoa New Zealand among consumers from key trading markets such as Australia, China, Singapore, the UK, and the USA.
The findings show New Zealand is recognised for its strong moral values – highlighting New Zealand as a credible leader in prioritising the greater good. The nation is viewed as progressive, open-minded, and compassionate, with a strong emphasis on sustainability and environmental stewardship.
While New Zealand’s tourism and agriculture sectors continue to enjoy positive recognition, there is an opportunity to showcase its expertise in science, technology, and innovation. The research shows significant surprise at our capabilities in technology, science and innovation – particularly where breakthroughs have impacted lives globally.
New Zealand Story CEO, David Downs, said: “We have a collective responsibility to tell our story and tell it with pride. While it’s nice at times to be surprising, it’s important to be known, and the more we tell these stories, the more the world will know the full picture of New Zealand.
We want to showcase our ingenuity so that the world knows that amongst our beautiful landscapes and green pastures you also find cows with solar-powered smart collars, native mushrooms being grown for alternative plastic packaging, a space-plane launching multiple times in one day, and eventually, zero-emission planes.”
Downs continues: “If we can achieve that, we will round out the economic opportunity for New Zealand’s future and our business presence on a global stage. This will strengthen our nation’s brand value, influence and reputation, which contributes towards more foreign direct investment, more tourism, more international students, and a ‘made in’ and ‘created in’ premium.”
The research aims to provide valuable insights for exporters, businesses, and governmental agencies to enhance New Zealand's reputation and drive global value for its products and services.
To download the latest research, click here.
