Sustainability isn’t a value if you aren’t
In a market as unique as New Zealand, where consumers are fiercely loyal to brands that mirror their values, authenticity isn’t just a competitive advantage—it’s a necessity. When it comes to brand values, many Kiwi businesses gravitate toward sustainability, customer focus, integrity, supporting local, and innovation. While these values sound impressive, they risk blending into the background if they aren’t approached with real purpose.
For instance, according to a 2023 survey by New Zealand Marketing Magazine, over 50% of New Zealand shoppers prioritise sustainability and environmental friendliness when making purchasing decisions (New Zealand Marketing Magazine). It’s not enough to throw “green” buzzwords around; consumers want to see actual commitment—whether that’s reducing plastic use, investing in renewable resources, or partnering with eco-friendly suppliers. If your brand claims sustainability but doesn’t walk the talk, you’ll quickly lose credibility, as nearly three-quarters of consumers are more inclined to engage with brands that align with their personal values (Business.govt.nz).
Similarly, "value for money" and "customer-centricity" are common phrases in New Zealand's business landscape (Business.govt.nz). But here’s the thing—everyone is saying it. So, how do you stand out? By being specific and transparent. Instead of vague promises, demonstrate exactly how your pricing, personalised services, or loyalty programs truly benefit your customers. For example, Kiwibank excels in this area by making their community and sustainability goals clear to the public, showing where customers’ money is going (Business.govt.nz).
Integrity and trustworthiness are also highly prized in New Zealand businesses (Business.govt.nz). But integrity isn’t just a word; it’s an action. Businesses that back their claims with consistent, authentic practices foster genuine loyalty. A great example is Allbirds, a brand that has built a global reputation by maintaining transparency about their materials, sourcing, and sustainability practices. New Zealanders don’t just care about what you do; they care about how you do it.
The bottom line: Generic values don’t cut it anymore. It’s time to dig deeper, be specific, and showcase the real ways your brand lives up to these principles. Because in a sea of sustainability and customer-first promises, authenticity is what will make your brand unforgettable.
Here are 10 single-word, authentic values you can adopt to stand out and reflect true, actionable commitments:
Empowerment – Invest in employee development through mentorship and learning opportunities.
Curiosity – Encourage a culture of exploration, where bold questions are welcomed.
Accountability – Hold yourself and your team responsible for delivering on promises.
Craftsmanship – Prioritise quality over speed, ensuring your products are meticulously crafted.
Integrity – Be transparent in your dealings, and back your words with consistent actions.
Adaptability – Remain flexible and responsive to market changes, and pivot as needed.
Connection – Focus on building deep, genuine relationships with your customers and community.
Transparency – Be open about your processes, pricing, and business practices.
Respect – Honour your customers, employees, and partners with fair treatment and empathy.
Mindfulness – Approach business decisions with consideration for long-term impacts on both people and the planet.
These values aren’t just words—they are blueprints for action. By adopting and living them, your brand can create real, lasting connections with your audience, fostering loyalty that goes beyond the generic promises of your competitors.
