Kiwis doubt over country's pure image

While most Kiwis believe the country's image as pure and unspoilt is a global trade advantage, many doubt that the country lives up to the brand. File photo / NZ Herald

Although nearly 90 per cent of New Zealanders believe the country's image as pure and unspoilt is a global trade advantage, more than 45 per cent doubt that the country lives up to the brand, a survey shows.

The New Zealand Business Council for Sustainable Development (NZBCSD) survey asked nearly 1300 people how important sustainability was in providing the country with a competitive advantage in global markets in light of promotions such as the 100 per cent Pure brand campaign.

More than a third (39 per cent) thought sustainability was very important in global markets, while only 14 per cent said it had little or no importance at all.

And while the 100 per cent Pure brand was acknowledged as a key source of competitive advantage, 45 per cent still thought the country didn't live up to the brand.

The survey is part NZBCSD's Vision 2050 research project which looks at how New Zealand can successfully move to a world with a population that will increase from six to nine billion over the next 40 years.

Vision 2050 project manager Jamie Sinclair said New Zealand's population was expected to nearly double over this period, and mapping ways in which the country and people globally "live well" within the resources of the planet was expected to bring significant business opportunities.

The survey showed farm owners and managers were the occupational group with the strongest belief that sustainability was important for overseas trade, with 77 per cent rating it "very important".

"There are amazing export opportunities globally for New Zealand agriculture and other industries based on clean technology and sustainable resource use, but we obviously need the right thinking and buy in from industry to embrace them," Mr Sinclair said.

- NZPA