In the United States, when politicians want to connect with voters they talk about freedom. It's a big deal: any politicians who want to be elected need to show they are committed to freedom. Barack Obama used the words, freedom, free and liberty 16 times in his 2012 inauguration speech. The next most common word was people, which appeared 11 times.
In New Zealand, we don't talk about that so much. Our big shared value is fairness. We think that everyone ought to have a fair go, a fair chance at getting ahead and a fair opportunity to participate in our society. We'll hear politicians talking about fairness a lot this year in the lead-up to the election.
But what exactly is fairness? When I ask my taxation students about how to tax fairly, they quickly come up with three ideas, all of them "fair" in some way.
Some students suggest we could charge every person in New Zealand exactly the same dollar amount of money each year. They usually suggest about $5,000 a person. That's not too far off the mark: we'd need to charge everyone, including children, about $6,250 a year to raise the same amount of tax as we do now. It's "fair" because everyone pays exactly the same amount.
But will people accept it? Probably not. When Margaret Thatcher tried to bring in a similar "community charge" in Britain there were riots in the streets.