Neil Gaught On Purpose: In Conversation is a monthly interview series featuring leaders, thinkers and practitioners at the forefront of purpose-driven business.

Each conversation goes beyond the rhetoric to explore how purpose is being applied in practice, across strategy, governance, culture and performance.

At a time of growing complexity and uncertainty, the series brings together diverse perspectives to examine a simple but increasingly urgent question: What does it take to build a business that creates enduring value for both shareholders and society?

Qiulae Wong is a business leader, sustainability advocate and politician. Before becoming leader of Opportunity, she held senior roles in ethical business, climate action and systems change, including serving as Country Director of B Lab Aotearoa New Zealand and working in sustainability consulting at KPMG. A passionate advocate for a more inclusive, sustainable and opportunity-rich future, she brings a distinctive blend of business, environmental and social perspectives to New Zealand politics.

 

NG: You have spent much of your career in human rights, ethical business, B Corp, climate transition and the wellbeing economy. What made politics feel like the next necessary step?

QW: I feel like I’ve spent my career unravelling a big ball of yarn. Getting closer and closer to the root cause of some of our gnarly social and environmental problems. Politics feels like the next step here; it is the system change lever that we need to transition to a more sustainable, inclusive economy.

As a mum of two young girls, I am also so much more impatient for change than I’ve ever been before. I want the New Zealand they grow up in to be one that is more united and where we have a shared, aspirational vision for their futures.

 

NG: Political parties are often judged by their policies. But what role should purpose play in politics and how does that shape the way you think about and lead Opportunity?

QW: I think it’s a really interesting idea to bring the concept of purpose into politics. We know that in business it drives better performance and greater collaboration because everyone is working towards that North Star. For us, ‘Opportunity’ is literally our purpose; creating opportunity for every New Zealander to pursue their potential, in ways that are socially, environmentally and economically sustainable. I think that would be a great purpose for New Zealand as a whole!

 

NG: You have spent a lot of your career around purpose-led business. Do you think New Zealand businesses have a particular opportunity to lead differently, in a way that reflects who we are, what we value, and what New Zealand stands for?

QW: New Zealand has some awesome innate values; things like fairness, innovation, good work ethic, a quirky sense of humour. Many successful Kiwi businesses already demonstrate those values and I’d love for us to double-down on it even further. Particularly in a world where trust is being eroded in many places, our values-led — or purpose-led — approach could be a real competitive advantage.

 

NG: Political parties often talk about economic growth, housing fairness and environmental responsibility as if they are competing priorities. Do you think that tension is real, or are we still using the wrong frame?

QW: I think we’re starting to see clear evidence that that’s the wrong frame. Long term economic growth and prosperity is not possible if people can’t afford homes and nature is suffering. We’ve not been good at measuring those social and environmental things in the past but huge progress is being made on this. The challenge is that it requires a mindset shift for society to move to a model where we value our natural and human resources to the same degree as our financial resources. But we have to do that if we want a more stable and sustainable world.

 

NG: Politics is often framed through the lens of left, right and centre. But do those labels still help us solve the challenges New Zealand faces, or is there a case for a more purpose-driven approach to politics?

QW: The left-right framing of politics is extremely outdated and doesn’t capture the multitude of views one individual might hold. You could be a successful business person that believes in capitalism and also think that higher taxes are necessary. You could believe that governments should be small and also that we should devote more hours to community gardens. I think starting with either left or right ideology is dangerous and means we don’t look at all the possible solutions with an open mind.

Life was never black and white and it’s even less black and white today. We need an approach to politics that can respond to some big challenges like climate change, AI, and global instability and I do believe that a purpose-driven approach can achieve that. It means you can be nimble and responsive but also focused on the bigger picture of achieving your purpose.

 

NG: Opportunity has often been associated with detailed policy thinking. Under your leadership, how do you turn good policy into something people can feel, trust and belong to?

QW: People connect with people, not policy. We need to earn the trust of New Zealanders that we are the right people to represent them in Parliament so that’s our focus this year. If they want to validate that we are well-equipped to implement some very good policy, we’ve got lots of bedtime reading for them too!

 

NG: You have spoken about your daughters as one of your great sources of inspiration. When you think about the New Zealand they will inherit, what gives you hope, and what do you most want politics to make possible for their generation?

QW: I am filled with hope when I meet the countless New Zealanders who are innovating and contributing to a better future. Not because anyone asked them to, but just because they care about our country and their community, and because they love the challenge of solving these tricky problems. Solar aircrafts that help with natural disasters, plastic-free clothing, eateries focused on real community connection. I hope we can build a society where that is the norm and is celebrated as a part of everyday life.