New Zealand stands at an inflection point. Once celebrated globally for its integrity, ingenuity and natural beauty, it now faces a complex set of 21st-century challenges: Productivity decline, widening inequality, talent shortages, environmental degradation and an erosion of trust in business and government alike. Yet within these challenges lies an extraordinary opportunity — to rediscover what makes Aotearoa different and to show the world how a small, values-driven nation can 
lead through purpose.

The power of purpose
Around the world, purpose has moved from rhetoric to results. Future focused companies that embed purpose at the core of governance and strategy consistently outperform their peers in growth, innovation and resilience. Purpose-driven organisations attract and retain talent more effectively, inspire loyalty among customers and earn the trust of investors and communities. When purpose becomes a measurable driver of decision-making — as formalised in the emerging ISO 37011 international standard on purpose-driven governance — it unlocks a flywheel of value creation that benefits both business and society.

In a world defined by disruption — from AI and climate transition to demographic and societal shifts — purpose has emerged as both a moral compass and a rational strategy for long-term success. It offers business leaders a clear alternative to short-termism, helping organisations navigate complexity with confidence, integrity 
and impact.

Why this matters to New Zealand
Few nations are better placed than New Zealand to lead in this space. Purpose resonates deeply with Kiwi values — fairness, community, stewardship, ingenuity 
and manaakitanga — a way of being, grounded in respect, generosity and care. These are not abstract ideals; they are the foundations of a uniquely New Zealand approach to enterprise — one that strengthens our integrity and balances commercial success with collective wellbeing.

It was here, in Aotearoa, that the idea of a Single Organizing Idea (SOI®) — a practical method for embedding purpose at the heart of business strategy — first took root. The framework was conceived and inspired by what New Zealand stood for in my heart and mind: A place where integrity, creativity and care for people and planet could coexist naturally in business. Those same values still make this the ideal place 
to show the world how purpose can be made practical — not as a slogan, but as a system that unites people, drives productivity, generates new ideas, streamlines decision making and strengthens New Zealand’s reputation as a forward-thinking, 
purpose-led economy.

And yet, for all this natural alignment, purpose is very poorly understood by most New Zealand business leaders. The irony is that while our culture instinctively reflects purpose — fairness, ingenuity, community and care — our businesses rarely do. Too often purpose is dismissed as ‘fluff’ by poorly informed champions of the status quo, reduced to marketing language by advertising and brand agencies, or confined to the domain of sustainability teams by misguided leadership. In reality, purpose is a dynamic governance and performance driver that delivers competitive advantage in multiple ways — it is literally the missing link between values and value creation.

The economic case
When purpose is properly understood and implemented, it becomes the most powerful form of value creation there is. It aligns culture with performance, turns trust into capital and converts a Single Organising Idea into measurable results.

Global research shows that purpose-driven companies deliver up to 42% higher financial performance and 30% greater innovation output than competitors. A Harvard Business Review meta-analysis found that firms with a clear sense of purpose report stronger employee engagement and outperform the stock market by as much as 5–7% annually over the long term. Likewise, The Financial Times has reported that companies integrating purpose into governance and strategy demonstrate greater resilience during economic downturns and recover faster than peers.

For New Zealand — where small and medium-sized enterprises make up 97% of all businesses — this represents a significant and largely untapped lever for growth.

If we can help Kiwi businesses systematically identify, define and embed their purpose, we can unlock more than productivity gains. We can build stronger brands, attract talent and investment, increase export value and create an economy that competes on both integrity and ingenuity — one that’s genuinely future-fit.

By making purpose central to New Zealand’s business identity, we can help ensure that the next chapter of Aotearoa’s success story is one the world looks to for inspiration — and that, in itself, creates lasting value.