Kiwi cultural codes
A holistic connection: how New Zealanders' relationship with nature has evolved, and how brands can market to this
Despite a rapidly changing world, Kiwis place huge importance on their natural surroundings – perhaps more so now than ever, as the world becomes increasingly digital. TRA head of strategy Colleen Ryan breaks down the evolving relationship between New Zealanders and nature, and how brands can best tap into this cultural code.
Kiwi cultural codes
Individuality in New Zealand: You can be who you want to be, but don't make a song and dance about it
New Zealand welcomed the nation's – or perhaps more accurately, Jacinda Arden and Clarke Gayford's – baby into the world last week. Head of strategy at TRA Colleen Ryan reflects on how the Kiwi cultural codes of individuality and self-determination have come into play with the birth of Neve Te Aroha and the nation's response to her arrival.
Kiwi cultural codes
No more tall poppies: Why success is yours if you've earned it
Kiwis have traditionally shied away from celebrating their successes. But TRA marketing manager Claire Tutill says the tides are turning and we’re getting more comfortable fronting up to our wins, but only as long as it’s done with humility and backed up with proof.
Leading with optimism
Learnings from New York's most innovative companies
Often feared as the Freddy Krueger of the business world, disruption is something that strikes fear into the hearts of business leaders everywhere. But, as TRA's Amber Coulter asks, is it really something we should fear?
Poverty Week, brought to you by Kiwibank
Rethinking poverty: aligning our solutions with Kiwi culture
Lindsey Horne, behavioural insights consultant at TRA, asks if we're really doing enough to address poverty in Aotearoa - and how culture can play a role.
Opinion
Global cultural currents, local Kiwi codes
While New Zealand occupies an isolated corner of the globe, it’s still affected by global cultural changes. TRA New Zealand cultural strategist Antonia Mann explains how to understand New Zealand’s unique emerging identity in relation to universal cultural trends.
Analogue life
The stationery market is far from stationary
Is a love of analogue a passing fad, or a reflection of something deeper? Dulcie Tauri takes a look.
Saying aye to AI
TRA gets up to $15 million for AI research and development
TRA has been approved for up to $15 million in funding from Callaghan Innovation to assist with its research and development (R&D;) ventures around artificial intelligence and machine learning.
Digital transformation
NZ Post finds itself between a poisoned chalice and a silver lining
When was the last time you posted a letter? When was the last time you shopped online?
