Branding New Zealand: the National Greenwash

Abstract

Concerns about the potentially homogenizing effects of globalization have exacerbated claims of a distinctive identity for New Zealand, on behalf of citizens. The focus in this paper is the branding of New Zealand: the expression of 'New Zealand' to external audiences, as a strategy to attract trade, tourism and investment. Branding is now recognised as a powerful marketing weapon. But we are less confident in deciphering the relationship between branding and culture. The ideological aspects of branding warrant exploration. Both those who create the images, and those who consume them, are in process of negotiation of texts about identity. The terms 'clean and green,' and '100% Pure,' divert us from unpicking attitudes to environmental damage in favour of supporting promotional campaigns and commercial interests.