IT’S NOT WHAT WE DO. IT’S WHO WE ARE

Sarah Morgan NZ Story

Up until recently, where a product is made has been confined to a small tag on the bottom of a jacket, or a line on the bottom of a packet. However, in this blog post, Sarah Morgan, marketing manager at New Zealand Story, shares some research and suggests that country of origin is becoming increasingly important to consumers. And here in New Zealand, our favourable reputation makes that something we can definitely use to our advantage.

COUNTRIES DEPEND ON THEIR NATION’S BRAND

Findings from Anholt-gfk’s Roper Nation Brands Index show that sometimes, the small stuff is the big stuff. Being friendly, honest and acting with integrity comes naturally to New Zealanders. It’s part of who we are – not just in a ‘next door neighbour’ way, but also in how we do business.

CONSUMERS WANT TO KNOW THE STORY BEHIND THE PRODUCT

It doesn’t just stop there. Global research conducted by Mintel shows that with so much choice available nowadays, consumers want to know even more about what they’re buying. Where’s it from? How’s it made? Who makes it? What’s the process? How’s it different? And that’s where our resourcefulness can be a real winner for us. We think different. We explore. We experiment. We create from scratch.

IT’S ALL GOOD NEWS FOR US

We have a story. An ethos. A way of doing things. And as consumers increasingly want to know more about the products and services they’re buying, and make purchasing decisions based on these things, our reputation stands us in good stead. Our friendly and honest nature, coupled with our transparent and creative way of doing things, gives us an advantage. So let’s use it!