Spotlight:New Zealand
Aotearoa New Zealand is a young country with bold ideas. A nation of problem solvers delivering innovative solutions, with a strong focus on care for people and place. Alongside its “green and pure” reputation, New Zealand is regarded for its multicultural society and powerful undercurrent of ingenuity – which helps it achieve big cut through on the world stage.
Innovation in emerging industries has expanded on New Zealand’s agricultural heritage. The country is now known for transformative thinking in several industries, including AgriTech, biotechnology, creative industries, food and beverage, manufacturing, education, tourism, healthcare, sustainability and more.
How does New Zealand perform in global rankings, and why is it sought after as a good place to do business? Join us as we take a deep dive into global reports, studies and rankings on New Zealand’s country performance, brand image and reputation.
What sets New Zealand Apart
Research into global perceptions of New Zealand shows that offshore audiences admire the country’s embrace of te ao Māori values, which underpin its approach to people, place, planet and partnerships. These include:
- Pōtikitanga: Curious, ingenious and adventurous spirit
- Tiaki: Drive to care for people, place and planet for our future
- Manaaki: Warmly welcoming others and building relationships based on respect, care and reciprocity
- Pono: Acting with integrity, honesty, and transparency.
Doing Business in New Zealand
How Attractive is New Zealand as a Destination for Businesses, Investors and Entrepreneurs?
New Zealand ranks first in Asia-Pacific and seventh in the world out of 124 countries on the Global Opportunity Index. The index measures a country’s attractiveness to international investors, using a combination of economic, financial, institutional, and regulatory factors. The 2023 report positions New Zealand as second in the Institutional Framework category and fourth in the Economic Fundamentals category, reflecting the country’s strong macroeconomic outlook and potential for future development.
The Heritage Foundation Index of Economic Freedom places New Zealand fifth out of 176 economies for advancement in economic freedom, prosperity and opportunity, for its strong commitment to open-market policies that facilitate vibrant flows of trade and investment. Further, the Prosperity Index, which is the only global measure of prosperity based on income and wellbeing, ranks New Zealand 10th out of 167 economies and the first outside of Europe.
Resources
How Much Soft Power Does New Zealand Have Globally?
New Zealand ranks 26th out of 121 countries in the Brand Finance Global Soft Power Index 2023. New Zealand is commended for its high-ranking position given its population and geographic location –
scoring fifth in the ‘People & Values’ pillar and 13th in the ‘Reputation’ indicator.
The country demonstrates strong global reputation and effectiveness in attracting skilled labor, investors, and visitors, with notable positions in several indexes such as the Global Talent Competitiveness Index, the Environmental Performance Index, and the Global Peace Index.
These accomplishments highlight New Zealand's commitment to sustainability, peace, and global well-being. For more details, see this article.
New Zealand's Talent Attraction and Quality of Life
Is New Zealand Attractive for Talent?
New Zealand is ranked 18th out of 133 countries in the Global Talent Competitiveness Index 2023. It ranks in the top 10 in the Enable, Attract, and Global Knowledge Skills pillars, and is in the top 20 in the Grow and Retain pillars. The country performs consistently well in the Regulatory Landscape and Internal Openness sections – ranking first for political stability, the absence of corruption and personal rights. New Zealand is commended for its efforts to reduce talent-related gender divides and is ranked sixth in this category.
Other factors that contribute to New Zealand’s talent attraction include:
- Education: New Zealand’s eight universities rank in the global top three per cent based on research, resourcing, graduate employability, and internationalisation. The Gender Social Norms Index also found that New Zealand has the third lowest percentage of gender bias in the education sector out of 91 countries.
- Peacefulness: New Zealand was ranked second out of 163 nations for peacefulness in the Global Peace Index 2022, which is measured on factors including violence and crime.
How Satisfied are New Zealanders with Their Life Quality?
New Zealand ranks above average in many areas of the OECD’s Better Life Index, including employment, life satisfaction, health, civic engagement, housing, and social connections. New Zealanders’ general life satisfaction rating is 7.3/10, which is higher than the OECD average of 6.5/10.
Other factors that contribute to New Zealanders’ quality of life include:
- Happiness: New Zealand ranks 10th out of 137 countries in the World Happiness Report, which is measured on variables including life expectancy, trust, social support, generosity, and absence of government corruption.
- Human Rights: New Zealand is ranked second in the world for human rights, based on a country’s level of civil liberties including freedom of speech, religion, and individual economic choice. It is ranked 15th out of 169 nations for social progress and advancement – including political rights and freedom of assembly.
- Diversity, Equity, and Inclusion: New Zealand is listed as one of the top three countries to improve against the dimensions of political, educational, economic, and physical integrity in the Gender Social Norms Index. The Global Gender Gap Index ranks it fourth out of 146 nations for gender equality across economic participation and opportunity, educational attainment, health and survival, and political empowerment.
- Human Development: The Human Development Index ranks New Zealand 13th out of 191 economies for human development, which measures the richness of human lives against life expectancy, knowledge, and standard of living.
Sustainability Performance
Is New Zealand A Sustainable Country?
New Zealand is ranked first out of 30 countries on the Sustainable Trade Index, which measures the relative capacity of economies to achieve sustainable growth through global trade and investment. It was one of the first countries to pledge a carbon-neutral future and has a target of net zero emissions by 2050.
The Global Adaptation Country Index ranks New Zealand ninth out of 186 countries for climate change readiness. It is ranked 26th for sustainability competitiveness out of 172 countries, according to the 2022 Environmental Performance Index. Within these results, New Zealand ranks first for marine protected areas and its efforts to prevent wetland loss and exposure to PM2.5 and carbon monoxide.
Further, New Zealand is ranked eighth out of 127 countries by the World Energy Council Energy Trilemma Index, for its likely ability to provide sustainable energy policies.
New Zealand's Country Brand and Reputation
How Strong is New Zealand's National Brand and Reputation?
Brand Finance’s 2023 Nation Brands report valued New Zealand’s brand at $NZ449 billion, representing a 25 per cent increase compared to pre-pandemic valuations in 2019. The 2023 ranking positions New Zealand as 38th of 100 countries – up one spot from 2022 and reflecting a higher rate of brand value growth than larger nations.
Brand Finance ranks New Zealand 17th out of 121 countries for Brand Strength, scoring 76.1 out of 100 (AA+). This score is based on investment in the national brand, equity of a national brand in terms of public perceptions, and performance of the national brand.
What is New Zealand's Contribution to Global Well-Being?
The latest edition of the Good Country Index ranks New Zealand 19th out of 169 for its contribution to global well-being, with particularly high scores in Science and Technology (14th), World Order (15th), and International Peace and Security (17th).
Behind the Scenes
David Downs, CEO of New Zealand Story Group, shares New Zealand’s post-pandemic country branding strategy, including the opportunities for visitors, students, talent and businesses. Downs discusses his ambitions to build upon New Zealand’s legacy as a clean and pure nation and ambition of becoming one of the best and safest countries in the world for investment and living.
Our thanks to New Zealand Story for sharing resources and information supporting our overview of New Zealand as location to live, invest and work. Interested in showcasing your region, country or destination? Contact us!