Green growth will consolidate New Zealand’s long-run economic potential. As an exporter of resource-based goods and services, our ‘brand’ relies on the environmental integrity of our output and policies.
As an exporter of resource based goods and services, [New Zealand's] “brand” relies on the environmental integrity of its output and policies.
- OECD Economic Survey of New Zealand, 2011
Our “100% clean and green” brand attracts millions of tourists a year, and has an estimated economic value of more than $18 billion. A 5% reputational loss in primary products and international tourism will cost the economy more than 22,000 jobs; annual direct losses of $455 million in primary product sales and $155 million in international tourism sales. (REF: SKM and NZBCSD, 2008 The economic opportunities arising from emissions trading: The major cost of delay).
Prime Minister John Key addressed tough questions on BBC show “Hard Talk” regarding the disparity between New Zealand’s clean green image and our environmental reality. Tourism NZ’s 100% Pure campaign is under attack, especially in the UK. Accusations of a “greenwash” are damaging the country’s reputation, and becoming a major threat to our tourism and export industries.
The more ammunition the international media has, the more difficult questions New Zealand will face.
If you’re exporting, being clean and green is vital, for three reasons; continued market access, brand strength, and rebuffing competitors.
New Zealand’s national branding proposition reflects our global leadership in farming, tourism, forestry, and many other export industries and is seen as helping assure market access and giving key New Zealand products a competitive advantage.
A 5% reputational loss in primary products and international tourism will cost the economy more than 22,000 jobs, and $455 million direct loss p.a.
- SKM and NZBCSD, 2008 The economic opportunities arising from emissions trading: The major cost of delay
New Zealand exporters are facing serious green scrutiny by mega-retailers such as Walmart, Marks & Spencer, and Tesco. These corporate juggernauts know there is money in being green, and use their buying power to transform their entire supply chains by requiring that suppliers disclose carbon, water and ecosystem effects.
There’s more change in store too; its not just the corporates that are in on the action, Governments are also making new market access restrictions based on environmental performance.