Rethinking how we discuss conservation. We are preserving ourselves not just the planet.
New Zealand has been incredibly successful in its '100% Pure' campaign. Much of the attention from outside has been on how to replicate that nation branding success as other nations seek to carve an advantage and identity in a 'flat world'.
There is however another dimension to the debate. Having established the '100% Pure', how does NZ protect the assets on which its global positioning is built? How can people and companies be engaged to actively contribute to conservation?
credit: WWF 2015
NZ’s future is in being ideas and innovation led. In the 21st Century, the space to be free to think and be without distraction is actually a competitive asset, not just a ’nice to have’. Maintaining open clean spaces will be vital to maintaining a thriving NZ: a nation of independent thinkers and doers, who enjoy the 'greatest living space on earth'.