Mitre 10

Mitre 10 is a New Zealand chain of home improvement stores established in June 1974. The company sells a range of household hardware, building supplies, heaters, air conditioners, garden products, barbeques and camping gear.

There are 84 Mitre 10 member stores around New Zealand, including 19 in Auckland. Together, the members employ more than 8000 staff.

Despite sharing the same heritage, the modern [Mitre 10] operations in New Zealand and Australia are separate.


Woke Rating

Overall we rate Mitre 10 as not woke.

Woke Summary

  • Virtue Signalling – not much evidence of virtue signalling.
  • Gender Ideology & LGBTQ – minimal evidence of Gender Ideology and LGBTQ agenda.
  • Diversity Equity Inclusion (DEI) – has minimal DEI policies and applies some gender recruitment targets. 
  • Climate Change – supports the Paris Agreement and UN’s Sustainable Development Goals (SDGs). Has emissions reduction targets. Has ESG policies.

Woke Policies

Wokeness and virtue signalling distracts a company from its core business, which is to make a profit for shareholders while delivering excellent, affordable products and services to its customers. Businesses should not be distracted from this core purpose, otherwise there will be unnecessary costs which are ultimately passed onto consumers. Woke ideologies are typically unfriendly towards the traditional family unit.

Below are some woke policies and initiatives from Mitre 10 …

Virtue Signalling

Gender Ideology & LGBTQ+

There is little evidence of of Gender Ideology and LGBTQI+ activism by Mitre 10. Mitre 10 is NOT Rainbow Tick Certified.

The only LGBTQI+ examples we could find were a DEI video with 2 people from the LGBTQI+ community (see DEI section below), and one post in support of Rainbow Pride…

“Throughout this past month, we’ve proudly worn our Pride lapel pins; themed our all-company monthly meeting rainbow-style; decorated our offices with rainbow flags and awareness posters; enjoyed morning tea with delicious rainbow donuts; unveiled our new inclusivity and diversity video; and there’s still plenty more to come.”  


Diversity, Equity and Inclusion (DEI)

Mitre 10 has DEI policies and applies gender recruitment targets. Has ESG policies.

“We look for not only the right experience and capabilities for success in a role but are focused on finding those people that align to our values and mindsets, regardless of background, ethnicity, or gender. We use a variety of different tools in our recruitment processes to remove any biases and ensure we are open to creating opportunities for all.”

Source: Mitre 10 Sustainability Policy

Climate Change

Mitre 10 supports the Paris Agreement, Agenda 2030 and UN’s Sustainable Development Goals (SDGs). Has emissions reduction targets. Has ESG policies.

“The weather events of the past year have shown us that climate change is a very real and present risk to our businesses, suppliers and communities.”

“Mitre 10 used the UN SDGs in the development of our foundational strategy and our ongoing planning to achieve a better and more sustainable future for all. We recognise that 12 of the 17 SDGs directly align to our vision and plan.”

Source: Mitre 10’s annual sustainability report

Mitre 10’s annual sustainability report states the following:

”We are pleased to present our first annual sustainability report which will help track our progress against our environmental, social and governance (ESG) goals. It helps us identify areas we need to work on and where we’re going well. This report will be published on a yearly basis, so we can  measure the effectiveness of our sustainability strategy and our progress along the way.”

Mitre 10 also publishes its Sustainability Policy, which states it’s commitment to:

“Meet or exceed compliance requirements with all applicable environmental legislation and regulations, codes of practice, standards or guidelines… ”

Source: Mitre 10 Sustainability Policy

Positive Policies & Activities

Mitre 10 supports many community activities, charities and not-for-profit organisations…

“Our stores get behind hundreds of initiatives each year supporting local schools, clubs, charities and not-for-profit organisations, and at a national level we’re proud to contribute to community-based initiatives, either through our Mitre 10 Helping Hands programme delivering practical hands-on help with builds and makeovers to those in need, or through our support of charitable, environmental, local grassroots and trade partnerships.”

“Being proudly locally owned and part of the local community, we like to lend a helping hand to those in need including charities, community groups and not-for-profit organisations.

We do this with practical hands-on help – like building decks and sheds, making over gardens and playgrounds, painting walls and laying floors.

As a co-operative spread from Kaitaia to Invercargill – every year we support hundreds of community-based initiatives that help Kiwi love where they live, work and play. You can check out a few of the more recent Helping Hands projects below.”

Note – This page was updated as of 20th May 2024. Please contact us if you’ve discovered other relevant information about Mitre 10 or other businesses pushing woke agendas. You should also contact us if you discover some positively woke-free businesses.

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