Whitcoulls is a NZ bookstore chain that sells a wide selection of books, stationery, toys, puzzles, games, gifts, greeting cards and wrap, and magazines. Formerly, Whitcombe & Tombs a national publishing company that had been around since 1888, Whitcoulls was formed with the merger of the companies. Whitcoulls has over 50 stores in NZ and is owned by the James Pascoe Group, that also owns The Farmers Trading Co, Stevens, Pascoes the Jewellers, Stewart Dawsons and Goldmark.
Woke Rating
We rate Whitcoulls as not woke. In fact, Whitcoulls is easily one of the least woke businesses we have researched.
Woke Summary
- Virtue Signalling – no evidence of virtue signalling found.
- Gender Ideology & LGBTQ – no evidence of Gender Ideology and LGBTQ agenda.
- Diversity Equity Inclusion (DEI) – has not published any DEI policies or targets.
- Climate Change – has not published any emissions reduction targets.
News Update – 25th November 2025
A literary magazine’s use of the ‘c-word’ has led to its ban from Whitcoulls, an excellent decision. Well done James Pascoe (owner of Whitcoulls). Read more here: Whitcoulls win with their choice to ban
Note – This page was updated as of December 2024. Please contact us if you’ve discovered other relevant information about Whitcoulls or other businesses pushing woke agendas. You should also contact us if you discover some positively woke-free businesses.