Company Overview
Heartland Bank is 100% New Zealand owned and operated. It’s a subsidiary of Heartland Group Holdings Limited.
In 1875, Heartland started life as the Ashburton Permanent Building & Investment Society which subsequently merged with SMC Building Society and Loan & Building Society to become CBS Canterbury.
In 2012, Heartland is granted its bank registration by the Reserve Bank of New Zealand, achieving its goal of becoming the only New Zealand operated, controlled and managed banking group, with a parent company (Heartland New Zealand Limited) listed on the NZX Main Board.
In 2018, Heartland completed a corporate restructure which resulted in Heartland Bank Limited becoming a wholly-owned subsidiary of a new listed parent company, Heartland Group Holdings Limited.
Source: https://www.heartland.co.nz/about-us/history-of-heartland-bank
Woke Rating
We rate Heartland Bank as woke, especially on LGBTQI+ issues and cultural virtue signalling.
Woke Summary
- Virtue Signalling – lots of virtue signalling found, especially cultural virtue signalling and tokenism. Integrating Te Reo and Tikanga Māori (Māori customary practices) throughout the bank.
- Gender Ideology & LGBTQ – Heartland Bank is Rainbow Tick Certified, has Rainbow policies, and is involved with many LGBTQI+ events and initiatives such as Pride Month.
- Diversity Equity Inclusion (DEI) – has DEI policies and initiatives.
- Climate Change – Supports the Paris Agreement and has emissions reduction targets.
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 Heartland Bank…
Virtue Signalling
Heartland’s commitment to Māori culture…
“Heartland believes it’s important to acknowledge Māori culture within the workplace. We recognise that when we get it right for Māori, we build a foundation to improve the inclusiveness of our workplace for all people.”
Source: www.heartland.co.nz/about-us/news/heartlands-commitment-to-maori-culture
Embracing te reo and tikanga Maori (Māori customary practices)…
“We aspire to be a workplace that Māori want to be part of. Embracing te reo and tikanga Māori adds another dimension of value to Heartland while at the same time creating a place that Māori can relate to and feel confident to join.”
Source: www.heartland.co.nz/about-us/diversity-and-inclusion
“Heartland is committed to supporting Māori and Pasifika in the banking industry. Heartland will achieve this through membership in the New Zealand Banking Association (NZBA) Tawhia (Māori Bankers Association) committee, close association with InZone Education Foundation and Heartland’s annual Manawa Ako internship programme.”
Source: Heartland 2024 Sustainability Update
Gender Ideology & LGBTQ+
Heartland Bank is Rainbow Tick Certified, has Rainbow policies, and is involved with many LGBTQI+ events and initiatives such as Pride Month.
“We value all our people and embrace the diversity of sexualities and gender identities at Heartland. Our Rainbow Committee leads our rainbow activities throughout the year, including Pride Month, Sweat with Pride and Red Friday. As a Rainbow Tick certified organisation, we are continuing our work to provide a safe and welcoming environment for our rainbow team members, and to ensure Heartland is an inclusive place to work for all of our people.”
Source: www.heartland.co.nz/about-us/diversity-and-inclusion
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Diversity, Equity and Inclusion (DEI)
Heartland Bank has DEI policies and initiatives…
“Diversity and inclusion – We’re proud to celebrate the many characteristics that make each of us different. We’re committed to improving the inclusiveness of our workplace, enabling our people to be authentic and helping us better understand and respond to our customers.
Many of our people contribute to our inclusive culture through Heartland’s groups and committees, including our Rainbow Committee, Diversity & Inclusion Committee, Manawa Whenua (our network for Māori employees and allies) and Kainga Pasifika (our Pasifika Committee).”
Source: www.heartland.co.nz/about-us/diversity-and-inclusion
Climate Change
Supports the Paris Agreement, and has emissions reduction targets. Heartland also appears to be pushing a net-zero agenda onto its customers.
“Heartland’s long-term GHG emissions reduction target is to reduce its operational emissions in line with the Paris Agreement to net-zero by 2050. Since its base year (being the financial year ended 30 June 2019 (FY2019)), Heartland has achieved a 40% reduction in operational emissions.”
“In FY2024, Heartland began surveying its Rural and Livestock Finance borrowers in New Zealand to understand their current and planned on-farm environmental sustainability practices.”
Source: Heartland 2024 Sustainability Update
“Heartland is promoting and growing an environmentally sustainable business by funding clean assets and assisting Heartland’s customers with the finance and assets they require to transition to a net-zero economy.”
Source: Heatland Climate Report 2024
Policies & Activities
Here are the “Perks and Benefits” offered to Heartland Employees. Source: www.heartland.co.nz/about-us/careers
Note – This page was updated as of Feb 2025. Please contact us if you’ve discovered other relevant information about Heartland Bank or other businesses pushing woke agendas. You should also contact us if you discover some positively woke-free businesses.