Our Woke Rating

We have researched some of the main commercial businesses operating in New Zealand. We looked for some key examples of woke policies and activities, including:

  • Virtue signalling, especially in ad campaigns and marketing activities.
  • LGBTQIA+ activism and marketing, Rainbow Tick certified, financially supporting LGBTQIA+ organisations and causes (e.g. Pride Pledge).

  • Supporting gender transitioning (including surgery). For example, some businesses will give employees paid-leave to undergo gender transitioning.

  • Committed to 40:40:20 gender split (40% male, 40% female, 20% other gender/non-binary), yep this is really a thing.

  • DEI (Diversity Equity Inclusion) policies and gender recruitment targets.

  • Supporting abortions. Woke businesses will often reimburse some costs for employees who need abortions.

  • Integrating Te ao Māori (the Māori world) and Māori spirituality into everything (especially when the majority of their customers are not Māori).

  • Evidence of Critical Race Theory, including training courses on “unconscious bias” etc.

  • Evidence of Ant-Semitism. 

  • Pushing “Climate Alarmism”, and committed to stringent emissions reduction targets. Support for Agenda 2030.

How do we rank each business?

The traffic light system is easy to understand and self explanatory:

Not Woke
Woke Lite (moderate)
Woke
Extreme Woke

This simple rating system is obviously subjective, but it’s our best attempt at giving consumers the insight needed to avoid businesses that don’t align with their personal values. 

  • All
  • Extreme Woke
  • Not Woke
  • Woke
  • Woke Lite
Coca-Cola-thumbnail Woke Lite

Coca Cola

Coca-Cola has been operating in New Zealand for 81 years. The business has grown to more than 120 products across coffee, juice, mixers, soft drinks, ...
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Contact-Energy-Logo Woke Lite

Contact Energy

Contact Energy Limited is an electricity generator, a wholesaler of natural gas, and a retailer of electricity, natural gas, broadband and LPG.
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Cotton-On-logo Woke

Cotton:On Group

Cotton On is one of Australia’s largest global fashion brands and part of the Cotton:On group. The first Cotton On store opened in 1991 in ...
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Country_Road_logo Woke

Country Road

The Country Road Group is a clothing retailer with operations in Australia, New Zealand and South Africa. It is a subsidiary of Woolworths South Africa. ...
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farmers-logo Not Woke

Farmers

Farmers is a New Zealand mid-market department store chain. Farmers operates 59 stores across New Zealand, specialising in family fashion, beauty, homewares, furniture, large appliances ...
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Foodstuffs-Logo Woke

Foodstuffs

Foodstuffs (NZ) Ltd is a New Zealand grocery company which owns retail franchises New World, Pak'nSave, Four Square, LiquorLand, Gilmours, and in-store private label Pams. Foodstuffs ...
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genesis-logo Woke

Genesis Energy

Genesis Energy Limited is an electricity generation and electricity, natural gas and LPG retailing company. It was formed as part of the 1998–99 reform of ...
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Gull-thumbnail Not Woke

Gull NZ

Gull is New Zealand’s largest independent fuel retailer operating a network of 115 service stations, the majority of which are unmanned sites. It is also ...
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HM-Logo Woke

H&M

H&M, is a Swedish multinational fashion retailer headquartered in Stockholm. Known for its fast fashion business model, H&M sells clothing, accessories, and homeware. The company ...
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HallensteinGlasson-Logo Not Woke

Hallensteins Glassons

Hallensteins Glassons, formed in 1985 through the merger of Hallensteins and Glassons, is a New Zealand fashion company with stores in New Zealand and Australia. ...
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Harvey Norman Logo Not Woke

Harvey Norman

Harvey Norman is an Australian multinational retailer of furniture, bedding, computers, communications and consumer electrical products. It mainly operates as a franchise, with the main ...
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Woke

Heartland Bank

Heartland Bank is 100% New Zealand owned and operated. It's a subsidiary of Heartland Group Holdings Limited.
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Most Woke and Least Woke Businesses

Woke Businesses in NZ
Featured

Most Woke Businesses in NZ

Here are some of the most woke businesses currently listed on this website. You can decide for yourselves who to do business with and who ...
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Woke Free Zone
Featured

Woke Free Businesses

Here's a list of some of the least woke businesses in New Zealand. You can decide for yourselves who to do business with and who to ...
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So what is wrong with Businesses being Woke?

Most people just want to purchase products and services, then get on with their lives. They don’t want businesses shoving woke beliefs down their throats.  Businesses should stick to business, not telling customers what to think about social issues.

Any wokeness and virtue signalling detracts from a business’ core purpose, and ultimately passes on unnecessary costs to the customer. 

Businesses are free to support causes they believe in. We just believe that consumers should know what those causes may be. 

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