Aotearoa New Zealand is at a cultural crossroads. While the country grapples with global economic uncertainty, including rising operational costs and talent shortages, there’s a quieter transformation taking place, one rooted in language, values, and identity. This year marks the fiftieth Te Wiki o Te Reo Māori (Māori Language Week), an initiative that began in 1972 with a petition and has since evolved into a nationwide commitment to revitalising te reo Māori.

The movement isn’t just symbolic. Across the country, businesses are beginning to realise that embracing Māori language and culture is more than just good practice. It’s good business. Organisations that engage authentically with te ao Māori are seeing measurable returns in staff engagement, retention, and brand differentiation. Gen Z employees, in particular, are looking for workplaces that value inclusion and cultural expression. In turn, companies that fail to integrate this into their day-to-day risk will be seen as performative or out of touch.

On a recent edition of NZ Market Update, Managing Director Shannon Barlow was joined by Donna Barlow-Rolleston, Director at Puawananga, to discuss the opportunities and challenges of integrating te reo Māori and Māori values into business, from misconceptions and generational shifts to the role of leadership in driving authentic change.

“Make time for it, or you’ll have to take time for it”

Donna Barlow-Rolleston didn’t shy away from calling out the hesitation many leaders have. “One thing I hear a lot is: ‘We don’t have the time or budget,’” she said. “But my response is always the same. Make time for it, or you’ll have to take time for it later.” For Donna, te reo Māori is not a seasonal gesture or a one-week marketing campaign. It’s about transforming culture and making people feel seen, valued and respected every day.

She reflected on how language and culture are inherently connected. “When you learn a language, you gain a window into its world. Te reo Māori introduces you to values like manaakitanga, uplifting others’ mana, which has a direct impact on workplace relationships, team cohesion and leadership.”

Shannon Barlow reinforced the connection between inclusion and recruitment outcomes. “More and more, we’re seeing candidates expect cultural competency from employers. They want to see it in action, in how people greet one another, how teams relate, and how leaders show up.”

Donna pointed out that even small efforts, like learning correct pronunciation or personalising email greetings, can have a significant impact. “Pronunciation matters. People notice when you get it right. It’s not about speaking fluently. It’s about showing care. And that can be the first step to a deeper relationship.”

She also highlighted a shift in generational expectations. “For Gen Z, inclusion isn’t a bonus, it’s the baseline. And te ao Māori offers that sense of community, of belonging. It’s a worldview that values the collective over the individual, and that’s something many younger employees are drawn to.”

However, the fear of ‘getting it wrong’ still holds many people back. “I often hear, ‘I didn’t grow up with it, it feels weird, I don’t want to offend anyone,’” Donna said. “But if you approach it with humility, you’ll find people are incredibly supportive. Mistakes are part of the learning. As we say, ka ako, through mistakes, we learn.”

She also addressed concerns around tokenism. “If you only bring te reo out for special occasions, it risks feeling performative. But if it’s part of your strategy, your processes, your leadership, that’s where the real change happens. And that’s where the benefits flow.”

“In the end,” Donna said, “it’s not about grand gestures. It’s about consistency and integrity. If you’re worried about being tokenistic, the solution isn’t to avoid te reo altogether. The answer is to embed it meaningfully into your strategy, your policies, and your day-to-day operations. That’s when it stops being a campaign and starts becoming culture.”

Steps for embracing Te Reo Māori in business

Successfully incorporating te reo Māori in the workplace doesn’t require fluency or perfection. What matters most is authenticity, consistency, and a willingness to learn. Here are some practical tips to get started:

Te reo Māori can strengthen identity, build better relationships, and foster a sense of belonging. For businesses, it opens the door to deeper engagement with employees and customers, while showcasing a commitment to Aotearoa’s unique cultural fabric.

Start with your why

Understand the reason behind using te reo Māori. Whether it’s fostering inclusion, strengthening team culture, or meeting Treaty commitments, a clear purpose prevents tokenism.

Begin with small, meaningful changes

Use te reo greetings, incorporate Māori into email signatures, or open meetings with a karakia or mihi. These gestures create a sense of normalcy and signal respect.

Make pronunciation a priority

Correct pronunciation builds trust and shows genuine effort. Start with Māori place names and common workplace terms.

Use existing resources

Tools like the Te Aka Māori Dictionary and the website ReoMāori.co.nz offer accessible, workplace-friendly language tools and templates.

Embed language into workplace systems

From internal documents to onboarding materials, ensure te reo Māori appears alongside English. Over time, this helps normalise its use across teams.

Educate about the history

Learning about Te Tiriti o Waitangi provides context and understanding. It deepens the ‘why’ and supports systems change across the organisation.

Model the behaviour as leaders

When leadership uses te reo Māori, it cascades throughout the business. Donna’s “sandwich method”, te reo, then English, then te reo again, is a simple way to build comfort.