The NZUS Council attended the Market Pulse Research Webinar 2025, hosted by New Zealand Story in partnership with fiftyfive5. The webinar highlighted findings from the latest Market Pulse Insights Report, providing valuable insights into how New Zealand is perceived across global markets, including the USA.
For US consumers, heritage, sustainability, and provenance remain critical factors in shaping purchasing behaviour. Trust in New Zealand products continues to be strong, and the FernMark Licence Programme was emphasised as a powerful tool for exporters to convey authenticity and reinforce New Zealand’s reputation.
The research underlines that in the USA it is not enough to be “Made in NZ”; exporters need to tell the story behind their products, linking back to New Zealand’s heritage, culture, and values. Programmes like FernMark and the broader Brand New Zealand framework help ensure this story is consistent, credible, and impactful.
For businesses engaged in the NZ–US trade relationship, the key takeaway from the webinar is clear: New Zealand’s brand reputation is one of its most powerful assets in the US market, but it must be actively communicated through authentic, values-driven storytelling.
Replay the webinar here: Market Pulse Research Webinar 2025
Read the full report here: Market Pulse Insights Report 2025