• Reset


Pure Advantage participates in a range of campaigns and activities, adding leadership value in media discussions and debates, at conferences and symposia, and via board memberships with partner organisations. Through energetic participation, Pure Advantage seeks to form new relationships, influence behaviour and motivate change.

After being established in 2011, Pure Advantage’s first phase of work looked at Green Growth Opportunities for New Zealand and made a case with the initial report for New Zealand’s position in the Green Race.

The first phase of our work looked at Green Growth Opportunities for New Zealand and made a case with the initial report for New Zealand’s position in the Green Race. This work informed subsequent strategy and corporate engagement. A Race Plan was then formulated which grouped economic opportunities and work streams around seven distinct Advantages: AgTech, BioDiversity, BioProducts, Housing, Renewable Energy, Smart Grid, and Waste to Value.

The second phase of our work involved launching a media platform to publish research reports and thought leader pieces relating to each of the advantages. Beyond simply promoting opportunities, this online content has sought to foster debate and catalyze action.

Our research has encompassed several substantial projects, including;

The Human Element

The Human Element

We are on the frontlines of climate change, a reality that is challenging us to re-evaluate our relationship with the natural world. Human activities alter the basic constituents of life – earth, air, water, and fire – and these elements change human life in turn.

On Tuesday October 9th @1930, Pure Advantage will introduce The Human Element movie to New Zealand, a riveting and visually rich documentary, telling stories of climate change impact with compassion and heart.

Featuring renowned environmental photographer James Balog of Chasing Ice fame, an award winning documentary previously supported by Pure Advantage, The Human Element explores wildfires, cyclones, sea level rise, a struggling coal mining community, and our changing air supply.


Net Zero New Zealand

Pure Advantage was a member of the Joint Project Committee behind the release of Net Zero New Zealand (2017), a report that identifies several domestic emission reduction scenarios through which New Zealand can meet its obligations under the Paris Agreement. The report was authored by London-based Vivid Economics under contract to GLOBE-NZ, the national chapter of GLOBE-International – a worldwide association of parliamentarians working to protect and improve the environment.

To help make climate change an election issue, Pure Advantage conducted a Climate Survey (2017) of 1000 New Zealanders that revealed one in five felt the target (of a 30% reduction below 2005 levels by 2030) should go higher. Interestingly, this view was more prevalent among young New Zealanders, with one in three Kiwis under 25 wanting New Zealand to accelerate our efforts or set higher targets. Furthermore, those under 25 were significantly more likely to agree that measurement of economic growth in New Zealand (GDP) should include the impact of growth on the environment. Taken together, these generational variances provide evidence of an ideological shift in our thinking around climate change.


Our Forest Future (2016)

Is a comprehensive discussion paper that identifies the economic and environmental benefits that will accrue from expanding our forests – in particular native forests – and details a strategic framework by which these benefits might be achieved. The paper has helped pave the way for the Trees That Count movement that aims to amplify and count native tree planting in New Zealand. Pure Advantage was a founding partner for the initiative and as part of the advisory board helped successfully secure $7 million in Regional Growth Funds to scale the program.


Global Entrepreneurship

This year during Global Entrepreneurship Week, in the spirit of celebrating all that New Zealand has to offer, Pure Advantage teamed up with Kiwi Connect and the Edmund Hillary Fellowship to promote some of the incredible work that is being done in the green growth and clean-tech space in New Zealand, and showcase the opportunities that exist here.


An Idea Whose Time Has Come (2015)

Looks at prefabricated homes as an environmentally focused design and supply solution to New Zealand’s housing issues.


Leave a Comment


We are in a time of unprecedented change and invite you to contribute to our new narrative with an opinion, essay, video or illustration. Click here to find out more.
Join us

Subscribe to our newsletter