Good Business, Beyond Philanthropy: Rethinking Community Investment in Aotearoa

When communities prosper, business prospers. It’s a simple truth, but one that’s often overlooked in traditional models of corporate giving. At Local Works, we believe it’s time to move beyond philanthropy and embrace Community Investment (CI) as a strategic, reciprocal approach to creating long-term value — for both business and society.

Local Works’ sees CI not as a charitable add-on, but as a core business function. It’s a way to activate the ‘S’ in ESG (Environmental, Social, Governance) and build meaningful relationships with iwi Māori, local communities, other businesses and across sectors.

What is Community Investment?

Community Investment is the considered deployment of time, money and resources to generate mutual benefit. It’s not just about giving — it’s about aligning business purpose with community priorities to create shared outcomes.

CI works best when it’s designed to enhance the goals of both the business and the community. That means moving beyond just sponsorships and donations to co-creating initiatives that deliver measurable impact for all concerned.

Why It Matters

The benefits of CI are wide-ranging and deeply strategic:

·       Social license to operate: Building trust and transparency with customers and communities strengthens your reputation and resilience.

·       Talent attraction and retention: Employees want to work for companies that reflect their values and contribute to the world around them.

·       Innovation and market access: Engaging with communities and social causes can unlock new ideas, products and services.

·       Risk mitigation: Understanding local challenges and opportunities helps businesses anticipate and respond to social, economic and environmental risks.

·       Access to capital: Investors are increasingly assessing companies on their social impact performance.

In short, CI is good business.

A Māori Worldview

In Aotearoa New Zealand, te ao Māori and Kaupapa Māori business perspectives offer a powerful lens for long-term socioeconomic wellbeing. These worldviews emphasise interconnectedness, reciprocity and stewardship and, in the opinion of the writer, are the very embodiment of sustainable business, and have been for a long, long time.

As Christian Hawkesby noted in his 2021 address to the Institute of Directors, “The future of the New Zealand economy is Māori, and it’s bright.”

What an amazing opportunity to enhance our nation’s performance and reputation as a place to live, work and trade with.

Making It Happen

CI doesn’t need to be a standalone programme. It can be woven into existing business plans, brand values, and operational strategies. The key is clarity — understanding your purpose, people and place:

·       Purpose: Why does your business exist? What values drive you?

·       People: Who matters most to your success? What are their aspirations?

·       Place: Where do you operate? What are the histories and ambitions of those communities?

By exploring the overlaps between these elements, businesses can identify opportunities for collaboration, innovation and impact.

Beyond Philanthropy

CI is not a “nice to have” — it’s a strategic imperative. It’s about doing good well and recognising that business success is inseparable from community wellbeing, and vice versa.

Local Works is proud to support organisations across Aotearoa New Zealand to build CI programmes that are bold, impactful and built to last.