95% say: Help us tackle modern slavery

New Zealanders want the government to pass laws which will help tackle modern slavery.

New research commissioned by Tearfund New Zealand shows overwhelming public support for change.

95% of New Zealanders believe the responsibility for addressing exploitation and modern slavery in supply chains should not fall on consumers alone, and 63% want the government involved in holding companies accountable.

The Horizon survey finds:

A 2024 Horizon Research survey, commissioned by Tearfund, found that:

• 68% of New Zealanders surveyed say - more than affordability
• 49% don’t know which brands to support
• 43% worry about greenwashing, and
• 31% don’t know where to find reliable information.

The survey also looked at footwear buying. Footware makers offshore are accused of often using what would qualify as slave labour.

78% of respondents purchased new shoes in 2024, with 8% purchasing second-hand.

In a statement releasing the research Tear Fund says:

Local brands ranking lowest

These findings coincide with data from the 2024 Baptist World Aid Ethical Fashion Report, which assessed major footwear brands sold in New Zealand. Of the ten most popular brands identified by the Horizon research:

• No brand sold here monitors more than 25% of its raw-material facilities - the earliest, most vulnerable stage of production.
• Only three in ten have effective grievance systems to respond to violations at that stage of production.

Brands required to report under Australia’s Modern Slavery Act, including Nike, New Balance, Puma, and Kmart, scored highest and showed the most improvement since 2022.

In contrast, leading New Zealand brands like The Warehouse and Number One Shoes, which are not covered by any reporting law, ranked lowest.

Private Members Bills

Two private members’ bills - one from Labour MP Camilla Belich and one from National MP Greg Fleming - are currently in the Parliamentary ballot. Tearfund is urging politicians to unite behind a single bill so the issue can finally move forward.

“Behind every shoe is a person - often forced to work long hours for little or no pay, in unsafe conditions,” says Claire Gray, Tearfund’s Head of Advocacy. “We’re calling for cross-party cooperation for a modern slavery reporting law. New Zealanders have made it clear they want transparency, accountability, and assurance that the products they buy don’t make them complicit to exploitation.”

“Our research shows that legislation works,” says Gray. “Where companies are required to look deeper, they find problems and start fixing them. Without that legal obligation, exploitation continues unseen. We can do better, for the people who make our shoes and for the values New Zealand stands for.”

Tearfund is calling on Parliament to put aside party politics and make New Zealand a leader in ethical trade.
“This is our chance to make ethical the norm, not the niche,” says Gray. “New Zealanders are calling for transparency and fairness - It’s time for our leaders to act together and make strong modern slavery law a reality.”

Notes:

• Horizon Research (commissioned by Tearfund), New Zealanders’ Views on Ethical Shopping, December 2024. Survey of 1,028 New Zealanders.
• Baptist World Aid, Ethical Fashion Report 2024, 2022.
• Raw-material facilities refer to the earliest stage of a brand’s supply chain: the farms, mines, mills, or processing plants where materials like cotton, leather, rubber, or polyester are produced before being turned into fabrics, soles, or other components.