Wool Impact
Brand Acceleration Report
Renewable, Regenerative, Remarkably New Zealand.
NZ strong wool is iconic. But to thrive globally, we need to tell its true story- it’s resilience and real regenerative impact. That’s why we set out, in partnership with Wool Impact, to understand the reality for businesses.
Through diagnostic interviews with brands, value chain partners and leaders across the wider primary sector, paired with global market and regulatory insights, we mapped the opportunities, challenges, and levers that will determine wool’s future value.
The message was clear: businesses need pathways that make it easier to meet rising standards, tell stronger stories, and scale into markets. With 85% of NZ strong wool still exported in raw form, the opportunity is to unlock more value,for businesses and for growers, by sharpening our collective positioning and collaboration.
We see four levers to unlock global opportuity:
Sustainability & Carbon Reporting – equipping businesses to meet evolving standards with confidence.
Nature Positive Storytelling – moving beyond carbon to biodiversity and regeneration.
Procurement Pathways – seizing opportunities like the government’s wool preference.
Partnership & Collaboration – accelerating impact through shared innovation.
👉 Read the report.
