By Jan-Hendrik Dudenhöffer, Laureline Rossignaud, Jonathan Bray, Thomas N. Dawes, Cassandra V. Edmunds, Elizabeth Elliot Noe, Robert D. Gibson II, William Godsoe, Stephen Rowe, Jesse M. Rubenstein, and Philip E. Hulme
Birds are an iconic feature of New Zealand’s natural heritage, and we wanted to know if this is reflected in the choices businesses make when they select their name. We explored how often and in what ways bird names are used by businesses in New Zealand. We analysed the names of over 1.6 million businesses registered between 1950 and 2022 to see how many included bird names, and whether the birds chosen were native or introduced species.
We found that bird names in New Zealand business branding are relatively rare with only about 1% of businesses using them in their name. However, this number has grown since the 1950s. Aside from the prominent kiwi, popular bird names include native species like the tūī, kea, and pūkeko, as well as more generic or widely known birds like eagle, swan, and falcon. Over time, there has been a clear shift toward using native bird names more frequently. In the 1950s, about 25% of bird-related business names referenced native birds. But by 2023 this number had increased to over 50%. We also found that different business sectors prefer different types of birds. For example, businesses in the construction or public safety industry sector are more likely to use fierce birds like raptors, while service-oriented businesses lean toward friendlier birds like tūī or bellbirds.
The choice of bird names in businesses may reflect cultural values, personal stories, or branding goals. While birds aren’t widely used in business names, those that are chosen can shape public familiarity with and perceptions of the species. This matters because public awareness and positive feelings toward certain birds may influence conservation efforts.
Relational Thinking 