Latest news with #UniversityofAucklandBusinessSchool
NZ Herald
27-07-2025
- Business
- NZ Herald
Minimalism is marketing's modern doctrine: Why are brands simplifying their visual image?
Why are brands going minimal? Dr Sandra Smith, a senior marketing lecturer at the University of Auckland Business School, attributes the adoption of minimalism to a mix of 'digital adaptability' and consumers' growing preference for 'clean, modern' aesthetics. 'Using a minimalist branding strategy seems to reflect an avant-garde aesthetic,' she said. Dr Sandra Smith is a senior marketing lecturer at the University of Auckland Business School. Smith pointed to local examples like Garage Project, which, despite being known for its artistic can designs, released a starkly minimalist pale lager simply titled 'BEER'. Blunt Umbrellas rebranded in 2023 with a single, pared-back 'B' logo, while SO Auckland, part of the SO Hotels group, has leaned into high design to appeal to a modern, more conscious market. Meanwhile, Griffin's removed its famed Cookie Bear from packaging altogether in April, opting for a visually neutral look. When asked about the change, the company said it was 'refreshing' the packaging to make it 'easier to find your favourite biscuits'. Minimalist design changes can serve practical goals beyond visual appeal, Smith said. As visual consistency becomes more important within digital environments, minimalist rebrands scale well 'across various platforms, working with both mobile devices and large displays'. Griffin's Biscuits removed their Cookie Bear mascot from packaging in April after a 57-year run. Photo / Facebook Simple logos and layouts are therefore easier to recognise – and reproduce – across both digital and physical formats. Changing strategy or changing style? While it may appear purely aesthetic, Smith said many brands are using minimalism to reposition themselves entirely. 'While minimalism aligns with modern aesthetic preferences, it could also serve broader strategic goals such as enhancing brand recognition ... reducing production costs ... signalling premium quality ... or sustainability.' A 2023 study published in Psychology and Marketing supported the link between minimalism and sustainability, with the design trend often seen as a response to overconsumption and a sign of a brand's environmental stance. Eco-conscious brands like Ecostore and Ethique have used minimalism not only for visual clarity but also to promote their environmental credentials. In the case of Blunt, Smith said simplified packaging prepares the company 'for future growth beyond umbrellas'. Blunt Umbrellas rebranded in 2023 with a single, pared-back "B" logo and sleek packaging. Such changes can help brands reposition themselves, establish a timeless brand identity or simply modernise their look to improve brand clarity and boost relevance. Ultimately, the goal is to 'create a memorable space in the market and gain a competitive advantage', Smith said. Can minimalism backfire? Trying to capture consumers' evolving tastes in the nutshell of a brand doesn't always land with the target market. 'I think reactions can be mixed,' Smith said. Some consumers may view minimalist redesigns as 'sleek, modern and trustworthy', she said, but 'others may feel a loss of connection, especially when the brand is a nostalgic or distinctive brand and favourite elements are removed'. The 2009 rebrand of Tropicana in the United States was cited as a cautionary tale. US juice brand Tropicana made several branding mistakes with its 2009 packaging redesign. The juice giant traded its familiar straw-in-an-orange image for an impersonal design after spending $58.2 million (US$35m) to rebrand. Consumers, feeling visually detached from it, failed to recognise the product, and Tropicana reverted to its original design within weeks – but only after losing an estimated $33.2m (US$20m) in sales. 'If brands are using a more minimalistic design to somehow stand out and cut through the noise online, there is a point where using overly generic branding can reduce memorability,' Smith said. In other words, minimalist design may help brands look current, but it doesn't necessarily help them stand apart. What does minimalism say about today's world? To Smith, the shift towards simplicity is reflective of three key trends that are driving interest in minimalist product design. 'Consumers want less clutter in their lives', she said. Sandra Smith says the switch shows consumers want "less clutter in their lives". Photo / Rebecca Zephyr Thomas '[They're learning about] consuming and communicating with and about brands in an increasingly complex digital marketspace.' Meanwhile, eco-conscious shoppers may find they're attracted to more minimal or sustainable packaging choices. Referencing a brand that has embodied this philosophy since its inception, Smith cited Japanese retail brand Muji, which has long embraced a 'no-brand' philosophy to focus on selling simple, functional and sustainable products. The approach has earned Muji a loyal following of consumers who seek 'a simplified, clutter-free lifestyle in a world saturated with overly complex choices'. Is this the new normal? For now, minimalism is very much in vogue. However, the effect of it as a marketing tactic often depends on your socio-economic status. Those on the higher end of the scale tend to favour quality over quantity in products, while the opposite is true for those on the lower end, triggering a 'catch-22″ situation for brands navigating opposing expectations while trying to capture the right market. And like any major trend, minimalism is cyclical. 'While minimalism is dominant now, we may see a return to bold, expressive designs in the future, or we might see more nostalgic branding coming back,' Smith said. Brands may eventually revisit nostalgic or maximalist aesthetics once consumers begin to crave more emotional connection and storytelling. But for now, minimalism remains the dominant force in branding – and it doesn't seem to be dying out any time soon. Tom Rose is an Auckland-based journalist who covers breaking news, specialising in lifestyle, entertainment and travel. He joined the Herald in 2023.
Scoop
10-06-2025
- Business
- Scoop
Economists Urge Action To Prevent ‘AI Poverty Traps'
Press Release – University of Auckland The economists argue that in developing AI policies, the international community must learn from the successes and failures of foreign aid. Artificial intelligence could deepen inequality and create 'AI-poverty traps' in developing nations, write economists Dr Asha Sundaram and Dr Dennis Wesselbaum in their paper 'Economic development reloaded: the AI revolution in developing nations'. Sundaram, an associate professor at the University of Auckland Business School, and Wesselbaum, an associate professor at the University of Otago, say developing countries lack the necessary infrastructure and skilled labour force to capitalise on AI's potential. 'The downside is that there isn't a lot of capacity in some countries in terms of digital infrastructure, internet, mobile phone penetration,' says Sundaram. 'Much of the technology is controlled by firms like Google and OpenAI, raising the risk of over-reliance on foreign tech, potentially stifling local innovation.' Without strategic interventions, Wesselbaum says AI may create an 'AI-poverty trap': locking developing nations into technological dependence and widening the gap between global economies. 'For developing countries, AI could be a game-changer; boosting productivity, expanding access to essential services, and fostering local innovation – if the right infrastructure and skills are in place.' Financial support from developed countries and international bodies like the UN could help cover upfront costs through grants, loans and investment incentives, according to the research. 'We also need robust legal and regulatory frameworks to support responsible AI by addressing data privacy, ethics, and transparency concerns,' says Sundaram. The economists argue that in developing AI policies, the international community must learn from the successes and failures of foreign aid. 'Aid has often failed to spur lasting growth in developing countries,' says Sundaram, 'partly because it can create dependency, reducing self-reliance and domestic initiatives.' She highlights a need for policies to mitigate the downsides of AI, both in developed and developing countries. Such policies could include an international tax regime that would allow countries to capture tax revenue from economic activities driven by AI inside their borders. Sundaram's involved in one such project in Ethiopia where artificial intelligence is being harnessed by the government and the country's largest telecom provider to support small businesses excluded from formal banking due to lack of collateral. By analysing mobile money transactions and how much these businesses pay and receive, algorithms estimate how much credit can safely be offered, enabling small loans and helping integrate marginalised enterprises into the formal economy. Artificial intelligence holds the power to transform development trajectories, but without targeted investments and inclusive policies, says Wesselbaum, it risks deepening the digital divide and entrenching global inequality.
Scoop
09-06-2025
- Business
- Scoop
Economists Urge Action To Prevent ‘AI Poverty Traps'
Artificial intelligence could deepen inequality and create 'AI-poverty traps' in developing nations, write economists Dr Asha Sundaram and Dr Dennis Wesselbaum in their paper 'Economic development reloaded: the AI revolution in developing nations'. Sundaram, an associate professor at the University of Auckland Business School, and Wesselbaum, an associate professor at the University of Otago, say developing countries lack the necessary infrastructure and skilled labour force to capitalise on AI's potential. "The downside is that there isn't a lot of capacity in some countries in terms of digital infrastructure, internet, mobile phone penetration," says Sundaram. "Much of the technology is controlled by firms like Google and OpenAI, raising the risk of over-reliance on foreign tech, potentially stifling local innovation." Without strategic interventions, Wesselbaum says AI may create an 'AI-poverty trap': locking developing nations into technological dependence and widening the gap between global economies. 'For developing countries, AI could be a game-changer; boosting productivity, expanding access to essential services, and fostering local innovation – if the right infrastructure and skills are in place.' Financial support from developed countries and international bodies like the UN could help cover upfront costs through grants, loans and investment incentives, according to the research. 'We also need robust legal and regulatory frameworks to support responsible AI by addressing data privacy, ethics, and transparency concerns,' says Sundaram. The economists argue that in developing AI policies, the international community must learn from the successes and failures of foreign aid. "Aid has often failed to spur lasting growth in developing countries,' says Sundaram, 'partly because it can create dependency, reducing self-reliance and domestic initiatives." She highlights a need for policies to mitigate the downsides of AI, both in developed and developing countries. Such policies could include an international tax regime that would allow countries to capture tax revenue from economic activities driven by AI inside their borders. Sundaram's involved in one such project in Ethiopia where artificial intelligence is being harnessed by the government and the country's largest telecom provider to support small businesses excluded from formal banking due to lack of collateral. By analysing mobile money transactions and how much these businesses pay and receive, algorithms estimate how much credit can safely be offered, enabling small loans and helping integrate marginalised enterprises into the formal economy. Artificial intelligence holds the power to transform development trajectories, but without targeted investments and inclusive policies, says Wesselbaum, it risks deepening the digital divide and entrenching global inequality.
Scoop
20-05-2025
- Business
- Scoop
How Can Finance Be Harnessed For Good?
Press Release – University of Auckland A panel of academic and industry experts will explore how finance can be harnessed for good at Trust in Finance and the Rise of Fintech, an event hosted by University of Auckland research centre Juncture: Dialogues on Inclusive Capitalism at the Business School on Thursday, 22 May. Attendees will hear a range of perspectives from five panellists on topics including socially responsible investing, cybersecurity, digital inclusion, trust in finance, and the role of regulation in building fairer financial systems. Fintech, or financial technology, includes everything from cryptocurrencies and retail investing apps to peer-to-peer lending and open banking. While these innovations promise greater access and efficiency, they also raise concerns around bias, exclusion and data privacy. Panellist Dr Chanelle Duley, a lecturer in economics at the University of Auckland Business School, says cybersecurity and data governance are central to financial trust. 'For the benefits of innovations in finance, including open banking, retail investing, and decentralised finance to be fully harnessed, fintech platforms need to invest heavily in cybersecurity infrastructure.' Also on the panel is the co-CEO of Tax Traders, Becki Butler. She says inclusive finance isn't about building one-size-fits-all products; 'it's about flexible, culturally aware, human-centred design that meets people where they are'. 'True inclusion means designing alongside communities, not for them. If we simply digitise the same rules, assumptions and risk models that have historically excluded people, we'll only replicate those failures at speed and scale.' Professor Raghavendra Rau, Sir Evelyn de Rothschild Professor of Finance at Cambridge Judge Business School says harnessing finance for good can come with complications. 'Sometimes, the people or communities receiving money today may never be in a position to pay it back, often due to structural issues like persistent poverty, inequality, or systemic barriers to economic advancement. 'Additionally, in certain situations, providing funds today might serve as a way to correct past injustices, such as colonial expropriation, where wealth was systematically removed from particular communities. Here, the financial relationship might be less about traditional lending expecting repayment, and more about restorative or reparative finance, acknowledging and addressing historical wrongs.' If these structural issues are tackled carefully, such as through investments in education, healthcare, infrastructure, or supporting entrepreneurship in marginalised communities, Rau says there can be significant long-term benefits. The panel discussion, facilitated by associate director strategic engagement for Juncture: Dialogues on Inclusive Capitalism, Dr Drew Franklin, also includes Christopher Swasbrook, founder of Elevation Capital and current board member of the Financial Markets Authority, and Decio Nascimento, founder and chief investment officer of Norbury Partners. Christopher and Decio bring global market insight and hands-on investment experience to the discussion, which will span innovation, inclusion, and regulatory responsibility in shaping the future of finance.
Scoop
20-05-2025
- Business
- Scoop
How Can Finance Be Harnessed For Good?
Press Release – University of Auckland Panellist Dr Chanelle Duley, a lecturer in economics at the University of Auckland Business School, says cybersecurity and data governance are central to financial trust. A panel of academic and industry experts will explore how finance can be harnessed for good at Trust in Finance and the Rise of Fintech, an event hosted by University of Auckland research centre Juncture: Dialogues on Inclusive Capitalism at the Business School on Thursday, 22 May. Attendees will hear a range of perspectives from five panellists on topics including socially responsible investing, cybersecurity, digital inclusion, trust in finance, and the role of regulation in building fairer financial systems. Fintech, or financial technology, includes everything from cryptocurrencies and retail investing apps to peer-to-peer lending and open banking. While these innovations promise greater access and efficiency, they also raise concerns around bias, exclusion and data privacy. Panellist Dr Chanelle Duley, a lecturer in economics at the University of Auckland Business School, says cybersecurity and data governance are central to financial trust. 'For the benefits of innovations in finance, including open banking, retail investing, and decentralised finance to be fully harnessed, fintech platforms need to invest heavily in cybersecurity infrastructure.' Also on the panel is the co-CEO of Tax Traders, Becki Butler. She says inclusive finance isn't about building one-size-fits-all products; 'it's about flexible, culturally aware, human-centred design that meets people where they are'. 'True inclusion means designing alongside communities, not for them. If we simply digitise the same rules, assumptions and risk models that have historically excluded people, we'll only replicate those failures at speed and scale.' Professor Raghavendra Rau, Sir Evelyn de Rothschild Professor of Finance at Cambridge Judge Business School says harnessing finance for good can come with complications. 'Sometimes, the people or communities receiving money today may never be in a position to pay it back, often due to structural issues like persistent poverty, inequality, or systemic barriers to economic advancement. 'Additionally, in certain situations, providing funds today might serve as a way to correct past injustices, such as colonial expropriation, where wealth was systematically removed from particular communities. Here, the financial relationship might be less about traditional lending expecting repayment, and more about restorative or reparative finance, acknowledging and addressing historical wrongs.' If these structural issues are tackled carefully, such as through investments in education, healthcare, infrastructure, or supporting entrepreneurship in marginalised communities, Rau says there can be significant long-term benefits. The panel discussion, facilitated by associate director strategic engagement for Juncture: Dialogues on Inclusive Capitalism, Dr Drew Franklin, also includes Christopher Swasbrook, founder of Elevation Capital and current board member of the Financial Markets Authority, and Decio Nascimento, founder and chief investment officer of Norbury Partners. Christopher and Decio bring global market insight and hands-on investment experience to the discussion, which will span innovation, inclusion, and regulatory responsibility in shaping the future of finance.
