A pepeha urutau is more than just a statement—it is a powerful way for organisations to express their identity, values, and role in the community. Having a well-crafted pepeha urutau offers numerous benefits, helping organisations strengthen their cultural foundations, relationships, and long-term vision. Here’s why it’s worth developing one:
1. Strengthening Organisational Identity
Provides a clear and unique identity that reflects an organisation’s values and purpose.
Embeds Māori cultural concepts into the organisation’s story in an authentic way.
Acts as a unifying statement for staff, stakeholders, and the wider community.
2. Building Stronger Relationships with Māori Communities
Demonstrates respect for tangata whenua by acknowledging and integrating Māori perspectives.
Encourages meaningful engagement with local iwi and hapū through shared values and reciprocity.
Fosters a deeper understanding of Te Tiriti o Waitangi and its principles of partnership.
3. Encouraging Cultural Confidence and Inclusivity
Provides a shared cultural framework that fosters belonging for staff, students, or members.
Strengthens internal organisational culture by aligning actions with tikanga Māori.
Encourages non-Māori members to engage with te ao Māori in a respectful and meaningful way.
4. Enhancing Public Perception and Social Responsibility
Shows a genuine commitment to cultural competency and diversity beyond branding.
Reinforces the organisation’s alignment with Te Tiriti o Waitangi principles of partnership, protection, and participation.
Builds trust and engagement with Māori communities, customers, and stakeholders.
5. Providing a Guiding Philosophy for Decision-Making
A pepeha urutau serves as a cultural compass, helping align decisions with organisational values.
Encourages long-term thinking and sustainable practices that reflect collective well-being.
Helps with strategic planning by keeping tikanga Māori at the heart of governance and leadership.
6. Making Communications More Meaningful
Can be used in public speeches, website content, marketing materials, and reports to convey the organisation’s kaupapa.
Helps differentiate the organisation in competitive environments by showcasing a unique and culturally grounded identity.
Encourages staff and stakeholders to speak about the organisation in a way that aligns with its deeper purpose.
7. Evolving with the Organisation
A pepeha urutau is not static—it can grow and adapt as the organisation changes.
Can be revisited and refined as new relationships, projects, or values emerge.
Provides a sense of continuity and legacy, ensuring that the organisation remains connected to its foundations while moving forward.
A well-crafted pepeha urutau is more than words—it’s a living expression of an organisation’s role, relationships, and responsibilities. By developing one, organisations can embed Māori values into their core identity, strengthen relationships, and create a lasting, culturally rich foundation for their work.
8. Contributing to a cohesive society
A pepeha urutau can bring diverse cultures together, through the commonality that we all have through the Tiriti o Waitangi | Treaty of Waitangi.
They contribute to a national developing culture of kotahitanga.
They give diverse communities a way forward together as one.
Furthermore, they will give us a unique identity as a nation when involved in international relations.
Would you like to develop a pepeha urutau for your organisation? Reflect on the key elements above, experiment with wording, and create something that truly represents who you are and where you are going.
Tū tonu, tupu tonu, kōkiri tonu!
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