A clear majority of New Zealanders are rejecting the use of racial rhetoric as a political shortcut, according to new polling by Horizon Research. The result underscores strong public support for issue-based politics over divisive campaigning.
The nationwide survey found 59% of adults (around 2.29 million people) oppose politicians using racially charged remarks to boost their vote share.
Survey participants were presented with the statement that some politicians in New Zealand have faced accusations of intentionally using racially charged remarks as a strategy to boost their electoral support.
45% (1,724,000 adults) say they strongly disagree. In contrast, 13% (514,000 adults) expressed agreement, while a further 20% remained neutral, indicating they neither agreed nor disagreed with the statement.
The findings point to a broad expectation among voters that political leaders should focus on policy, performance, and national interest rather than resorting to inflammatory language. In regions like Nelson, Tasman, and Marlborough, opposition to such tactics is particularly strong, with 87% rejecting their use outright.
Even in larger urban centres like Auckland—where support is slightly higher at 18%—a majority (52%) still oppose racialised campaigning.
Regionally, opposition remains dominant, including in Waikato (58% disagree), Taranaki (64%), Wellington (66%), and Canterbury (63%), reinforcing the view that most New Zealanders prefer a political culture grounded in fairness, accountability, and substantive debate.
The survey, conducted online among adults aged 18 and over, forms part of Horizon Research’s public-interest programme aimed at capturing national sentiment on key issues.