In New Zealand, a digital credential is a secure, digital version of something that proves who you are or what you’re entitled to, for example your identity, age, or role in a business that you can store in a wallet style phone or device app and present online or in person. This includes your digital drivers license. Minister Judith Collins announced the release of digital credentials in November.
Māori views on the proposed digital credentials tool are characterised by a high frequency of need for identity confirmation, juxtaposed with strong scepticism regarding government involvement and institutional trustworthiness. Māori are a key demographic requiring targeted communications focused on assurance and choice to encourage uptake.
Department of Internal Affairs released in October 2025 report “Credentials Sentiment and Uptake in New Zealand.” It provided research on digital credentials, produced by the and dated October 2025.
The research, which includes quantitative and qualitative components based on a survey of over 1,000 New Zealanders, examines public attitudes toward a proposed government-developed digital credentials tool. The report found that while a majority of New Zealanders support the idea primarily due to the expected convenience and efficiency, there are widespread security and privacy concerns, particularly regarding potential hacking, identity theft, and government tracking.
The research sources provide several statistics regarding Māori participation and views concerning the proposed digital credentials tool.
Sample Representation
- In the quantitative research (online survey of 1,012 New Zealanders), Māori made up 14% of the unweighted survey sample and 15% of the weighted sample.
- The qualitative sample (online forum with 30 diverse participants) including 4 Māori participants (1.4%).
Current Credential Usage
- Māori are more likely to encounter situations where they need to show or confirm something about themselves.
- 59% of Māori need to show or confirm something about themselves at least once per month, compared to 44% of non-Māori.
This high frequency suggests that Māori encounter the administrative frictions (such as searching for documents or dealing with inconvenient verification processes) more often. Despite experiencing this friction frequently, this need does not translate into eagerness for the new digital solution, indicating that their concerns outweigh the potential convenience benefits.
Sentiment and Typology
- Māori are more likely to oppose government involvement in designing, building, managing, and overseeing the digital credentials system.
- 29% of Māori would prefer the government not be involved, compared to 18% of others.
- Māori skew toward the “Traditionalists” typology (38%). Traditionalists are defined as people who regularly need to confirm something about themselves but prefer to stick with familiar ways.
This finding encapsulates the tension noted above: although Māori frequently interact with identity systems, they are generally less likely to embrace the digital alternative. For this group, the primary strategies for increasing uptake must revolve around reassurance that physical ID will remain accepted and subtle, non-pushy messaging to minimise “reactance psychology”.
Trust in Information
- Māori demonstrate greater scepticism regarding information sources compared to other subgroups.
- Māori are less likely to trust government departments (33%) to provide accurate information about a government-developed digital tool. This contrasts with Asian peoples, for example, who are more likely to trust government departments (70%).
The strong reluctance to accept government oversight or trust government-issued information suggests that communication campaigns relying heavily on official government endorsement may be ineffective or counterproductive for Māori.
The report suggests that for Māori, using neutral language like the ‘New Zealand wallet’ instead of ‘government wallet’ might help reduce negative sentiment. Given the high distrust, the strategy must prioritise technical assurances of security and privacy over institutional assurances.
In summary, the data suggests that for Māori, the issue is not a lack of opportunity to use digital credentials (as they interact with verification systems frequently), but rather a fundamental lack of confidence and trust in the government’s role in managing such a sensitive identity system. This makes Māori a critical group for communications focusing on choice, technical safeguards, and the continuity of physical documents.
Strategic Implications for Uptake
Given the prevailing scepticism, strategies for engaging Māori must pivot away from promoting convenience (the main driver for the general population) and focus primarily on trust mitigation:
- It is crucial to reassure Māori, that they will not be disadvantaged or excluded if they choose not to use the digital system.
- Communications must ensure that physical documents will remain accepted.
- Any authoritative communications may trigger “reactance psychology,” strengthening negative sentiment. The report suggests that avoiding overt use of the word ‘government’ such as referring to it as the ‘New Zealand wallet’ rather than the ‘government wallet’ may help reduce negative sentiment.
- Since trust in government departments is low, using testimonials and experience sharing from trusted peers and Māori leaders may be an effective way to encourage trial and usage among Māori.
Disclaimer: Dr Taiuru is a ministerial appointment to The Māori Advisory Group, established under section 51-55 of the Digital Identity Services Trust Framework Act 2023. He is currently the Chairperson.