From landslide to mudslide: The strategic marketing mistakes of the 2020–2023 New Zealand Labour Government

This article explores how a political party’s fortunes can change extremely quickly, by examining the strategic errors behind the Labour Party’s 2023 loss in New Zealand. In October 2020, Prime Minister Jacinda Ardern and the Labour Party of New Zealand won a landslide majority. This secured a once in a generation chance to deliver transformational change. However, just over 2 years later, Ardern exited following a profound drop in popularity. …