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2degrees Shaping Business Study 2026: Why Businesses Are Moving Beyond Green Shoots

by Chief Editor June 8, 2026
written by Chief Editor

New Zealand businesses are moving on from the hope of a post-Covid recovery, according to the 2026 2degrees Shaping Business study. Surveying 555 decision-makers between March 10 and April 10, 2026, the research indicates that firms have shifted their focus away from waiting for a return to pre-pandemic conditions and are instead adapting to a permanent state of uncertainty and new economic pressures.

Why Businesses Are Abandoning the “Return to Normal”

The latest data from the 2degrees Shaping Business study suggests a decline in the number of New Zealand businesses expecting a return to pre-Covid activity levels. 2degrees CEO Mark Callander notes that the prevailing sentiment among owners, CEOs, and directors is that the current environment of challenge and change has become the new baseline. “No one’s waiting for green shoots to emerge any more,” Callander stated. This transition marks a departure from previous years where businesses often looked for a specific point of economic rebound.

Did you know?
The 2degrees Shaping Business study defines decision-makers as owners, CEOs, directors, general managers, and those in C-suite roles, providing a high-level view of New Zealand’s economic sentiment.

The Role of AI in Productivity Gains

While economic optimism has shifted, businesses are finding tangible growth through technology. According to the report Productivity Propelled: The impact of AI on business performance, prepared by Deloitte Access Economics and commissioned by 2degrees, AI adoption is already boosting the bottom line. Research conducted between January and February 2026 found that the average SME earned approximately $400,000 more in FY25 compared to non-adopters, while the average large business saw an uplift of roughly $59.1 million.

2degrees Chief Business Officer Andrew Fairgray emphasizes that AI is no longer a theoretical concept. “The data is saying that AI is already in use every day across businesses. But it’s now about how that intent turns into actual real growth,” Fairgray said. Despite these gains, the report highlights that 82% of businesses are currently using AI, though many remain in the early stages, often relying on built-in features within existing tools rather than standalone implementations.

Pro Tip: Moving Beyond Basic AI
Don’t just use AI features embedded in your current software. To see the growth reported by early adopters, experts suggest redesigning business processes to fully integrate AI, transforming how the company thinks about its core operations.

Investment Trends for the Year Ahead

As businesses adjust to this “new norm,” investment priorities are shifting. Data from the 2026 Shaping Business study shows that 53% of surveyed businesses plan to increase their investment in business development, sales, and marketing, representing a 17% increase. Meanwhile, 27% of businesses report they will increase their investment in AI, marking a 5% rise in interest compared to previous assessments.

Frequently Asked Questions

What does the “new norm” mean for NZ businesses?

According to 2degrees CEO Mark Callander, it signifies that businesses are no longer waiting for a rebound to pre-pandemic levels of activity and are instead proactively managing ongoing economic challenges.

2degrees Business

How much does AI adoption impact business earnings?

Based on the Productivity Propelled report, SMEs that adopted AI earned about $400,000 more in FY25 than those that did not, while large businesses earned approximately $59.1 million more.

What are the current investment priorities for businesses?

The 2026 Shaping Business study indicates that more than half of businesses are increasing investment in sales, marketing, and business development, with a growing segment also prioritizing AI integration.


Are you adapting your business model to the current economic climate? Share your thoughts in the comments below or explore the full 2026 Shaping Business Study for more insights.

June 8, 2026 0 comments
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Business

Air New Zealand can’t be judged like any other airline – Sir Ralph Norris

by Chief Editor May 19, 2026
written by Chief Editor

Beyond the Balance Sheet: The Future of National Aviation in a Remote World

For decades, we have viewed airlines through a narrow lens: as commercial enterprises that should either make a profit or fail. But for nations separated from the rest of the world by thousands of miles of ocean, an airline is not just a business. It is critical infrastructure, as vital as highways or power grids.

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From Instagram — related to Strategic Connectivity, Remote World

The tension between commercial viability and national duty is reaching a breaking point. When a national carrier is expected to maintain loss-making regional routes to keep small towns alive while simultaneously competing with global giants, the traditional business model breaks. The future of aviation in remote regions will require a fundamental shift in how we define “success.”

Did you know? Ultra-long-haul flights—those exceeding 16 hours—are among the most difficult routes to make profitable due to the immense fuel burn required to carry the fuel itself. This is why innovation in aircraft efficiency is a matter of survival, not just luxury.

The Rise of ‘Strategic Connectivity’

The next decade will see a move toward “Strategic Connectivity.” This is the idea that certain routes are maintained not because they are profitable, but because they are economically essential for the country’s broader GDP. If a regional airport closes, the local economy often collapses, leading to a larger cost for the government in social services and urban congestion.

We are likely to see more “Hybrid Funding Models.” Instead of the airline absorbing the loss of a remote route, we may see direct government subsidies or public-private partnerships that treat these flights as public transport. This removes the “mismanagement” narrative from the airline’s balance sheet and places the cost where it belongs: as a national investment.

The ‘Qantas Model’ vs. The Island Model

While larger carriers in high-density markets can rely on sheer volume and multiple hubs to offset losses, remote carriers cannot. The future trend here is specialization. Rather than trying to be everything to everyone, remote national carriers will likely lean harder into their identity as “ambassadors” of their home country, integrating tourism and culture into the flight experience to command a premium price.

The 'Qantas Model' vs. The Island Model
Sir Ralph Norris speaking at press conference

Innovating the Ultra-Long-Haul Experience

Distance is the enemy of the traveler, and for countries like New Zealand, it’s a permanent hurdle. The introduction of products like the Skynest—economy-class sleep pods—signals a shift in the industry. The goal is no longer just getting the passenger from A to B, but mitigating the physical and mental toll of extreme distance.

Expect to see a surge in “Biometric Wellness” integration. Future trends suggest airlines will use AI-driven lighting, humidity control, and personalized nutrition to combat jet lag in real-time. When you are flying for 17 hours, the cabin becomes a living environment, not just a seat.

Pro Tip: When booking ultra-long-haul flights, look for airlines investing in “New Generation” aircraft (like the A350 or 787 Dreamliner). These planes maintain higher cabin humidity and lower cabin altitude, which significantly reduces fatigue and dehydration.

Navigating the ‘Perfect Storm’ of Global Pressures

Aviation is currently battling a convergence of crises: volatile fuel prices, constrained aircraft supply chains, and a desperate need to decarbonize. For a national carrier, these aren’t just operational hurdles—they are strategic threats.

The trend toward Sustainable Aviation Fuel (SAF) will be the defining battle of the next twenty years. Remote nations have a unique opportunity to become leaders in SAF production, utilizing their own agricultural or forestry waste to fuel their fleets. This would not only lower the carbon footprint but also reduce reliance on volatile global oil markets.

we will see a shift toward “Systemic Optimization.” This means airports, regulators, and airlines operating as a single ecosystem. If an airport increases its landing fees, it directly increases the ticket price for the passenger and decreases the airline’s ability to subsidize a regional route. The future is a coordinated cost-recovery model.

FAQ: Understanding the National Carrier Dilemma

Q: Why can’t national airlines just cut unprofitable routes?

A: Because those routes often serve as the only lifeline for remote communities. Cutting them would isolate thousands of people and damage regional economies, which is why the government often expects the national carrier to maintain them regardless of profit.

FAQ: Understanding the National Carrier Dilemma
Sir Ralph Norris

Q: Why are airfares remaining high even after the pandemic?

A: A combination of global fuel price volatility, high costs of new, fuel-efficient aircraft, and disrupted supply chains. Many airlines are operating on thinner margins than they did a decade ago.

Q: What is a ‘Strategic Necessity’ in aviation?

A: It refers to the role an airline plays in securing a nation’s trade, tourism, and diplomatic links. Without a reliable national carrier, a remote country is at the mercy of foreign airlines that may cancel routes the moment they become less profitable.

The conversation around our national carriers needs to move away from the quarterly earnings report and toward a long-term vision of national resilience. If we treat aviation as a luxury business, we risk losing the connectivity that allows a remote nation to punch above its weight on the world stage.


What do you think? Should the government directly subsidize regional flights to keep fares low, or should the market decide which towns stay connected? Let us know in the comments below or share this article with someone who relies on regional aviation.

Want more insights into the future of travel and infrastructure? Subscribe to our weekly Opinion Newsletter to stay ahead of the curve.

May 19, 2026 0 comments
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