Recently, there has been a renewed interest in indigenous ways of thinking. Even from a business perspective, it is increasingly recognised that indigenous frameworks can support more sustainable ways of living and working. To truly understand indigenous knowledge, however, we must begin with the indigenous worldview itself.

For Māori, this worldview begins with the spiritual nexus between humankind and the environment. Māori understand themselves as being of the earth. Through Tāne’s union with the earth maiden Hineahuone, humankind came into existence. As with all mythology, this narrative operates as metaphor: humans are not separate from nature, but an expression of it, originating from Papatūānuku, the Earth Mother.

This worldview manifests in everyday practice through tikanga — the framework of values, customs, and protocols that guide Māori life. To explore tikanga, indigenous intellectual property, and their intersection with business, we spoke with Kiri about her perspectives on intellectual property, tikanga Māori, and self-determination.

Kiri is currently completing her Doctorate (PhD) in Law at Oxford University, specialising in the commercialisation of indigenous intellectual property. She also holds a Master of Laws (LLM) in the same field. Kiri is of Ngā Puhi descent, works as a lawyer for Ngāti Wai, and hails from Aotea (Great Barrier Island).

1. What Is Intellectual Property, and How Does It Relate to Tikanga Māori?

Intellectual property (IP) is a system of Western legal rules designed to protect creations of the human mind. Under IP law, creators of things such as songs, designs, inventions, or brands can be granted exclusive rights over their creations, usually for a limited time.

Unfortunately, this system does not always adequately protect indigenous peoples’ traditional knowledge and cultural expressions. As a result, Māori knowledge systems — such as rongoā Māori — and cultural expressions like haka and whakairo have been, and continue to be, misused or misappropriated.

While countries are working to improve legal protections for traditional knowledge within IP frameworks, a significant gap remains between what indigenous peoples seek and what IP law currently provides.

2. What Are the Key IP Challenges for Māori Businesses?

From my time at the World Intellectual Property Organization (WIPO), Aotea stands out as a strong example of indigenous people reclaiming traditional knowledge and strategically engaging with capitalist and legal systems to revitalise Māori knowledge in a sustainable, respectful, and responsible way.

3. Can Business Be a Vehicle for Māori Self-Determination?

Business and social entrepreneurship can actively promote Māori self-determination by giving effect to values such as kaitiakitanga, whanaungatanga, and manaakitanga. Rather than waiting for political recognition, business provides a space for Māori to reclaim power, create value-aligned brands, and educate consumers.

In doing so, Māori businesses empower consumers who wish to support sustainability, community wellbeing, locally made goods, and ethical production. Aotea exemplifies how business can operate as a living expression of tikanga Māori.

4. Tikanga: Tradition, Change, and Authority

Tikanga is often described as dynamic and evolving. It reflects the understanding that we live in Te Ao Hurihuri — an ever-changing world. Without change, there is no growth.

At the same time, tikanga is grounded in ancestral wisdom. It is through tikanga that our tīpuna continue to guide us in living sustainably and responsibly. Decisions about change are made collectively by the people, and evolution is rarely linear or easy. This tension ensures that change is necessary, meaningful, and deeply considered.

Core values such as kaitiakitanga and manaakitanga remain as vital today as they were in the past. While tikanga evolves, its foundational principles endure.

5. Is the Māori Worldview Being Appropriated?

Western systems have appropriated Māori values through capitalist enterprises. However, this does not require Māori to adopt capitalism wholesale. Māori worldviews stand independently as systems that prioritise environmental and human wellbeing.

Rather than absorbing capitalism into te ao Māori, Māori can selectively engage with aspects of capitalism — such as creativity, entrepreneurship, and efficiency — that align with Māori values. This is the balance Aotea strikes so effectively.

6. The Future of the Aotea Brand

Aotea has organically evolved into a sophisticated, sustainability-driven brand with genuine cultural integrity. It fills a meaningful gap by delivering high-quality products while educating consumers about tikanga Māori and environmental responsibility.

Moving forward, Aotea has an opportunity to engage with other cultures, learning from global indigenous systems while sharing the unique insights of tikanga Māori. He iwi kotahi tātou — ultimately, we are one people. Through its platform, Aotea can continue to share ancestral wisdom that remains profoundly relevant today.