Hobson’s Pledge

1. Business / Trading Name: Hobson’s Pledge (commonly referred to as Hobson’s Pledge Trust)

2. Company Number: 6036235; NZBN: 9429042432364

3. Entity Type: Registered New Zealand Limited Company (corporate trustee for the Hobson’s Pledge Trust)

4. Business Classification: Not explicitly specified in official filings (operates as a political advocacy/lobby group)

5. Industry Category: Political advocacy / public affairs (opposes race-based affirmative action and “co-governance” in government)

6. Year Founded: 2016 (launched late September 2016) by former politicians and supporters concerned about “separatist” policies

7. Addresses:

   • Registered Office: Drumm Nevatt & Associates Ltd, Ridge House, 69 Ridge Road, Howick, Auckland 2014, New Zealand

   • Postal Address: c/o D. T. Brash, Suite 311, 184 Symonds Street, Eden Terrace, Auckland 1010, New Zealand

8. Website: hobsonspledge.nz (official site)

9. LinkedIn: No official LinkedIn company page (key individuals have personal LinkedIn profiles)

10. Company Hub NZ Profile: companyhub.nz/companyDetails.cfm?nzbn=9429042432364 (public company registry summary)

11. NZ Companies Office Record: https://app.companiesoffice.govt.nz/companies/app/ui/pages/companies/6036235?backurl=H4sIAAAAAAAAAEXLuwrCQBCF4bfZxiIxWYUUg9hoYQrBvMCQHXUhe3FmouTtjRix%2B88Hp8h4Iyn6FDJGP5cQcn%2FfPaCxVVPaytZVvbUrQ1G9Tt2USWDftsu%2BKOooR05j%2FrKPfeJ84BRg6S6BQeeYRP7vBU40vRI7MKLICqUZfPAK642R64zu83xi7MmdMdIAyiOZkBzBz9%2Foz%2BF2wAAAAA%3D%3D

12. Social Media: Facebook (facebook.com/hobsonspledge) ; X/Twitter (@HobsonsPledgeNZ). (Active on these platforms for campaign messaging and ads)

13. Ultimate Holding Company: None (not part of a corporate group)

14. Key Shareholders / Owners: Four individuals each holding 25%: Dr. Donald (Don) Brash, Wendy June Clark, Elliot Ewen Ikilei, and Thomas Murdoch Newman. (These are the trustees and beneficial owners of the corporate trustee)

15. Leadership: Dr. Don Brash (Founding Trustee and figurehead; former National Party leader, serves as lead spokesperson) ; Casey (Cassandra) Costello (Founding Trustee, Māori heritage, served as co-spokesperson 2016–2023) ; Elliot Ikilei (Trustee/spokesperson from 2021, former New Conservative Party deputy leader) ; Wendy Clark (Trustee, appointed 2021); Thomas Newman (Trustee, appointed 2021, Auckland lawyer).

16. Staff: No full-time paid staff publicly identified. Operations are handled by the trustees and volunteers. (Campaign and administrative functions are often outsourced to contracted service providers or carried out by the trustees themselves.)

17. Staff with Previous Government Roles: Dr. Don Brash – former Governor of the Reserve Bank (1988–2002) and Member of Parliament (Leader of the Opposition, 2003–2006) ; Hon. Casey Costello – former trustee and spokesperson for Hobsons Pledge (2016-2023), current Member of Parliament (NZ First, 2023–present) and previously a NZ Police Detective Sergeant and Police Association vice-president. Elliot Ikilei – member and former deputy leader (2017-2020) of the New Conservative Party.

18. Past Employees/Associates: Casey Costello (stepped down as Hobson’s Pledge spokesperson in 2023 to pursue electoral politics). No other formal employees; early supporters included figures like former ACT MP Muriel Newman (through ideological alliance) and Norman Clark (associated with Wendy Clark), but leadership has since transitioned to the current trustees.

19. Clients: N/A. Hobson’s Pledge is not a consultancy and does not represent clients – it is an advocacy organisation advancing its own agenda funded by supporters (it campaigns on behalf of its supporters’ views rather than for paying clients).

20. Industries/Sectors Represented: None (general public advocacy). Hobson’s Pledge claims to represent “all New Zealanders” in promoting equal rights regardless of ancestry. In practice, it represents a segment of the public opposed to policies seen as giving Māori separate status or advantages. It is frequently aligned with conservative and rural constituencies (e.g. farmers, older Pākehā voters) but is not tied to any single industry sector.

21. Publicly Disclosed Engagements: Hobson’s Pledge and its representatives regularly participate in democratic processes: e.g. submissions to Parliament (supported the ACT Party’s Treaty Principles Bill at a 2025 Justice Committee hearing), local referenda campaigns (organised petitions triggering 2018 referendums that overturned proposed Māori council wards in five districts), and public petition drives (such as a 2023 petition to “restore the foreshore and seabed to public ownership” launched via a New Zealand Herald wrap-around ad). They also engage through open letters, opinion columns, and campaign events (town-hall meetings, debates, media appearances).

22. Affiliations: The group operates independently but is networked within New Zealand’s right-wing and libertarian advocacy ecosystem. It has ideological and personnel links with the New Zealand Taxpayers’ Union (e.g. both have used the same advertising firm, The Campaign Company, run by Taxpayers’ Union staff ), with the Free Speech Union (Don Brash and Thomas Newman have been involved in free-speech events ), and with think-tanks like the New Zealand Centre for Political Research (which shares Hobson’s Pledge’s anti-“co-governance” stance). Hobson’s Pledge is non-partisan officially, but it has common cause with political parties such as ACT New Zealand and New Zealand First on many issues. (Notably, co-founder Casey Costello is now a NZ First MP, reflecting this affinity.) Internationally, observers have likened Hobson’s Pledge to part of the Atlas Network of right-wing lobbying groups, alongside the Taxpayers’ Union and NZCPR, although direct funding ties to foreign organisations are unconfirmed.

23. Sponsorships / Collaborations: No major corporate sponsorships disclosed. Collaboration is issue-based and informal: Hobson’s Pledge has cooperated with other lobby groups on shared causes (for example, coordinating messaging with anti-Three Waters activists and sharing platforms with the Free Speech Union). It worked with like-minded groups in advertising campaigns (e.g. using The Campaign Company which simultaneously worked for Hobson’s Pledge, Groundswell NZ, and others during the 2023 election). The group does not sponsor external events, but it has co-hosted public meetings and panel discussions alongside political allies (for instance, public talks featuring Don Brash were supported by free speech advocacy networks in 2018).

24. Events (Organised by this Organisation): Hobson’s Pledge has held public meetings and roadshow events to promote its message. In late 2016 and 2017, Brash and Costello toured centers like Tauranga and Havelock North, drawing about 200 attendees to talks about creating a “colour-blind state”. The organisation also periodically hosts or participates in community forums on contentious policies (e.g. meetings on Māori wards or the Three Waters reforms). It does not hold large conferences; its events are typically issue-focused public meetings, campaign launches, or submissions delivered at official hearings.

25. Political Donations: None publicly disclosed. Hobson’s Pledge itself has not been recorded as a donor to political parties or candidates in official filings. (Its influence is exerted via independent campaigning rather than contributions to parties.) Upon its founding, Brash indicated the trust might financially support any party that promised to end “divisive” race-based policies, but if such support occurred it was not transparent. Instead, Hobson’s Pledge registers as a “third party promoter” during elections, spending money on its own advertising campaigns rather than donating to parties.

26. Controversies: Hobson’s Pledge has been mired in controversy since inception. It has been widely accused of racism or promoting a racist agenda – critics (including academics, Māori leaders and even a university publication) have labeled the group “racist” and “anti-Māori”. (In 2018, the University of Auckland had to apologize after an alumni magazine article described Hobson’s Pledge as “a racist and militantly anti-Māori lobby group,” a statement Don Brash vigorously objected to.) The group’s campaigns have also been accused of misinformation: A high-profile wrap-around advertisement it placed on the front page of the NZ Herald (Aug 2024) drew 672 complaints and was found by the Advertising Standards Authority to be materially misleading on several claims. (The ad, which called for returning the foreshore and seabed to “public ownership,” was ruled in breach of the ASA’s truthfulness and social responsibility codes and banned from republication.) NZME, the publisher, faced public backlash for running the ad and quickly reversed a decision to run a second Hobson’s Pledge ad amid the outcry. Earlier, in 2018, Hobson’s Pledge’s association led Massey University to cancel a campus talk by Brash citing security concerns and the potential harm to race relations, sparking a national free-speech debate. The organisation’s tactics – such as running a seemingly separate campaign page “We Belong Aotearoa” without initially revealing its Hobson’s Pledge backing – have also been condemned as astroturfing (fake grassroots) and unethical deception.

27. Other Information of Note: Hobson’s Pledge is named after Governor William Hobson’s famous 1840 pledge “He iwi tahi tātou” (“We are now one people”), reflecting its ideology of a unitary national identity. The group emphasizes its inclusion of Māori supporters (like co-founder Costello) as proof it is “not anti-Māori”, despite strong criticism from many Māori. Internally, Hobson’s Pledge claims a significant base – by 2023 it reported an expanded supporter network of approximately 160,000 people nationwide (likely a sum of petition signatories, followers and email subscribers). It operates via a trust structure that allows it to raise funds privately and spend on political advocacy without disclosing donor identities, a fact that has drawn concern from transparency advocates. The trust’s official email contact for election advertising is Don Brash’s personal email, indicating the hands-on nature of its operations. Notably, in 2023 one of its trustees (Costello) entered Parliament, giving the group a direct foothold in the political system.

28. Recipient of Wage Subsidy Scheme: No. There is no record of Hobson’s Pledge (or its trustee company) receiving the COVID-19 wage subsidy from the New Zealand government. (The organisation is volunteer-driven and did not claim pandemic relief funds, unlike some commercial lobbying firms.)

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Sources

[1] Hobson’s Pledge, Wikipedia (en.wikipedia.org), https://en.wikipedia.org/wiki/Hobson%27s_Pledge

[2] HOBSON’S PLEDGE TRUSTEE LIMITED – Company Info, NZ Business Directory (nzwao.com), https://www.nzwao.com/companies/hobsons-pledge-trustee-limited/

[3] Company number: 6036235; NZBN: 9429042432364; Date registered: 29 Jun 2016, CompanyHub NZ, https://www.companyhub.nz/companyDetails.cfm?nzbn=9429042432364

[4] Registered Office & Service Address – Hobson’s Pledge Trustee Ltd, NZ Business Directory (nzwao.com), https://www.nzwao.com/companies/hobsons-pledge-trustee-limited/ 【See “Office Address”】

[5] Beneficial Owners (25% each – Don Brash, Wendy Clark, Elliot Ikilei, Thomas Newman), Oversight Solutions – Hobson’s Pledge Trustee Ltd Profile, https://oversightsolutions.co.nz/profile/HOBSONS-PLEDGE-TRUSTEE-LIMITED 【Lines 27-34 and 88-93】

[6] Don Brash spreads word on new group at meeting in Havelock North, Hawke’s Bay Today (NZ Herald), 28 Feb 2017, https://www.nzherald.co.nz/hawkes-bay-today/news/don-brash-spreads-word-on-new-group-hobsons-pledge-at-meeting-in-havelock-north/UCRRREV7XCNWARBV3A5BEHGJPY/ 【Lines 164-172】

[7] Bryce Edwards Analysis – NZ elections are being Americanised with “dark money” flowing into campaign groups, Evening Report, 27 Feb 2024, https://eveningreport.nz/2024/02/27/bryce-edwards-analysis-nz-elections-are-being-americanised-with-dark-money-flowing-into-campaign-groups/ 【Lines 117-125 and 149-157】

[8] $2m surge in election campaign spending by third-party groups, Farah Hancock, RNZ News, 26 Feb 2024, https://www.rnz.co.nz/news/in-depth/510208/2m-surge-in-election-campaign-spending-by-third-party-groups 【Lines 73-81 and 129-137】

[9] Hobson’s Pledge receives apology: “We are not racist and we are not anti-Māori”, RNZ News, 24 Oct 2018, https://www.rnz.co.nz/news/national/369368/hobson-s-pledge-receives-apology-we-are-not-racist-and-we-are-not-anti-maori 【Lines 47-55 and 57-65】

[10] Don Brash returns to Massey after controversial cancellation, 1News (TVNZ), 8 May 2022, https://www.1news.co.nz/2022/05/08/don-brash-returns-to-massey-after-controversial-cancellation/ 【Lines 64-72】

[11] Media Insider: Lawyers, legal academics say Hobson’s Pledge ad in NZ Herald was “abhorrent” and misleading; lobby group stands by claims, Shayne Currie, NZ Herald, 12 Aug 2024, (NZME) https://www.nzherald.co.nz/ (premium content) 【Lines 485-493 and 495-499】

[12] Hobsons Pledge Herald ad deemed ‘misleading’, breached Advertising Standards Code, RNZ News, 17 Oct 2024, https://www.rnz.co.nz/news/te-manu-korihi/531087/hobsons-pledge-herald-ad-deemed-misleading-breached-advertising-standards-code 【Lines 68-77 and 71-79】

[13] Why I am stepping down as spokesperson of Hobson’s Pledge, Casey Costello (Hobson’s Pledge website), 2023, https://www.hobsonspledge.nz/why_i_am_stepping_down_as_spokesperson_of_hobson_s_pledge 【Lines 55-64 and 101-109】

[14] Hon Casey Costello – Prior to becoming an MP… spokesperson for Hobson’s Pledge for seven years, New Zealand First (nzfirst.nz), 2023, https://www.nzfirst.nz/hon_casey_costello 【Lines 5-12】

[15] Hobson’s Pledge backs Treaty Principles Bill, rejects race-based laws, Centrist (centrist.nz), 5 Feb 2025, https://centrist.nz/hobsons-pledge-backs-treaty-principles-bill-rejects-race-based-laws/ 【Lines 48-57 and 52-60】

[16] Hobson’s Pledge: “We are now one people”, Don Brash, in elocal Magazine, Oct 2016 (donbrash.com), https://www.donbrash.com/elocal/hobsons-pledge/ 【Lines 77-85 and 93-96】

[17] The (in)visibility of Hobson’s Pledge: alt-right group attempts to influence government policy, Robin Barendze (MA Thesis, Massey University), 2018, Massey Research Online 【Abstract lines 128-137 and 139-147】

[18] Hobson’s Pledge (@HobsonsPledgeNZ) – “LEAKED IMAGE FROM NATIONAL CAUCUS…”, Twitter/X, 8 Apr 2025,

https://twitter.com/HobsonsPledgeNZ/status/164541690668

(example social media engagement)

[19] We Belong Aotearoa Facebook posts – Hobson’s Pledge astro-turf campaign, RNZ News report (summarized in Farah Hancock piece), 2023 【RNZ lines 19-27】

[20] Atlas Network connections: “Hobson’s Pledge… has history of connection to other groups funded by Atlas Network”, astroturfing.nz (G. Torrin), 27 Jan 2024, https://www.astroturfing.nz/why-the-atlas-network-will-win-the-anti-treaty-referendum/ 【Lines 39-45 and 29-37】

Spot anything in this entry that is wrong? Please either leave a comment at the end or email, in confidence: bryce@democracyproject.nz