Research out this week shows that New Zealanders aren't entirely comfortable giving too much help to those who need it – and a marketing strategist believes this finding could have a major impact at next year's election.

Rose Herceg, the chief strategy officer at advertising giant WPP AUNZ, calls it an inconvenient truth, showing that while New Zealanders might say they like to help others, this isn't always reflected in their actual societal and political positions.

She says the research of 1500 New Zealanders conducted by firm Colmar Brunton found many in the country believe that policies aimed at achieving

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