5. WHAT WE HEARD
We heard universal agreement across our Executive Committee, Standing Committees, and Focus Group that our name needs to be clearer, more relevant, and more appealing.
Our Focus Group considered that the new name should reflect electricity, connection, and community, show a future focus, and be more inclusive.
The word ‘engineers’: While views were not unanimous, the majority of feedback was that the word ‘engineers’ is limiting. Our industry is much more than engineers; this word alone disconnects people from us and creates an occupational hierarchy that is no longer appropriate.
A minority view — particularly held by electrical engineers— was that retaining ‘engineering’ is important to show our technical focus. Our brand advisors considered this carefully and advised that our name should show who we serve, while our technical focus should come through our strategy and work programme.
The EEA acronym: The pros and cons of retaining the EEA acronym were carefully debated. “EEA” carries weight with existing members but resonates less with the next generation. Retaining the letters has logistical advantages, but ultimately meaning was considered more important than convenience.
Key themes in feedback: There was consistent support for including ‘electricity’ or ‘power’, the product we’re built around. The word ‘industry’ received consistently positive feedback as a way of showing alignment with the whole ESI and reinforcing our ‘for industry, by industry’ strength. There was a desire to indicate community through a term such as alliance, forum, association, or community.
Conceptual and te Reo options: Significant effort went into exploring modern and conceptual name options, including members’ te Reo Māori suggestions. However, none of the conceptual options were considered to have sufficient clarity or relevance. Our Focus Group and Executive Committee felt that while many te Reo suggestions had appeal, we need to earn our mana in te ao Māori before adopting a full te Reo name.
Members who prefer no change: Members who prefer no change appear primarily concerned that a new name could signal a reduced focus on technical guidance and best practice. These members can take comfort that our strategy and work programme demonstrate ongoing commitment to technical leadership. A new name expands our potential reach; it does not change our purpose.
March 2026 member survey results: As part of our process, we put our shortlist to a member survey in March, asking members to rank three names. Electricity Industry Association received the highest average ranking — 25% higher than Electric Energy Aotearoa and 50% higher than Powering Aotearoa. It was nominated by most as their favourite; ranked first by 61% of all voters, with the highest combined first-and-second ranking of 82.3%.
