Community Over Competition: Rethinking Small Business Support in NZ
Why reciprocal support means more than sales—and how we can all help build a stronger small business community.
In the world of small business, support can take many forms. Sometimes it’s a referral or a word of encouragement. Other times, it’s something as simple as a like, a comment, or a share on social media.
That might sound minor—but in today’s connected world, it’s not.
When I engage with another business owner’s post, it’s not just muscle memory from endless scrolling. It’s a deliberate act. A small but meaningful way of saying: I see you. I value what you’re doing. I want others to see you too.
And that kind of support matters.
Supporting Without Spending
Here in Aotearoa, community runs deep. Whether you’re in Te Puke, Timaru or Tauranga, small businesses are the heartbeat of our towns and cities. We work hard. We juggle roles. We rely on relationships.
But those relationships don’t always need to end in a sale to be valuable.
Sometimes the most powerful support you can give isn’t financial—it’s visibility. A like, a share, or a genuine comment shows your audience that this business is worth paying attention to.
Even if you’re not their target market. Even if they’re in a totally different industry. Even if you’ve never met in person.
It still counts.
Reciprocity Builds Real Community
Here’s something that often goes unspoken: when you consistently support someone online—engaging with their posts, cheering them on—and you never hear anything back, it starts to feel a bit one-sided.
Of course, we don’t do these things for recognition. But real relationships are a two-way street.
In the small business world, that kind of reciprocal support builds trust. And trust creates opportunity.
Let’s be honest—if someone never acknowledges your work or shows up for you, how likely are you to refer them to a client? Or to think of them when a chance to collaborate arises?
How we show up for each other online often reflects how we show up in business.
Likes Aren’t the Goal—But They Do Mean Something
No, likes aren’t everything. But they aren’t nothing either.
For many business owners, those small moments of interaction act as signals. Encouragement. A quiet nudge that says, You’re on the right track. Keep going.
Social media isn’t just about self-promotion—it’s also about contribution. It’s a chance to reflect your values back into your network.
So if you’re someone who receives regular support from others online, ask yourself:
- Are you showing up in return?
- Are you lifting others publicly—not just when it’s convenient?
Generosity Doesn’t Cost a Thing
A like is free. A quick comment takes less than a minute. Sharing a fellow business’s post to your audience could lead them to their next customer—and it clearly shows what you stand for.
If we want to build a thriving, connected small business community in Aotearoa, we need to be generous with our support.
Let’s cheer each other on.
Let’s show up consistently.
Let’s make kindness, reciprocity, and visibility just as important as strategy.
It Starts With Us
Do you actively support other small businesses online? Have you felt the difference when someone unexpectedly supported you?
I’d love to hear your story. Share your thoughts in the comments or tag someone who always shows up for others.
Curious how this applies to your business?
Start with a conversation – we’ll guide the rest. Contact Us
About The Why Marketing
Founded by Geoffrey Campbell in 2019, The Why Marketing specialises in providing tailored marketing solutions for SMEs in Tauranga, New Zealand, and the broader North Island area. With a focus on strategic planning, brand management, and digital marketing, we act as your Virtual Marketing Officer, delivering in-house and outsourced services designed to meet your unique needs. Our ethical approach and commitment to quality ensure that we deliver results that matter. Let’s build something great together.
