Maori are increasingly recognising the importance of their traditional cultural values, according to latest research.
A survey of 1500 Maori, conducted by The Nielsen Company, found a sharp rise in the importance of traditional cultural values among them.
Three-quarters of those surveyed said traditional values were really important to them, compared with under half in 2004.
Maori were also significantly more positive now than they were in 2004 about the role models provided by their culture.
The research found six out of 10 Maori felt their culture provided them with strong role models, up from four in 10 in 2004.
Although fluency in te reo had changed little over the past three years, the importance of the Maori language was far more widely acknowledged among both Maori and Pakeha, the survey found.
Today, 82 percent of Maori recognise the importance of the development and growth of the Maori language, compared with 59 percent in 2004.