Purpose, Partnership, and Possibility: Leading Kings Trust Aotearoa New Zealand

Rod Baxter, CEO of Kings Trust Aotearoa New Zealand, sees his work as more than a job—it’s a calling shaped by purpose and a deep belief in the potential of young people.

In his conversation with Purposely Podcast, he reflects on his own journey, the challenges young people face today, and how the Trust helps them build confidence, enterprise, and opportunity.

For Rod, everything begins with listening. He believes young people know their own strengths and ambitions better than anyone else, and the Trust’s role is to back them—to provide tools, encouragement, and pathways that unlock their potential. Rather than focusing on what’s missing, the Trust works to support what’s already there: resilience, creativity, and drive.

One of the biggest challenges, he says, is the shifting nature of work. Entry-level jobs that once gave young people a first step on the ladder are no longer as accessible, and even university graduates often struggle to find a foothold. This is why the Trust puts such emphasis on personal development—helping young people grow confidence, skills, and a sense of direction.

Kings Trust Aotearoa works with 17- to 30-year-olds, recognising the unique pressures of this age group. The organisation is part of a global network that began with The Prince’s Trust in the UK in the 1970s, founded to respond to youth unemployment and economic hardship. That legacy continues today, with a focus on education, employment, enterprise, entrepreneurship, and the environment.

In New Zealand, however, the Trust hasn’t simply copied overseas models. Rod explains that much of the work has involved listening to young people in remote and rural communities, where opportunities often feel limited. Many spoke of feeling they had to leave their hometowns to find work or purpose. The Trust’s response has been to ask two simple but powerful questions: “How do you make a living?” and “What are you living for?”

Out of those conversations came practical initiatives. During the uncertainty of COVID-19, pilot programmes were tested and refined. The enterprise course—helping young people explore entrepreneurship—quickly emerged as a standout, continuing today in both in-person and online forms.

A flagship initiative is the Hikano seed funding scheme, which offers $5,000, $10,000, and $20,000 grants to support young entrepreneurs at different stages of their business journey. Inspired by indigenous ideas of growth and flourishing, the scheme has already backed 126 young people out of 616 applicants. An evaluation found that 94% of the funded businesses were still running after two years—well above the national average for new ventures. Importantly, the recipients include a wide mix: 35% are Māori, 56% are women, and they span both urban and rural communities.

Rod is clear about the realities of working in New Zealand’s crowded not-for-profit space, where more than 30,000 registered charities often compete for the same funding. His answer is what he calls “radical collaboration”—a belief that organisations achieve more when they work together rather than guard their own turf.

That collaborative spirit runs through the Trust’s relationships with young people too. Rod highlights the story of a young entrepreneur in Whangārei who turned personal and economic challenges into a thriving upcycled fashion business. With the Trust’s backing, she is now mentoring others, creating a cycle of opportunity and inspiration.

Rod’s own path to leadership was shaped by his background in youth work, his family’s tradition of service, and his reflections on identity and purpose. He is candid about the challenges of limited funding, but remains hopeful and practical about what can be achieved when communities, charities, and young people themselves pull together.

Looking ahead, Rod sees even greater potential in collective action and in keeping young people at the centre of solutions. His vision is clear: create the conditions in which young people can thrive, on their own terms and for the good of their communities.