To workers in post WW2 Aotearoa New Zealand, leisure time was both a physical respite and a reward for hard work. To employers and the state, it was a means of ensuring workers would not only be more productive when they returned to work, but they would spend more of their wages on leisure-associated goods and services like baches, boats and travel, which helped prime the post-war economic boom. Soon advertising agencies were employing nostalgic images of the ‘kiwi dream’ – endless hot, sunny days, neighbourhood barbecues, kids roaming free on balmy evenings – to sell products for banks, mobile phone companies, ice blocks, airlines, soft drinks and beer. So successful was the commodification of New Zealanders’ leisure-time that the price of seaside sections soared, and today the once humble bach is now like any financial ‘investment’. Owners can earn their annual income and more simply by watching the value of their beachside properties rising year on year, without even having to use them. In the meantime, the dream of owning a beachside bach moves further out of reach of ordinary working New Zealanders.
2021
1200 x 900, acrylic with vinyl type on ply.