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Recent census-based studies suggest that the identification patterns of dominant ethnic groups vary dramatically from those of minorities, being less likely to change. An important exception has been “national naming”, where individuals shift their identification to take on national identifiers, such as “Canadian” or “New Zealander”. National identity, often considered supraethnic, is usually claimed in census counts by members of dominant groups, although the personal characteristics of those doing so, or the broader implications for ethnic and national identity, are less clear. We use linked microdata to explore patterns observed in the 2006 New Zealand census, when an especially striking shift to national naming occurred. We find the likelihood of identifying “New Zealander” correlates with being middle-aged, male, living in European-only households, living in less deprived areas and those with higher European population share. Such within-group differences have implications for understanding ethnic and national identity in dominant groups.

The (not so) silent centre: New Zealander ethnicity responses in the census