Working for yourself, and loving the culture
You chose this, and that matters
Last month, thousands of New Zealanders wore pink to work, school, and community events for Pink Shirt Day, the annual anti-bullying campaign led by the Mental Health Foundation. The kaupapa behind Pink Shirt Day, that everyone deserves to feel safe, valued, and respected in the spaces they work and live in, resonates strongly with us at freemeup. Because one of the most powerful things about working for yourself is that you get to build exactly that kind of environment. You choose who you work with, how you work, and what kind of professional you want to be.
This month, we want to celebrate that.
Reference:
- Pink Shirt Day – pinkshirtday.org.nz (2026)
The numbers tell a great story
New Zealand has over 400,000 sole traders, making up almost 20% of the workforce. And when Hnry surveyed that community in 2024, the results were striking. Kiwi sole traders reported the highest rates of wellbeing, work-life balance, personal satisfaction, and financial outlook since the survey began in 2021. Personal satisfaction, enjoyment, and work-life balance rates were on par with Australian sole traders, who had previously reported higher rates. That is a remarkable result for a group of people who carry the full weight of running their own business every single day.
Working for yourself is not always easy. But the people doing it are, by and large, thriving. And there are good reasons for that.
References:
- NZBusiness – NZ sole traders report all-time high levels of personal satisfaction (May 2024)
- Hnry – Sole Trader Pulse (March 2024)
What sole traders have that most people do not
When you work for yourself, you get something that is genuinely hard to put a price on: the freedom to make your own decisions. You decide what work you take on, who you work for, and how you spend your time. That is not a small thing. Research consistently shows that having that kind of control over your work is one of the strongest predictors of job satisfaction and overall wellbeing.
But it goes beyond that. Sole traders also tend to have a much clearer line of sight between the work they do and the value it creates. There is no middle layer between you and your client. When you do good work, you know it and they know it. That directness is one of the things people who go out on their own often say they value most about it.
And then there is the Pink Shirt Day angle. When you are the one setting the culture of your working environment, the values you bring to it are entirely your own. Kindness, respect, the freedom to be exactly who you are at work. These are things sole traders often have in abundance, simply because they have built their work life around them.
Of course, working for yourself is not without its moments of self-doubt. Even the most experienced sole traders have days where they wonder if they are really good enough. And that is worth talking about too.
The voice in your head (and why it is usually wrong)
Here is something almost every sole trader experiences at some point: the quiet, uninvited thought that maybe you are not quite as good as your clients think you are. That sooner or later someone is going to figure it out. That the last project going well was luck more than skill.
This is so common it has a name. Imposter syndrome affects around half of all New Zealand workers according to research from SEEK, and freelancers experience it at even higher rates than those in traditional employment. So if you have felt it, you are in very good company.
The reassuring thing about imposter syndrome is what it actually signals. It almost exclusively visits people who care deeply about the quality of their work and take their professional relationships seriously. People who are not doing a good job rarely worry about being found out, because they are not paying close enough attention to know the gap exists. The fact that you hold yourself to a high standard is not a sign that you are not good enough. It is a sign that you are exactly the kind of professional clients want in their corner.
When the voice gets loud, try this: write down three things you have done well recently. A piece of work you are proud of. A client who came back. A problem you solved. The evidence is almost always there. It just needs to be on paper.
Reference:
- 1News – Why you might feel like an imposter at work (July 2024)
It is not the mountain we conquer, but ourselves.
Sir Edmund Hillary

Keep the Pink Shirt Day kaupapa going
Pink Shirt Day is one day a year, but the Mental Health Foundation is clear that the kaupapa continues every day. For sole traders, that means thinking about the kind of professional you are in every client relationship and every interaction you have. The way you communicate, the boundaries you set, and the standards you hold yourself and others to. These things matter.
The Pink Shirt Day website has a free workplace toolkit with practical tools for building positive, inclusive environments. It is worth a look, even if your workplace is just you.
At freemeup, we are here to help sole traders make the most of working for themselves. Less time figuring out admin, more time doing the work you love, with the people you choose. If you would like to find out more, visit our website or get in touch with us.
Read last month’s blog on how AI tools can help sole traders work smarter. Read it here.
Disclaimer: All content provided on freemeup.nz is for informational purposes only and is intended as a general information resource regarding the matters covered. It is not tailored to cover specific situations and circumstances and shouldn’t be taken as direct professional advice. Freemeup makes no representations to the accuracy or completeness of the information found on this site or found by following any links on this site and will not be held liable for any losses, injuries, or damages from the use of this information.





























