Arna Craig

Arna Craig is a strategist, communicator and co-founder of Wao Aotearoa, working at the intersection of business, community and positive impact.

Through her strategic communications agency, Conscious, Arna works with organisations and initiatives that are seeking to create meaningful change, helping turn ambitious ideas into clear strategy, compelling stories and action. Her work has spanned environmental regeneration, healthcare, community resilience, sustainable business and regional development, including work with Pure Advantage, Dunstan Hospital Foundation, Devold of Norway, Heart Kids NZ and a range of purpose-led organisations and businesses across Aotearoa at both a commercial and board level.

Arna co-founded Wao with a belief in the power of bringing people, knowledge and ideas together to tackle complex challenges at a community level. Since its beginnings, she has helped shape Wao's strategy, communications and growth, including the development of the annual Wao Summit and wider programmes designed to accelerate practical action across the region.

Her background also includes co-founding regional business diversification initiative CUBE, and establishing The Cell, a Wānaka co-working space created to support connection, collaboration and entrepreneurship.

Across all of her work runs a common thread: a belief that stronger businesses, healthier communities and a thriving natural environment are deeply interconnected — and that good communication can help turn possibility into action.

Arna will moderating the Business as a Force for Good panel on the Better Business Day at the Wao Summit 2026.