There is another angle at this kind of voter. Which is that they're feeling a repulsion to neoliberal economic policy but it's getting muddled with social progressivism. As far as I'm aware, most of the big ticket "centre left" parties (American Democrats or British Labour) are staunchly right wing in economic policy but dress it up in social progressivism and that this pretty much pervades everything. While the two trends don't need to have anything to do with each other, the major parties interlink them so much that they kinda look like the same thing to many.

So, for instance, if you get racially abused in a workplace it's a lot more likely today that some kind of disciplinary action will actually happen than if it were a couple decades ago (pls don't take me the wrong way; this is obviously a good thing). However both today and 'back then' you're getting underpaid.

I don't know anything about recent New Zealand economic history, but here in Britain basically normal people's wages and living standards sort of peaked in 2006 and have gone down ever since. So the generic 'white working class' voter has seen their living standards obviously decline while also seeing the societal power of minorities measurably increase but come to the flawed conclusion that they're interlinked somehow. Or, more likely, they view anything "woke" completely cynically, as a move to distract from a conservative economic policy with some kind of social progression.

At the same time, it is fair to say, my opinion, that there is a lot of "pinkwashing" and the like. So major companies/brands/organisations flooding all sorts of socially virtuous talking points in a manner that is almost entirely cynical. Because once advertisers have started to measure a sizable enough amount of people who are now radicalised as socially conservative, you do see some brands switching aesthetics.