The group described itself as "an independent, non-political, design-neutral society that is committed to building support for, and involvement with, the flag change process.

"[2] Originally founded by Wellington businessman Lloyd Morrison as the NZ Flag.com Trust, the group reformed in 2015 as "New Flag New Zealand Incorporated" to campaign in the referendums on the issue.

In January 2005, the Trust launched a petition to bring about a citizens' initiated referendum on the issue.

[3] In 2014, Prime Minister John Key announced his intention to hold a referendum on New Zealand's flag.

[2] With the NZ Flag.com Trust dissolved, a new group, New Flag New Zealand Incorporated, with many of the same members, was formed.