Elements of traditional Maori identity were identified from 16 hour-long inter­ views conducted in Ruatoki and Ruatahuna, rural Tuhoe villages in the Urewera mountains. Sacredness, interconnectedness, sense of language, and sense of place were all prevalent, and they were linked by the philosophy of "mate-mate-a-one." The unchanging aspects of identity are contrasted with massive generational changes in economic circumstances, from farm to factory to unemployment. Traditional identity encourages Maori language fluency, political self-determina­tion, and the maintenance of cultural practices. It has not yet supported economic revival and may be linked to a "discourse of contamination" where Maori trained outside of the community are questioned as to their motives when they return. Things talked about as "traditional" can be a double-edged sword, both maintaining aspects of cultural integrity and undermining economic initiatives. These issues are discussed in the context of a recommendation for social change.