The party will fly the flag (its logo is the Red-Peak lookalike ensign ``Wa Kainga'', which Mr Morgan selected as the winner of his alternative design competition in the lead-up to the first official flag change referendum) for equality. Official policies will be released in coming months, but its vision is for a fairer and more prosperous society.
The party has ``fairness, reduced poverty, housing affordability, environmental sustainability and making the most from our natural capital, and national pride'' in its sights.
Not surprisingly, reaction has been mixed and there has been no shortage of derisory comment. After all, Mr Morgan is an outspoken and polarising figure. His recent conservation campaign to eradicate domestic cats has upset many and the wannabe politician has even compared himself to Donald Trump.
As a newcomer, requiring 5% of the party vote required to enter Parliament, his chances are slim - no matter how much money he has to throw at a political campaign (as the ghosts of Colin Craig and Kim Dotcom show).
However, he has a lot to offer. He is a successful businessman, entrepreneur, and philanthropist, with many worthwhile domestic and international conservation and development projects to his name. He is no fool, has principles and sticks to his guns, all of which are refreshing in the current political climate. He is no stranger to tackling tough issues and researching and criticising public policy. But he has also shown he can work with the Government (as he is doing with the predator-free New Zealand campaign). Sensibly, he is not campaigning to oust the Government as such, but to gain a voice in the House. He says he is happy to work with both National or Labour-led governments to make changes.
His environmental, social and economic policies have wide-ranging appeal and parties on both sides of the political spectrum potentially stand to lose voters. That puts the pressure on established parties to perform better. It could help Labour rediscover - or rediscover a commitment to - its core social policies; could push National towards tackling the real social harm that has occurred under its watch. As a natural ally to the Greens, he could possibly do most harm to them, but he could also help convince doubters that environmental and economic policy work hand in hand and it is possible as a party to be stewards of both.
And, as Donald Trump has done, he may well tap into the powerful sentiments of distrust and dissatisfaction that are playing out in the West at the moment. The same issues that were responsible for Brexit and the closely-fought US election are at play here. Cynicism with the status quo already gives him a foot up. In an era where trust is at a premium, where power and influence override transparency and accountability, where the fourth estate is increasingly undervalued, and where the egalitarian ideal is a thing of the past, a shake-up is long overdue.
A new voice that is targeting the inertia of the established parties is good for democracy. Mr Morgan puts his money where his mouth is - such as in his work to clean up our rivers or ethical investing. If he can connect with the populace, convince them his values-based party can not only envisage prosperity for all, but make it reality, he could be a gamechanger or kingmaker to rival Winston Peters.
If nothing else, his presence in the political arena will certainly make for a much more interesting election season. That in itself is welcome. But Mr Morgan has every chance of surprising everyone, too. Watch this space.
