Latest Study Results

Fact: 88% of adult Australians are highly sceptical of the health and sustainability claims made by companies. Source: Mobium Group

The latest Mobium Group Living LOHAS© research results are available in two formats

Living LOHAS 3© Consumer Trends Report, which includes a full data set covering 16 topic areas (mapped by LOHAS segment), key insights and organisational implications supported by trend and comparative data.  Living LOHAS© 3 provides the definitive snapshot of the Australian consumer and community response to the environment, health and sustainability from 2007 to present.  

LOHAS Insights 3©, a summary report providing a cost effective overview of the LOHAS market opportunity in Australia, based on the latest Living LOHAS research, for situations where the detailed quantitative data in the full report is not required

The Australian consumer market for healthier, more sustainable products and services is valued at $19Bn across the six diverse LOHAS products and service categories.

The Living LOHAS©3 consumer research project involved a random ABS-weighted sample of 2,012 adult Australians and more than 200 depth discussions across the country.

In addition, Living LOHAS©3 draws on insights and trend data gathered through Living LOHAS© surveys of over 25,000 Australians compiled over three years, providing a new level of detail on Australians' values, attitudes, concerns and behaviours regarding sustainability in their day to day lives. 

New analysis shows in-detail the difference between awareness and understanding of over a dozen high profile environmental terms.For example, 76% of adult Australians indicate that they have heard of the term ‘carbon neutral’ (though this varies widely over the four LOHAS segments), but 42% say that they ‘could not explain’ or would ‘struggle to explain’ the meaning of the term to others.

The results of Living LOHAS©3 demonstrate that despite the global financial slowdown, spending on sustainable and healthy products and services has surged, with both consumer and government-led purchases driving growth across a broad cross-section of product and service categories.
More Australians than ever are making purchasing and lifestyle choices that reflect their concerns about natural health and wellbeing, the environment and sustainability.

While market participation is up and overall concern for the environment is high, the politicisation of climate change means that it is receding as a priority issue as Australians grapple with more tangible and immediate concerns such as drought and water shortages.

Maintaining engagement with Australians on sustainability in 2010 and beyond will require an increasingly sophisticated effort as canny consumers and voters place greater scrutiny on the claims made by business and government, and look for reassurance that their trust in recent government and corporate commitments has not been in vain.

Over the next decade, organisations that build a sophisticated understanding of the ‘Green Gap’ – the disconnect between high levels of community concern about sustainability versus low levels of action – will succeed, while others that rely on outdated approaches to communicating on ‘Green’ issues will increasingly fail to resonate with a highly fragmented and distracted audience.

Also included :

  • Prompted awareness tracking on of over 30 eco-labels and NGO brands, in addition to awareness of standards and support for eco-labels;
  • Expanded review of how people validate ‘green’ claims (a very high percentage of Australians say ‘they have no way of knowing’)
  • A new question identifying organisations who have a poor reputation in regard to environmental or ethical performance (a sister to our question identiying organisations with strong reputations);
  • Further breadth of coverage regarding sources of influence including website and print media readership

 

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