Latest Study Results

Fact: 90% of adult Australians are highly sceptical of the health and sustainability claims made by companies. Source: Mobium Group

Mobium Group's Living LOHAS© research results are available in three formats

Living LOHAS 4© Green Market State of Play - the latest Mobium Group report based on 2010/11 research study. This report provides the latest update on community and consumer responses to sustainability, the latest Mobium LOHAS consumer segmentation and includes a detailed review of Australian eco-labels, as well as new market sizing data. 

 

LOHAS Insights 4©, 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

 

Living LOHAS 3© Consumer Trends Report - Mobium's 220+ page study, 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 2010.  

 

The Australian consumer market for healthier, more sustainable products and services is valued at $21.5Bn across the six diverse LOHAS products and service categories.

The Living LOHAS©4 consumer research project involved a random ABS-weighted sample of 2,145 adult Australians and more than 100 depth discussions across the country.

In addition, Living LOHAS©4 draws on insights and trend data gathered through Living LOHAS© surveys of over 30,000 Australians compiled over four years, providing a new level of detail on Australians' values, attitudes, concerns and behaviours regarding sustainability in their day to day lives.

The market for sustainable products and services has almost doubled in just four years, and despite rising living costs and signs of a declining appetite from the Australian community for a price on carbon, more Australians are continuing to embrace ‘eco’ options.

Mobium's research shows that growth is coming from many categories within the household – both consumable and durable – and is being accelerated by increasing availability of product options in everyday channels.  However, the data shows that scepticism about green ‘claims’ made by manufacturers remains a serious constraint to further purchase for more than 60% of adult Australians. Consumers are questioning – and looking for surety about – the bone fides of the sustainability credentials of products when making decisions in store and most don’t know how to verify information they are given and claims made, for example those made on labelling in promotional material.

The net result is that the underlying cynicism that exists in the community has not abated and the key message to marketers from consumers is that the onus is on them to ‘prove it’.

Mobium tracking data shows that less than one third of Australian shoppers are aware of the existence of independent standards to assess various social and environmental claims. There are over 50 ethical, social, environmental and industry trust mark programs for various consumer product categories in Australia. Some consumers feel overwhelmed and struggle to make sense of this proliferation but the reality is that the majority don’t recognise them and mostly don’t know what they actually mean.

Of more than 30 trust marks tracked by Mobium since 2007, prompted consumer recognition is growing but for most, remains less than 25% of the general adult population. Exceptions to this are Government mandated programs (Energy and Water star labels) and some long standing NGO labels, such as Planet Ark and WWF. 

While still in its infancy, independent verification and authentication through certification is a valuable tool that has not yet come of age with consumers. Mobium analysis shows that eco label owners must invest in mainstream promotion to drive both awareness and recognition of trust marks, and understanding of what certification actually delivers.

The analysis also shows that licensee co-marketing is crucial and points to strong year on year growth in awareness for some labels including Fairtrade, Rainforest Alliance and Australian Certified Organic who have gained benefit from mass marketing efforts undertaken by brands using their marks, as well as mainstream media coverage.

Major overseas retailers like Walmart, Tesco and Aldi are driving sustainability agendas with their supplier bases, in something of a preview as to what is likely to be experienced in the local market. Some sectors, such as the building industry and individual large corporate buyers in Australia, are already looking for certification schemes as important mechanisms in demonstrating compliance with sustainability requirements.

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;
  • Review of how people validate ‘green’ claims (a very high percentage of Australians say ‘they have no way of knowing’)
  • Review of levels of community concern about a range of health and sustainability issues including climate change, drought and water shortages, logging of native forests, potential use of nuclear power in Australia, and related issues
  • Values and attitudes measures related to climate change, government and business leadership, use of renewable power, and community engagement

 

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