Living LOHAS 2: Lifestyles Of Health And Sustainability Australia

  • ID: 655572
  • October 2008
  • Region: Australia
  • 190 Pages
  • Mobium Group
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The consumer market for natural, healthy and sustainable products and services in Australia has grown over 25% to $15Bn in 2008 and is expected to reach at least $22Bn by 2010.

Eco-efficient building, renovation and household products, and natural health and personal care categories are generating significant consumer and community interest and are likely to be the key to increased participation moving forward.

More Australians than ever are making purchasing and lifestyle choices that reflect their concerns about natural health and wellbeing, the environment and sustainability.

At the macro level, Australians have little understanding of the impacts of climate change on their lives, and for most, carbon trading is expected to deliver higher prices with few other direct benefits. The challenge for government and business is in articulating sustainability initiatives at a local and personal level in order to gain buy-in and trust.

Issues that can be understood and addressed at a household level are showing the fastest uptake and products that deliver household water, energy or cost savings, are less toxic or more healthy are benefiting from this trend.


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Executive Summary (3 pages)

Research Framework (2 pages)

Key Themes - 11 Things you Need to Know (11 pages)

The Eight Myths of Business and Sustainability (1 page)

What is LOHAS ? (6 pages)

LOHAS in AUSTRALIA (12 pages)

Australian LOHAS Segmentation in Detail (10 pages)

Consumer Concerns (15 pages)

Consumer views on Sustainability, Carbon Trading & Climate Change (7 pages)

Consumers view on Corporate Social Responsibility and Organisational Reputation (11 pages)

Consumer Values, Attitudes and Behaviours (32 pages)

Consumer Market Size and Growth (10 pages)

Current Consumer Participation (8 pages)

Future Consumer Interest (6 pages)

Barriers to further Consumer Uptake (17 pages)

Sources of Influence and Media Consumption (6 pages)

Case Studies (30+pages)


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Living LOHAS©2 leveraged a composite approach to data collection comprising four distinct components;

Quantitative study: national quantitative survey to inventory the values, attitudes, and actions of adult Australians. The data set was normalised to reflect Australian Bureau of Statistics weightings

- 300 measures
- 1,701 sample size
- All States – Metro / Regional
- Screen: Aged 18 - 69

Qualitative dialogue: hundreds of face to face discussions with Australian consumers in individual and group settings Market sizing: derived from a combination of sources including industry associations and trade journals, market data and published reports and discussions with industry, government and NGO professionals

Global scanning and collaboration: discussion and information exchange within LOHAS international networks anchored in the USA, Japan and New Zealand

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Our Clients

  • Praxair, Inc.
  • General Electric (GE) Company
  • Waste Management, Inc.
  • Boston Consulting Group
  • Pöyry Oyj
  • Calgon Carbon Corporation