O P P O R T U N I T Y H O W
More Australians than ever are choosing to buy
sustainable products and services from responsible
companies. They are driving a $30Bn market in
Australia from organic food to solar panels, recycled
paper and energy efficient appliances. O P P O R T U N I T Y
I N
B I G
I S
T H E
S U R F ?
LOHAS Consumer Segmentation Model — 2018
Engaged
Market
Entrenched
Market
What is LOHAS?
Emerging
Market
LOHAS is an acronym for Lifestyles Of Health and
Sustainability, a term used to describe a type of
consumer and also the marketplace for the goods
%
Leaning
40%
and services they seek.
Learner
36%
Mobium has surveyed over 50,000 Australians
Leader
16%
Laggard
8%
about health and sustainability in the last decade.
*Adult Australians aged 18-69 years.
More Leaders every year
The surf apparel market is
estimated to be worth $1.2Bn
in Australia. More than 50%
of surf apparel shoppers say
they would switch to a brand
committed to sustainability,
representing a $600m+
opportunity
LOHAS Leaders — Australian Adults
The Leaders segment has grown from 8% to 16%
%
8%
10%
11%
12%
14%
16%
of the adult population since 2007.
Leaders are committed to buying sustainable
Dave Rastovich cold water testing Yulex wetsuits in King Island, during
a visit supporting the Keep King Island Fish Farm Free campaign.
Photo: Ted Grambeau
A Growth Market
products, they want the story behind the brand,
30% of surf apparel customers have already
and they pay a premium for sustainable brands
2007
2008
2009
2010
2014/15
2018
purchased an item because of its sustainability
that deliver on their promise.
credentials - and over 60% say sustainability will
be a more important factor in the future.
Leaders are the changemakers.
They are committed to buying
sustainable products, they want
the story behind the brand, and
they pay a premium for sustainable
brands that deliver on their promise.
Patagonia ambassador Belinda Baggs holding a hevea seedling from which
natural rubber is harvested to make Patagonia’s neoprene free, Yulex wetsuits.
Photo: Jarrah Lynch
75% 59%
Believe it is important Said they would change
for the brands in the surf their purchasing to support
industry to demonstrate brands who can demonstrate
leadership in being a commitment to being
sustainable. sustainable.
%
60%
30%
Now
Future