2019 Surf Market Report 2019 Surf market Report | Page 4

Market Insights
About this Report
46%
People who surf
are more likely to
be LOHAS Leaders.
The LOHAS Surf Market Report aims to provide the surf industry
with insights into our market’s desire for the industry to take
action on sustainability within our products and businesses.
40%
32%
%
26%
Patagonia commissioned Mobium Group to conduct this
research project looking specifcally at the Australian surf
consumer market. All information in this report is copyright
2018, Mobium and Patagonia.
23%
16%
26% of surfers surveyed were classed
12%
as LOHAS Leaders, compared with
5%
just 16% of all respondents.
Leader
Leaning
Learner
Laggard
Over half of LOHAS Leaders had surfed
All
in the last year.
Surfers
“LOHAS leaders are driving
the massive growth in
demand for sustainable
products. And if you surf
and bought a surf apparel
product in the last year,
you’re much more likely
than most Australians, to
be a LOHAS Leader. There’s
a massive opportunity for
those that act now.”
What is the Living LOHAS© Research Project?
Living LOHAS© is a comprehensive research program that
provides an up to date fact base on consumer and social trends
in Australia relating to sustainability, natural health
and wellness.
The project is funded, researched and written exclusively by
Mobium Group.
Living LOHAS©6 is the sixth report published as part of the Living
LOHAS research project since 2007. Over this period, Mobium
Group has surveyed over 50,000 Australians o n 250+ measures
related to values, attitudes, behaviours and consumption
patterns, and undertaken over 1,000 in-depth discussions with
individuals in their homes, workplaces, leisure and educational
environments.
The Living LOHAS© project has undertaken a detailed review and
analysis of the Australian consumer market for healthier, more
sustainable products and services from 2007 through until 2018.
$20 Million and Change
recipients, the Bureo
boys make skateboard
decks by reusing
discarded and recovered
fishing nets.
Photo by Kevin Ahearn.
Nick Bez, Research Director, Mobium Group
“Fair trade is a clear step forward in bettering the system – because when
we know better, we do better” Patagonia Global Surf Activist Dave Rastovich
during a visit to a Fair Trade certified boardshort factory. Photo: Jarrah Lynch
76%
50%
42%
63%
Of surfers have donated Have volunteered Have participated in Would pay 25% more for
to an environmental cause (vs 30%) a demonstration sustainable products
(vs. 22%) (vs 50%)
(vs 55%)
Mobium Group is a member of the
Australian Market and Social Research
Society and is bound by a Code of
Professional Behaviour in relation to the
standard conditions of conducting and
repor ting marketing research.
“Mobium’s Living LOHAS repor t is considered the
benchmark in Australia on consumer at titudes and
purchasing trends in the green sector.”
Sydney Morning Herald