92% of Australians confident in the green and gold kangaroo logo, research finds

Australia’s green and gold kangaroo logo has the support of Australians, new research from Roy Morgan has found, with 92% of people confident that products displaying the logo are locally made.

Australians have shown confidence in the Australian Made kangaroo logo

The research comes a week the new ‘brand Australia’ golden wattle logo was abandoned by the government following widespread criticism and comparison to a COVID-19 particle.

The golden wattle logo was created to unify Australia’s various trading brands in international markets. However its launch caused some confusion about whether the green and gold kangaroo logo would remain in service and what it would be used for. The wattle logo was intended to mark the origin of exports such as raw materials, tourism, technology and the arts. The green and gold kangaroo remains the mark of products made in Australia.

The golden wattle logo has been abandoned

Roy Morgan research has indicated the strength of the kangaroo brand mark, CEO Michele Levine, said, as the respondents associated it with “important things as ‘Supporting local jobs and employment’ (97%), ‘safety’, ‘high quality’ (95%) and ‘using ethical labour’ (78%). Clearly, this is of value to the businesses displaying the logo”.

Confidence in the Australian Made logo was up from 88% in 2019. Respondents also indicated that they saw it as a sign of sustainability and environmentally green.

In a line up of country of origin marks, including a map of Australia, the national flag, the Australian Made logo, Australian fauna, and a phrase, 84% of respondents said the logo gave them the most confidence that the product was genuinely Australian.

Source: Roy Morgan (Click to enlarge)

Product categories which Australians value local production the most included agricultural and gardening equipment (80%), children and baby care products (74%), building and renovation materials and animal, pet and pet care products, both on 68%.

Levine said: “Australians express a strong preference for Australian Made products across almost all categories. Purchasing Australian Made products is seen as important by consumers as products are perceived to be of better quality, provide support for local businesses and communities, and create jobs in general.

“Indeed, the research showed the vast majority of Australians reported they would have a more favourable opinion of businesses who partnered with Australian Made and would be more likely to engage with and purchase from those businesses. Australian Made products are also seen as being safer, particularly for beauty and personal care, children and baby care, and household cleaning and laundry products.”

Monthly applications for the Australian Made logo have increased by 400% since January.

Australian Made chief executive, Ben Lazzaro, said the research indicated demand for Australian products was continuing to grow.

“As a result, the Australian Made claim has never been more powerful,” he said.

“Consumers know when they buy Australian, they are getting products made to some of the highest of manufacturing standards and produced in our clean, green environment. The logo also makes a compelling statement about generating local jobs and economic activity.”

“The famous Australian Made logo provides a solution for both consumers and businesses – It is the most effective way to identify genuine Aussie products. As Australia’s only registered country of origin certification trademark, the Australian Made logo is the true mark of Aussie authenticity.”

The research took place in July this year, using a sample size of 1145 respondents weighted to reflect the population.

Source: Roy Morgan (Click to enlarge)


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