The iconic green and gold kangaroo: A global success

| October 27, 2020

The Australian Made logo has confirmed its international appeal, with new Horizon Consumer Science research finding 97% of overseas consumers have a positive first impression of the iconic green and gold kangaroo.

The research, which was carried out in six diverse export markets, found that more than two thirds (70%) of consumers spontaneously recognised Australia as the country of origin for products carrying the logo. Trust in the green and gold kangaroo was also high, with 85% confident products carrying the Australian Made logo are genuinely Australian.

Horizon Consumer Science CEO, Ian Cesa, said the findings were extremely positive and highlighted the strength of the Australian Made logo in international markets.

“The presence of the Australian Made logo on Australian products captures the attention of international consumers and elicits the many positive qualities that they associate with Australia,” Dr Cesa said.

Across consumer-facing sectors (skincare and makeup, vitamins and health products, food and non-alcoholic beverages, alcoholic beverages, fashion accessories and fashion clothing) the research found that nearly 60% of international consumers would give preference to Australian products carrying the logo over similar imported products. Prominent placement of the logo was discovered to be the preferred way for consumers to increase their consciousness to buy Australian.

Dr Cesa said, “The presence of the Australian Made logo arouses consumers curiosity. In a shopping environment that is well stocked with products from other countries the presence of the Australian Made logo makes Australian brands and products stand out.”

Australian Made Chief Executive, Ben Lazzaro, said the new research findings were very encouraging as the Australian Made logo has provided an effective way for shoppers around the world to identify genuine Australian products for more than 34 years.

“The Australian Made logo makes a clear and instant connection to Australia. As Australia’s only registered country of origin certification trademark, the logo is the true mark of Aussie authenticity and is central to the export strategies of Aussie brands. We hope to further build on the logo’s strong overseas presence and reinforce Australia’s reputation for high-quality, clean, green products,” said Mr Lazzaro.

Horizon Consumer Science’s new international findings build on the already strong domestic presence of the logo, with a recent Roy Morgan study finding 99% of Australians recognise it and 92% confident products displaying the logo are made in Australia. Domestic perceptions of the logo are also positive, with 97% of Australians associating the logo with safe and high-quality products, 89% with the use of ethical labour and 78% with sustainability.

The Australian Made Campaign Limited is aiming to further increase the international profile of the Australian Made logo and strengthen its legal position in key export markets through a multi-year Federal Government grant.