What is it all about?

This project aims to strengthen strategic decision-making and marketing for the Australian natural turf industry by delivering an integrated study that combines Usage & Attitudes (U&A) research with a Contribution Study. By capturing insights from residential and commercial turf users, as well as industry professionals like developers and landscapers, the project will explore consumer preferences, barriers to use, and growth opportunities for natural turf. It will also update and expand on previous modelling to reflect current market dynamics and preferences. 

The outcomes will provide a robust evidence base to inform the next strategic investment plan and support industry-wide communication efforts. The Contribution Study will quantify the environmental, economic, and social value of natural turf, helping stakeholders make informed investment decisions. Findings will be shared with turf levy payers, industry stakeholders, and value chain members to drive commercial growth and reinforce the role of natural turf in sustainable urban environments.