Community confidence in live export sector rises in 2024: Survey

Source: Beef Central

For the past six years livestock industry research bodies LiveCorp and Meat & Livestock Australia have funded national surveys by Voconiq measuring Australian attitudes toward the livestock export industry.

The latest survey results released today have shown public confidence in the livestock export industry has increased in 2024.

The two surveys were conducted in February and June as part of an onging series since 2019 by Voconiq, a data science and community engagement company.

This comprised an ‘anchor’ survey in February, at a time when the delayed unloading of a ship carrying Australian sheep due to tensions in the Middle East was dominating news headlines, followed by a smaller ‘pulse’ survey in June, which followed the Albanese Government’s decision to phase out live sheep exports.

Voconiq CEO Kieren Moffat said a key finding from the 2024 surveys was “a significant jump” in the number of people wanting to know more about live exports.

“We introduced new questions in 2024 to examine where people got most of their information about the industry, how much they trusted that information, and whether it affected their views,” Dr Moffat said.

“Between the two surveys, the number of people reporting that they were actively seeking out information about live exports increased considerably.

“Australians also overwhelmingly signalled they want a more balanced accounting of live export issues from the media.”

A key area of focus in the ongoing surveys surrounds the extent to which the Australian community has trust in, and accepts, livestock exports.

Dr Moffat said the surveys indicate that positive sentiment toward the industry has been growing since 2019.

Trust and acceptance dipped from 2023 levels in the February 2024 anchor survey, but rebounded in the June 2024 pulse survey “to the highest levels seen in this program of work”, he said.

In each survey participants have been asked about the relative costs and benefits of live exports.

Results over time have included:

“Live export makes a positive economic contribution to Australia”:  78% agree  (+6% from 2019)

“The benefits of the live export industry outweigh the costs”: 41% agree (+5% from 2023)

“This also reached its highest ever level in the 2024 pulse survey, with 76 percent agreeing that the benefits either outweigh (41pc), or are equal to (35pc), the costs.”

Animal welfare remained one of the key drivers of trust and acceptance of the industry.

Dr Moffat said there were mixed results on a range of questions, with 74% agreeing with the statement that “animal welfare in the live export industry is a complex issue”.

“There continues to be strong recognition of the importance of the industry to communities overseas, including their access to safe meat and better nutrition,” Dr Moffat said.

After a decline in the percentage of respondents who believed the live export industry “listens to and respects community opinions” since 2019, the June 2024 pulse survey measured a sharp increase.

LiveCorp CEO Wayne Collier said the results showed the Australian community thinks about livestock exports very differently to the way it is portrayed by many, particularly on social media.

“It’s really pleasing to see that people are open to learning more about the industry and its performance, and, interestingly, the survey results suggest that people are more positive once they do know more,” Mr Collier said.

“This research is being conducted to help us understand not just what people think, but what’s driving that sentiment. The latest surveys show many in the community are up for a more nuanced conversation about what we’re doing in response to their questions and concerns.”