Charting a course for a stronger, smarter, happier future

Frasers Property Australia’s Stronger Smarter Happier strategy isn’t just another box-ticking ESG exercise; it’s a serious commitment to building belonging, promoting sustainability, and making a positive impact on Australian society.

Frasers Property Australia CEO Cameron Leggatt sees his chief role as keeping the company focused on its driving ambition: to create more belonging in the neighbourhoods and communities we share, while thinking about the sustainability of the Great Australian Dream for generations to come.

“The business we are today is built on everything we’ve done and learned over the last 100 years of developing Australia,” says Cameron. “And when we sat down to ask ourselves who we wanted to be over the next 100 years, what kind of legacy would make us proudest of our achievements, the answer was clear. Our role is to create neighbourhoods where people experience a deeper sense of community and belonging. It’s a huge contributor to people’s happiness and quality of life.”

With a century of experience that connects it back to the pioneering days of real estate legend, T.M Burke in the 1920s, Frasers Property Australia has a unique perspective on what makes certain neighbourhoods enduringly attractive to residents many generations after they were originally developed. Much of it comes down to a distinctive urban character and a vibrant community spirit.

As ephemeral as those elements may appear to be on the surface, the company has developed a blueprint for ensuring that each new neighbourhood it designs scores highly on distinctiveness, liveability, and community.

That blueprint, known as Stronger Smarter Happier in homage to Frasers Property’s mission to develop “stronger, smarter, happier communities that promise greater futures,” is a model for a property developer as a force for good.

“We call our ambition to create more belonging our ‘Why’,” explains Cameron. “Stronger Smarter Happier is our ‘How’ – it’s what we know we must do to deliver what’s important and needed in the space we play. Ultimately, it means creating socially and environmentally sustainable neighbourhoods that positively add to Australian life over generations to come. If we do that well, we’ll create a sustainable business and inspiring place to work too.”

Stronger: doing what’s right

With an enviable track record for revitalising neglected urban spaces and delivering innovative mixed-use neighbourhoods, Frasers Property Australia is frequently sought out by state governments and private landowners to take on complex projects. From the amenity-rich, multi-tenure community of Midtown in Macquarie Park, Sydney, to the remarkable landscape regeneration of The Quarry in Brisbane, the company has a rich legacy of visionary projects delivered with exceptional skill by a diverse and talented workforce.

“Being a great masterplan developer is one thing,” says Cameron, “but a big part of our success is that we’re sought out because we care about doing the right thing. That starts with our complete customer focus and commitment to quality. It means listening to diverse voices, fixing things when they go wrong, and always seeking ways to do things better.”

Smarter: doing what’s needed

Frasers Property Australia has been an innovator in environmental sustainability for many years, initiating programs and pilots that have led the industry.

Burwood Brickworks Shopping Centre was recognised by the Living Building Institute as achieving leading sustainability outcomes. They piloted the first Passivhaus built by a volume developer in the country, where homes are designed with superior insulation, airtight construction, and smart ventilation systems that work together to create spaces that are far more energy efficient, healthy, and comfortable to live in than standard builds.

With a commitment to context-specific environmental design, the way the Stronger Smarter Happier blueprint plays out on each Frasers Property project is both unique and innovative. At the company’s new neighbourhood in South East Queensland at New Beith, biodiversity corridors will protect wildlife and native flora, while creating green zones that connect the urban fabric to the pinnacle of Round Mountain above.

At the 6-Star Green Star rated Ed.Square community in Sydney’s south west, a whole gamut of sustainability initiatives work in tandem.

“Ed’s a really terrific example of holistic sustainability thinking,” says Leo Hollands, Frasers Property Australia’s General Manager Sustainability & HSE.

“Homes are water efficient through dual plumbing with connection to the Hoxton Park Recycled Water Supply and also feature energy- and water-efficient fixtures. The Town Centre is renewably powered by an embedded energy network which includes large banks of solar panels. And the neighbourhood is entirely walkable with parks, a low-speed road network including shared zones and speed control devices, with bushland dotted through and around the community to reduce car usage and encourage community connections.”

Behind each of these initiatives is a commitment to continuous improvement, capturing learnings from every project to inform smarter decisions and deliver even better outcomes across future stages and developments.

Happier: doing what matters

At the core of Frasers Property’s philosophy is a dedication to creating communities where people truly thrive. Human-centric design ensures that their neighbourhoods cater to a diverse array of people yet foster a shared sense of belonging and connection.

The ‘Happier’ strategy encompasses a wide range of initiatives, from urban design outcomes that prioritise active and healthy lifestyles, access to essential services, community programs and events, to creating opportunities for education, employment, and local economic uplift.

Emily Wood, Frasers Property Australia’s Executive General Manager Development, captures the essence of the work: “Community building is all about empowering people to create the kind of place they truly want to live in. We do this by collaborating closely with residents and local groups, ensuring their diverse voices are heard and their ideas are valued.”

There is also a strong focus on capacity building and leadership development to ensure sustainable growth. “We want to make sure the community has everything they need to make their vision a reality, whether that’s through partnerships, program development, organising events, or supporting the creation of shared spaces like community gardens,” Emily says.

“By strengthening relationships and encouraging active participation, the goal is to empower residents, enhance social cohesion, and support collective wellbeing. Because when people feel empowered and connected, it creates a strong and vibrant neighbourhood that everyone can be proud of.”

A stronger, smarter, happier future starts now

In a world where businesses are increasingly judged by their impact on society and the environment, Cameron Leggatt hopes that Frasers Property Australia’s Stronger Smarter Happier strategy will be seen as a constructive guide to building belonging, promoting sustainability, and making a positive impact on society. The company’s Stronger Smarter Happier credo (see left) lays out the elements in practical and accessible language for Frasers Property’s staff, customers, stakeholders and the general public.

“I think it helps to be transparent about these kinds of commitments,” says Cameron. “Our customers and partners should know what’s important to us. And if Stronger Smarter Happier inspires others in the development industry to evolve their ESG strategies in similar ways, we see that as a net positive for the way Australians will live life together.”

“At the end of the day, stronger, smarter, happier communities are something we should all be striving for.”

This is how we develop stronger, smarter, happier neighbourhoods

First and foremost, we’re for the people who live, work, and belong in the neighbourhoods we create — where Great Australian dreams prosper in safe, friendly communities and families of all shapes and sizes can flourish.

We’re for neighbourhoods that are beautiful to behold and great to spend time in. They must be high quality, energy-efficient, and built to last — best achieved when we harness innovation and technology to create enduring value and sustainable neighbourhoods.

As a developer with a 100-year history, we must be a leader in thinking about the future of Australian cities — the innovations possible and the corrections required.

None of this is possible without a diverse mix of talented people who share our belief, feel they belong, and have a pathway to learn and grow. We must create a safe and engaged workplace where teams collaborate, face-to-face and in the field, never far from the places we create. Our business should achieve big but feel small — a real, supportive, and progressive culture that never loses sight of the simple truth: we’re only as good as the places we create.

We must manage our finances with care, act with integrity, and meet all our obligations. The result will be a healthy and sustainable business that proudly develops stronger, smarter, happier neighbourhoods for the people of Australia.