Zenbird Editorial TeamA survey conducted by ECOMMIT, a Japanese company specialising in resource circulation infrastructure, revealed that over 80 per cent of consumers possess items they consider “too good to throw away” but not valuable enough to sell. These “mottainai” items often remain stagnant in households, failing to circulate as materials in the economy.
The study surveyed 1,110 individuals regarding dormant goods in their homes. The results show that 37.8 per cent of these items are kept in storage indefinitely. This indicates that a large amount of products losing their utility while still occupying space in cupboards and closets.
Clothing and fashion accessories represent the largest category of unused goods, present in over 80 per cent of households. One in three respondents admitted to owning 16 or more unused fashion items. In contrast, approximately 80 per cent of households hold five or fewer unused small appliances. This suggests that fashion items are particularly prone to accumulation.
The survey also highlights the limitations of existing secondary markets. Over 30 per cent of respondents stated they discard items as rubbish if they fail to sell on flea market applications. Despite the desire to avoid waste, the lack of convenient alternatives leads to the eventual disposal of potentially reusable goods. Furthermore, about 90 per cent of respondents expressed a desire to use free collection services for unused items, seeking a “third option” that fits into their daily routines without the effort required for resale.
Akira Sakano, Chief Circularity Officer at ECOMMIT, noted that the tendency to hold onto items reflects a uniquely Japanese sensibility that values the inherent worth of objects. However, she emphasised that items must be passed on to the next user to truly maintain that value. Establishing infrastructure in familiar, everyday locations is essential to allow everyone to participate in resource circulation easily.
[Reference] PR Times (Japanese)
