Zenbird Editorial TeamFamilyMart Co., Ltd. has been awarded the Sustainable Design Award at the 13th Good Life Awards, an initiative organised by the Ministry of the Environment. The convenience store chain received the accolade for its “Teary-eyed Sticker” (Namidame Sticker) project, which seeks to reduce food loss by appealing to consumer empathy. The award recognises the project as a successful attempt to transform consumer sentiment into a proactive force for environmental conservation.
The Teary-eyed Sticker programme builds on existing discount labels by adding a character featuring watery eyes and the message “Please help me.” The design aims to lower the psychological barrier associated with purchasing items nearing their expiration dates. By adding an emotional appeal to discounted products, the company reframes the purchase as an act of assistance rather than simply a search for a bargain, helping to address the stigma some shoppers feel when buying marked-down goods.
Company data indicates that the strategy is yielding tangible results. During a pilot phase in October 2024, purchase rates for discounted items increased significantly compared with standard stickers. Following a nationwide rollout in March 2025, FamilyMart reported a 5 per cent reduction in food waste in the first half of the 2025 fiscal year compared with the same period a year earlier. The company estimates that the initiative could prevent approximately 3,000 tonnes of food waste annually if implemented consistently across its entire network.
[Reference] PR TIMES (Japanese)
