Roger Ong“How to make sustainability cool?” That is the question that many have asked in recent years.
Very often, sustainable brands try to promote their services or products as “good for Earth”. Unfortunately, the prices are often more expensive, or their inherent values are not apparent to the customers. Organic food is more expensive. Merits are not obvious from ethical clothing made from fair trade cotton. Not all consumers are convinced to switch to a sustainable brand because of loyalty to their favorites.
The conclusion seems to naturally lead to “more awareness is needed for sustainability”: to get consumers to buy sustainable products, we need to emphasize and convince why sustainability is important. “How to make sustainability cool?” embodies the idea that we need to make sustainability popular so that everyone will adopt it. It’s true that we need more people to hop onto the sustainability train. However, such a mindset creates a vicious cycle, that spells a certain end of the line for sustainable brands.
But, brands already have the power to promote sustainability by themselves! Instead of knowledge leading to purchases, what if purchases led to knowledge?
In this article, we will introduce just that: how sustainable Japanese brands are making their services and products cool. So cool, they have gathered their own loyal fans supporting the cause of sustainability.
“How to make sustainability cool?” Many have asked the question. Some have given suggestions. Now it’s time to let Japan give you the answer.
The partnership for sustainable consumption: the brand and the buyer
Before we can begin, we must understand what roles brands and consumers have in sustainable shopping or sustainable consumption. In any purchase, there are two players: the buyer and seller. So it makes sense that brands and customers have equal parts to play in sustainable consumption.
The responsibilities of sustainable brands and businesses
On one hand, sustainable brands have to make sure they are using sustainable practices. For example, manufacturers must ensure fair trade and ethical production from the source. Ingredients and materials need to be environmentally sustainable. Even merchants need to upkeep sustainable and fair systems to protect the sustainable efforts of producers.
Since businesses will affect what is available for customers to buy, half-heartedness should be frowned upon. Replacing every plastic packaging with bioplastics is not the solution to reducing waste production. Nor is reducing one type of waste to be proud of if it brings an increase in another.
On the other hand, it is not enough for brands to be sustainable. They must also offer excellence in value and service. The customers need to like what the brands are offering, against the competition from conventional companies. Making your brand cool is one such method, to which we will talk about soon.
Consumers lead the true way to sustainable consumption
We have seen this discussion before in the Sustainable Brands International Conference 2019 Tokyo. As consumers, we need to cultivate ourselves. We need to educate ourselves on the products we purchase, understand why we are making the purchase, and create a self-efficacy that minimizes the waste we produce.
Making a sustainable brand cool is not about pricing. It’s about marketing.
One of the major hurdles to getting a customer to purchase is price, and this is no different for sustainable products and services. But we often find that the eco-friendlier items and healthier foods are more expensive than their standard counterparts. It makes sense because these products are not made from mass production, the bane to creating a waste-conscious society. The processes often require more dedication, and thus the increased costs (even beyond monetary).
MUJI makes the perfect case study as a sustainable brand. It is a Japanese lifestyle brand with an international presence, and pays a lot of attention to its impact on the environment. Their clothes are made from organic cotton. Daily products such as soap and shampoo are organic. Stationery is refillable to reduce waste. Yet, these product prices range from reasonable (euphemism for “slightly more expensive but!”) to competitive. And an endless flock of customers fly to their stores.
As it turns out, there are two schools of thought to make a sustainable brand cool.
1) Getting customers to take their first step into sustainability
The first aims to get customers to take their first step in trying sustainable products or services. It is the insistence on the competitiveness of the products in terms of function and pricing that will allow sustainable products to prevail against competition. So when presented with alternatives, the customer will think, “Since both are of the same price, and they work the same, I will choose the one that is better for the environment.”
For that to happen, it requires innovation. They can be new manufacturing processes, discovery of new sustainable materials, or creation of new value from traditional functions. This will ensure competitiveness against leaders in the conventional market.
Let’s take a look at two examples of this philosophy from two Japanese brands.
E.OCT: Make the products cute enough!
Arguably, few customers select products based on how good they are for the environment. Thus, E.OCT has a unique take on the daily used products they make.
By focusing on design and function, customers are attracted to this Japanese brand’s products. Of course, they eventually learn that E.OCT products are sustainable, like how they are made from biodegradable materials. This consequently raises their own awareness of eco-friendliness. E.OCT focused on the relevance and attractiveness of the products rather than telling their sustainable stories first.
BIO HOTEL JAPAN: Get customers to like the products first
BIO HOTEL is another Japanese brand that focuses on the quality and design to attract customers. In their BIO HOTEL™️ STYLE exhibition, they presented products that align with their high standards on sustainability. However, they don’t tell the sustainable backgrounds of the products just yet. Instead, they first ensure that the functional design and prices of sustainable products to be similar to conventional products.
In fact, BIO STYLE believes that more than just sustainable consumption, we should aim for a circular economy. A circular economy encourages not taking more resources and not creating waste, and that requires consumers to really love the products they are using. Otherwise, customers’ eco-friendly consumption will not last.
Customers are willing to go sustainable with the right conditions
So, consumers would like to use eco-friendly products and sustainable services when the right choices are set before them. The roles of brands thus becomes to minimize or eliminate switching costs. Make it easier for customers to choose a truly better, more convenient and competitively priced option.
2) Marketing sustainability as a highly attractive prospect
The second school of thought to making a sustainable brand cool is to have an irresistible unique selling point. This is most effectively done by finding that hook for a certain niche that draws them to the product or service.
Koe donuts: Einstein endorsed
Koe donuts’ instagrammable donuts and uniquely designed interiors are enough to get people to visit their store. It is stylish as a cafe, and its spaciousness provides customers a breathing space from the hustle and bustle of Kyoto streets.
Upon visiting, customers notice a subtle emphasize on the ingredients: organic, natural and from local sources. A feel-good sense washes over the customers. Furthermore, customers who eat-in may get the opportunity to watch the kitchen staff prepare their food. This open concept sets customers at ease, knowing that their food is made safely.
PASS THE BATON: Stay awhile, and listen to their stories
PASS THE BATON is not your usual second-hand store. Adopting “New Recycle” as their catchphrase, they believe that their select items have intrinsic values that will become treasures for others. This is why every item has a story to share. The Tokyo Omotesando outlet even has a “get-to-know-each-other” corner with the products! The Kyoto outlet houses itself in a traditional house in front of a white, scenic streets. This draws many to visit PASS THE BATON. Even their popular cafe is full everyday.
Mumokuteki: Finding harmony with items around us
Along the retro streets of Teramachi, Kyoto, stands the two-storey brand Mumokuteki. Although the store sells an assortment of products, from clothes to skincare to plants, there is a lack of discontinuity. There is even a cafe and a farmers’ market on the second storey. The homely atmosphere reflects the brand’s philosophy of harmonious existence with the things we buy and use. And with it, Mumokuteki promotes careful and selective shopping, If there is a Zen in responsible consumption, then Mumokuteki might just be it.
Ultimately, the brands are about the customers
In a way, these brands make their products about the customers themselves. Koe donuts lends its photogenic food and interiors to customers to share on their favorite social networks. PASS THE BATON match-makes customers who cares for products with items that has a deep history. Mumokuteki represents customers’ desire to live a harmonious lives with their surroundings. Finding that link between customers’ preferences and an eco-friendly consumption will then become the key to pushing a sustainable shopping experience.
Let them use and they will like. Then tell of sustainability so they will love.
We talked about MUJI, and how it’s a lifestyle brand that has found that balance between profit and creating market for sustainability. Users praise MUJI’s products, giving rave reviews and active word-of-mouth.
For example, their beauty products are internationally renowned. Their unassuming, clear bottle of Cleansing Oil is suitable for all skin types, which is people with sensitive or atopic skin can use safely without issues. Furthermore, the ingredients in this makeup remover are natural and organic, so users have an eco-friendly alternative to conventional counterparts. In return, reviews and word-of-mouth gave the product celebrity status among its competitors, and subsequently increased reputation for MUJI’s philosophy.
For MUJI, product relevance makes customers pay attention, product excellence attracts repeaters, and product sustainability helps customers do good for their world.
Even though there are two schools of thought to making a sustainable brand popular, it seems that they share one common concept. The first essential step is to have a sustainable product or service that is exceptional, or an excellent solution to an existing problem. Next, get customers to like our products by trying it. It is not going to happen without excellence and promotion. Finally, tell your brands’ story. This is where positive branding occurs for your sustainable business. This where you and sustainability becomes cool.
Here are three more case studies of cool sustainable brands in Japan
As a conclusion, we leave you with three interviews. Zenbird Media visited these three sustainable brands in Japan, to discover their success in building a following and their contribution to their communities. Find out how they made sustainability cool!
TowZen: World’s first vegan ramen
Not an isolated case, but TowZen is one of many businesses that had sustainable processes and systems in place before the SDGs were introduced. 16 years ago. the owner of this ramen restaurant was insistent on creating a ramen that promoted world peace. Today, he is letting communities build around his ramen restaurant, and is even reaching out to the world.
Learn more about ToWZen’s sustainable practices here
BnA Alter Museum: Spend the night in an art
Just the concept of staying one night in a modern, Japanese art piece can be a definition of cool. The amount of interactivity and inspiration one can expect is enough cause for excitement. But that’s only the surface of what BnA Alter Museum is. We will discover how BnA Alter Museum supports the creative communities in Japan, and its sustainable business model to support local artists.
Learn more about BnA Alter Museum’s hotel rooms here
Cosme Kitchen Adaptation: Love the environment, love the customers
While many restaurants and cafes are moving towards organic and vegan, Cosme Kitchen Adaptation goes beyond that. Adaptation’s core philosophy is providing “the best” for their customers. So it’s using the whole arsenal, from vegan and organic, to clean eating and raw food (not the “uncooked” version!). Adaptation is stealing hearts not just by their most beautiful presentation of foods, but also by how customers feel that they are cared for at the restaurants.
Read more about Cosme Kitchen Adaptation here
[Reference] Circular Economy in Japan[Definition] Sustainable Consumption
