Japan’s household assets valued at ¥216 Trillion, sustainability opportunities

A recent survey on household assets conducted by Mercari revealed that the total value of owned goods across Japan is estimated at a staggering ¥216.4 trillion, averaging around ¥1.82 million per person. The survey, which included responses from 2,400 participants aged from their teens to their 60s, provides valuable insight into the items people keep, and the growing need to address sustainable consumption.

Over 10,000 food items increased in price in 2024 alone, the importance of making prudent spending and saving decisions has never been greater. While many Japanese consumers are feeling the economic strain, the Mercari survey highlights that more than half of Gen Z participants believe their possessions can be easily converted into cash. This trend suggests a shift towards viewing personal belongings as assets, increasingly considering the financial and material value of their items.

The survey results also suggest an opportunity to promote sustainable consumption. Recognizing the resale value of owned goods, younger generations see the financial benefits, and the potential to extend the lifespan of products by reselling them or passing them on to others.

Interestingly, the survey revealed that younger participants were far less inclined to discard items than older generations. Over the past three years, there was a significant difference of 24.7 percentage points in the rate at which fashion items were discarded between the youngest and oldest respondents. Those in their 60s reported the highest number of items they no longer use, with 20.7% of their belongings having gone untouched for over a year, while younger people held on to more of their items and viewed them as potential assets rather than waste.

As the younger generation increasingly adopts a resale mindset, older generations could benefit from similar approaches. They can find value in unused items while also reducing waste. In Japan, minimalism and appreciation for durable goods have long been part of cultural values, allowing the reuse culture to gain a stronger foothold in a world thirsty for circularity.