IDEAS FOR GOODConsumer awareness for sustainability and ethical values has been increasing in Japan for the past few years. However, when it comes to actual practicing sustainability, the numbers who are taking action in their daily lives are still very few.
E.OCT, a company running an eco-friendly online shop called “ecomfort,” is now trying to change that. This company has a mission of “creating a comfortable, sustainable society via everyone’s daily life,” and imports a wide range of lifestyle products based on their unique selection criteria: design, function and sustainability.
Products do not have to be “sustainable”. “Cute” is enough!
Although things are slowly changing, very few consumers select products based only on how good they are for the environment. That is why E.OCT emphasizes design and function – so that even people who aren’t concerned about environmental problems will take an interest in the company’s products.
Furthermore, if a design is appealing, people will feel an attachment to the product and take better care of it, resulting in longer use. For that reason, excellent design subsequently promotes sustainable consumption.
Let’s take a look at some of the products. All of them are unique creations that make you want to take them in your hand.
e.sponge wipe
The e.sponge wipe is a dishcloth made mainly of cellulose. This material was already the standard in Scandinavia since its development in Sweden in 1949. Cellulose is a fiber made from wood waste. It is Earth-friendly because it is a 100% biodegradable natural material. The dishcloths can also be used for various functions throughout the house, such as a hand wipe or as a placemat. A Japanese designer has contributed to their designs, and their attractiveness catches the eye.
e.pop-up sponge
This sponge dries fast, which retards the growth of bacteria and prevents it from smelling. It also maintains suds well and is strong against grease, so it can be used to wipe stovetops and microwave ovens, as well as for washing dishes.
MQ Duotex (cloth and mop)
The MQ Duotex is a cleaning product that uses a microfiber cloth to remove bacteria and dirt with just a tiny amount of water. Since it doesn’t use detergent, it offers a peace of mind to households with small children.
The most important thing is to change our everyday life
“There are many stories about environmental concerns in the media, such as how polar bears are being affected by global warming. Yet, even if we hear about a problem from the far ends of the Earth, the average person doesn’t draw any relevance to themselves. I felt that relevance had to be based on daily life in order for more people to become aware of environmental issues,” says E.OCT founder Yuriko Takahashi.
Many people say great things about environmental issues, while actually doing nothing about them. Yuriko believes that we can take action by changing the petroleum-based sponges that people use at home to ones made of natural materials. This could then shift the world in a much more favorable direction.
“Today’s purchases will change the future.”
The ecomfort store proudly displays this phrase in their newly renovated store. While each of us has a duty to protect the environment, we also have the power to improve the environment through our daily purchases.
Someone has to send the message. Even if E.OCT’s efforts do not directly solve environmental issues, we want more people to realize that individual changes of their own everyday life can solve environmental problems. That is what E.OCT wants to communicate with people through household daily necessities.
This articgle was originally published on IDEAS FOR GOOD
Translated by Kirsty Kawano
