Zenbird Editorial TeamA new survey, “Survey on Consumers’ Sustainable Purchasing Behavior 2025,” from Hakuhodo Inc. reveals a significant shift in consumer priorities, with a strong desire for purchases that contribute directly to their local communities. Japanese consumers are increasingly seeking sustainable products that have a tangible and localised impact
However, while there is heightened awareness of global sustainability goals among younger generations, the survey also showed how there is a sense of stagnation or “eco-fatigue.”
The survey, which polled 5,000 people nationwide aged 16 to 79, showed that overall awareness of the SDGs (defined as knowing their content) held steady at 51.3%. A deeper look into the data shows awareness among teenagers rose by 6.1% to 80.6%, and by 3.2% to 51.1% for those in their twenties. This marks a significant increase among younger demographics.
Despite this increase, over 40 per cent of these younger respondents also reported that they feel tired of tackling social and environmental issues, indicating a growing weariness with sustainability challenges.
The survey found that actual sustainable purchasing practices remained consistent with the previous year. These consumption habits find root in the circular economy, such as choosing products that are reusable, have longevity, and cut waste.
What was striking was the demand for tangible results. An overwhelming 80.4% of respondents expressed a desire to buy products that “lead to the revitalisation and improved living in familiar areas” such as their local town. Furthermore, 73.7% showed high interest in products that would allow them to “see their degree of contribution to society and the environment through points” or other visible metrics.
The report suggests that for businesses, it is becoming more important to develop products and services that have a specific social impact and to create mechanisms, such as visualising contributions, that demonstrate value to the consumer.
[Reference] Hakuhodo News Release (Japanese)
