IDEAS FOR GOODOn the second day of the Sustainable Brand 2019 Tokyo conference, a breakout session titled “Learning about Sustainable Consumption from Millennials & GenerationZ” discussed consumer awareness in Japan, and ways to appeal sustainable products and services in the market. Opportunities for change do lie in each unique countries and communities.
Session Panelists
- Facilitator: Hiroyo Matsui (HAKUHODO INC.)
- Panelists: Hiromi Sogo (Hearst Fujingaho Co., Ltd.), Kaoru Joho (Tablecross Inc.), Alisa Evans (Freelancer)
“Sustainability starts with our own”
It is often said that the penetration of sustainability awareness in Japan is years behind in comparison with Euro-American countries. The four speakers also shared the same perception, but claimed that we should not emphasize on the foreign model.
Alicia Evans has experience attending school in both Japan and the United States. She conjectured that one of the factors for the difference in sustainability awareness between the two countries derive from education.
“In the US education, students are encouraged to have their own opinions and express their thoughts. Therefore, students speak their minds on social matters freely routinely.
“On the other hand, education in Japan believes in a single correct answer. This makes it difficult for students to express their opinions unless they know the perfect answer.
“Consumers in Japan might think sustainability issues are something business institutions or government should handle. At the same time, they also find it difficult to have their own opinions on those matters because there is no correct answer. Unlike school exams, social or global matters do not take a singular answer to solve.”
Japan has its own unique sustainable solutions
The social values and cultural background that configure an individual’s consciousness greatly differ in both countries to begin with. Hiromi Sogo emphasized the need to rethink Japanese’ own values towards sustainability.
She shares, “For example, ‘Mottainai‘ is a time-honored tradition in Japan. Nowadays, English speaking countries are using this word too. The very same spirit is now being valued and adopted.
“The Japanese uses the term ‘global standard’ and often judge different countries using only one criterion. However, when seeking for a resolution on environmental problems, we do not demand countries to keep in step with other countries. That is not the aim. Any approach that improves the environment should be adopted.”
Kaoru Joho gave an example on this subject: “Recycling plastic bottle caps is common in Japan, but this movement didn’t become popular in other countries.” It’s important for Japan to seek its own way of sustainability and not to imitate the Euro-American way.
Appealing to Japanese consumers for sustainable consumption
Even if business institutions have great thoughts and ideas, consumers do not necessarily follow these values. A strong social philosophy for sustainable consumption may be able to attract a certain group who are already aware of the problems. Conversely speaking, it cannot attract those who are not aware of it.
Even if some individuals consciously want to make choices that are better for the Earth, high pricing may become a bottleneck. Therefore this often results in choosing non-sustainable products. Certainly sustainable consumption cannot be successful under the excuse of “higher price cannot be helped because it’s for the greater good”.
To make a better world through consumption, it is necessary to lead consumers to think “if the products are almost the same, then why not choose one better for the environment”. We can encourage this by offering high quality, socially and environmentally friendly products at the same price as the competitors.
Mottainai: the silver lining for Japanese sustainable consumption
As mentioned, setting a good philosophy is insufficient to motivate many to choose “action to change the future”. However, what’s more important is “principles with profitability”. Evans explains this by taking the “Mottainai” principle as an example.
“Mottainai” is a value that can described as “a dislike to waste” or “to seek value (in products)”. This feeling which embodies the concept of “significance to oneself” may be the core philosophy of Japanese consumption.
So consumers should get to know the efforts, thoughts and stories behind the creation of sustainable products. This would then bring out the “Mottanai” emotion in them. This is because familiarity would bring the consumer closer to the creator or the seller, which creates a relationship value beyond sustainability values. Furthermore, these same consumers start to have an invested interest in what is better for the society and the environment. Therefore, the effort put into these products take priority.
Taking one step at a time
Some may think, “even if one chooses a product better for the society, it does not stop global warming or child labor right away. In the end, sustainable consumption is just self-satisfaction.” Logical thinking maybe. But we need to look at the bigger picture: what will inaction cost us?
The hurdles may be too high for anyone to take action. However, the accumulation of small but sure approaches by each individual on a daily basis will become significantly important.
To prevent sustainable consumption from becoming a passing fad, we need to see matters in the long run instead of just seeking short-term changes. That is why “choosing something fun to buy or use” could become the significant driver for a change in consumption style.
This article was originally published on IDEAS FOR GOOD.
Translated by Chisato Shizume.
