Using “mottainai” to find emotional value in product making

The concepts of mottainai and zero waste form a powerful pair against the detrimental convention of mass consumption. Zero waste is a movement to reduce waste and re-evaluate our consumerist lifestyle, and having a sense of mottainai cultivates the mindset needed to adopt that movement.

What is mottainai? It is a sense of aversion to waste. Often, we hear it as an exclamation, “What a waste!” reflecting a feeling of regret when something is wasted. The phrase was popularized globally by Wangari Maathai, who received a Nobel Peace Prize in 2004 for her work with the Green Belt Movement in Kenya.

But for the Japanese, it’s a commonly used word. Given the various nuances of mottainai, it can be difficult to provide an exact translation. However, when we trace its etymology to its Buddhist origins, we can surmise that its meaning conveys the idea that everything is precious, and through some miraculous connection, we are fortunate to have what we own.

It’s hard to pinpoint when this mindset first appeared. The word itself was not widely used until later in ancient Japanese history, of course, and its concepts were refined during the Edo Period, but the mindset certainly existed even a millennium ago. Temples used materials removed from clearings to construct buildings, and Japanese kimonos evolved into a fashion style that minimized textile waste during manufacturing.

With the term’s revival in 2004 and its growing importance in a world increasingly focused on sustainability, more businesses in Japan are enhancing mottainai in their practices. Rinne.bar in Tokyo is a great example, elevating it to zero waste. They receive scrap materials from various artisans in Japan, forming a wide range of stock and tools at their bar. Customers can then enjoy creating crafts while having a drink, immersing themselves in the experience of mottainai.

Some companies have also formed partnerships to prevent waste. For example, J-Bio Food Recycle takes organic waste, including food loss from supermarkets and grocery stores, and turns it into biomass energy. This is a successful industrial symbiosis in creating a circular economy.

How to cultivate a sense of mottainai

We don’t instinctively develop a sense of mottainai unless we are attuned to the value, both monetary and non-monetary, of things. Suppose you are a government official tasked with advancing sustainability in your city. How would you foster a sense of mottainai beyond just a “mottainai campaign”?

One way for businesses to instill mottainai is to create something with intrinsic value, and with something more than just monetary worth. Cost performance should not be the ultimate goal. Rather, fostering an emotional attachment to the things we use should be the focus.

This might seem anti-minimalistic, as it encourages attachment to objects. However, rather than promoting hoarding, the idea is to instill a mindset that resists treating things as disposable. Everything is precious, and we should not be so quick to devalue or discard items.

Unfortunately, some brands circumvent this philosophy by releasing new versions of products every year or season, coaxing consumers into making more purchases with a spice of FOMO (Fear Of Missing Out). While claiming to be sustainable, they oppose the right to repair or fail to acknowledge that “you don’t need to buy the new one if you have last year’s model.” This is where conscious consumer choices come into play to fight this.

Imagine experiencing traditional aizome (indigo dyeing), where you select a t-shirt to dye. You learn the craft from an aizome teacher and witness the effort that goes into the process. That t-shirt becomes more than just a garment. It holds meaning, making it harder to discard than a mass-produced item that is easily replaced. That is the power of finding value in items, and brings about mottaintai.

Consumers have power. Use it or lose it. Developing a sense of mottainai will encourage you to respect both the people who create products and the environment that provides the materials.