The State of Sustainability in Japan 2021 How consumers think and act, and how brands can stay one step ahead Contributors Ashley, Nick Brosse, Sandie Christian, Samuel Dao, Stephanie Hitachi, Bernard N. Hollow, James Ichii, Satoru Leonard, Nico McDermott, Sharon Shah, Nishant Uno, Shohei Yanagi, Soichiro About Fabric Fabric is an affiliate of MullenLowe Group, part of IPG. We grew from MullenLowe Group Japan, building on our 15 years of experience working with businesses and brands in the Japanese market, where we bring together global expertise with local cultural insight. Our team follows an open architecture model, collaborating with global leaders from MediaHub, MullenLowe Salt, MullenLowe Profero, and other IPG agencies to solve your biggest challenges. 1 The State of Sustainability in Japan 2021 Copyright © 2021 Fabric All rights reserved. This publication is not intended to be used as the basis for trading in the shares of any company or for undertaking any other complex or significant financial transaction without consulting appropriate professional advisers. No part of this publication may be copied or redistributed in any form without the prior written consent of Fabric. To request permission to republish an article, email:
[email protected] The State of Sustainability in Japan 2021 2 TABLE OF CONTENTS Introduction 06 Executive Summary 08 Approach 16 Chapter 1 18 What does sustainability mean to Japanese consumers, and how much do they care? Chapter 2 44 How much do Japanese consumers know or care about brands’ level of sustainability? Chapter 3 64 How can brands stay competitive in their approach to sustainability? Appendix 1 71 Appendix 2 73 Introduction 4 Introduction We are Fabric.