The 2010s were about differentiation. Now, differentiation isn’t enough anymore, brands need to stay relevant. Study after study, the impact of sustainability on Consumer Behavior keeps growing. Japanese Consumers are still comparatively less prone to prioritize sustainability in their buying choices, but it’s not an invitation to ignore, it’s an extended opportunity to act: it’s not too late to do the right thing and spread the word.
The ever growing avalanche of information leaves Consumers craving for authenticity. Avoid the backlashes of greenwashing. Know when to put your Purpose before your brand. Consumers reward honesty. Educate beyond your brand, about your values, and ways to adopt more sustainable behaviors. Give them a holistic view where your brand is on their map.
Returning, Reusing, Recycling are essential for the planet, make them good for your bottom line too. Loyalty: blend your recycling and repurposing efforts with your loyalty program for a strengthened bond with your Customers. Revenue: generating incremental revenue on pre-owned products could be one of the positive outcomes of implementing 3R options, a revenue which could help fund these circular economy measures.