“Ethical consumption” refers to choosing products that take social issues into account and engaging in consumption behavior that helps create a better society. This means actively taking actions that will have a positive impact on the people of the world and the planet.
In recent years, as efforts toward the SDGs have been called for, ethical consumption has also attracted attention, and consumer behavior is beginning to change. This article provides an overview of ethical consumption, its relationship to SDGs, and specific examples.
What is ethical consumption?
Ethical consumption is an activity that has been undertaken around the world in recent years. Many people may not know about this activity as it is still being carried out gradually in Japan. First, let’s deepen our understanding of the overview.
Engaging in consumption behavior that leads to solving social issues
Ethical consumption refers to choosing products that take social issues into account, taking actions to realize a sustainable society, and “conducting consumption behaviors that lead to solving social issues.” “Ethical” has the meanings of “ethical” and “moral,” and when related to this meaning, it can be seen as ethical consumption behavior that has a positive impact on the people of the world and the earth. You can.
Why is it attracting attention in modern times?
In recent years, various environmental and social problems have arisen, and governments and other organizations are working to solve them worldwide. However, the average consumer shows little interest in the background of the products they purchase, such as how they are produced or where they are made. There wasn’t.
However, recently, more and more consumers are becoming interested in environmental and social issues, and more and more people are thinking about how to alleviate these issues through their own actions. I began to act in a way that would not only improve myself, but also the people around me and the environment, and I began to act in a way that would make our future even better.
It may seem difficult to put it into words, but unexpectedly, there are things we do that can lead to this behavior. For example, preparing your own bag to go shopping without using up garbage bags, or purchasing home appliances that save energy for the environment are examples of this behavior. Although it may be a small thing, each of these actions can help solve society’s problems and create a better future for us.
The relationship between ethical consumption and SDGs
Ethical behavior is said to be highly related to the SDGs. SDGs is an abbreviation for “Sustainable Development Goals” and was adopted at the United Nations Summit in September 2015, and is a set of 17 goals that 193 United Nations member countries have set to achieve over the 15 years from 2016 to 2030. This is one goal. Among its goals is to solve social problems such as the environment, poverty, and food crises, and ethical consumption is considered an effective means to solve these problems. The following are the most relevant of the 17 goals.
Goal 2: Zero hunger
“Zero Hunger” is a goal that aims to help people of all ages eat nutritious meals and end hunger around the world.
Children around the world die from malnutrition and malnutrition. On the other hand, in countries such as Japan where people don’t have much to eat, a lot of food is thrown away. Food loss causes a variety of problems, including wasted resources and labor, and the negative impact on the environment due to food waste.
In order for us to survive, it is extremely important to increase agricultural production and create edible food while protecting our immediate environment. Increasing agricultural production can be said to be an extremely effective measure to eliminate hunger and malnutrition.
Goal 3: Health and well-being for all
“Good health and well-being for all” is the goal of creating an environment where people around the world can enjoy safe and healthy lives by taking measures to prevent disease and receive appropriate treatment.
Some of the cosmetics and foods in the world contain ingredients that have a negative impact on health when they come into contact with the skin, and some contain additives that can be harmful. By refraining from using them, you can of course protect your own health, but you may also end up not selling the product. By no longer selling products that have negative effects, it will lead to fewer health hazards around the world.
In recent years, the number of organic cosmetics and foods has been increasing. Because it is made from natural ingredients without using chemical ingredients, it is a product that is not only healthy but also environmentally friendly.
Goal 10: Reduce inequality between people and countries
“Let’s eliminate inequalities between people and countries” is a goal to reduce inequalities between countries and within countries. The gap between rich and poor has become a problem in various countries, as evidenced by the fact that about 20% of the world’s richest people account for 80% of the world’s income. There are many people around the world who are treated unequally not only in terms of income, but also due to race, gender, disability, etc. In this world where all humans should live equally, it can be said that it is wrong to be treated unfairly. Priority should be given to initiatives that allow people with low incomes to increase their incomes and to eliminate socially unequal treatment based on race, gender, etc.
Goal 11: Creating a city where people can continue to live
“Creating a town where people can continue to live” is the goal of creating an environment where people can live safely and happily, living in homes with sufficient access to the things they need to live, such as water and electricity. In particular, one of our goals is to create safe transportation systems and public spaces where people can spend their time with peace of mind, especially for people who require special consideration, such as the elderly and people with disabilities.
In order for all people in the world to be able to use the things they need to live without any problems, it is important for us to reduce the energy consumption that we use on a daily basis. You can effectively reduce energy consumption by turning off lights frequently and conserving water. In addition, it can be said that it is a very effective action to consider the environment when purchasing products, such as purchasing home appliances that save energy or purchasing electric cars.
Goal 12: Responsible production and consumption
“Responsible production and consumption” is a goal that is closely related to ethical consumption. The goal is for all countries to reduce the amount of food waste per person by half, promote the 3Rs (reduce, reuse, recycle), and aim for environmentally and socially conscious consumption.
To achieve this, countries and companies need to promote and sell products that are good for the environment. General consumers also need to deepen their understanding of the environment and engage in consumption behavior that protects their future. It’s not just one person, but everyone in the world needs to work on this, and it’s important to remember that our actions will change the future.
Examples of ethical consumption that we can do too
When you hear the phrase “ethical consumption behavior that will have a positive impact on people around the world and the planet,” it may seem difficult, but even small actions are okay. You may be doing it without even realizing it. From here, we will explain specific actions for ethical consumption that even we can take.
Use your own bag for shopping etc.
One of the good things you can do to be environmentally friendly is to use your own bag when shopping. When shopping at supermarkets, you may be provided with plastic bags, but plastic bags are made of plastic. In recent years, environmental problems caused by plastic waste have become serious, causing serious marine pollution and accelerating global warming.
By bringing our own bags, we will be less likely to use plastic bags, and reducing plastic bag consumption will gradually reduce the amount of plastic waste.
Purchase environmentally friendly products such as those made from recycled materials
Recycled materials are materials that are made by reusing products that are intended for disposal. For example, it refers to old clothes that are no longer worn, cut into fibers, and then processed into different products. In recent years, these materials are also called “sustainable materials” and are attracting attention as materials that have a low burden on the environment.
Research on recycling technology is progressing day by day, and even when compared to conventional products, there is no inferiority in terms of quality and price. There are more and more variations in products, so it’s a good idea to consider the environment when making purchases.
Purchase fair trade products
Fair trade means “fair and fair trade” in Japanese, and is based on fair trade for the benefit of everyone involved in products (producers, manufacturers, sellers, consumers, etc.). Products sold at “fair trade products” are called fair trade products.
In recent years, the term “fair trade” has been spreading, and this is due to the threat to people’s lives in developing countries. Due to globalization, products are manufactured across countries and regions, and such products are often sold at low prices. However, products that are sold at low prices end up causing poverty and health damage to the people who produce them, such as when producers are not paid a fair price or because child labor is not paid a fair wage. Something like this is happening.
In order to solve such problems, we sell fair trade products where producers and workers are paid appropriate wages, and we are working to help people in developing countries live with peace of mind. .
Many people may say that they have never seen such products for sale, but surprisingly, they are often sold at convenience stores and supermarkets. Look for items with the “International Fair Trade Certification Mark” on them before purchasing.
Reduce food waste by purchasing only the amount you need
A large amount of food loss occurs all over the world, including Japan. In Japan, 5.23 million tons of edible food was discarded (as of 2021). This 5.23 million tons is more than the amount of global food aid provided to people suffering from hunger around the world (approximately 4.4 million tons per year in 2021), and food loss is a serious problem. I can understand.
Food loss can be seen as a huge waste as there are many people in the world suffering from malnutrition and food shortages, but it also leads to cost issues when disposing of food and environmental damage when incinerated. .
This problem of food loss needs to be addressed as soon as possible, and even we can take action from something familiar to us. For example, small actions and awareness such as not buying more food than you can eat, using small packs to only buy the amount you need, and trying to use up as much of what you have purchased as possible can help reduce the problem of food loss. It can be supported.
Be conscious of local production for local consumption
Purchasing and consuming products made in a certain region supports that region. If it is in your area, you will be able to support local producers and contribute to the revitalization of the area.
Additionally, transporting products from distant areas results in the generation of greenhouse gases and costs associated with transportation. The same is true for transportation by trade from different countries. By being conscious of local production for local consumption, we can eliminate these issues and have a positive impact on the environment.
Purchase a product for which a portion of the sales will be donated
Some companies donate a portion of their product sales to organizations working to solve environmental problems, or use them to raise money for disaster-stricken areas. Choosing products from such companies will indirectly support their activities.
Another way to support economic recovery is to purchase and consume specialty products and specialties promoted by disaster-stricken areas. Japan is a country prone to many disasters, such as the Great East Japan Earthquake, and there are disaster-stricken areas all over the country. Purchasing and consuming products made in such areas can be an action that can support people in disaster-stricken areas.
Use renewable energy
Unlike fossil energy, which is a finite resource such as oil, coal, and natural gas, renewable energy refers to energy that always exists in nature, such as sunlight and wind power. Because it always exists in nature, it never runs out and can be used without emitting greenhouse gases.
In recent years, the energy crisis has progressed, and the fossil energy that Japan has relied on until now is on the decline. Under such circumstances, by utilizing renewable energy, we can expect to improve our energy self-sufficiency rate, mainly using energy that is not in danger of being depleted. In addition, renewable energy does not emit greenhouse gases, so it is possible to use energy with less burden on the global environment.
There are now a variety of electric power companies, and an increasing number of companies are actively working with renewable energy. Switching to such companies is also a consumer behavior that protects the earth.
Ethical consumption has great benefits for companies to engage in as well.
Up to this point, we have explained the issues that consumers should take action on, but ethical consumption has great benefits if companies and managers take action. Here we will explain the benefits for businesses and managers.
Leads to improving the company’s image
Companies that take ethical actions that have a positive impact on the world’s people and the planet will be seen as a company that can take action for a better future. This will, of course, earn you recognition from a variety of sources, including national institutions, as well as customers.
Of course, sales and profits are important for a company’s long-term management, but it is also important to create a system that allows the company to be recognized by society as a whole. It would be difficult for a company to survive without support from society. Ethical consumption can improve a company’s image and lead to trust, which can lead to stable customer acquisition.
Furthermore, by fulfilling our social responsibilities and contributing to solving social issues, we can increase our value in the market. By increasing the value of your existence, you will be able to differentiate yourself from other companies and establish yourself as a company that is chosen by customers.
Can contribute to regional revitalization
When companies are conscious of ethical consumption, choose local materials to make specialty products, and develop business in collaboration with local businesses, this will lead to regional revitalization.
Some companies are often closely tied to local communities, and revitalizing local communities is extremely important in terms of social responsibility. By contributing to regional revitalization, businesses that are closely tied to the region will succeed, and the evaluation of society as a whole will change.
Capture a highly conscious consumer base
By selling environmentally friendly products, you will be able to attract a customer base that is highly conscious of ethical consumption. In recent years, there have been many opportunities to think about global social issues such as the environment, poverty, and food crises, such as the 17 goals of the SDGs. Young people in their 20s and 30s in particular have a strong desire to protect their future, and are thought to have a strong interest in ethical consumption.
In the development of your own business, by developing products that are related to solving social problems wherever possible, you will be able to capture a highly conscious consumer base. It also has the advantage of making it easier to secure a competitive advantage in the market by allowing you to differentiate yourself from your competitors.
Challenges of ethical consumption
Ethical consumption can have a major impact on the world through efforts by both ordinary consumers and companies, but there are still challenges. The point is that Japan is still in the process of penetrating the market.
Japan is still developing
The Consumer Affairs Agency of Japan held an “Ethical Consumption” research study group for two years starting in May 2015, and conducted a wide range of research and discussions aimed at promoting consumption behavior that is considerate of people, society, and the environment. . Based on these surveys and discussions, efforts are being made to disseminate and raise awareness, but the current situation is that it is still not as widespread as it is in the rest of the world.
However, little by little, various companies are developing and selling socially and environmentally friendly products, and consumers are choosing socially and environmentally friendly products. There is a tendency for awareness of this to increase.
It is important to try even small things
It would be extremely difficult to change everything in our lives to ethical consumption behavior. However, there is no need to take such big actions all of a sudden; it is important to start working on small things that you can do.
For example, consider the following actions.
Related certification marks
When purchasing socially and environmentally friendly products with an awareness of ethical consumption, it is important to check for products that have certification marks or labels. There are various types of certification marks, so we will explain them.
eco mark
The Eco Mark is a mark given to products that have been recognized as having a low environmental impact and contributing to environmental conservation throughout the entire cycle, from production to disposal. This mark is given to products that have been evaluated and certified in the following four areas.
A wide range of products are certified with the Eco Mark, including daily necessities, household goods, stationery, clothing, home appliances, and computers.
international fair trade certification
The International Fair Trade Certification is a label that certifies that international Fair Trade standards are observed at each step from the production of raw materials to the finished product through import/export, processing, and manufacturing.
As mentioned above, fair trade means “fair and fair trade,” and fair trade is aimed at all those involved in products (producers, manufacturers, sellers, consumers, etc.). Products sold under the “fair trade” standard are called fair trade products.
By purchasing fair trade products, you can help ensure that producers and workers are paid a fair wage and help people in developing countries live a safe and secure life.
Organic JAS mark
The Organic JAS mark is a mark given to agricultural and forestry products that have passed the quality and labeling standards set by the Minister of Agriculture, Forestry and Fisheries. It represents food that is produced using the power of nature without relying on chemicals such as pesticides or chemical fertilizers. This mark is attached to agricultural products, processed foods, livestock products, etc., and only those with this mark can be labeled as “organic” or “organic”.
GOTS certification
GOTS certification is an abbreviation for “Global Organic Textile Standard” and is an organic certification for textile products. This mark not only guarantees that the raw materials such as wool and cotton are organic, but also that they are produced using organic methods, including the processing process until they reach the consumer. Standards have also been established to ensure that the environment in which products are produced is a safe working environment.
FSC certification
FSC certification is a mark that certifies whether forests are managed appropriately with consideration for the environment and local communities. Products such as wood products and paper products are made from forests, and extremely strict standards are set to ensure that the environment and local communities are taken into consideration in all processes from production, processing, and distribution. Choosing FSC-certified products supports producers who manage forests appropriately and contributes to forest conservation.
summary
In this article, we provided an overview of ethical consumption, its relationship to SDGs, and specific examples. Compared to the rest of the world, it is still early in its spread in Japan, but awareness and specific actions are on the rise, and people are starting to take action to improve their future. In order to solve the problems raised in the SDGs, small actions by each person are important. Let’s start by incorporating even a small amount of ethical consumption into our daily lives and doing what we can for ourselves.