Green Consumer

The Japanese market has long been considered a ‘tough nut to crack’ in terms of environmental awareness and action. However, recent years have seen a distinct increase among average Japanese in awareness and willingness to take action on issues like pollution and climate change. The Green Consumer still represents a largely unexploited area of opportunity, but one that is receiving increased attention. Japanese consumers are willing to act to make a difference, and are looking for guidance from brands they can believe in.