Invest in reducing plastic waste to help the planet and your sales
Plastic is everywhere! It’s lightweight, durable, airtight, waterproof and cheap. While it has helped many aspects of our daily life, such as reducing food loss by enabling long-term storage, we are creating huge amounts of plastic waste. It is not biodegradable and many plastics are not recycled. With an increasing number of headlines about global warming including its threat to the ocean, we are now in an era where manufacturers, retailers and consumers must consider the true cost of future plastic use.
The EU has already introduced strict measures, for example banning single-use plastics for items such as straws, plates and cups. In Japan, the need to reduce plastic waste and the promotion of recycling are also of growing importance. Since July 2020, Japanese convenience stores and supermarkets have been charging consumers for plastic shopping bags. But what difference is this actually making to levels of plastic waste?
Let’s look at the current situation and how some companies are finding solutions.
Did the charge for plastic bags have the effect of reducing plastic waste? What is the current situation in Japan?
This year, the Japanese Government’s Act on The Promotion of Plastic Resource Recycling finally comes into effect. According to the Ministry of the Environment, this law comprehensively strengthens the recycling system. It gives responsibility to companies involved in the whole of a product’s lifecycle. From initial design, to manufacturing, to disposal, companies are expected to follow the concept of the ‘3Rs’ - Reduce, Reuse, Recycle. It also encourages the concept of Renewable resources.
So how effective was Japan’s introduction of a charge for plastic shopping bags, which came before the enforcement of the new law?
Data from the Japan Franchise Association show there was a 28.3% reduction in the use of plastic shopping bags at convenience stores before the introduction of mandatory charge on 1st July 2020. However, since the charge was introduced, usage fell by 74.6%, about three times higher. So looking at this number alone, it seems effective. But overall it is much more difficult to show that plastic waste has decreased. An unintended consequence of the charge for plastic shopping bags was an increase in sales of plastic rubbish bags. According to the research company Cross Marketing, the most troublesome thing about charging for plastic shopping bags was that consumers missed reusing them as rubbish bags in their bins at home! Although the overall amount of household waste in plastic shopping bags has decreased, the sales of plastic bin bags has increased sharply. Unless the sale of single use plastic itself is prohibited, charging for bags cannot be expected to be effective at the level needed to solve environmental problems.
The good news is that there are companies that have begun to devise new methods to address the problem, finding alternative materials to replace plastic or strategies to reduce plastic waste.
How can companies help their consumers to reduce plastic waste? Eco Friendly Examples and Recent innovations in Japan
Imperial Hotel - Switch to sustainable resources
The Imperial Hotel is one of Japan's finest. Its clientele is comparable to The Dorchester Hotel in London. In response to Japan’s recent recycling legislation, it took the decision to replace single-use plastic to more eco-friendly materials in its guest rooms. Toothbrushes and razors are now made using bamboo, hair brushes are made of wood, while shower caps are made of organic biomass materials. Disposable cutlery and hangers are made of plant-derived plastics, while drinking straws are now made of paper. Other items have been removed altogether. As a result, the amount of plastic used will be reduced by about 90%.
Choosing the right alternatives is also important. Bamboo does not require artificial fertilisers or pesticides when cultivated, and since it is regenerated from the cut stump, there is no need to replant it. For this reason, clothing companies are also paying attention to developments such as bamboo fibres. From a sustainable perspective, bamboo has potential uses across many industries.
Starbucks Coffee Japan - Eco-friendly Cup Circulation Program
Starbucks Japan has introduced a range of measures to reduce disposable materials at its stores. A key change is to expand the ‘Cup Circulation Program’. This initiative allows a customer to take a drink away in a borrowed cup and return it to any of the ‘Re & Go’ member stores. The returned cups are washed by the company, so customers can return them quickly and easily.
In addition to reducing the number of disposable cups that are thrown away, this system also emits less CO2 when cups are reused. It has been trialled in Tokyo since last autumn, and it seems that 9 additional stores in the Tokyo/Shibuya area will be added to the scheme.
Kao Corporation - Launch of labelless bottles
Japanese manufacturer Kao, has begun to sell its bottles of ‘Healthia Green Tea’ in cases, without a label on each individual bottle. Each case is clearly labelled with the product name and contains 24 PET bottles of green tea. The absence of additional labels creates less plastic waste and has the advantage of saving consumers the trouble of sorting and disposing of the extra plastic for recycling.
Development of LIMEX, a new alternative to paper and plastic.
TBM is a new Japanese company, developing sustainable materials. It has developed ‘LIMEX’, a composite material created largely from limestone. It can be used to produce a wide range of items from shopping bags to paper, to food packaging and display units. Compared to petroleum-derived plastic, it claims to reduce CO2 emissions during the incineration of waste by about 58%. Limestone is also easy to mine and process, has excellent supply stability, and is inexpensive. It is already attracting attention from global manufacturers as an innovative alternative to plastic, and will be one to watch in the future.
LYOCELL and TENCEL, eco-friendly fashion industry
The fashion industry is one of the world’s largest polluting industry. To counter its high contribution to the climate crisis and to appeal to the younger generation’s increased interest in sustainable fashion, companies are now using eco-friendly fibres such as Lyocell/Tencel. This semi-synthetic fibre is made of cellulose from wood pulp and is often used as a substitute for cotton and silk. It is both recyclable and biodegradable, attracting attention from eco-friendly brands and manufacturers world-wide. Velarof, a men’s underwear brand based in Tokyo and London, is one of them. The brand uses high-quality sustainable materials for its products with Japanese inspired modern designs.
Sustainable goods may be expensive, however, being mindful of the environment can improve the image of your company thus increasing profits.
It is a huge undertaking to completely replace all the plastic packaging and cheap disposable plastic goods we are currently using. Of course this comes with financial implications and big changes to manufacturing processes.
But consumer habits are changing and in Japan the growing concern about our environment and interest in eco-friendly products is encouraging customers to seek out those companies who are making changes and giving them the option to shop more sustainably. So while bamboo toothbrushes may still cost about twice as much as plastic ones to purchase, Japanese consumers are seeing the greater cost of continuing to create plastic waste.
The costs of introducing eco-friendly packaging and disposable items can be offset by the value they have in attracting new customers, willing to pay more for better quality and a clearer conscience.
In fact, companies that fail to show concern for protecting the environment may lose the trust of younger consumers in particular. Environmentally friendly efforts can improve the image of your company, win the trust of consumers, and bring you more than a financial return on the cost of your effort.
Pointblank Promotions are able to support companies aiming to expand into Japan and can help you understand the needs of the Japanese consumer on environmental issues as well as a range of other market factors. If you are interested in discussing a project with us, please feel free to contact us using the Inquiries link below.