Naoko Adachi Apsotw Turning Japanese Final

Slide 1: Turning Japanese by Naoko Adachi adachi_aju@yahoo.com

Slide 2: Curb your carbon emission Curbing carbon dioxideemission is a national initiative for Japan. A day cannot pass without seeing the message on TV, online, in- stores. According to a survey, 73.9% have never heard of the word ‘sustainable’. A focus group finding indicated that consumers think in terms of recycling, not sustainability when they think about eco- friendly efforts. In Japan, retailers are claiming that consumers have come to expect the elaborate packaging. Consumers expect corporations to take leadership in eco-friendly efforts. The problem of all the waste as a result of excess packaging won’t resolve if the consumer and the corporation continue to argue who is responsible. On top of that, the detail that goes into packaging is regarded as a beauty of Japanese culture. Altering a perception of something that is considered a beauty of a culture is challenging.