The document discusses reducing packaging waste in Japan and proposes a "carry-all tote" solution. It notes that Japanese readily embrace technology and urban life involves carrying many bags. The proposed tote would be a fashionable, high-tech bag equipped with a payment device and online points program to track waste reduced. The tote would be designed by a famous fashion house to give it instant credibility and start a trend among youth that spreads to the masses over time.

1. Reducing Consumer Goods Packaging Waste in Japan Team Boston 4/25/08

2. The Problem How do you convince all Japanese to aspire to unpackaged goods?

3. The Problem How do you convince all Japanese to aspire to unpackaged goods? Let’s pick a subgroup we can influence and who can ignite a trend on our behalf some

4. The Problem How do you convince all Japanese to aspire to unpackaged goods some purchases that they make for themselves? minor And let’s focus on items without the “cultural baggage”: Not gifts Not luxury goods Not bananas!

5. If we’re taking away a beloved aspect of the shopping experience (packaging), we need to provide something to fill the void So, what could that be?

6. Cultural Insights The Japanese readily embrace technology as an integral part of their lives Japan consistently ranks near the top of almost every global list in technology adoption, including broadband, PCs, and mobile phones Source: “For Young Asians, The Net Dominates Media Use,” Forrester; 26 November 2007 Innovation as fashion : young Japanese (late teens and twentysomethings) often wear their personal electronics as accessories

7. Cultural Insights Japanese urban life is marked by a bag-toting culture

8. Idea: Carry-All Totes Design a fashion-forward, high-tech tote bag for young Japanese to buy and carry their convenience store purchases

9. Idea: Carry-All Totes This isn’t just a simple tote bag. It would: Be equipped with a payment device (bar code or RFID chip) which also ties in to an online points program Online point system tracks how much waste you’ve reduced Potential for social component tie-in: group bagging goal-setting, city vs. city challenges with prizes, etc.

10. Idea: Carry-All Totes Have a sleek, instantly recognizable form and design It would be designed by a well-known fashion house (e.g., Takashi Murakami), thus bestowing it instant style credibility (important among this youth demo)

11. Although this starts as a youth-centric fashion statement, the act of hi-tech “bagging” becomes the trend that the masses embrace over time.

12. Other Details Q: Who would sponsor this? A: Government or environmental NGO would fund design work and marketing efforts Q: Distribution? A: Totes should be sold through youth clothing/fashion and accessory stores as well as electronics retailers