TOYOSHIMA x ELEMINIST conducted a <Fashion Environmental Awareness Survey>!
Sustainable materials are required for "fashion goods", "detergents" and "cleaning products"!?
Over 70% said they felt a heightened awareness around them.
Introducing sustainable items and actions for environmental conservation selected by people with a high awareness of environmental conservation!
-The results of expectations for companies include "efforts and transparency that are conscious of the essence"-
Sustainable materials are required for "fashion goods", "detergents" and "cleaning products"!?
Over 70% said they felt a heightened awareness around them.
Introducing sustainable items and actions for environmental conservation selected by people with a high awareness of environmental conservation!
-The results of expectations for companies include "efforts and transparency that are conscious of the essence"-
Toyoshima & Co., Ltd. aims to propose comfortable lifestyles (President & CEO: Hanshichi Toyoshima, Nagoya City Naka-ku Nishiki 2-15-15) has been conducting awareness surveys on sustainable materials and fashion since 2014. This year, in preparation for SDGs Week from September 17 to September 25, together with the platform "ELEMINIST" that guides sustainable living, a community of "ELEMINIST" readers who are highly interested in sustainable things and things will discuss items such as sustainability awareness, initiatives, items to purchase, and expectations of companies. We conducted a survey survey of 59 ELEMINIST followers.
In addition, based on the results of this survey, we and ELEMIST will promote the creation of sustainable fashion items that consumers really want.
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[Survey questionnaire summary]
◆Sustainability Awareness and Initiatives ・About 93% of respondents answered that “environmental pollution” comes to mind when they hear the word “sustainability.” This was followed by "warming and abnormal weather due to climate change" at 86%, "food loss problem" at 71%, and "loss of biodiversity" at 55%. ◆Products made from sustainable materials that I have purchased/want to purchase - "Organic cotton" was the most common at 88%, followed by "Traceable material" at 71%. ・The most popular sustainable items are “eco wrap, beeswax wrap”. In addition, such as "tumbler", "stasher", "eco bag", Replacing disposable household items and daily necessities with sustainable items Many people were there. ・Lifestyle items that you want to make using sustainable materials of clothing "Fashion goods" is the most, Next, daily consumables "detergent" "cleaning supplies (sponge, rag, cleaning spray)" A lot of results. ◆ Increased consideration for the surrounding environment ・16% "strongly agree" and 54% "somewhat agree" 70As a result of the fact that 10% of people. ・The most common way to get people interested in sustainability is to “post/share on social media or blogs.” This was followed by the second most frequent responses of “Telling/talking about one’s activities and experiences” and “Giving presents”. ◆ Expectations for companies ・ products that companies offer More than 90% of respondents said that their image of the company improved when they learned that they were using sustainable materials. and answered. ・Sustainability expected of companies Most popular answers about "Efforts that are conscious of the essence" and "CSR activities and corporate advertising are not the purpose"There is also a need for “transparency and truthful sharing of reality”. . |
[Survey overview]
1. Survey method: Conducted by WEB questionnaire method
2. Survey target: People in their 20s to 50s selected from the community “ELEMINIST followers” of “ELEMINIST” readers who are highly interested in sustainable things and things
3. Number of valid responses: 59
4. Saturday, July 30, 2022 to Friday, August 5, 2022
Five. Research agency: Trustridge Co., Ltd.
[Sustainable materials and projects in TOYOSHIMA]
TOYOSHIMA 's activities include "ORGABITS," Japan's largest organic cotton promotion project, which aims to create a world in which the circle of compassion for the earth and society spreads through organic cotton, and "FOODTEXTILE," which recycles ingredients that are to be discarded into new items by reusing them as dyes. (Food Textile)”, Turkish traceable organic cotton yarn “TRUECOTTON”, and “UpDRIFT™”, which transforms PET bottles collected from Beach Clean into new clothes and miscellaneous goods. We develop materials and projects. Going forward, we will continue to promote sustainable corporate activities, such as developing and selling products that take into consideration society and the global environment.
[ELEMINIST followers' awareness and efforts towards sustainability]
About 93% of all respondents answered that "environmental pollution" comes to mind when they hear the word "sustainability."In addition, 86% answered “warming and abnormal weather due to climate change”.
"Food loss problem" is 71%, "Biodiversity loss" is 55%.
It is thought that personal events and actual experiences in one's daily life are connected to this number.
"Sustainability" is a word that means "sustainability", and we aim to maintain good economic activities over the long term without damaging the global environment or overusing resources from a wide range of "environment, society and economy". It refers to continuation, and it is an important perspective in realizing the 17 goals of the SDGs.
“What comes to your mind when you hear the word sustainability? (*multiple answers)”, About 93% of the total answered "environmental pollution". In addition, 86% answered "warming and abnormal weather due to climate change", 71% answered "food loss problem", and 55% answered "loss of biodiversity". was doing.
ELEMINIST followers have always had a strong interest in sustainable things and things, but when asked, "Please tell us what triggered and why you became interested in sustainable activities (things) (*free description)" As a story, we received the following answers (right chart).
In our daily lives and surroundings, we often experience the destruction of the natural environment and the effects of global warming, and often see initiatives related to them. This is thought to be the reason for the high response rate of "environmental pollution, global warming, and abnormal weather" in the question "things".
In addition, when asked about “sustainable initiatives that they are working on themselves (*free description)”, more than half of them use “my bottle”. There were many answers such as "use of eco bags/my bags", "plastic-free", and "buy only what you need", and we were able to obtain a wide range of other answers. More specific answers include participation in events and daily life, such as "participating in regular beach cleaning", "switching power at home", and "making juice from parts that are difficult to eat in a blender and using them as pet food". I was able to hear about the efforts being devised in.
[Sustainable material products that ELEMINIST followers have purchased/want to purchase]
If you have purchased or would like to purchase sustainable materials,
Overall, "organic cotton" was the most common at 88%, followed by "traceable material" at 71%.On the other hand, limited to the Kanto region, next to organic cotton
Many of the answers were "fibers made from recycled waste plastics."
The number of responses for “animal-free materials” was also higher than the total.
In the 2021 fashion environmental awareness survey * targeting 1,000 people*, even in the question "Sustainable materials that you want to purchase/use," organic cotton has the highest percentage at 55% compared to other materials. I was. From this result, it can be said that "organic cotton" is a material that consumers, including those who have a strong interest in sustainability in their daily lives, like the ELEMINIST followers, can easily incorporate into their lives without hesitation. Is it not?
* “Fashion environmental awareness survey” [Survey date] August 27-August 31, 2021 /https://prtimes.jp/main/html/rd/p/000000161.000027658.html
On the other hand, when limited to the Kanto region, the second largest response after organic cotton was “fibers made from recycled waste plastic” at 76%, followed by “animal-free materials” at 65%. This is the result.
Also, when asked about "sustainable items that they are currently using (*free description)", "eco wrap, beeswax wrap" was the most common, and there were also "tumblers", "stashers", "eco bags", etc. It turns out that many people are replacing disposable household items and daily necessities with sustainable items. In addition, there are "fair trade clothes, remade clothes", "garbage disposer, flower pots made from recycled Styrofoam and harvested bamboo", etc. I could see that they are incorporating sustainable items that match their own lifestyles, interests and hobbies.
In addition, "Is there a lifestyle item you want to make using sustainable materials? (*Free description)”, and among the wide range of answers, “fashion items” in clothing was the most common, followed by “detergent” and “cleaning supplies (sponge, rag, cleaning spray)” in daily consumables. have become.
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[Awareness of consideration for the environment around ELEMINIST follows]
Regarding whether consideration for the environment is increasing in their surroundings, 16% "strongly agree" and 54% "somewhat agree" As a result, 70% of people feel that their surroundings are becoming more environmentally friendly. |
In order to find out what kind of changes are taking place in the interest of sustainability around ELEMINIST followers, we asked the following questions: "Do you think that your awareness of environmental considerations is increasing around you?" When asked (*single answer), 16% said they "strongly agree" and 54% "somewhat agree", resulting in 70% feeling a heightened awareness.
Furthermore, when I asked, "Please tell me what you are doing as a way to get interested in people who are not interested in sustainable things (*free description)", "SNS, Posting/sharing on a blog” was the most frequent response, followed by “Communicating/talking about one’s activities and experiences” and “Giving presents” were the second most frequent responses. When sending information, it was found that many people are conscious of not pushing it and sending it so that they can be interested in the other party. In addition, there were multiple answers about “own actions” such as “creating products” and “making yourself look happy”.
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[What ELEMINIST followers expect from companies]
When I found out that a company uses sustainable materials in their products, More than 90% answered that the image of the company will improve. What companies are required to do is “Efforts that are conscious of the essence” "CSR activities and corporate advertising are not the purpose" "Transparency and truthful sharing of actual conditions" |
In response to the question, "How would your image of a company change when you learned that it uses sustainable materials in the products it provides?" 52% of those who answered that it will be "very much better" and 42% of those who answered that it will be "somewhat better". More than 90% answered that the image of companies using sustainable materials will improve.
In addition to the use of sustainable materials, when asked about ``what is sustainability expected of a company (*free description)'', ``initiatives that are conscious of the essence'' and ``CSR and corporate advertising are not the purpose'' There are many answers. In addition, there are many demands for “transparency and true sharing of reality”. In addition, we received a wide range of responses, from philosophy and vision to specific initiatives, with content related to the "attractiveness of the product itself" and "internal environment."
■ELEMINISThttps://eleminist.com
"ELEMINIST" is a platform that provides the latest sustainable information carefully selected from around the world, including Japan, and guides ethical and minimal living, consumption, and sustainable living.
The service name "ELEMINIST" is a coined word derived from "Enjoy Lifestyle Ethical & Minimal" and means "a person who lives an ethical and minimal lifestyle". We want to increase the number of friends as possible who can choose consumption and behavior that are considerate of the global environment and enjoy that way of life.
【ELEMINIST Official Instagram】https://www.instagram.com/eleminist/
【ELEMINIST SHOP Official Online Shop】https://shop.eleminist.com/
▼ About Trustridge Co., Ltd., the operating company of "ELIMINIST"
We operate "ELEMINIST", a service that guides sustainable living, and "macaroni", a food and lifestyle media. In addition, we are developing a multifaceted business from BRAND STUDIO, which provides creative production and solutions that utilize our knowledge of media management, influencer measures, consulting to support media monetization, and online advertising.
Company name: Trustridge Inc.
Established: September 2008
Representative: Yoshiyuki Ohba
Head office: 1-1-71-2F Nakameguro, Meguro-ku, Tokyo
Employees: 70 (as of September 1, 2022)
Business Outline:Lifestyle Business
Official website: https://trustridge.jp/
Lifestyle proposal trading company
■Toyoshima & Co., Ltd. https://www.toyoshima.co.jp/
Founded in 1841. Based on more than 180 years of experience, we are expanding our business domain in response to the changing times. We are comprehensively responsible for the supply chain of the fashion industry, from global raw material arrangement to final product planning, production management, and delivery. In addition, as a company that proposes sustainable lifestyles, we will promote the development of sustainable materials and functional products for a Society 5.0 society, and provide services utilizing information technology through investments and alliances with tech ventures.
Since 2019, we have set out our stance with the statement "MY WILL".
