Dentsu Inc. Conducts "Environmental Consumer Survey" ―Focus on 'Eco-jo' (Eco-Girls): Women in Their 10s and 20s Who Have Received Environmental Education―

Amidst rising environmental awareness among the general public, Dentsu Inc. conducted its "Environmental Consumer Survey" (targeting 1,000 men and women aged 15 to 64 nationwide) to examine consumer attitudes and behavioral trends regarding environmental issues. The survey revealed that environmental awareness among men and women in their teens and twenties is higher than in other age groups.

This trend is influenced by the introduction of "Integrated Studies Time" in elementary, junior high, and high schools. This curriculum, guided by the National Curriculum Guidelines, emphasizes experiential learning and problem-solving education. As environmental education has become widespread, younger generations have begun to think more deeply about their own futures. Furthermore, environmental education targeting younger generations includes corporate outreach programs. While middle-aged and older consumers with greater financial resources have traditionally driven the environmental market, it is predicted that the opinions of younger members within households will increasingly become decisive factors in purchasing decisions.

Dentsu Inc. has identified women in their teens and twenties, who enjoy engaging in eco-activities and strongly desire to "make eco-activities personal and feel their impact" while being "highly attracted to environmentally conscious products," as "Eco-Girls" and is closely monitoring their trends.

The results of the "Environmental Consumer Survey" are as follows.

■Characteristics of Eco-Women

1.Highly environmentally conscious and strongly drawn to eco-friendly products; a highly responsive segment in the environmental market

・83% of "Eco-Women" are interested in environmental issues, exceeding the overall average of 75% and showing awareness levels second only to men in their 60s. Furthermore, 26% strongly agree ("very applicable"), indicating intense interest.

・74% of "Eco-Women" find eco-conscious products appealing, significantly exceeding the overall average of 62%. Furthermore, 15% strongly agree ("very applicable"), showing the strongest interest compared to other segments.

Current Lifestyle Awareness (Interest in Environmental Issues)

Do you find products promoting environmental consideration appealing?

2.Enjoying eco-activities as personal pursuits

・Among all age groups, "Want to feel tangible results from my eco-activities" (48%) is highest here, suggesting a stronger tendency to perceive environmental issues as personally relevant and immediate compared to other segments. There is also a noticeable tendency to engage with environmental issues in their own way while enjoying the process.

Awareness regarding the tangible results of eco-activities

Thoughts and actions regarding environmental issues

3.Highly recognized environmental terms are "3Rs" and "renewable energy." Environmentally conscious products respondents would purchase even at a slightly higher price are PET bottle beverages and solar panels.

・While awareness of LOHAS is high among women in their 30s to 50s, "Eco-Women" show high awareness of the 3Rs (Reduce, Reuse, Recycle), suggesting the penetration of environmental education in schools.

■Survey Overview
・Survey Name: Environmental Consumer Survey
・Survey Method: Internet survey
・Survey Period: February 2014
・Survey Area: Nationwide
・Survey Population: Men and women aged 15 to 64
・Valid Sample Size: Total 1,000 respondents