Latest Sustainable Trends Across Six Countries: Insights from "Social Issues of Interest" ―From the 2023 Sustainable Lifestyle Awareness Survey―

Dentsu Inc. and DENTSU SOKEN INC. jointly conducted the third " Sustainable Lifestyle Awareness Survey 2023," following the 2021 survey ( survey overview here ).

The survey covered six countries: Japan and China in East Asia, France and Germany in Western Europe, and Indonesia and Thailand in Southeast Asia. This time, we examine the situation across these six countries based on "Social Issues of Interest" to uncover people's interest in and actual engagement with sustainability.

<Table of Contents>
▼The "Real Feelings" and "Ideals" Behind High Interest Levels

▼Is Reducing Waste the First Step Toward a Sustainable Society?

▼Sustainability-Conscious Consumers Are Also Sensitive to Corporate Moves

The "Real Feelings" and "Ideals" Behind the High Interest

The social issues attracting the most attention vary by country. In Japan, "natural disasters" ranked first and "declining birthrate and aging population" ranked third, with chronic social issues frequently covered in the news occupying the top spots. "Electricity and energy issues" ranked second, likely influenced by the prolonged heatwave in 2023 and the fact that "people felt the rise in utility costs" (Japan: 89% in the same survey).

In China, Indonesia, and Thailand, "Air Pollution" ranked first. "Air Pollution" has consistently ranked highly in Asian countries since the first survey (2010). The situation is particularly severe in China, where large-scale yellow sand was observed in April 2023.

Next, let's look at Western Europe: France and Germany. "Food waste" ranked first in France and second in Germany, placing high on the list.

In France, the world's first law banning food waste (commonly known as the Gollard Law) was enacted in 2016. Furthermore, in 2023, a certification label system for food loss was introduced. This system evaluates retailers like supermarkets on their efforts to reduce food loss across three tiers and labels them in a way visible to consumers. The national-level focus on the food waste sector reflects the high level of public concern.

Furthermore, in European countries including France and Germany, a Danish-originated app designed to prevent food loss is gaining traction, particularly among younger people. This service connects restaurants and supermarkets with unsold inventory to consumers, offering food items and meals at discounted prices. It demonstrates how actions to reduce food loss are becoming ingrained in daily life.

It's also notable that "animal welfare," which doesn't rank highly in East or Southeast Asia, placed 5th in France and 4th in Germany. Regarding animal welfare, France and Germany announced bans on the culling of male chicks in 2021. This initiative revisits the practice of culling male chicks in egg-laying poultry farming—a common practice because they don't lay eggs—from an animal welfare perspective. Furthermore, France's 2021 ban on selling dogs and cats in pet shops became a topic of discussion in Japan as well. Within the EU, the phased elimination of cage use for livestock is under consideration, indicating a shift in awareness towards coexistence with animals, particularly in Europe.

Thus, the social issues of concern vary significantly by country. Some nations show high interest in issues directly threatening daily life, such as "natural disasters" or "air pollution," while others focus more on long-term, overarching challenges that prompt reevaluation of human activities. Interest in social issues is undoubtedly influenced by personal experiences in daily life, but also significantly shaped by each country's media coverage and corporate communication practices.

Is reducing waste the first step toward a sustainable society?

When asked about their image of sustainability, "ordinary citizens reducing waste" ranked first in Japan and Germany, while "companies reducing waste" ranked first in China and France. "Ordinary citizens reducing waste" also ranked highly in Indonesia and Thailand. While the main actors differ, it appears many people believe reducing waste contributes to a sustainable society.

Japan introduced a charge for plastic shopping bags in July 2020, and three years have passed since then. The response rate for "often bringing my own eco-bag" was 78%, the highest among the six countries surveyed. In France, starting January 2023, the use of disposable containers at fast-food restaurants was banned, mandating the use of reusable tableware and cutlery. Additionally, in Germany several years ago, a professional soccer team made headlines by wearing uniforms made from recycled ocean plastic during league matches. A sports manufacturer headquartered in Germany continues its initiative to transform ocean plastic waste into sneakers.

Thus, while the goal of reducing waste remains the same, approaches vary: some focus on building consumption and lifestyle systems that prevent new waste from being generated, while others explore ways to reuse waste that has already been produced. Achieving a sustainable society requires both approaches.

Sustainability-conscious consumers are also sensitive to corporate actions

Finally, let's compare the results of two questions: "Has the frequency with which you think about sustainability changed over the past three years?" and "Does communication about sustainable initiatives by companies or product brands influence your purchasing decisions?"

Over the past three years, approximately 40% of respondents in Japan reported "thinking about sustainability more often," while 70% in France and Germany and 80% in China, Indonesia, and Thailand reported the same. While the six-country average shows about 70% reporting an increase, only Japan has about 60% reporting no change. Furthermore, regarding the degree to which "communication about sustainable initiatives influences purchasing," those answering "very influential + somewhat influential" were about 50% in Japan, about 70% in France and Germany, and over 80% in China, Indonesia, and Thailand.

It remains unclear whether high interest in sustainability leads people to factor sustainability information into purchasing decisions, or if brand communication about sustainability influences daily purchasing, subsequently increasing how often people think about sustainability.

In any case, by simultaneously elevating consumer awareness alongside corporate initiatives toward realizing a sustainable society, sustainability efforts could become a reason for choosing a brand, further energizing corporate initiatives.

Amidst a steady stream of gloomy news both domestically and internationally, it remains difficult to believe in a bright future. Even if realizing a sustainable society is a shared global goal, there is no single correct path forward. Perspectives and approaches differ based on the circumstances of people living in each country. Perhaps what is needed now more than ever, to foster the spread of sustainable awareness, is an unwavering determination to keep searching for clues that lead to a brighter future.

*Percentage composition figures are rounded to the nearest hundredth, so totals may not always add up to 100%.
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[Survey Overview]
Target Areas: 6 countries (Japan, China, France, Germany, Indonesia, Thailand)
Respondent Criteria: Ages 18–69 (Gender response options: "Male," "Female," "Other/Prefer not to say")
Sample Size: 6,000 people (1,000 per country)
Survey Method: Online survey
Survey Period: July 12 to August 21, 2023
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