By Florence Bernardin Brec – Information & Inspiration

In Japan, innovations and improvements based on the 3R campaign (Re-use + Recycle + Reduce waste) keep coming strong and fast … and helped to attain a recyclable rate of 20.5% for waste generated in 2009; even the volume of waste showed an overall reduction of 3.9% as compared to 2008.

Eco-smart refills, from biomass-derived polyethylene, low-grammage PET, to cup-noodles without a cup, easily removable labels and elimination of aluminium sealing rings – all the industries are outdoing each other in ingenuity and technical prowess to meet the major expectations of consumers, even at the expense of financial sacrifices that are still significant in some cases (polyethylene derived from biomass is still 50% more expensive than fossil derivatives).

But why make such an effort?

1) To follow in the footsteps of the traditional and cultural consciousness that has it origins in Japanese Buddhism, namely, the concept of  ”Mottainai”, a term that refers to the inherent or sacred dignity of a material thing. Buddhists have traditionally used the term “mottainai” to refer to the regretful waste or misuse of something sacred or highly respected, such as religious objects or teaching. Today the word is widely used in everyday life to signify the waste of any material object, time, or other resource.

2) To follow the course set by government campaigns, such as those of the 3R, for which the Japanese Prime Minister voted at the G8 summit in 2004, relating to the re-use, recycling and reduction of waste.

This policy, that is purely voluntary, has since been relayed by many movements, such as the recent “25 Challenges” launched by the Environment Ministry:  the 25 green gestures that one must make every day for ecology.  Tolerating an inside temperature of 28°C in summer, 20°C in winter, lowering energy consumption by turning off lights, using a bicycle, and so on.

3) But, most importantly, to meet consumer expectations!

In 2009, according to a survey by the business magazine, Nikkei, 70% of women in the 30 to 40 age-group said they were unhappy with excessive packaging.

60% bemoaned the fact that they were unable to extract the entire contents of a container and 50% said they were dismayed by the number of materials used, making sorting difficult (e.g.  Plastic / aluminium). They asked for packaging that was simple and easy to recycle.

Lastly, 60% of them wished to see the eco-improvements made by manufacturers or brands indicated clearly on packaging and said these would certainly influence their purchasing.

http://www.nikkeibp.co.jp/ecomom/enquete/pdf/0906ecomom.pdf

To meet these demands, the eco-refills of the “Doy-pack” type flooded the market in every department – health, beauty, food … in several sizes, from 50ml to 500ml.

These packs are primarily designed to serve the consumer and the various nozzle models and packaging techniques launched by Kao Corporation are a reflection of their sophistication : http://www.kao.com/jp/corp_csr/eco_activities_01_04.html

Last but not least, they also serve as a medium for communication, with a large flat printing surface that helps to better describe the product.

Florence Bernardin Brec – Information & Inspiration