2023

Sustainable
Lifestyle Report
People are starting to accept resource constraints
to balance the economy and sustainability

No unauthorized reproduction© Copyright by Dentsu Institute／DENTSU INC.

Contents
Overview

Spreading Sustainable Lifestyles

P02

Chapter 1

Interest in Sustainability

P03

Chapter 2

Sustainability-related Behaviour and Consumption

P16

Chapter 3

Sustainability and Communication

P28

Summary

Summary of the 2023 Survey

P33

Survey Outline ・ Inquiries© Copyright by Dentsu Institute／DENTSU INC.

1

Overview

Spreading Sustainable Lifestyles
The third Sustainable Lifestyle Survey (SLS2023) was conducted in six countries

Citizens are becoming more aware of the need to take action on their own to solve(Japan, China, France, Germany, Indonesia, and Thailand)—two from each ofenvironmental, social, and economic problems that directly affect their lives, rather

ASEAN, and Europe and east Asia—and follows the first survey covering 14

than simply leaving them to the government or corporations. However, due to thecountries and the second covering 17. Compared to the previous two surveys,

need for people to balance the cost of living with the economic reality, it is not

the number of countries was narrowed down, but the number of samples peralways possible to account for environmental and social issues.

country was increased to provide a more detailed look at differences bygeneration. In addition, some questions from Dentsu Consumer Navigator:
Sustainability 2023, a survey conducted and published by the Dentsu Group Inc.
in June 2023, were adopted, and items that are comparable to those in the U.S.
are included in this report as reference figures.

It is noteworthy that new lifestyles based on realizing Sustainability are on theincrease, which are driven by financial and resource constraints, rather than viewing
it as a temporary fad or out of a sense of contributing for the sake of future

generations. In particular, despite some variation between countries, actions suchas the use of renewable energy, reduced use of plastics, reduced food waste, andWhile at the time of the last survey in 2021 healthcare systems and public healthconsumption of synthetic meat and alternative transport means are gradually

still remained a concern due to COVID-19, social issues related to human rights

entering the mainstream of daily life, which shows that the options for a sustainableattracted attention, such as the Black Lives Matter movement in the US, and thelifestyle are steadily gaining acceptance.

renewed Modern Slavery Act in the UK. Subsequently, the Russia-Ukraine War,global inflation, abnormal weather, and water shortages hit center-stage, and in
the corporate world, companies were increasingly reporting on Sustainability. As

Through this report we hope to share some of the more pertinent implications forsustainable lifestyles, which were drawn from the changes in attitudes andbehaviours expressed by the respondents to the survey.

if to reflect these changes, the latest survey highlights that Sustainability is notjust something that warrants awareness or actions by people andorganisations—it is something that reaches to the very core of our everyday
existence as a concern affecting everyone.

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2

Chapter 1

Interest in Sustainability© Copyright by Dentsu Institute／DENTSU INC.

3

Affected by climate change

Food and water security

84.2%

Cost of living

84.0%
Average of 6 countries(Japan, China, France, Germany, Indonesia, Thailand)（n=6,000）© Copyright by Dentsu Institute／DENTSU INC.

4

Chapter 1

The impending impact of Climate Change on our lives
On average across the six countries, the majority or above of respondents in⚫ Areas where impacts of Climate Change were perceived to occur

all areas felt they were affected by climate change, with “Food and water
security” and “Cost of living” topping the list. There is growing awareness in all
countries that climate change is no longer just a wake-up call—it has realconsequences for livelihoods.
The chief items mainly concern the economy, and the impact of climatechange appears to be perceived as an economic impact rather than a direct

Average of
6 countries*

Strongly affected

Somewhat affected

Little affected

Not affected
（%）

38.4

Food and water security

45.8

43.0

Cost of living

41.0

13.0

2.9

13.2

2.8

Economic security

33.1

46.5

17.1

3.4

Global economy

35.6

43.6

17.3

3.5

health concern.
Incidentally, when we checked for differences in responses to “My mental
health is affected by climate change” by generation in each country, 65.1% of
French Gen. Z (French average +9.4 ppt) and 73.5% of German Gen. Z(German average +10.3 ppt) expressed climate anxiety.

Characteristics of the six countries⚫ “Food and water security” and “Cost of living” are most affected by climatechange.
⚫ The majority of respondents answered that all the areas presented are “Affectedby climate change”.
⚫ Economic items are prominent among the chief areas affected by climate change.

Local economy

29.7

48.9

17.8

3.7

Physical and mental health

30.8

45.7

19.3

4.3

Business operations

23.1

48.8

23.1

5.1

My quality of life

28.1

43.2

22.2

6.5

Global politics

26.7

44.2

23.3

5.8

45.6

25.5

6.3

Local politics

22.7

Migration and refugees

27.6

39.7

25.4

7.4

My physical health

25.6

40.9

25.4

8.1

29.5

7.0

My local community

18.0

45.5

My job and economic
security

20.9

42.3

25.9

10.9

My mental health

24.0

39.2

26.0

10.9

* The percentages above were averaged from the answers given by 1,000 respondents in each of the six countries polled.

© Copyright by Dentsu Institute／DENTSU INC.

5

Chapter 1

Social issues of concern vary by country
In China, Indonesia and Thailand, “Air pollution” has attracted the most concern.

⚫ Social issues of concern by country“Air pollution” is seen as a chronic issue in China, and the occurrence of massive

China（2023）

Japan（2023）

amounts of yellow dust in April 2023 may also have influenced the results of this1

Natural disasters

47.9%

1 Air pollution

60.9%

survey.

2Electricity and energy issues

45.2%

2 Water pollution and shortages

54.4%

In France, “Food waste” attracted a high level of interest. It is the number one

3

Falling birthrate and aging population

40.2%

3 Educational issues

52.7%

concern in France and the number two concern in Germany. In France, the food4

Conflicts and war

39.7%

4 Natural disasters

50.7%

waste countermeasures law (known as the Garot Law) was enacted in 2016,

5

Food waste*

39.1%

5 Reduction of CO₂ emissions

47.8%

ahead of the rest of the world. In addition, apps to prevent food loss are

France（2023）

becoming popular in France and Germany, especially among young people, andawareness of the need to reduce food loss seems to be ingrained in their daily
lives.
In Japan and Germany, “Conflicts and war” ranked high, perhaps reflecting theongoing Russian invasion of Ukraine since February 2022. The interest in social

Germany（2023）

1

Food waste*

61.9%

1 Ocean plastic waste

61.2%

2

Water pollution and shortages

59.5%

2 Food waste*

57.4%

3

Air pollution

58.5%

3 Conflicts and war

55.3%

4

Ocean plastic waste

58.3%

4 Animal welfare*

54.5%

5

Animal welfare*

56.6%

5 Forest conservation

52.9%

issues is not only a reflection of what each individual feels in their daily life but is

Thailand（2023）

Indonesia（2023）

also to a large extent generated by media coverage.
1

Air pollution

64.5%

1 Air pollution

70.6%

2

Public health59.2%

2 Poverty and hunger

57.8%⚫ In Japan, “Natural disasters” ranked first and “Electricity and energy issues” second.

3

Water pollution and shortages

59.0%

3 Natural disasters

56.2%⚫ In France and Germany, “Food waste,” “Ocean plastic waste," and “Animal welfare"ranked highest.

4

Poverty and hunger

57.0%

4 Economic stagnation

54.0%

5

Ocean plastic waste

54.3%

5 Public health

51.4%Country-Specific Characteristics⚫ In Indonesia and Thailand, “Air Pollution,” “Public Health,” and “Poverty and hunger”
are the top concerns that are linked to insecurity in day-to-day life.
⚫ “Water pollution and shortages” is of high concern in China, France, and Indonesia.
© Copyright by Dentsu Institute／DENTSU INC.

* 1,000 respondents in each of the six countries polled.
* The top 5 items in each country were extracted.
* “Food waste” and “Animal welfare” are items only included in the 2023 survey.

6

Social issues of concern 2021/2023 (6 countries)

Japan (2023)（n=1,000）

1Natural disasters

47.9%

45.6%

2

Electricity and energy issues

Air pollution

41.6%

3

4

Ocean plastic waste

39.8%

5

Racism38.4%

Japan (2021)（n=500）1

Natural disasters

57.2%

2

Falling birthrate and aging
population

3

China (2021)（n=500）1

Natural disasters

69.6%

1

Air pollution

60.9%

45.2%

2

Electricity and energy issues

64.4%

2

Water pollution and shortages

54.4%

Falling birthrate and aging
population

40.2%

3

Falling birthrate and aging
population

55.4%

3

Educational issues

52.7%

4

Conflicts and war

39.7%

4

Conflicts and war

55.0%

4

Natural disasters

50.7%

5

Food waste*

39.1%

5

Food waste*

54.0%

5

Reduction of CO₂ emissions

47.8%

France (2021)（n=500）1

Ocean plastic waste

58.8%

1

Food waste*

61.9%

2

Air pollution

56.8%

2

Water pollution and shortages

3

Conflicts and war

54.4%

3

4

Public health

53.8%

5

Forest conservation

52.8%

Indonesia (2021)

France (2023)

Germany (2021)（n=500）1

Ocean plastic waste

58.8%

59.5%

2

Natural disasters

Air pollution

58.5%

3

4

Ocean plastic waste

58.3%

5

Animal welfare*

56.6%

Indonesia (2023)（n=300）China (2023)（n=1,000）

Germany (2023)（n=1,000）

1

Ocean plastic waste

61.2%

52.8%

2

Food waste*

57.4%

Poverty and hunger

52.2%

3

Conflicts and war

55.3%

4

Forest conservation

50.0%

4

Animal welfare*

54.5%

5

Racism45.0%

5Forest conservation

52.9%

Thailand (2023)（n=1,000）（n=1,000）（n=1,000）

Thailand (2021)（n=300）1

Educational issues

65.3%

1

Air pollution

64.5%

1

Poverty and hunger

64.7%

1

Air pollution

70.6%

2

Public health

60.7%

2

Public health

59.2%

2

Air pollution

62.0%

2

Poverty and hunger

57.8%

3

Poverty and hunger

57.7%

3

Water pollution and shortages

59.0%

3

Unemployment rate

61.3%

3

Natural disasters

56.2%

4

Unemployment rate

55.0%

4

Poverty and hunger

57.0%

4

Educational issues

58.7%

4

Economic stagnation

54.0%

5

Healthcare system and facilities

51.7%

5

Ocean plastic waste

54.3%

4

Public health

58.7%

5

Public health

51.4%* The top five items in Japan were extracted and compared with the previous survey (2021).
* “Food waste” and “Animal welfare” are items only for 2023.
* For the 2021 data of Indonesia and Thailand, interviews were conducted with 18-44 year olds.

© Copyright by Dentsu Institute／DENTSU INC.

7

Column

Japan’s growing interest in“Electricity and Energy Issues”⚫ Social issues of concern (Japan, yearly comparison)

Comparing 2021 and 2023, “Natural disasters,” which was ranked first in 2021, remains

Japan（2021）

at the top, while “Falling birthrate and aging population,” which ranked second in 2021,
dropped to third and is recognized as a chronic issue.

Change comparedwith 2021

Japan（2023） （n=1,000）（n=500）(percentage point)

1

Natural disasters

57.2%

1

Natural disasters

47.9%

-9.3

2

Falling birthrate andaging population

45.6%

2

Electricity and energy
issues

45.2%

7.2

3

Air pollution

41.6%

3

Falling birthrate andaging population

40.2%

-5.4

4

Ocean plastic waste

39.8%

4

Conflicts and war

39.7%

4.7

5

Racism38.4%

5

Food waste*

39.1%

ー

survey results.

6

Economic stagnation

38.2%

6

Economic stagnation

35.4%

-2.8

In seventh place is “Food self-sufficiency”, up 6.2 ppt from 2021. Japan's food self-

7

Electricity and energy
issues38.0%

7

Ocean plastic waste

34.4%

-5.4

8

Healthcare system andfacilities

35.6%

7

Food self-sufficiency
rate

34.4%

6.2

9

Conflicts and war

35.0%

9

Air pollution

34.0%

-7.6

10

Reduction of CO₂
emissions

34.8%

10

Water pollution andshortages

31.6%

-0.4

One of the biggest changes was in “Electricity and energy issues,” which ranked
seventh in 2021, climbing 7.2 ppt to second place in 2023. In another question, 85.8% ofJapanese respondents answered that they “Feel their utility bills have gone up,”indicating increased convern over electricity prices for many people.
In 2021, “Racism” was ranked fifth, perhaps reflecting the focus on Black Lives Matter.
Another big change was “Conflicts and war”, which ranked ninth in 2021 and climbed

to fourth in 2023, presumably due to Russia’s invasion of Ukraine. From this, it could
be assumed that international affairs of concern at the time of the survey influencesufficiency rate is among the lowest in the world at 38% on a calorie basis and 63% on
a production value basis (Ministry of Agriculture, Forestry and Fisheries; 2023). Further,“Food waste,” polled for the first time in the 2023 survey, ranked fifth. Sitting in 14th
place for largest amount of food waste in the world in 2021 (UN Environment
Programme; 2021) and with rising concern over food sustainability, efforts to address
food waste are ongoing. A law promoting reduced food loss went into effect in 2019.
There are a growing number of options for reducing food waste in daily life, such as* The top 10 items in Japan were extracted and compared with the previous survey (2021).
* “Food waste” and “Animal welfare” are items only included in the 2023 survey.

direct delivery services from production centers where customers can purchase nonstandard vegetables and regular delivery services for unused, processed fish.

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8

Chapter 1

Awareness of “Biodiversity” is over 60% in all six countries
There are numerous Sustainability-related terms, and the level of awareness and⚫ Awareness and understanding of terminology

understanding varies by country. For example, in Japan, awareness of “SDGs” is■ Recognition

I know the meaning of this term and am concerned about the topic.
I know the meaning of this term though am not concerned with the topic.
I know this term.
I know the meaning of this term and am concerned about the topic.
I know the meaning of this term though am not concerned with the topic.

the highest of the four terms on the right, with 90% of respondents indicating■ Understanding

recognition of it and 60% understanding its meaning.
On the other hand, in Germany and France, recognition of the same term is below

SDGs

（％）

20%, so it is necessary to consider which term is more effective for communicationin each country.

94.4

Japan

Diversity Equity & Inclusion
（％）

Japan

66.0
93.1
75.5

A difference was also found between France and Germany for the term

China

“Biodiversity.” In France, its recognition rate was 90%, while only 70% in Germany.

France16.4
9.0

FranceHowever, even in France, “Nature positive” was recognized by 50% ofGermany

16.5
7.1

Germany

respondents but understood by only 20%, indicating that even though the terms

Indonesia

are used in the same domain, the degree of penetration differs greatly.

Thailand49.3⚫ In Japan, “Diversity, Equity and Inclusion” is recognized by 70% but isunderstood by only 30%.

China

40.7
23.8

⚫ In China, many of the terms are recognized by 90% of respondents andunderstood by over 70%.
⚫ In Thailand, all of the terms except SDGs are recognized by 90% of
respondents, and understanding of “nature positive” is the highest among
the six countries.

Germany
Indonesia

Thailand

88.0
53.9
93.8
58.8
96.8
64.5
98.6

Thailand

（％）

78.7

96.8
84.7
95.9
62.6
67.3
98.5
68.9
96.1
57.9

（％）

27.0
10.7

85.6

China
FranceGermany

36.5

64.0

Nature positive
Japan

43.3

France97.3
84.2

Indonesia

Biodiversity
Japan

34.5

China

28.6

Country-Specific Characteristics⚫ In Japan and China, awareness of “SDGs” is 90%.

71.9

Indonesia

Thailand

63.9
53.6
25.5
52.3
25.7
80.9
47.9
99.5
64.7

* n in each country is 1,000© Copyright by Dentsu Institute／DENTSU INC.

9

Column

Generation Z is more concerned
about human rights
Generation Z (18-26 years old) seems to be more interested in human-to-human⚫ Social issues of concern (Overall vs. Generation Z)

Japan Total（2023）
1

issues and social-structural issues, as well as the natural environment. “Racism”
continued to be the number one concern of GenZ in Japan, ranking first in the 2021
survey. “Gender gap” was the number two concern of GenZ, a result presumed to2
3

Natural disasters
Electricity and energy
issues
Falling birthrate and aging
population

Japan GenZ（2023）（n=1,000）（n=144）

47.9%

1

Racism

35.4%

45.2%

2

Gender gap

31.9%

40.2%

3

Falling birthrate and aging
population

27.1%

be related to Japan’s world ranking of 125th place as revealed in the 2023 Gender
Gap Index.

China Total（2023）

Tied in first place in terms of interest among China's GenZ are “Educational
issues” and “Unemployment rate.” Education issues have been in the spotlight in
China in recent years in light of policies enacted to reduce homework and out ofChina GenZ（2023）（n=1,000）（n=138）

1

Air pollution

60.9%

1

Educational issues

56.5%

2

Water pollution and shortages

54.4%

1

Unemployment rate

56.5%

3

Educational issues

52.7%

3

Air pollution

54.3%

school tutorials against the backdrop of the radicalization of the ‘exam wars.’ Interms of “Unemployment rate,” the youth unemployment rate for 16-24 year olds

reached 21.3% in June 2023, a record high for China.
The number one concern of GenZ in Germany is “Animal welfare.” Germany isGermany Total（2023） （n= 1,000 ）known for its tough stance on animal rights, and has animal protection laws withGermany GenZ（2023）（n= 136）

provisions covering animal abuse and killing. In addition, the fact that Germany

1

Ocean plastic waste

61.2%

1

Animal welfare

62.5%

ranks second in the world in terms of the number of immigrants (in 2020) may have2

Food waste

57.4%

2

Racism60.3%

3

Conflicts and war

55.3%

3

Ocean plastic waste

59.6%

influenced the second concern of Gen Z: “Racism.”* Extract the top 3 items in each country.

© Copyright by Dentsu Institute／DENTSU INC.

10

Chapter 1“Reducing waste” is Sustainability close to home
How do people perceive the word “Sustainability”? In the first and second surveys,⚫ Impression of Sustainability（TOP3）

we asked about the word itself, and the results varied from country to country, withno obvious differences. In the third survey, we presented it in writing and asked the
respondents what scope was felt to be included in Sustainability. The top answers

Japan（2023）

China（2023）（n=1,000）

1

Ordinary citizens reducing waste

39.2%

1

Businesses reducing waste

36.0%

2

Businesses reducing waste

35.3%

2

Ordinary citizens thinking about environmental
and social issues, and changing theirconsumption habits and lifestyles

33.1%

3

Changing systems so that humanity
can continue to survive on earth

32.0%

3

Countries and governments fulfilling theirenvironmental and social responsibilities

32.3%

were “Ordinary citizens reducing waste” and “Businesses reducing waste,” whichwere common across the six countries.
It is noteworthy that waste-related measures tops the list in all countries, despite the（n=1,000）other wide-ranging options presented, including “Maintaining peace,” “Educational
equality,” “Employment and economic stability,” “Social issues in developing

France（2023）

Germany（2023）（n=1,000）（n=1,000）

countries,” “Corporate social responsibility,” and “Donations and social contribution
activities.”
Although no direct comparisons could be drawn due to differences in the options, thetop choice in the U.S.* was also “Reduce consumption and waste” (62.8%),

1

Businesses reducing waste

45.0%

1

Ordinary citizens reducing waste

45.7%

2

Ordinary citizens reducing waste

42.3%

2

Businesses reducing waste

45.6%

3

Ordinary citizens reducing
consumption

34.7%

3

Ordinary citizens reducing
consumption

32.2%

suggesting a strong association between Sustainability and “Reducing waste” acrossall countries.

Country-Specific Characteristics⚫ In Japan, China, France, and Germany, the top priority is “Businesses reducing waste.”

Indonesia （2023）

Thailand（2023）（n=1,000）

1

Ordinary citizens thinking about environmental
and social issues, and changing theirconsumption habits and lifestyles

37.5%

2

Countries and governments fulfilling theirenvironmental and social responsibilities

3

Ordinary citizens reducing waste

1

37.2%

35.5%

2

Ordinary citizens reducing waste

33.0%

34.7%

3

Countries and governments fulfilling theirenvironmental and social responsibilities

32.0%⚫ In all five countries except China, the top priority is “Ordinary citizens reducing waste.”⚫ In Indonesia, Thailand and China, the top responses are: “Ordinary citizens thinking about
environmental and social issues, and changing their consumption habits and lifestyles” and“Countries and governments fulfilling their environmental and social responsibilities.”（n=1,000）

Ordinary citizens thinking about environmental
and social issues, and changing theirconsumption habits and lifestyles* Extract the top 3 items in each country.
* Dentsu Consumer Navigator : Sustainability 2023, a survey conducted and published by the Dentsu Group for the USA and Canada
in June 2023

© Copyright by Dentsu Institute／DENTSU INC.

11

Chapter 1

Japan “stayed the same” ー The frequency of thinking about Sustainability ーAn average of 69.5% of respondents in the six countries answered “Think about⚫ Frequency of thinking about Sustainability （Last three years)

Sustainability more often” (the sum of Significantly increased + Somewhat increased)over the past three years, and 70.1% in the U.S.* answered “Have increased” the number

Signinficantly increased
Stayed the same
Significantly decreasedof times they think about it. In Japan, 58.8% responded “Stayed the same,” making it the
only country where there was no change. In fact, Sustainability-conscious behaviour andspecific activities to reduce waste in Japan are not as common as in other countries, andthere may be fewer opportunities to think about it.

Somewhat increased
Somewhat decreased（%）

Average of
6 countries*

21.9

47.6

28.0

1.8
0.8

【Relevant Scores for Japan in 2023 (n = 1000)】

China

20.7

63.4

14.4

1.3
0.2

16.8

1.3

〇“I don't know what Sustainability is” 13.3% (1-2% in the other 5 countries)〇“Buy products sold by weight or simple packaging to reduce waste” 49.9%(lowest among 6 countries)

Indonesia

28.9

52.6

0.4

〇“Do not buy or throw away plastic products” 10.1% (lowest in 6 countries)〇“Frequently use renewable energy electricity” 9.0% (lowest in 6 countries)

Thailand

27.6

France25.2

Germany

21.7

53.3

14.9

3.5
0.7

〇“Frequently repair/restore and use for a long time” 37.6% (lowest in 6 countries)〇“Choose environmentally friendly daily necessities even if they are more expensive”
32.7%

41.7

30.2

2.1
0.8

32.8

1.7
1.5

(lowest in 6 countries)
42.3

Country-Specific Characteristics⚫ About 80% of respondents in China, Indonesia, 70% of respondents in France and 60%
in Germany selected “Think about it more often.”⚫ Only in Japan did about 60% of respondents select “Stayed the same” while 40%
selected “Think about it more often.”© Copyright by Dentsu Institute／DENTSU INC.

Japan

7.2

32.1

58.8

0.8
1.1

* The percentages above were averaged from the answers given by 1,000 respondents in each of the six countries polled.
* Dentsu Consumer Navigator: Sustainability 2023, a survey conducted and published by the Dentsu Group for the USA and Canada
in June 2023

12

Column⚫ Social Issues of Concern

France and Germany have a majority
who are interested in “Animal Welfare”“Animal welfare”
（％）

56.6

France54.5

Germany

Animal welfare is defined by the World Organisation of Animal Health(WOAH) as “the physical and mental state of animals in relation to theirliving and dying conditions,” and it applies to a wide range of areas,
including the livestock industry, pets, animal experimentation, and wildlife
conservation.
The majority of people in France and Germany are interested in animal
welfare, and there are many laws and regulations regarding animal welfare
and animal protection. Corporate animal welfare efforts, particularly inEurope, are attracting worldwide attention.
Foreign food manufacturers and hotels have switched to animal welfareconscious food ingredients, and the response has extended to the supply
chain. Corporate animal welfare efforts will continue to accelerate aroundthe world.
On the other hand, Japan seems to lag behind the rest of the world inawareness of and response to animal welfare and animal rights, with thelowest level of awareness of the six countries that animal welfare anddignity should be protected with stricter regulations.

31.0

Indonesia
Thailand

28.5

China

18.9

Japan

18.3

⚫ Stricter regulations on animal welfare and dignity (yes/no)
A: It is important to protect animal rights and welfare even if this means tightening regulations
B: Protecting animal rights and welfare is not important enough to justify tightening regulations
Close to A
Somewhat close to B

Somewhat close to A
Close to B（%）

Indonesia

47.8

38.6

10.2 3.4

France45.4

Germany

41.3

33.2

36.8

China

34.6

42.8

Thailand

33.7

41.2

Japan

14.4

48.8

16.2

5.2

16.2

5.7

16.9

5.7

17.6
32.0

7.5
4.8

* n for each country is 1,000© Copyright by Dentsu Institute／DENTSU INC.

13

Chapter 1

Accepting restrictions on use, but reluctance to accept the financial burden
In order to achieve a Sustainable society, we sometimes have to accept
restrictions on the use and purchase of products and financial burdens. When
asked about their acceptance of restrictions and burdens, the most accepted
was “Restriction on the use of plastics,” which was ranked first in fivecountries (excluding China) with an average of 86.5% across the six countries.
It is clear that the promotion of Sustainability is strongly linked to “Restriction
on the use of plastics.” In addition, 90% of respondents in China, Thailand andIndonesia said they would accept “Restrictions on buying clothing with asignificant environmental impact.”⚫ To what extent is this acceptable for the realization of a Sustainable society?
■ I am actively willing to accept this for the sake of a sustainable society■ I am somewhat willing to accept this for the sake of a sustainable society■ I am reluctant to accept this, even for the sake of a sustainable society■ I am utterly unwilling to accept this, even for the sake of a sustainable society
Restrictions on the use of plastics（%）

Average of
6 countries*
Japan

On the other hand, the most common negative responses were to “Increase in
prices of products in order to reduce their environmental impact”(six-country average 43.5%) and “Environmental taxes” (42.9%). The majorityof respondents in Japan and France said they would not accept product priceincreases to reduce their environmental impact, while the majority of
respondents in Japan, France and Germany said they would not accept anenvironmental tax.

46.5

40.0

20.5

49.7

9.3 4.3
20.2

Restrictions on buying clothing with a significant
environmental impact（%）

Average of
6 countries*

9.6

Japan

37.1

44.8

26.9

12.1 6.1

41.9

19.4

China

47.8

41.5

8.4
2.3

China

France46.5

37.5

10.55.5

France30.5

46.0

14.4 9.1

Germany

45.1

41.2

8.1 5.6

Germany

34.0

41.6

14.9 9.5

3.3
1.1

Indonesia

5.2
1.5

ThailandIndonesia

69.3

Thailand

26.3

49.7

43.6

Increase in prices of products in order to reduce
their environmental impact

45.5

11.8

44.6

47.1

7.5
2.4

8.4
2.1

42.4

38.3

7.7
1.9

52.1

Environmental tax（%）

Average of
6 countries*
Japan

Country-Specific Characteristics⚫ Thailand, Indonesia and China have generally a higher acceptance of various restrictions.

China

6.1

38.0

19.0
11.8

Germany

18.2

34.5
38.4

26.6

Average of
6 countries*

20.8

Japan

31.6
32.4

36.5

11.0
29.2

23.0

（%）

16.0

27.5

38.6

France⚫ Japan's acceptance of various restrictions is generally lower than in other countries.
⚫ France is the most resistant to raising product prices, with 60% not accepting it.

18.6

22.3

China

20.4
7.2

36.7

25.5

31.0
25.0

35.0
42.7

17.4
26.8
24.4

France

14.7

27.9

31.0

26.4

Germany

13.4

28.5

25.9

32.2

7.9

Indonesia

28.4

42.4

21.8

7.4

Indonesia

32.8

42.3

19.2 5.7

Thailand

27.8

45.3

21.6

5.3

Thailand

29.2

48.0

17.6 5.2* The percentages above were averaged from the answers given by 1,000 respondents in each of the six countries polled.

© Copyright by Dentsu Institute／DENTSU INC.

14

Chapter 1

What are the qualities people need to have?
What are the qualities we need to have in order to realize a sustainable society?
In order to find clues to this, we asked people in the six countries if they thought they
had a total of the 11 following items: accurate information backed by science (1 item),skills such as imagination and action (5 items), compassion for others and nature (2items), and attitude towards a sustainable society (3 items).
Noteworthy are “Time to think about Sustainability day to day,” “A concern for
countries that are likely to be directly affected by climate change,” “The ability toengage in constructive discussions with people who have different views or
positions” and “Accurate information backed by science.” More than 70% of
respondents in China, Thailand and Indonesia said they have the above items, while
only half to 60% of respondents in Japan, Germany, and France said they have.

⚫ What they think the people of their country have in common
Time to think about Sustainability day to day
（％）

（％）

Thailand81.8

Indonesia

74.8

China

81.3

Thailand

74.5

Indonesia

78.6

FranceGermany
Japan

Country-Specific Characteristics

82.7

China

A concern for countries that are likely to be
directly affected by climate change

58.1

France52.2
45.1

The ability to engage in constructive discussions
with people who have different views or positions⚫ In China, 80% of the respondents selected “Time to think about Sustainability day

60.2

Germany

50.6

Japan

49.4

Accurate information backed by science
（％）

（％）

82.2

86.0

to day, ” “The ability to engage in constructive discussions with people who have

China

different views or positions” and “Accurate information backed by science.”

Thailand

73.2

Thailand

72.4

Indonesia

72.5

Indonesia

72.1⚫ In Thailand and China, 80% of respondents selected “A concern for countries thatare likely to be directly affected by climate change.”

France

58.4

Japan

59.3

Japan

55.9

France55.0⚫ In Japan, less than half of respondents said they have “Time to think about
Sustainability day to day.”⚫ In Germany, less than half of respondents selected “Accurate information based

China

Germany

50.0

Germany

47.6

on scientific evidence.”* Sum of “I think there is enough” + “I think there is a little”* n for each country is 1,000© Copyright by Dentsu Institute／DENTSU INC.

15

Chapter 2

Sustainability-related Behaviour and Consumption© Copyright by Dentsu Institute／DENTSU INC.

16

There is a better selection ofenvironmentally and socially
responsible products
I check how a product wasmade and sourced as part of
my purchase decision© Copyright by Dentsu Institute／DENTSU INC.

74.4%
60.7%
Average of 6 countries(Japan, China, France, Germany, Indonesia, Thailand)（n=6,000）

17

Chapter 2

Eco-friendly bag use is increasing, and refillable product use isrising in Japan, Indonesia and Thailand
In all six countries, more than 60% of respondents answered that they “Often” use
eco-friendly bags, indicating that eco-friendly bags have become a common sightin daily life in all countries.

⚫ Environmentally friendly lifestyle behaviour
Using eco-friendly bags

Buying refillable products（％）

Japan, Indonesia and Thailand are the top three countries for “Buying refillable
products.” Many daily necessities on store shelves are refillable products in thesecountries, while in France and China, the percentage of frequent buyers is
relatively low, reflecting the fact that refillable products themselves are rarely sold.
In France, which ranks first for “Taking clothing, toys, packaging, etc. to collection
boxes at shops,” special collection boxes for clothes and other items are placed on
footpaths and public roads, and after collection, the items are sorted for recycling,resale, donation, etc.
In Germany, the use of websites for buying and selling second-hand goods locallyappears to be very active, with around 50% of respondents “Donating unneeded
goods or books or dropping them off at second-hand stores.”

77.9

Japan

（％）
Japan

69.6

Indonesia

67.9

Indonesia

67.5

Germany

66.4

Thailand

64.7

China

65.8

Germany

France64.4

FranceThailand

61.9

China

Taking clothing, toys, packaging, etc. tocollection boxes at shops

45.0
40.8
35.9

Donating unneeded goods or books or droppingthem off at second-hand stores（％）

Country-Specific Characteristics（％）

France42.6

Germany

49.3

China

41.4

Indonesia

47.5

36.0

Thailand

China

39.6

⚫ In Japan, about 70% use eco-friendly bags and buy refillable products.
⚫ In France, around 40% are “Taking clothing, toys, packaging, etc. to collection
boxes at shops.”⚫ In Germany, around 50% are “Donating unneeded goods or books or droppingthem off at second-hand stores.”© Copyright by Dentsu Institute／DENTSU INC.

Indonesia

27.5

Thailand

37.1

Germany

27.1

France

34.8

Japan

22.2

Japan

28.6

* Only “Often" is selected out of “Often," “Sometimes" and “Never"* n in each country is 1,000

18Chapter 2

In some countries, the majority of people carry their own bottles
and take home their leftovers
In China, “Bringing home your leftovers after visiting a restaurant” was the highest
among the six countries at 66.9%, influenced by the Anti-Food Waste Law, a law
enacted in 2021 that prohibits large amounts of leftover food.

⚫ Environmentally friendly lifestyle behaviour
Bringing home your leftovers after visiting a
restaurant（％）

Ranked first in eating plant-based meat substitutes, Indonesia has the largest
Muslim population in the world. Mainly due to religious considerations, some fast
food restaurants and cafes offer plant-based menus.

China

More than 40% of respondents answered “Carrying water bottles” as a behaviour.
Cafes where you can use your own bottle and apps that provide information on thelocation of water supply spots have been developed for use in various cities andare becoming a part of daily life.

Germany

In Indonesia, which ranks first in “Making use of compost,” the city of Surabaya has
successfully reduced the amount of garbage generated by promoting compostingof food scraps as a countermeasure to the social issue of excessive waste disposal.
Similar systems are being developed in other cities.

Japan

66.9

39.2
30.7

Indonesia

26.3

France（％）

29.5

Indonesia

50.1

ThailandEating plant-based meat substitutes

10.4

Thailand

20.6

China

19.0

Germany

16.6

France

13.6

Japan

Carrying water bottles

5.5

Making use of compost（％）

Indonesia

72.5

（％）
Indonesia

48.8

Germany

64.6

France

37.9

China

63.2

Thailand

36.4

Germany

33.7

Country-Specific Characteristics⚫ In China, “Bringing home your leftovers after visiting a restaurant” was practiced by

58.1

Thailand

about 70% of respondents.
⚫ In Indonesia, “Making use of compost” was practiced by about 50% of respondents.
⚫ In Japan, “Eating plant-based meat substitutes" and “Making use of compost” was

Japan

42.1

China

France

40.5

Japan

18.3
5.8

only practiced by about 5.8% of respondents.
* Only “Often" is selected out of “Often," “Sometimes" and “Never"* n in each country is 1,000© Copyright by Dentsu Institute／DENTSU INC.

19

Chapter 2

Other environmentally friendly lifestyle behaviours
Using renewable energy

Using energy-saving appliances or runningappliances in energy-saving mode
（％）

45.1

China

38.2

ThailandUsing water-saving appliances or runningappliances in water-saving mode（％）

Not buying or not throwing away plastic goods

（％）

（％）

Germany

61.9

Indonesia

57.4

Indonesia

40.9

China

61.8

China

55.9

France39.3
39.0

Germany

32.7

Indonesia

61.2

Thailand

52.0

China

Indonesia

31.9

Thailand57.3

France48.8

ThailandFrance54.5

Germany

46.1

Germany

25.3

France
Japan

9.0

42.7

Japan

Carsharing/ridesharing

Japan

Using a bicycle rather than the carwhen possible
（％）

36.4

Japan

Repairing/mending goods and using them for along time (e.g., clothing, home appliances, furniture)
（％）

33.4
27.7
10.1

Reducing waste by sorting rubbish andrecycling

（％）

China

32.5

China

Indonesia

31.5

Germany

32.7

ThailandThailand31.1

Indonesia

30.9

France

53.5

Japan

63.9

44.5

Indonesia

（％）

69.1
58.1

Germany

79.2

France77.6

France16.3

France30.6

Germany

51.0

China

63.9

Germany

13.3

Thailand

30.3

China

48.6

Thailand

60.6

Japan

4.8

Japan

25.4

Japan

37.6

Indonesia

54.0* Only “Often" is selected out of “Often," “Sometimes" and “Never"* n in each country is 1,000© Copyright by Dentsu Institute／DENTSU INC.

20

Chapter 2

People in Japan, France, and Germany are reluctant to volunteer
or be involved in environmental and social activities
The percentage of respondents in the six countries who feel ”volunteering⚫ Values on volunteering and environmental and social activities

makes me happy " is 63.2%, but in Japan, the majority of respondents felt that

Average of
6 countries*“volunteering feels like a burden.”■A: Volunteering makes me happy

In Japan, about 70% of respondents said they would not “sign petitions, make

■B: Volunteering feels like a burden

donations and/or attend events on environmental and social matters” while
60% of respondents in Germany and France also said they would notJapan

Close to A
63.2

36.8

33.1

66.9

China

80.4

19.6

France56.8

43.2

Germany

54.5

45.5

Indonesia

participate in activities for the environment or society.

（％）

Close to B

84.1

Thailand

15.9

70.3

29.7
（％）

Regarding the impression of environmental and social issue activists, people inIndonesia, Thailand, and China felt they are “kind and affectionate," while
Germany, France and Japan thought that they are “aggressive and preachy.”■A: I sign petitions, makedonations and/or attend eventson environmental and social
matters■B: I do not sign petitions, makedonations or attend events onenvironmental and social
matters

Average of
6 countries*
Japan

Close to A

Close to B
49.4

50.6

31.2

68.8

China

69.8

30.2

France39.4

60.6

Germany

40.4

59.6

Indonesia

66.7

Thailand

33.3

48.9

51.1

Country-Specific Characteristics⚫ In Japan, many people feel burdened by volunteering and do notparticipate in environmental and social activities.
⚫ In China, Indonesia and Thailand, environmental and social activism isviewed positively.
⚫ In Japan, France and Germany, environmental and social-issue activists
are perceived as aggressive and preachy.

（％）■A: I find activists forenvironmental and social
issues to be kind andaffectionate■B: I find environmental and social
activists to be aggressive andpreachy

Average of
6 countries*

Japan

Close to A
57.0
40.9

China
35.6

Germany

33.4

Thailand

59.1
74.1

FranceIndonesia

Close to B
43.0

25.9
64.4
66.6

83.6
74.5

16.4
25.5

* The percentages above were averaged from the answers given by 1,000 respondents in each of the six countries polled.

© Copyright by Dentsu Institute／DENTSU INC.

21

Chapter 2

Rising prices are causing living insecurity⚫ The relationship between cost of living and daily necessities（％）

On average, 73.8% of respondents in the six countries said, “I am worried about
the future cost of living,” indicating that many people are concerned about their■A: I am worried about the future
cost of living

future finances.
In Japan, Germany and France, 80% of respondents thought “Even if the cost of■B: I am not worried about myfuture living expenses

living increases, my income will not.”Average of
6 countries*

Close to A

Close to B
73.8

26.2

75.6

24.4

Japan
China

60.2

39.8

France82.4

17.6

Germany

79.1

20.9

Indonesia

66.4

Thailand

33.6

79.0

21.0

The majority of respondents in Japan and Germany said, “I choose cheaper（％）

products for my daily necessities rather than environmentally friendly ones,”
and nearly half of the respondents in France said the same, indicating that
inflation is having an impact.

With prices soaring worldwide, it seems that environmental considerations also

Average of
6 countries*

Close to A
35.9

Close to B
64.1

■A: If the cost of living increases,
so will my income

Japan■B: Even if the cost of living
increases, my income will not

France21.1

78.9

Germany

20.6

79.4

19.1

80.9

China

56.9

Indonesia

require choices that balance costs.

Thailand

43.1

56.6

43.4

40.9

59.1
（％）

Country-Specific Characteristics⚫ Nearly 70% in Japan choose low prices over global environmental concerns.
⚫ People in Japan, Germany and France who believe that their incomes will notincrease even if the cost of living increases choose low-priced items overenvironmentally friendly ones.

■A: I choose environmentallyfriendly products for my daily
necessities even if they'remore expensive

Average of
6 countries*

Japan

Germany
Indonesia
Thailand

Close to B
42.3

57.7
32.7

67.3

China
France■B: I choose cheaper products for
my daily necessities rather
than environmentally friendly
ones

Close to A

72.6
52.3

27.4
47.7

45.9

54.1
76.5
66.4

23.5
33.6

* The percentages above were averaged from the answers given by 1,000 respondents in each of the six countries polled.

© Copyright by Dentsu Institute／DENTSU INC.

22

Chapter 2

Awareness of price increases, and theirimpact on purchases
In 2023, 70-80% of respondents in all six countries feel that ”Conflicts or wars inother countries are having an effect on lifestyles in my country” as well as climatechange, and “The price of food has gone up” and the “volumes/amounts havedecreased” are also felt by many people regardless of country. Efforts to reduce
consumption and buy lower priced or used goods are beginning to be seen.

Country-Specific Characteristics⚫ People in Japan strongly react to “The price of food has gone up” and“volumes/amounts have decreased,” and about 60% of respondents have “started
using lower quality products and services.”⚫ France, Germany and Thailand also had a majority of respondents who have“started using lower quality products and service” and “check to see if usedproducts are available.”

Conflicts or wars in other countries are having aneffect on lifestyles in my country

The price of food has gone up

（％）

Aware
ness

80.7

Japan
China
France73.6

Indonesia

Thailand

83.7
67.7

82.8

78.9

63.5

Germany

92.7

Germany

60.3

80.5
86.9

ThailandI have started using lower-quality products
and services

（％）

China

76.1

China

France80.4

FranceGermany

79.6

Germany

77.4

72.9

Indonesia

78.9

Thailand

When shopping, instead of buying new products, I
first check to see if used products are available

（％）
Japan

Thailand

71.6

China
France

73.4

85.2

83.1

90.9

Japan

Indonesia

（％）

Japan

FranceIndonesia

I am making an effort to reduce consumption by notbuying products or buying them less frequently
Behavior

91.2

China

78.0

Germany（％）
Japan

The price of daily essentials and food has notchanged, but volumes/amounts have decreased

Indonesia
Thailand

59.0
47.9
56.2
50.5
46.2
53.4

（％）
Japan
China
FranceGermany
Indonesia
Thailand

43.0
53.4
61.1
54.2
64.6
80.5

* n in each country is 1,000© Copyright by Dentsu Institute／DENTSU INC.

23

Chapter 2

Sustainable options are increasing and becoming more affordable
When we asked people in each category to give their impressions on whether
sustainable options were offered at the time of purchase, as well as prices, the top
choice in all categories was “There aren’t sufficient sustainable options available inthis category.” From this, we can deduce that sustainable options are beginning toappear.

⚫ Impressions of “Sustainable Choices and Prices” (13 categories)
Sustainable options are made available in this category, at a reasonable price

Average of
6 countries*

Sustainable options in this category come at a premium cost that I cannot afford
There aren’t sufficient sustainable options available in this category（%）

The numbers of people answering “Sustainable options in this category come at apremium cost that I cannot afford” was found to increase with higher-priced
products such as automobiles and real estate, which are purchased less frequently
and are often expensive. Since there are fewer purchasing opportunities, it may bedifficult to imagine a fair price.
On the other hand, for items that are frequently purchased, such as food andbeverages, daily consumer goods, eating out, beauty/personal care,health/wellness products and fashion, about 50% of respondents answered“Sustainable options are made in this category, at a reasonable price,” indicatingthat there are more opportunities to think about and practice sustainablepurchasing when shopping.

Country-Specific Characteristics⚫ Approximately 60% of people feel that “Sustainable options are made available” forfood, beverages and daily consumer goods.
⚫ Approximately 50% of respondents feel that there are options for eating out, beauty,
health, and fashion “at a reasonable price.”

Food and beverages

59.1

27.1

13.8

Household essentials

58.5

25.8

15.8

Dining

50.3

30.0

19.7

Beauty/personal care

49.8

30.0

20.2

Health and wellness
products

49.6

32.1

18.4

Clothing/apparel

48.2

32.7

19.1

Energy and utilities

42.9

36.9

20.2

Electronics

42.7

34.3

23.0

Entertainment

41.4

29.2

29.4

Travel

40.4

33.5

26.1

Auto

35.0

44.8

20.3

Real estate

23.3

45.8

30.9

Luxury

23.0

43.8

33.3

⚫ When it comes to luxury, real estate, and automobiles, the most common answer is”Sustainable options in this category come at a premium cost that I cannot afford.”© Copyright by Dentsu Institute／DENTSU INC.

* The percentages above were averaged from the answers given by 1,000 respondents in each of the six countries polled.

24Chapter 2

Daily necessities: Sustainability considerations
as a reason for accepting higher prices
When asked about the reasons for purchasing premium-priced products in⚫ Top five reasons for buying items that are 1.3 times more expensive
than usual

high-frequency categories, such as daily necessities, factors related toJapan（2023）

sustainability were among the top five reasons for purchasing premium

China（2023）（n=1,000）（n=1,000）

products in all countries, although priorities varied from country to country.

1

The product is high quality/grade

29.3%

1

The product is high quality/grade

41.7%

In Germany in particular, the top two reasons for purchases corresponded to2

It is healthy or good for the skin

26.2%

2

The product is made using naturally
sourced ingredients

40.2%

Sustainability.

3

The brand/business is trustworthy

26.0%

3

It is healthy or good for the skin

35.5%

4

It is a domestic product

25.7%

4

The brand/business is trustworthy

31.8%

5

I can refill the container

25.3%

5

The container can becollected/reused

26.9%

France（2023）（n=1,000）

1

I can refill the container

28.3%

1

It is clearly a sustainable product

31.6%

2

The product is high quality/grade

26.6%

2

I can refill the container

28.6%

3

The product is made using naturally
sourced ingredients

24.5%

3

The product is high quality/grade

27.9%
26.3%
23.4%

On the other hand, in Japan, China, Indonesia and Thailand, the number one
reason for purchasing premium-priced products is high quality, and it appears
that high prices are accepted on the condition that quality is not sacrificed andSustainability is also taken into account.

Country-Specific Characteristics⚫ In Japan, France, Germany and Thailand, the reason for premium purchases is

4

It is clearly a sustainable product

22.7%

4

The amount of plastic in the
packaging/container is reduced

5

I would not buy the product at a higher
price

21.2%

5

It is a domestic product“I can refill the container.”Indonesia （2023）⚫ In France, Germany, Indonesia and Thailand, the reason for purchasing premium
products is that “It is clearly a sustainable product.”⚫ In China, Indonesia and Thailand, having a system that “The container can becollected /reused” is the reason for premium purchases.
⚫ In Germany, “The amount of plastic in the packaging/container is reduced” is alsoa reason for premium purchases.

Germany（2023）

Thailand（2023）（n= 1,000 ）（n=1,000）（n= 1,000 ）1

The product is high quality/grade

53.9%

1

The product is high quality/grade

41.1%

2

The brand/business is trustworthy

37.6%

2

The container can becollected/reused

36.9%

3

It is clearly a sustainable product

37.5%

3

It is clearly a sustainable product

36.8%

37.3%

4

It is healthy or good for the skin

32.2%

28.8%

5

I can refill the container

31.0%

4

5

The product is made using naturally
sourced ingredients
The container can becollected/reused* Extract the top 5 items in each country.
* Orange text indicates items that are strongly related to Sustainability.

© Copyright by Dentsu Institute／DENTSU INC.

25

Chapter 2

Electrical appliances: The reasons for accepting higher priceranges are durability and energy savings
For durable consumer goods, such as electrical appliances, there has long been

⚫ Top five reasons for buying items that are 1.3 times more expensive
than usual

a focus on balancing premium quality and environmental friendliness, and in all
six countries, “The product is durable and has a long useful life” and “It is

Japan（2023）

China（2023）（n=1,000）

34.3%

1

24.7%

2

The product is durable and has along useful life
It is energy-saving with low running
costs（n=1,000）

2

The product is durable and has along useful life
I would not buy the product at a higher
price

3

It is safety-focused

24.6%

3

It is safety-focused

33.9%

and “It is safety-focused.” People in France, Germany, Thailand and Indonesia

4

The overall performance is good

24.5%

4

The overall performance is good

30.9%

selected “The technological development is environmentally friendly” and in

5

It is energy-saving with low running
costs

23.8%

5

The after-sales service is good

26.5%

Germany（2023）（n=1,000）

energy saving with low running costs” were cited as the top reasons forpurchasing high-priced goods, along with “The overall performance is good”

1

41.1%
39.9%

Indonesia “The product design makes it easy to repair/replace parts/recycle,”

France（2023）

indicating expectations for technological innovations and mechanisms that go
one step beyond energy conservation.

1
2

3

Country-Specific Characteristics⚫ “The product is durable” and “It is energy-saving with low running costs”

development is environmentally friendly” was selected.
⚫ In Indonesia, “The product design makes it easy to repair/replaceparts/recycle” was the reason for premium purchases.
⚫ In Japan, France and Germany, “I would not buy the product at a higher
price” was also within the top-5 reasons regarding purchases.

© Copyright by Dentsu Institute／DENTSU INC.

26.4%

1

22.4%

2

The product is durable and has a long
useful life
It is energy-saving with low running
costs

21.4%

3

The overall performance is good4

The overall performance is good

19.5%

4

5

The technological development isenvironmentally friendly

16.1%

5

are the top reasons in all the six countries.
⚫ In France, Germany, Indonesia and Thailand, “The technological（n=1,000）

I would not buy the product at a higher
price
The product is durable and has along useful life
It is energy-saving with low running
costs

Indonesia （2023）
2

The product is durable and has along useful life
It is energy-saving with low running
costs

3

The overall performance is good1

4
5

Thailand（2023）（n= 1,000 ）The technological development isenvironmentally friendly
The product design makes it easy torepair/replace parts/recycle

43.0%

The technological development isenvironmentally friendly
I would not buy the product at a higher
price

1

The overall performance is good

40.0%

2

33.8%

3

30.7%

4

The product is durable and has along useful life
It is energy-saving with low runningcosts
The technological development isenvironmentally friendly

29.8%

5

It is safety-focused

32.5%
30.8%
26.5%
24.3%
21.2%

（n= 1,000 ）

39.2%

34.2%
31.8%
31.5%
31.1%

* Extract the top 5 items in each country.
* Orange text indicates items that are strongly related to Sustainability.

26

Chapter 2

Automobiles/Beauty & Personal care/Food & Beverages:
Sustainability is linked with higher prices⚫ Reasons for choosing something that is 1.3 times more expensive than usual (top 15 items based on the average* of the six countries)

Auto

Beauty/personal care

Food and beverages

1

It is energy saving with low running costs

30.3%

1

It is healthy or good for the skin

39.9%

1

The product is high quality/grade

39.5%

2

It is safety focused

27.8%

2

The product is high quality/grade

35.1%

2

The product is made using naturally sourced
ingredients

33.3%

3

The product is durable and has a long
useful life

27.8%

3

The product is made using naturally sourced
ingredients

29.8%

3

It is healthy or good for the skin

31.8%

4

The overall performance is good

25.6%

4

The brand/business is trustworthy

24.9%

4

It is clearly a sustainable product

27.1%

5

The technological development isenvironmentally friendly

23.5%

5

It is clearly a sustainable product

23.9%

5

The container can be collected/reused

24.7%

6

The brand/business is reliable

20.3%

6

I like the smell/feel

19.4%

6

The brand/business is trustworthy

23.9%

7

The after-sales service is good

18.8%

7

I can refill the container

19.1%

7

I can refill the container

23.9%

8

The product design makes it easy torepair/replace parts/recycle

18.1%

8

It is a domestic product

17.2%

8

It is a domestic product

23.3%

9

I would not buy the product at a higher price

17.9%

9

The amount of plastic in the
packaging/container is reduced

17.0%

9

10

I can get an eco subsidy (reduction in
price or tax) from the government

17.3%

10

The container can be collected/reused

16.2%

10

11

It has resale value

16.7%

11

I would not buy the product at a higher price

15.2%

11

I'm aware of the CO2 reduction

14.5%

12

It is clearly a sustainable product

15.7%

12

It has Fairtrade certification or similar

13.9%

12

I like the smell/feel

14.3%

13

It is an innovative product

15.0%

13

The product is popular or a best seller

13.1%

13

It has Fairtrade certification or similar

14.1%

14

The product uses advanced intelligent
technology

14.7%

14

There is a focus on traceability

12.0%

14

There is a focus on traceability

12.3%

15

The design is good

14.2%

15

I'm aware of the CO2 reduction

10.8%

15

The product is popular or a best seller

11.7%

The amount of plastic in the
packaging/container is reduced
It is a local speciality or is made using
traditional local techniques

18.3%
15.8%

* Extract the top 15 items.
* The six-country average is the average of responses from Japan, China, France, Germany, Indonesia and Thailand. The number for n in each country is 1,000.
* Orange text indicates items that are strongly related to Sustainability.

© Copyright by Dentsu Institute／DENTSU INC.

27

Chapter 3

Sustainability and Communication© Copyright by Dentsu Institute／DENTSU INC.

28

Looking into activities forbusiness sustainability
Businesses should makeinformation about their sustainable
practices more easily accessible© Copyright by Dentsu Institute／DENTSU INC.

67.4%
77.8%
Average of 6 countries(Japan, China, France, Germany, Indonesia, Thailand)（n=6,000）

29

Chapter 3

In Thailand and Indonesia, corporate communication on Sustainability
also influences purchases
Regarding the influence of “Sustainability-related brand communication” bycompanies and product brands on purchasing, the average for the six countries forthe total influence of ”A lot“ plus “Some" is 74.0%, but the average for Generation Z
is 81.2%.
In Thailand and Indonesia, a large number of respondents (40%) answered thatthey were affected “A lot,” and the total number of respondents who were affected“A lot” or “Some” was about 90%.
In Japan, France and Germany, more than 10% of respondents said they were“Not at all” affected. In Japan, 8.7% of respondents said they were affected “A lot,”
while 19.3% of respondents said they were “Not at all” affected. It is assumed that
communication regarding sustainability can lead to a certain level of nonresponsivess or negative response with few positive supporters. Even if those
opposed were not the majority, not everyone agreed favorably. Therefore, thequestion is how to communicate by expressing a range of values.

⚫ The influence of “communication on sustainable practices” bycompanies and product brands on purchasing

A lot

Some

A little

Not at all（%）

Average of
6 countries*
Japan

24.6

49.4

8.7

China

40.9

31.1

29.4

France15.5

Germany

13.9

17.3

8.7

19.3

54.0

13.0

53.1

51.5

3.6

17.1

14.3

23.2

11.4

Country-Specific Characteristics
Indonesia

40.2

Thailand39.9⚫ In Japan, about 70% of the respondents answered “Some” and “A little” influence,
while about 20% of the respondents answered, “Not at all.”⚫ China, Indonesia and Thailand are favorably affected by corporate communications,

45.0

51.9

12.8 2.0

6.81.4

with 30% to 40% selecting “A lot.”⚫ In France and Germany, over 10% of the respondents answered that they are* The percentages above were averaged from the answers given by 1,000 respondents in each of the six countries polled.

influenced “A lot” and 50% are influenced to “Some” extent.

© Copyright by Dentsu Institute／DENTSU INC.

30

Chapter 3

The responsibility for promoting Sustainability is not solelythat of the national government
In all the countries except Germany, ”National government" was ranked first as theanswer to the question: “Which entity do you think should take responsibility forpromoting Sustainability?”
In Germany, more respondents answered “Global business” than “National
government.”
Germany (61.0%) and France (53.0%) had the highest percentages of “Global
business” followed by Indonesia (40.6%). In Germany, environmentally friendly“Green start-ups” have accounted for 30% of all start-ups in recent years.
“Local government” was selected by more than 60% of respondents in China andIndonesia. In Japan, 39.8% of respondents selected “Local government,” and it
showed that the older the respondent's age, the more likely they were to select“Local government” rather than “National government.”⚫ Which entity do you think should take responsibility for promoting
Sustainability?
National governments（％）

Indonesia

79.1

Germany

China

74.8

France

Japan

73.8

Indonesia⚫ Germany expects “Global business” to promote Sustainability more than
“National government.”⚫ In Thailand, about half of the respondents chose “Everyday people” as theentity responsible for promoting Sustainability.

（％）

61.0
53.0
40.6

France61.5

Thailand

32.0

Thailand

61.1

Japan

29.1

Germany

58.5

China

Local governments
Country-Specific Characteristics

Global businesses

（％）

23.6

Everyday people

（％）

China

64.0

ThailandIndonesia

61.2

Japan

34.8

44.7

Japan

39.8

Germany

30.3

Thailand39.1

Indonesia

29.6

France

28.1

China

24.7

FranceGermany

29.9
20.5* n in each country is 1,000© Copyright by Dentsu Institute／DENTSU INC.

31

Chapter 3

For Sustainability education, NPOs were the top selection in three countries
When asked to select “All organizations/people in your country that you think
are actively communicating Sustainability to people and encouraging them totake action,” and the most common answer in Japan was “None of theabove”(31.3%), followed by “Local business” (26.4%) and “National
government” (23.8%).
Thailand, Germany and France selected “NPOs,” while “Ordinary citizens with aparticular interest in social activism” was selected in Indonesia, Thailand andFrance.

Generation Z in Indonesia selected “Influencers such as YouTubers/TikTokers”
the most (59.3%). (Indonesia as a whole was +12.8 ppt)
In Germany, 42.6% of Generation Z respondents selected “Media
organizations/journalists” (Germany as a whole was +11.2 ppt); 41.9% selected“Influencers such as YouTubers/TikTokers” (+20.6 ppt); and 39.7% selected“Intellectuals such as researchers and university professors” (+4.4 ppt),
indicating “Individuals” are ranked higher than “Organizations.”⚫ Organizations and people who are actively communicating
Sustainability and encouraging action
Japan（2023）（n=1,000）

1None of the above

31.3%

1

National governments

64.0%

2

Local businesses

26.4%

2

Local governments

50.3%

3

National governments

23.8%

3

International coalitions

43.7%

Germany（2023）（n=1,000）France（2023）（n=1,000）

1Media and journalists

30.7%

1

Experts such as researchers andprofessors2

Non-profit organizations

30.6%

2

National governments

32.1%

3

Ordinary citizens with a particularinterest in social activism

30.6%

3

Non-profit organizations

31.6%

Thailand（2023）（n=1,000）Country-Specific Characteristics⚫ Japan had the highest percentage at 30% for “None of the above.”

China（2023）（n=1,000）

Indonesia （2023）（n=1,000）

35.3%

1

National governments

57.6%

1

National governments

47.2%⚫ In France, “Media and journalists,” “NPOs,” and “Ordinary citizens with aparticular interest in social activism” were almost equally selected at 30%.

2

53.1%

2

Ordinary citizens with a particularinterest in social activism

45.5%⚫ In Germany, the highest percentage of respondents selected “Experts such as
researchers and professors.”

Ordinary citizens with a particularinterest in social activism

3

Local governments

52.1%

3

Non-profit organizations

38.9%* Extract the top 3 items in each country.

© Copyright by Dentsu Institute／DENTSU INC.

32

Summary

Summary of the 2023 survey
Chapter 1: Interest in Sustainability

Chapter 3: Sustainability and Communication

In all six countries, an average of 80% of respondents said that climate change is affecting

The total for “Sustainability-related communication by companies has influence” and “A lot” plus

the “Food and water security” and “Cost of living.” Also, “Natural disasters,” “Ocean plastic“Some” influence on purchasing was about 70% on average in the six countries. About 80% of

waste,” “Water pollution and shortages,” “Food waste,” and “Air pollution” were the top

respondents answered: “Companies should make information on their Sustainability effortssocial issues of concern in more than three countries. This is consistent with the fact that

more easily accessible,” indicating that they want companies to communicate more proactively.

“Reducing waste by sorting rubbish and waste and recycling” was recalled as an image ofSome 60-80% of respondents in each country cited “National government” as the entity

Sustainability in all six countries. While “Restrictions on the use of plastic” and “Restrictions

responsible for promoting Sustainability, and 50-60% of respondents in France and Germany

on buying clothing with a significant environmental impact” were accepted by a majority incited “Global business.” In more than three countries, the top actors raising awareness about

all countries, “Increases in price of products in order to reduce their environmental impact”

Sustainability were the “National government,” “NPOs” and “Ordinary citizens.”

was unacceptable to a majority in Japan and France, suggesting that restrictions for
Sustainability are more easily accepted than high prices/taxes.

Chapter 2: Sustainability-related Behaviour and Consumption

People are realizing that climate change and the effects of war and conflict are affecting their

While more than 80% of respondents on average in the six countries felt that “food prices

daily lives and prices, and they are beginning to make efforts to reduce waste and accept

will increase in 2023,” 80% of respondents in Japan, France and Germany said “I am

restrictions on their purchases and actions. On the other hand, with rising prices and increased

worried about future living expenses” and “Even if the cost of living increases, my income

general sense of insecurity regarding food and water, people do not have the capacity towill not.” It is clear that respondents in Japan, France and Germany were sensitive tochoose higher-priced products even if they are environmentally friendly. We also caught a

additional payments due to economic uncertainty. In a positive sign, about 70% of

glimpse of their expectations for companies to provide sustainable options at reasonable prices

respondents on average across the six countries felt that “the choice of environmentallyand communicate about their Sustainability efforts. As part of the efforts to further change

and socially conscious products has increased,” and about 60% of respondents in the foodpeople's awareness, it is also expected that companies will promote initiatives that enable

and beverages and daily consumer goods categories said that “sustainable options arepeople to visualize and get a grasp of their contribution to Sustainability, such as consideration

made available at reasonable prices. “Eco-friendly bags,” “refilling” and “my bottle,” which

for the local environment in material selection and procurement and activities to reduce waste.

reduce waste, are also popular with a majority of respondents in the six countries.

© Copyright by Dentsu Institute／DENTSU INC.

33

Survey Outline
Third Sustainable Lifestyle Awareness Survey (SLS2023)

Second survey (SLS2021)
SurveymethodSurveymethodInternet survey

TargetcountryJapan, China, France, Germany,
Indonesia, Thailand (6 countries)

Targetcountry

Internet survey
Australia, Brazil, China, Germany, France, UK, USA, India, Japan,
South Korea, Sweden, 6 ASEAN countries (Indonesia, Malaysia,
Philippines, Singapore, Thailand, Vietnam) (17 countries in total)

Respondents 18-69 years old (18-44 years old for ASEAN)
Samplenumber

7300ss (300ss each for ASEAN and 300ss
500ss each for other countries)

Survey period July and October 2021／March 2022 (France only)

Respondents

Samplenumber

18-69 years old

6,000ss (1,000ss for each country)

Reference: Scores for the U.S. are taken from the[Dentsu Consumer Navigator: Sustainability 2023]
SurveymethodTargetcountry

Internet survey
US, Canada

Respondents 18-69 years old

SurveyperiodJuly-Aug, 2023

© Copyright by Dentsu Institute／DENTSU INC.

SamplenumberSurveyperiodUS: 1,000ss/Canada 600ss
June 2023

34

Sustainable
Lifestyle Report2023

Dentsu Institute
Seiko Yamazaki / Mayumi Nakagawa
Nozomi Ogasawara / Tomohisa Koizumi
Akane Wakasugi
Email: d-ii@dentsu.co.jp
https://institute.dentsu.com/

Contact Us

No unauthorized reproduction

DENTSU INC.
Global Business Center
Mingming Xie / Kana Nakamura
Manako Kaname
Sustainability Consulting Office
Rie Tanaka / Yuka Sawai
Email: sus.consult@dentsu.co.jp© Copyright by Dentsu Institute／DENTSU INC.