The market is going green.

The market is going green.
Consumers who consistently prioritize environmental considerations when purchasing, using, and disposing of products have emerged in this country.
These so-called "green consumers" account for only 2 to 3% of the total consumer base.
However, what is truly significant is not so much the size of this group, but rather the very emergence of this new type of consumer.
This is because it has established the essential core needed for significant change to begin.
When things develop in stages, the benchmarks for each stage are 3%, 7%, and 30%.
For example, the pioneering 3% of enthusiasts start the movement, which gradually spreads; once it reaches 7%, it accelerates rapidly and develops into a trend that influences the market at the 30% level.
At this stage, green consumers might be described as environmental enthusiasts.
However, considering incentives such as rising consumer environmental awareness, the spread of recycling education among children, and the progress companies are making in disclosing environmental information to consumers, this trend is unshakable.
Incidentally, it is estimated that green consumers account for over 60% of the population in countries like Germany.
There are 10 principles guiding green consumers' purchasing decisions.
In summary, their criteria for purchasing are products that are recyclable, energy-efficient, resource-efficient, have a low environmental impact, can be repaired and maintained to last a long time, and are safe.
Due to the growing number of green consumers, companies will inevitably have to develop environmentally friendly products and eco-labels.
It won't be long before products that lack environmental consideration—or those produced on polluting production lines in the suburbs—are driven out of the market.
I predict that Chinese products—which are cheap but harmful to the environment—will not last much longer.
Even 100-yen shops will face challenges.
Conversely, the time has come for products and services that prioritize quality and environmental responsibility.
Incidentally, green consumers are willing to pay 15% to 20% more than the conventional price for environmentally friendly products.