Entering to the Japanese market with a sustainability valued product : sustainability awareness and media landscape in Japan

Sammanfattning

With a research question “How could Western companies enter the Japanese market when they promote sustainability valued products/services”, this research examined how people in Japan have awareness towards sustainability. To think about how specific marketing execution could be done to promote a product or service, a part of this project took place in Japan to capture the media landscape and current trends. Overall, consumers in Japan do not take sustainability as a top priority when they make decisions, but because of SDGs goal encouragement from the government, people’s awareness or actions have been changing gradually. Under this circumstance, the media landscape is also changing in Japan: the investment on digital channels has been increasing and it has become larger than traditional media since 2021. Observing these facts, scenario planning technique is used to forecast what type of scenario the Japan market will have, and what type of marketing execution would work with what segments to target. The scenario planning classified 4 scenarios based on 2 elements: “Fast/Slow in understanding of sustainability” and “Business first/Work-life balance first idea”. The project took an example from Greater Than’s FIA SDC app helps one to understand their driving performance and its risk, as well as CO2 reduction.