Sustainable Living in Japan
Effectively engaging consumers on sustainability remains an ongoing challenge for companies, NGOs, and governments. Yet empowering people to live healthier and more sustainable lives remains a critical part of the transition to sustainable development and continues to offer significant rewards for organizations that can support and enable sustainable living.
The Healthy & Sustainable Living Japan Report 2025 examines the attitudes and behaviours of people in Japan across a wide range of issues relevant to the sustainability agenda.
Key Insights:
- Affordability Takes Priority – Rising living costs are the biggest barrier to healthy and sustainable lifestyles in Japan. Sustainability resonates most when solutions deliver clear personal financial benefits alongside positive environmental impact.
- Climate Concern Holds Steady – Climate change remains the most serious environmental issue for people in Japan. While concern is declining in many other countries surveyed, it has remained relatively stable in Japan.
- Health Is the Gateway to Engagement on Sustainability – People in Japan are actively trying to improve their health and wellbeing. This creates opportunities to position sustainability as a pathway that delivers tangible benefits for everyday wellbeing.
- Trust and Sustainability Communication Are Weakening – Trust in institutions and sustainability communications is declining, highlighting the need to rebuild credibility through clearer messaging and demonstrated real‑world actions and benefits.
- Support the Transition Without Sacrifice – While support for the green transition is high, willingness to make significant personal sacrifices is limited. Low‑barrier actions and cost‑saving solutions are more likely to drive sustained engagement.
About the Program
The Healthy & Sustainable Living Japan Report 2025 report examines attitudes and behaviours in Japan across key sustainability issues. The research is part of GlobeScan’s annual global study across 33 markets and is presented in collaboration with Sustainable Brands (SB) Japan, with a focus on insights and trends specific to the Japanese context.
