In late 2018, Rakuten Ichiba consolidated its vast catalog of ethical products under one roof with the launch of Earth Mall with Rakuten. After three years in business, Earth Mall shoppers can now choose from over 120,000 sustainable products, browsing through search or product category or browsing certification labels such as Fair Trade, Rainforest Alliance, GOTS and RSPO.
Buyers are clearly taking notice. During the first nine months of 2021, Earth Mall with Rakuten shoppers bought four times more than in the same period of the previous year, while the traffic multiplied by almost five.
As awareness grows on sustainable issues like the UN Sustainable Development Goals, more Japanese consumers are wondering how does it a store in a sustainable way?
Last month, the Earth Mall team with Rakuten decided to offer shoppers a crash course in the basics, publishing a Sustainable shopping guide (only in Japanese at the moment). Below are the eight keywords every buyer should know.
1. Fair trade
As any coffee or chocolate aficionado will tell you, the concept of fair trade is far from new. Fairtrade manufacturers engage in business with farmers and producers in developing countries in an ongoing and equitable manner that respects local environments, promising to help raise local living standards by enhancing financial independence.
Earth Mall with Rakuten’s catalog of fair trade products goes far beyond coffee and chocolate. The Sonnenglas Solar Lantern is a shining example: handcrafted in South Africa from recycled glass and metal, a built-in solar panel charges the built-in battery during the day to keep this lantern on all night. Not only is it a popular item for indoors or out in the wild, it’s also useful if the power ever goes out.
2. Organic consumption
Whether it’s food, beverage or textiles, organic products are another staple of ethical shopping. Produced without agrochemicals like pesticides and chemical fertilizers, many shoppers opt for organic for the perceived health benefits.
But the benefits of organic consumption go beyond human health: be it plant, animal or microorganism ecosystems, organic agriculture also leaves considerably less impact on the natural environment.
Earth Mall shoppers with Rakuten can search for organic products under a number of different certifications, including GOTS (Global Organic Textile Standard), US Department of Agriculture Organic, and EU Organic. Popular categories range from organic textiles like masks and towels to tea, cooking oil, and even snacks like Luke’s USDA Certified Organic Tortilla Chips mentioned above.
3. Sustainable seafood
As an island nation that has lived off the sea for millennia, the responsible management of marine resources is an extremely important issue for Japan. Certifications such as the Agriculture and Food Marine Stewardship Council label guarantee that a seafood product comes from sustainable fishing practices, while the Aquaculture Stewardship Council and Best Aquaculture Practices labels certify its origin from a responsibly managed aquaculture farm with minimal impact on surrounding ecosystems.
Sustainably sourced seafood often goes hand-in-hand with organic production, and certified products like Yarrah’s Organic Pet Food are a popular choice among pet owners to keep their furry friends happy and healthy. By choosing these products, buyers are also motivating producers to adopt more sustainable industrial practices.
4. Green shopping
Labels such as those from the Forest Stewardship Council, the Roundtable on Sustainable Palm Oil (RSPO) and the Rainforest Alliance ensure that products are manufactured sustainably, either using recycled materials or in factories powered by renewable energy.
When hearing the words “green,” many may think of paper products such as recycled toilet paper, notebooks, or masks; clothing made from recycled textiles; Or maybe eco-friendly soaps and detergents. Earth Mall with Rakuten has a wide selection from all of these categories, but there is one very Japanese product that you may have overlooked: instant ramen.
These Sakurai Foods noodles are the first Japanese ramen to be certified by the Roundtable on Sustainable Palm Oil, and they cost just 152 yen each!
5. Animal welfare
Japanese consumers are increasingly aware of the welfare of the livestock behind their favorite products. Even outside of the meat industry, animal-derived items such as eggs, milk and wool are receiving more scrutiny than ever, and consumers are looking for new ways to shop while respecting animals and their habitats.
Naturally grazed cattle that produce the milk in puddings from the Nakahora farm roam freely over 130 hectares of grassy hills in Iwate prefecture, northern Japan. Cows are said to have a harmonious relationship with their extensive grazing area, compacting the soil under them to create the perfect conditions for strong pasture that will not wash out in rain and flooding.
6. Rural revitalization
As Japan’s population continues to decline and young people leave the countryside to seek work in major cities, the issue of rural revitalization is particularly relevant to many consumers. Buying local products not only breathes new life into rural businesses and provides an avenue for the survival of traditional handicrafts, but also contributes to job creation in struggling local economies, giving more reasons for generations to come. young people stay.
A local product embracing eco-harmonious local manufacturing is Kusu’s handcrafted Eco Block. A workshop in the western Kyushu region of Japan uses leftover pieces of native camphor wood along with camphor oil to create natural moth repellent boxes that can be stored with your out-of-season clothing for a mothball-free winter.
7. Social contribution
In addition to purchasing high-quality ethical items for themselves, Earth Mall users with Rakuten also have the opportunity to help improve the living standards of communities. behind your purchases.
Whether it’s jewelry made by economically independent women in East Africa or sustainable reading glasses raising money to support children’s education in Paraguay, Earth Mall offers many meaningful shopping experiences.
Certified B-Corp SOKO works with women in developing countries in East Africa, ensuring fair income for stable craft work. Working towards the mission of elevating local traditional crafts to the global market, SOKO artisans create ethical jewelry like the Globe Jacket earrings mentioned above, using materials such as unused leather scraps from meat production, recycled pearls and sustainable wood.
8. Diversity
The concept of universal design It is also receiving more attention than ever in Japan. Many global companies are proactively creating products that cater to a wide range of values, tastes and origins, from organic and vegan oat milk to non-alcoholic halal wines.
Minor Figures Organic Oat Milk is so much more than just a pretty package – this vegan milk substitute was developed to pair perfectly with coffee, right down to the way it foams – a crucial aspect of a good latte.
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