The Power of Consumers, Corporate Responsibility, and the Role of Social Systems

💰 Is “Cheapness” Still Justice? Between Reality and Ideals

What we buy. That choice is said to be the key that drives the market. However, in reality…

When worrying about household budgets, we reach for cheaper products.
Even if there are sustainable options, the price difference is a bottleneck.
There are still many voices saying, “Ethical means expensive, right?”

In other words, while many people are ethical in their ideals, they prioritize price in reality. This is the current state of consumer behavior.

🧾 Why Does “Ethical” Tend to Be Expensive?

Why do products that consider the environment and human rights become expensive? There are three main reasons 👇

Use of better raw materials and supplies → Organic and recycled materials generally have a higher unit price.
Guaranteeing appropriate wages and working environments for workers → Minimum wage + safety measure costs are required.
Burden of environmental measures (CO₂ reduction, waste disposal, etc.)

For example, organic cotton t-shirts are estimated to cost on average 1.5 to 2 times more than regular cotton products (Textile Exchange, 2022 Report). Whether consumers can pay that difference depends on their values and living situations. That is precisely why it is crucial to break away from the structure of “Ethical = Expensive = Hard to Choose.” Related Artcile: Textile Exchange ‘Textile Exchange Organic Cotton Update’

🏢 The Role of Companies: Finding the “Middle Ground” Between Price and Ethics

Companies are not just standing by regarding this issue. In recent years, many companies have started to move under the theme of “Accessible Sustainability.”

🔍 Specific Examples:

MUJI: Expanding low-priced products using recycled materials.
Starbucks: Promoting behavioral change with a discount system for reusable cups.
AEON: Introducing Fairtrade products into their private brand, offering them at everyday price points.

To satisfy both price and ethics, ingenuity and the power of scale are necessary. The initiatives of major companies, in particular, have the power to bring ethical consumption closer from something “special” to the “norm.”

🏛️ The Power of Policy: A “Tailwind” to Change the Foundation of the Market

There are limits to corporate efforts alone. That’s where institutional backup by national and local governments becomes key.

🗂️ For example:

Tax incentives for environmentally friendly products.
Subsidies for companies that acquire sustainable certifications.
Legislation of international standards regarding working environments.

In the EU, the “Corporate Sustainability Due Diligence Directive” (expected to be adopted in 2024) is drawing attention. This will hold companies responsible for human rights and environmental risks across their entire supply chain. If such rules are established, it becomes easier to realize a market where companies taking ethical actions are not put at a disadvantage. Related Article: European Commission ‘Corporate sustainability due diligence’

👥 And, the “Choices” of Each of Us Create the Future

What we must not forget is the power of consumers themselves.

Choosing products by considering their background, even just a little.
Taking an interest in ethical products and sharing them.
The option of “not buying” is also an “action.”

📊 In fact, in a survey by the Japanese Consumers’ Co-operative Union (2022):

52.2% of people answered, “If I see an ethical product, I want to choose it.”

In other words, we have already entered an era where many people “don’t choose based on cheapness alone.” What is needed now are systems and pushes to incorporate this into “everyday choices.” Realated Article: COOP

📝 Summary: “Cheap and Truly Good” Things Are Nurtured Together

The reality that cheapness is demanded will not change.
But the number of people interested in ethical consumption is steadily increasing.
Both companies and society are beginning to challenge the compatibility of price and ethics.
Policy support is essential for creating a fair market.
Ultimately, our choices determine the “quality of cheapness.”

(End)

From the Marketing Seed Series: How about this article? →Seeds of Marketing 31: Briefing for Agencies (2) Beyond Ambiguity — How High Staff Turnover Impacts Marketing Collaboration in Hong Kong