Our lives are sustained by daily choices—almost everyday, we select and purchase goods and services. Food, daily necessities, means of transportation, and other services all require choices.

The phrase “shopping is voting” was coined by Ralph Nader, a leader in the American consumer movement. If we continue to buy products made with no regard for the environment or human rights, companies that ignore these values will prosper, leading to a society that disregards environmental and human rights concerns. Conversely, if we choose products from companies that prioritize environmental protection and human rights, such companies will thrive—and before long, we will find ourselves living in a society where these values are upheld.

Image of the sustainable consumption and production cycle

・What kind of society do you wish to create?

・The future depends on the choices we make every day.

However, we are not advocating that you abandon all your existing purchasing criteria. In today’s Japan, it remains difficult to base all purchases solely on ethical considerations. Instead, we suggest that alongside your existing standards, you add new criteria such as environmental responsibility, human rights, sustainability, fairness, and ethics. When making choices, simply opt for the “better” alternative available at that moment. Even if it is not the “best,” if everyone consistently chooses “better,” society as a whole will gradually be elevated.

The certified NPO Citizens Environmental Foundation*1 works to disseminate easy-to-understand information for those who want to know which companies contribute to future well-being and what products are better for society and the planet—and where they can find them. For over 30 years, the Foundation has promoted green consumer activities and environmental education, encouraging individuals to incorporate an “environmental perspective” into their daily shopping decisions, thus influencing producers, retailers, and the broader economy*2.

In collaboration with other regional environmental groups, the Foundation surveyed and evaluated the environmental policies of 68 major national supermarkets, co-ops, and convenience store chains, leading to the publication of The Guide to Environmentally Friendly Shopping. This initiative expanded nationally in 1999 with the publication of The Green Consumer Shopping Guide by the Green Consumer National Network. In 2005, the Foundation launched an NPO and civil network to support CSR (Corporate Social Responsibility) efforts, conducting citizen-driven CSR research projects until 2013*3.

Further broadening our scope, in 2016 we initiated the “Citizen Network for Sustainable Consumption,”*4 which evaluates corporate CSR and sustainability practices through the Ethical Corporate Scorecard*5 and showcases green and ethical products via the website Green & Choices (Guricho) *6. The Foundation aims to continue providing accessible, essential information to build a society where companies and consumers are trustworthy partners. In addition, the Foundation is developing a self-check system for SMEs to assess their own ethical and sustainability practices. Through these efforts, we hope to transform the economy by increasing the number of people engaged in ethical consumption.

Together with diverse organizations, the Inochi Forum will promote the spirit of “shopping is voting” by creating and delivering accessible information that helps make ethical and sustainable choices easier for everyone.

[Notes]

*1 Environmental Citizens Organization:
https://kankyoshimin.org

*2 Green Consumer Activities:
https://kankyoshimin.org/activity/life-style/green-consumer/activity-56/

*3 CSR Research Projects by Citizens:
https://kankyoshimin.org/jizoku-selfcheck/

*4 Citizen Network for Sustainable Consumption:
https://cnrc.jp

*5 Ethical Corporate Scorecard:
https://cnrc.jp/works/business-ethical-rating/

*6 Green & Choices (Guricho):
https://guricho.net

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