Posts by Marian Berelowitz and Shinobu Baba

Japan’s Jusco supermarkets give discount to energy savers

Japan’s energy shortage, a result of the Fukushima nuclear power plant accident, is top of mind for its citizens—amid the summer heat, the government is urging businesses and households to limit electricity usage, giving rise to adoption of lighter business dress, “green curtain sets” and so on. The Ministry of Economy, Trade and Industry is rewarding households that manage to cut their power usage by 15 percent with entry into a drawing to win prizes such as digital cameras. Some brands are helping to motivate consumers: Jusco supermarkets are offering a bonus to customers who can show an electricity bill with a 15 percent reduction for the month of July: They get a credit worth 200 yen ($2.50). While it’s a relatively small reward, shoppers will appreciate the recognition and the retailer doing its part for this national effort. How can your brand encourage actions that contribute to the collective good?

Photo Credit: emrank