The second "Ethical Consumption Study Group" was held, with the theme "Corporate Issues Surrounding Ethical Consumption"

2022.03.07 Press Releases
CCC Marketing Co., Ltd.

- Towards research, development and presentation of ethical consumption for consumers, focusing on food -

CCC Marketing Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura) held the second meeting of the "Ethical Consumption Study Group" on Wednesday, January 12, 2022, to conduct research and development from various perspectives on ethical consumption by consumers, mainly in the area of food, and to announce the results.

The Ethical Consumption Study Group is a research group within CCC Marketing's co-creation platform, "T Card Everyone's Ethical Food Lab." It was established in April 2021 with the aim of researching ethical consumption among consumers, particularly in the area of food, through collaboration with a wide range of parties, including companies, educational institutions, and local governments.

The second "Ethical Consumption Study Group" was held online, with the theme of "Corporate Issues Surrounding Ethical Consumption" and incorporating a case study on "Meiji The Chocolate." Distributors, manufacturers, and experts gathered together. Meiji The Chocolate is a bean-to-bar chocolate that is made with meticulous attention to detail in all the processes from the cacao beans to the chocolate. It is also known for its sustainable efforts, such as supporting cocoa farmers, so we have chosen it as an example of an ethical product.

■ Participating companies of the 2nd "Ethical Consumption Study Group" *In alphabetical order
・Ajinomoto Co., Inc.
・Kodawariya Co., Ltd.
・Chefs for the Blue General Incorporated Association
・House Foods Group Inc., House Foods Corporation
・FamilyMart Co., Ltd.
・Meiji Holdings Co., Ltd.
1 other company

■Challenges for ethical consumption between distribution companies and manufacturers identified at the study group
Distribution companies need to purchase products that are likely to sell for consumers and stores. Therefore, even if a manufacturer creates an ethical product, there are times when distribution companies must consider whether it will sell. In order for ethical food to be produced and distributed sustainably, the market itself also needs to grow.

■ Summary of the 2nd "Ethical Consumption Study Group"
The second "Ethical Consumption Study Group" had the theme of "Corporate Issues Surrounding Ethical Consumption," and included discussions on the status of each company's ethical food initiatives, their thoughts on how to communicate ethical food to consumers, and an analysis of the purchasing demographics of ethical products using Meiji The Chocolate as a case study. The following is a summary of the event.

- Efforts are being made to reduce plastic, use recycled paper or FSC-certified paper, and make product packaging recyclable.
-In the food category, efforts are leading the way in chocolate and coffee. There are products that are certified by Fairtrade and Rainforest Alliance, making it easy for consumers to understand and for companies to get involved.
- Some companies have established sourcing policies for palm oil, coffee, and cocoa, but this information is not displayed on the packaging of the final product. The space on the product packaging is limited, so it is difficult to fully convey the message.
・Environmental impact is being addressed at the factory or business site level, but it is difficult to calculate it at the individual product level.

・Many companies believe that in addition to ethical aspects such as being environmentally friendly and fair trade, consumer benefits such as deliciousness and convenience are also important.
・The challenge for companies is how to communicate the story and value of their products

■Case Study: Analysis of Meiji The Chocolate's purchasing demographic
By analyzing the characteristics of Meiji The Chocolate buyers compared to those who purchase chocolates in the same or higher price range as Meiji The Chocolate, we were able to gain insight into the profile of buyers of ethical products. In addition to analyzing behavioral aspects based on purchasing trends for food, daily necessities, etc., we also conducted a survey to analyze attitudes*2.

The results of the analysis were exactly what the target demographic for Meiji The Chocolate was expected to be. The concept of the product is to support cocoa farmers, but to get people to pick it up first, we focused on communicating its deliciousness, specialness, and luxury. The depth of information in communication needs to be gradual; customers will not buy it unless they first pick it up, taste it, and think it's delicious. Since then, in order to turn customers into loyal fans, we have been developing deeper communication about the ingredients used in our products and our manufacturing philosophy. I think the difficult part about products that promote ethical consumption is finding the right balance between not letting people get bored and deepening their understanding of the initiative.

■ Results and direction of the 2nd "Ethical Consumption Study Group"
In order to create a cycle of "make → sell → buy," products must be attractive to consumers. Therefore, the Ethical Consumption Study Group will conduct research on the theme of "What values should be communicated to consumers and how?"

The Ethical Consumption Study Group will continue to understand the actual situation and needs of consumers in the area of ethical food, while working with distributors, food manufacturers, and experts to consider a marketing framework for selling products, with the aim of sorting out general issues and developing a framework related to ethical food consumption. Furthermore, the research findings will be published to the public as they emerge, and we will collaborate with the "T Card Everyone's Ethical Food Lab" to continue dialogue with various stakeholders across industries, with a focus on consumers.

CCC Marketing's group mission is "UNIQUE DATA, SMALL HAPPY." Its major mission is to connect "individual lifestyles" with the "society" that surrounds them, and to create small moments of happiness every day for every person in the world. It aims for T Points and T Cards to "connect people and society."We will refine unique data into valuable information and work together to address various social issues and find solutions.

*1 Unique data refers to over 70 million single IDs, over 3.5 billion purchasing transactions per year, 6 billion types of product data handled by a network of 150,000 stores, customer DNA persona data consisting of thousands of items, offline and online movement and behavior data, media contact data, and CCCMK Group's original enhanced data.
*2 Marketing analysis is carried out in a strictly controlled security environment, without allowing individuals to be identified.

Materials related to this matter

The second "Ethical Consumption Study Group" was held, with the theme "Corporate Issues Surrounding Ethical Consumption"

Inquiries regarding this matter
CCC Marketing Co., Ltd.
Public Relations Officer: Ando
TEL: 03-6800-4464