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In a world buzzing with discussions on sustainability, Tommy Sekiguchi stands out with his mission to transform Japan's coffee scene into a beacon of sustainability, challenging consumers to rethink their purchasing habits.Key Learnings:<ul><li>Starting With a Spark</li><li>Diving Deep With Learning Labs</li><li>Innovating Through the Think Coffee Experiment</li></ul><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image4_1d4862472d.jpg" alt="image4.jpg"><figcaption>Picture of Tommy graduating from Spark</figcaption></figure><h3>Starting With a Spark</h3>Leveraging his background of over 20 years in the Food &amp; Beverage industry, Tommy Sekiguchi embarked on his sustainable journey in Fall 2023 during Spark, Moon’s intensive educational program that guides entrepreneurs through the process of human-centered innovative business design. His current research at the Center for Global Commons (CGC) of the University of Tokyo fueled his quest to tackle the problem of Japanese consumers’ lack of motivation to buy sustainable food products. He thoroughly examined this issue and developed various solutions and an accompanying business model to see it through. His efforts culminated in a landing page that vividly presented his innovative approach to enhancing the customer experience and boosting interest in sustainable purchases, using coffee shops as a model case.<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image1_dba085542b.jpg" alt="image1.jpg"><figcaption>Picture of Tommy in the Learning Lab</figcaption></figure><h3>Diving Deep With Moon Learning Labs</h3>Post-Spark, Tommy delved into the consumer psyche with Moon’s Learning Labs, hands-on, interactive workshops dedicated to the generation and refinement of business, product, or service concepts. He crafted personas such as Sustainers, who are focused on environmental impact; Tasters, who are in pursuit of quality; Trenders, those that are driven by social trends; and Neighbors, the local community members around coffee shops. Using these personas, Tommy and his team, along with Moon Mates, dissected the current customer journey and brainstormed ways to run experiments with it, hoping to change the journey and highlight pathways for sustainable awareness and purchasing.<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image2_606f83d552.jpg" alt="image2.jpg"><figcaption>Moon’s People Transformation Team visiting think coffee Japan</figcaption></figure><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image3_1174952f1f.jpg" alt="image3.jpg"><figcaption>Picture of the experiment at think coffee Japan</figcaption></figure><h3>Innovating Through the “Think Coffee” Experiment</h3>Tommy selected "Think Coffee Japan" in Kanda, Tokyo as the initial site for his experiment. This location is a mere 5-minute walk from Mitsui &amp; Co.’s headquarters, his career stomping grounds. Based on his learnings from the Learning Lab, he and his team designed an engaging sustainable journey for customers, who were presented with two choices upon entering: embark on a sustainable path to learn about coffee and its sustainable practices, or proceed directly to the register.&nbsp;The sustainable path that Tommy implemented comprised four distinct steps:&nbsp;1. Feel: Customers were presented with visual stories of the farms on a large display, offering an immersive experience.2. Meet: This step provided a hands-on experience with the coffee beans, alongside digital displays showing detailed information about the farms and images of the farmers.3. Think: During this phase, customers received one of five sustainability-related messages, labeled as “Simple,” “Negative,” “Positive,” “Fun,” and “Quiz.” These messages aimed to engage customers in considering various sustainability challenges.4. Decide: Finally, participants took a survey and decided whether to make a donation or receive 100 yen as a reward for joining the experiment.&nbsp;During the experiment, held from March 8 to 20, Tommy collected 155 responses. Of these, 22 participants chose to receive 100 yen, while 133 opted to donate to farmers in Nicaragua, Colombia, and Ethiopia. He is currently analyzing this data to refine his future experiments and further develop his business model idea. This work is part of his research at the CGC and aims to explore how businesses can encourage more ethical consumption among consumers.Tommy's ongoing journey is more than an experiment; it's a movement towards embedding sustainability in Japanese food culture and beyond. His work underscores the power of thoughtful innovation in transforming everyday habits into impactful, sustainable actions - one sip at a time!<hr>If you’re interested in our educational Spark program or Learning Lab workshops for your or your organization, check out our&nbsp;<a href="https://www.mooncreativelab.com/">website</a> or reach us at&nbsp;<a href="mailto:hello@mooncreativelab.com">hello@mooncreativelab.com</a>.&nbsp;

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I must admit I’ve been guilty of it. I’ve bought the latest and trendiest clothes knowing full well its shelf life in my closet will last me one season – two max. And according to the <a href="https://www.prnewswire.com/news-releases/fast-fashion-global-market-report-2022-301531964.html#:~:text=The%20global%20fast%20fashion%20market%20is%20expected%20to%20grow%20from,(CAGR)%20of%208.8%25.">Fast Fashion Global Market</a> report, I’m not alone in my buying habits. The fast fashion industry is expected to grow from $91.23 billion in 2021 to $99.23 billion over the course of 2022. This trend in fast fashion, which is described as low-cost designs that are quickly transferred from the runway to stores, is only adding to a well-known sustainability problem in the fashion industry.&nbsp;<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Screen_Shot_2022_06_08_at_2_19_59_PM_36b19acbd7.jpg" alt="Screen+Shot+2022-06-08+at+2.19.59+PM.jpg"><figcaption>Photo by <a href="https://unsplash.com/@riolec?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText">Rio Lecatompessy</a> on <a href="https://unsplash.com/s/photos/fast-fashion?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText">Unsplash</a></figcaption></figure>The fashion industry is responsible for 10 percent of the global carbon emissions and is expected to rise by more than 60 percent by 2030 according to the <a href="https://unfccc.int/news/fashion-industry-un-pursue-climate-action-for-sustainable-development">UNFCCC</a>. And what about clothing that’s not purchased or is discarded? About <a href="https://remake.world/stories/news/are-our-clothes-doomed-for-the-landfill/">80% of donated or discarded textiles wind up in landfills</a> – that’s 92 million tons of clothing globally. These textiles can take up to <a href="https://medium.com/@lavsmohan/can-data-solve-the-environments-fashion-problem-781d9c19767d">200 years to decompose</a> – releasing dangerous methane gas into the atmosphere in its very slow death.&nbsp;<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Screen_Shot_2022_06_08_at_2_25_09_PM_2655f92c3a.jpg" alt="Screen+Shot+2022-06-08+at+2.25.09+PM.jpg"><figcaption>Photo by <a href="https://unsplash.com/@bakhrom_media?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText">Bakhrom Tursunov</a> on <a href="https://unsplash.com/s/photos/landfill?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText">Unsplash</a></figcaption></figure>But what if we can have fast fashion at our fingerprints and make it recyclable? &nbsp;<h3>The Best of Both Worlds: Quick and Sustainable Fashion with 3D Printing Technology</h3><a href="http://www.mooncreativelab.com/">Moon Creative Lab</a> is looking to revolutionize how fashion is created, consumed and recycled with innovations in 3D printed materials. This project, created in partnership with fashion designer <a href="https://www.instagram.com/danitpeleg3d/">Danit Peleg</a>, involves the research and development of wearable fabrics from recyclable plastic filaments. (More about Danit: In 2018, she was recognized as one of Europe’s Top Women in Tech by Forbes. In 2019, the BBC named her as one of the 100 most inspiring and influential women in the world.) Using 3D printing technology, this patent-pending material can be used to create fashion on demand that is both comfortable and environmentally friendly.&nbsp;<img class="image_resized" style="width:25%;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Screen_Shot_2022_06_08_at_2_26_09_PM_10465d3fd3.jpg" alt="Screen+Shot+2022-06-08+at+2.26.09+PM.jpg"> <img class="image_resized" style="width:25%;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Screen_Shot_2022_06_08_at_2_28_37_PM_6550016493.jpg" alt="Screen+Shot+2022-06-08+at+2.28.37+PM.jpg"> Instagram: @<a href="https://www.instagram.com/danitpeleg3d/">danitpeleg3d</a>Imagine 3D printing an outfit from a file on your computer in the comfort of your own home. If trends change, you can reuse the material from your old outfit to print another one! This is fast fashion that you can feel good about! &nbsp;Moon is working on a number of projects with major fashion brands to apply this new technology and patent-pending material in exciting new ways! Still lots to come from this developing space, but I am personally proud of the work the Moon team and Danit have done so far!We’ll be sure to share more on the progress of this project in the months to come!Mary Ann Gallo Chief Marketing Officer <a href="mailto:maryann@mooncreativelab.com">maryann@mooncreativelab.com</a>

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Brewing Sustainability: Tommy Sekiguchi's Quest for Sustainable Coffee Consumption in Japan

Sustainable Fashion With 3D-Printing Technology

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sustainability - Moon Stories Blog

Brewing Sustainability: Tommy Sekiguchi's Quest for Sustainable Coffee Consumption in Japan

Sustainable Fashion With 3D-Printing Technology

In The News

Moon Opens Doors to Palo Alto Startup Community

What Does Artificial Life Reveal About Us?

The Optimal Solution Between Remote and Office: Who Chooses Where To Work

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