世論 What Japan Thinks

Continuing the ecology theme, let’s look at how well the corporate eco slogans are getting through to the public in Japan. This was the topic of a recent ranking survey from goo Ranking.

Demographics

Between the 18th and 2nd of February 2009 1,076 members of the goo Research monitor group completed a private online questionnaire. 51.1% of the sample were male, 7.2% in their teens, 15.8% in their twenties, 29.4% in their thirties, 25.2% in their forties, 11.1% in their fifties, and 11.3% aged sixty or older. Note that the score in the results refers to the relative number of votes for each option, not a percentage of the total sample.

If I can’t find an official translation of the slogan I will translate it as best I can. These unofficial English versions are indicated by italicised text and probably sound really rather awful, but often even the official translations suffer from that kind of problem.

I must admit to a high degree of ignorance of the slogans; for instance, even though I get bombarded with Toyota advertisements I cannot recall seeing that particular slogan. The recognisable slogan for Mitsubishi mostly sticks in my mind for the pronunciation of Drive@earth:

Ranking result

Q: Which of the following corporate slogans have you heard of? (Sample size=1,076, multiple answer)

Rank	日本語	English	Company	Score
1	エコ替え	Eco change	TOYOTA	100
2	エネルギーを、ステキに。	Make energy great	ENEOS (Nippon Oil Corporation)	82.7
3	みんなで止めよう温暖化	Everyone can stop global warming	Team Minus 6%	80.4
4	MOTTAINAI		MOTTAINAI Campaign (Mainichi Shimbun newspaper, etc)	76.5
5	ECOカップ	Eco cup	Nissan foods (Cup Noodle)	74.5
6=	エコアイディア	Eco Ideas	Panasonic	69.6
6=	ecoスイル	eco style	Toshiba	69.6
8	Drive＠earth		Mitsubishi Motors	63.3
9	エコロジークラスでいきましょう。	Let’s go to ecology class	Sharp	60.9
10	Eco出張	Eco business trip	JR Tokai (shinkansen bullet train)	54.4
11	きこりんの森	Kikorin’s Forest	Sumitomo Forestry	49.9
12	ずっと地球で暮らそう。	Living with our planet	Cosmo Oils	48.4
13	ＴＥＰＣＯのＥＣＯ	TEPCO’s ECO	TEPCO (Tokyo Electrical Power Company)	45.1
14	日立はすべてを、地球のために。	Hitatchi: everything we do is for the Earth	Hitachi	37.8
15	エコノミー＆エコロジー	Economy and ecology	Idemitsu (oils)	36.1
16	しっているを、しているへ。	Do what you know	Public service advertising	35.6
17	ニッサン・グリーンプログラム	Nissan green program	Nissan	34.3
18	１km＝１円。あなたの一歩が緑になる。	1 km = 1 yen. Each of your steps becomes green.	au (mobile phones)	30.9
19	エコライバルになろう	Become an eco rival	Public service advertising	30.4
20	IT、で、エコ	IT is eco	NEC	30.0