The 'ESG' Management Trend Blows Through the Infant and Household Goods Industry Amid the Meaning Out Movement

The Leading Consumers MZ Generation Prioritize Ethical Values and Purchase Products from Eco-Friendly and Transparent Management Companies

Stokke children's chair Tripp Trapp.
Photo by Stokke

[Asia Economy Reporter Kim Jong-hwa] As the 'Meaning-out' trend, where consumption is based on personal beliefs and values, rapidly spreads, companies' eco-friendly activities, social responsibilities, and transparent management are greatly influencing consumers' purchasing behavior. In response, the baby products and household goods industries are actively participating in ESG (Environmental, Social, Governance) management, leading value consumption among the MZ generation, who have emerged as the main consumers.

The baby products industry has recently introduced eco-friendly products that consider both children's health and the natural environment, amid significant safety concerns related to harmful substances in baby bathtubs.

The premium baby products brand 'Stokke' consistently releases baby products made with high-quality eco-friendly materials to practice its brand philosophy of sustainability.

In February, Stokke launched a new accessory for the baby chair Tripp Trapp, the 'Nordic Gray Cushion Set of 3,' made from eco-friendly natural materials such as organic cotton derived from corn, recycled fibers, and acorn extract dye. These products have received the OEKO-TEX STANDARD 100 certification, proving that all raw materials are harmless to the human body.

The Tripp Trapp chair is also manufactured according to eco-friendly principles. It uses top-grade European beech and oak wood certified by the Forest Stewardship Council (FSC) and is produced near the origin forests to minimize pollution and exhaust emissions. Additionally, non-toxic water-based paints free of harmful substances such as bisphenol (BPA) and phthalates are used.

Lock&Lock Slide Lid Straw Water Bottle for Toddlers.
Photo by Lock&Lock

Global household goods company Lock&Lock runs an annual eco-friendly campaign called 'Love for Planet,' practicing continuous resource circulation. As part of this, customers who bring old plastic containers to stores receive coupons to purchase Lock&Lock's 'Top Class' products at a 35% discount until April.

In January, Lock&Lock released the 'Slide Lid Baby Straw Bottle' made from eco-friendly materials. The product is designed so that children can easily and comfortably drink through the lid and straw. The body is made of eco-friendly Tritan material, which does not contain bisphenol A (BPA), a suspected endocrine disruptor.

Household goods company Kkaekkeutan Nara has positioned ESG management as one of its strategic management tasks for becoming a century-old company. Under the slogan 'Healthy and Clean World,' Kkaekkeutan Nara continues activities to reduce plastic use and protect the environment. For example, the diaper brand 'Bosomi' reduced plastic usage by 20% by thinning packaging materials and removing handles.

KleanNara Bosomi Real Cotton Organic.
Photo by KleanNara

Last month, 'Bosomi Real Cotton Organic' was launched, applying naturally derived ingredients. It uses naturally derived dak fiber, the main raw material of hanji (traditional Korean paper), to maximize softness and enhance absorbency. This product received the highest rating, 'SEHR GUT,' in sensitivity tests conducted by the German Dermatological Research Institute, certifying it as a skin-friendly diaper.

An industry official stated, "With the Meaning-out trend, consumers who consider the ethical value of their consumption activities on society and the environment have greatly increased beyond simply focusing on price and quality. Especially as the MZ generation actively addresses social issues through SNS and other internet channels, companies face the challenge of producing good and eco-friendly products that meet ESG keywords."

This content was produced with the assistance of AI translation services.