【Success Voices Vol.1】LOVST TOKYO Users Share: "When Do You Feel Guilty?"

As "Success Voices Vol. 1," we will continue to share the results of our user survey.

This time, driven by the desire to "create a brand that understands the various feelings of guilt users experience when striving for a sustainable lifestyle," we conducted a survey focused on "when do you usually feel guilty?"

What LOVST TOKYO Considers "Positive Guilt"

Before presenting the survey results, we would like to reintroduce what LOVST TOKYO considers "positive guilt."

When striving for a sustainable lifestyle, you might find yourself feeling uneasy at times, concerned about the future of the Earth and considering various factors. We believe that this "guilt" is by no means a negative emotion, but rather a "positive guilt" for society, born from the desire to make choices that are kind to both the Earth and animals.

Therefore, we narrowed down the "positive guilt" that you likely feel every day into the following five categories and decided to gather your actual opinions on them.

1. I don't want to sacrifice animals or the environment for the sake of fashion.
2. I feel anxious when I don't know the environmental impact of product manufacturing.
3. I simply feel guilty about accumulating more things.
4. I don't want to contribute to mass production and mass consumption that harm the environment.
5. I don't want to produce unnecessary waste.

Survey Results

Which "Positive Guilt" Do You Relate to the Most?

First, we asked which of the five types of guilt we listed resonated most with respondents.

The results showed that the feeling with the highest resonance was "I don't want to contribute to mass production and mass consumption that harms the environment." This was closely followed by a large number of users who resonated with "I don't want to sacrifice animals or the environment for the sake of fashion."

Next, we asked for the reasons behind their answers to the above question. Here, we share representative responses for each of the five types of guilt.

LOVST TOKYO users seem to experience the awareness and dilemmas described above in their daily lives and when shopping.

When Else Do You Feel "Guilty"?

Next, to understand more deeply the moments when people feel "guilty," we asked, "In what other situations do you feel guilty?"

Here, we present some excerpts of those responses.

It became clear that many people feel "it's a waste" or "I made a mistake" at both the moment of acquiring unnecessary plastic packaging, products, and plastic bottles, and at the moment of discarding them.

We Want to Empathize with Our Users' "Positive Guilt"

Through this survey, we heard a great many voices that resonated with what we consider "positive guilt."

To better support everyone who continues to take action towards a better society, despite battling feelings of uneasiness every day, LOVST TOKYO has established "The 5 Principles of Positive Guilt" as its shop operating policy.

Going forward, we aim to deeply understand everyone's "positive guilt" and become a brand that empathizes with those feelings more than anyone else, by continually updating our shop operations and brand identity.

If you have any feedback such as "I wish you would do this more" while using LOVST TOKYO's online store, we would be delighted to hear it.

Once again, thank you very much to everyone who participated in this user survey!