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By Samantha Fong
During my last visit to Japan, I was struck by the level of respect people showed towards public space. The restaurant counters were clean, the parks litter-free, and the subway, spotless. These scenes contrast sharply with America, where public spaces often bear the mark of neglect.
A key difference lies in Japan’s concept of meiwaku, a cultural principle that discourages behaviors that disrupt group harmony and encourages individuals to consider the collective good. This mindset leads to small, but impactful actions, like carrying trash home rather than discarding it in public spaces, which reflects a cultural commitment to preserving shared environments. While America’s individualism might seem at odds with this collectivist mindset, research shows that social norms—like those shaped by meiwaku—can still be powerful tools for encouraging environmental responsibility.
A 2023 Science Direct study emphasizes that social norms are the most powerful drivers of large-scale behavior change, as they shape how individuals interact within their communities. However, these norms can be undermined when infrastructure fails to support sustainable practices. For instance, despite a $175 million investment by the city of Los Angeles in waste collection, around 60% of residents still lack access to organics services – mainly because these services are not bundled with standard trash fees. As a result, people are less likely to engage in sustainable behaviors.
Given these challenges, how can we still advocate for the environment? While structural changes may take time, we can promote pro-environmental norms through community action.
A 2014 experiment by social science researchers highlighted the influence of social norms on behavior change in hotels. In the study, guests were presented with two different towel reuse messages: one stated that “most guests reuse their towels,” while the other provided a general environmental fact. Those who received the social conformity message reused their towels at significantly higher rates, demonstrating that people are more likely to adopt behaviors they perceive as common. This study highlights a key insight: sustainability is easier when others hold you accountable.
The Echo Park Trash Club, a volunteer group in Los Angeles that tackles illegal dumping and litter, reflects these findings in the real world. By stepping in where the city falls short, they keep trash from polluting their neighborhood while building a community around values of civic duty.
Similarly, cities like Portland provide innovative models for environmental progress. Through its SP6 program, Portland enhances access to sustainable transportation through providing e-bike rebates to low- and middle-income families. Community groups like the Portland Bicycling Club build on this effort by encouraging green transportation and connecting people with cycling partners.
Similar to meiwaku, the Echo Park Trash Club and Portland Bicycling Club engage individuals to care for their communities. These initiatives remind us that local efforts can inspire collective action, building a culture of sustainability from the ground up.
Reflecting on how meiwaku plays a part in my own life, my fashion club, RefineLA, has shown me that sustainability isn’t a constraint – it’s an opportunity for creative problem solving. I was particularly inspired by our fashion show last year, where our design team transformed recycled materials into new garments through deconstruction and mending. Working together on this large-scale project not only strengthened our club’s commitment to sustainability but also inspired us to share these values across UCLA by teaching students the art of upcycling.
Meiwaku illustrates a vision of what’s possible when a society embraces a shared commitment to sustainability. While we may not fully replicate Japan’s collective mindset, examples in the US – from community clean-up initiatives to sustainable fashion shows – demonstrate that collective action is within reach. By taking small but meaningful steps, like reducing personal waste or participating in community volunteer groups, we can bring the spirit of meiwaku into our own communities and make sustainability an instinctive part of everyday life.
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