Sanyo have scored a hit with their environmentally-friendly rechargeable battery line, eneloop, a portmanteau of “energy” and “loop.” The batteries were first launched in November, 2005. The batteries are sold fully charged, and can be recharged up to 1,000 times. Recent consumer consciousness of environmental issues, coupled with an expanded product line and successful ad campaign has boosted sales.

A current series of television ads for the batteries feature people holding up signs and and saying mottainai in various accents.  Mottainai means “what a waste” or “you shouldn’t waste that” in Japanese, but recently it is used to market environmentally-friendly products, and has become synonymous with the overall environmental movement and the increased awareness amongst Japanese consumers of the environmental impact of the products they use in daily life.

Eneloop batteries themselves are positioned as environmentally-friendly products, as they can be reused multiple times. However, newer products in the eneloop line enhance and emphasize the environmental benefits. Sanyo has introduced a new way to charge eneloop batteries with a solar charger, as well as offering reusable alternatives to normally disposable products

Another recent edition in line is the “eneloop kairo,” which is presented as an alternatve to the disposable “kairo,” a pouch that is placed in a pocket or under clothing and produces heat for several hours after opening, and thrown away after a single use. The kairo in the eneloop line are of course regargeable, a larger version running on an internal battery, and the smaller version which uses interchangeable eneloop batteries.  A similar product is a portable, cordless electric blanket.

The eneloop concept has been extended to transportation, with an power-assist bicycle that replenishes its power supply when the bicycle is coasting.

environmentalism, japan, technology