Tag Archives: Summer of Setsuden

Summer of Setsuden, A Marketing and By the People Success in Japan

After a long, hot and dark summer in Japan, the days are cooler and the nights are brighter. For this the Japanese can give thanks not just to September, but also to setsuden, or “energy saving,” an ambitious and strikingly successful campaign to conserve electricity after the March earthquake, tsunami and nuclear-plant disasters.

The destruction of the Fukushima Daiichi plant led Japan to shut down all but 15 of its 54 nuclear reactors. This was a huge blow to a country that depends heavily on nuclear power and has made scant investments in renewable energy. As summer approached, the only way to avoid a national energy emergency was through drastic conservation. And so the Japanese powered down.

The government required big power users to reduce peak consumption by 15 percent. Utilities pleaded with consumers to pitch in. Industries, offices and private households turned lights off and thermostats up, above 80 degrees Fahrenheit. Office workers traded suits and ties for kariyushi shirts, the Okinawan version of aloha wear. They moved their shifts to early mornings and weekends, climbed the stairs and worked by the dim glow of computer screens and LED lamps. Families stopped doing laundry every day; department stores and subway stations turned off the air-conditioning. Posters of happy cartoon light bulbs urged everybody to pitch in.

Read the rest of the story: In Japan, the Summer of Setsuden.