MUJI and Mindful Consumption

Last fall, I attended a talk by Masaaki Kanai, the president of MUJI. I am now writing about MUJI in the first chapter of my thesis as an precedent for the promotion of mindful behavior. At the talk last fall, Mr. Kanai spoke of one of MUJI's guiding principles: "Muji tries to attract not the customer who says 'This is what I want,' but rather the one who says, rationally, 'this will do.'" 

For a retail entity to think this way is rather mind-blowing and seemingly contradictory. I encourage you to check out the full video of Masaaki Kanai's talk at MIT.

Masaaki Kanai  -- http://stinterni.mondadori.com