Kawaii (かわいい) is a Japanese word related to the cute, a feeling of identity. A symbol even in business areas where western countries would take it as a joke. We created an ecokawaii tribe of pets cute, helpful enough to star the video data on how sharing good practices of reusing, recycling & recovering waste gets a positive impact on habitats health. They wonder about kawaii in marketing as a passive rebellion against the values of austerity and sacrifice, about what if that was to also include a sustainability in manufacturing, not only to continue to shake the foundations of the stand still strong patriarchal societies but also to play an all Generations shared environmental responsibility. A video about how decisions made in everyday life affect present and future environmental issues.
