What Japan’s 1000-Year-Old Shrines Teach Us About Sustainability

Japan welcomed the new era of Reiwa in May this year, with many Japanese visiting the shrines, participating in a mark of change in history. These Shinto shrines have been the oasis providing emotional support for the past millennium. And now, the UN (United Nations) is starting to realize how Shintoism has a significant role in the achievement of SDGs.

This is where Sustainable Business Hub becomes relevant. It is a company that aims to maximize the potential of shrines in the context of SDGs (Sustainable Development Goals). During their Founding Commemoration Seminar, Sustainable Business Hub held a session titled, “Learning About The Potential and Issues of Sustainable Businesses From Shrines and Local Industries”. In this article, we will examine the Shinto way of life, and discover the role of Shintoism and its impact on sustainability.

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The UN’s increasing awareness in Shintoism

Since 10 years ago, it was estimated that should the current rate of Japan’s use of natural resources and emission of carbon dioxide continue to grow, they would require the resources of two Earths by 2030. To date, the earth resources that was sacrificed in exchange for the growth of large-scale businesses were too valuable.

Hence, the UN introduced SDGs in 2015, determined to prioritize mother earth over economic growth, prompting companies to work together to solve social issues. It is a concept that is slowly being incorporated into our way of life.

SDGs are not new to us. According to a presentation led by the chief priest of Iwashimizu Hachimangu in August 2018, not many are aware that Shintoism was found in the UN records. His presentation highlighted the importance of Shintoism and the role it can play to achieve sustainable development.

This illustration is presented by Stockholm University, which is also known as “the wedding cake”. It suggests a new way of viewing SDGs. Each goal is placed at corresponding categories represented by three different layers: environment, society, and economy. It convinces us that without the environment, it is impossible to continue economic activities as a society.

This is where Shintoism comes in. Shintoism is devoted to the worship of a multitude of gods. It believes that there is a god in all things, from the sun, moon, mountains, lake, and stones. Shintoism also has a deep respect for nature as it is regarded as sacred. It embraces a way of thinking that is ideal for SDGs.

The Role of Shrines In Japanese Society and Business

What kind of lifestyles were there throughout the generations who embraced the Shinto way of life? The root of Shintoism began from shrines where Shintoism was heavily practiced. Subsequently, it inspired sustainability, which gained widespread influence into surrounding economic activities. The seminar shared the following points that looked at various economic activities between people and shrines.

Shrines introduce and protect new industries

Let’s take a look inside shrines. There is an overwhelming number of traditional Japanese crafts such as candles, hand painted sliding doors and folding screens. It is said that 70 to 80 per cent of present-day traditional craft industries started at shrines. Items that were formerly created for shrines are passed down as traditional crafts today. These revelations help us to understand how shrines build and protect industries.

Shrines as an business incubator

Today, a myriad of small shrines are scattered across Japan. Once the hearts of local communities, these shrines were also places where priests studied and collected books. As a result, shrines were also used as schools, kindergartens and government offices.

The shrine became a place where people gathered and had exchanges. They could discuss their problems and troubles with others. It also brought individual strengths together, so it is no surprise when the pool of expertise birthed new business ideas.

Shrines’ focus on organizing communities

Communities of solidarity were formed around shrines. This led to the celebration of festivals. The phrase shintowaraku, also known as Shinto music, represents the enjoyment and proximity between humans and the gods.

These communities followed the approach of a teal organization. A teal organization makes decisions that prioritizes diversity. It functions as a living group that helps to achieve goals. Back in the day, community movements were demonstrated by gathering in a circle around shrines. The act of local residents coming together to promote a change in society is referred to as “community organizing”. We could even say that Barack Obama was able to become president of the United States of America due to community organizing.

This way, not only do shrines create new industries while preserving the old, they also support human economic activities, forms and enlightens active communities. Without a doubt, the Shintoism way of life is one that resonates with the layers depicted in the “SDGs wedding cake” illustration.

The Future Role of Shrines in our lives

So how can we take these lessons and apply them into our lives? Sustainable Business Hub believes that the answer to this question is something that we have to work on.

Shintoism provides a model for sustainability, and has potential in business fields. However, present-day Shintoism seems to have a distant relationship with society. The interaction between businessmen and Shinto priests is important because they can learn from one another. Originally, shrines were places to attract economic activities; they can return to their original form by cultivating a bond with the business industry.

During the New Year, people often visit Shinto shrines to pray for their health and career. However, by turning those hopes and wishes into questions, we can understand why we pray for such, and ultimately the purpose behind our lives.

Regardless of your reasons for using a service, purchasing a product, or working a job, everyone has a purpose behind their decision. We are living in the age of “Marketing 4.0”, referring to an era where the generation is fueled by self-actualization. The session concluded that shrines are a support system; they have the potential to attract the generation of “Marketing 4.0” as they share a similar foundation with activities such as corporate training and human resource consulting.

Japanese Shrines are more than just places of interest

Large shrines are receiving the limelight as popular tourist destinations. They also suffice their nature as a place where people visit only once a year. Now that we are aware of the importance of shrines in a community, it is time to divert our attention to regional shrines that are neglected especially during the New Year.

Japan has an idiom onkochishin, which means to learn from the past by warming up the old and taking in the new. Things from the past are often categorized as old. However, this seminar reminded us that, more often than not, we fail to realize that old is still applicable and useful to improve the future of our society.

From here on, Sustainable Business Hub aims to hold events to catered to businessmen. With proper utilization, shrines have proven to be more than just artefacts. We might be able to witness the beginning of a future, a future where shrines continue to improve their relevance and inclusivity in the realm of business.

This article was originally published on IDEAS FOR GOOD.
Translated by Amanda Wee.