Gen Z takes centre stage in Japan with SDGs project “SO GOOD!! Shibuya Club”

In less than a decade to go, the 2030 goals of the SDGs are upon us, and Japan still has some catching up to do. The launch of the “SO GOOD!! Shibuya Club” is a promotion project to encourage more young people, especially the so-called Generation Z, to take action for social good and the SDGs.

“SO GOOD!! Shibuya Club” is a project collaboration between Shibuya Ward Tourism Association and Platinum Production Co. Ltd. The formation of the official members were announced last Sunday.

The project is one rooted in reality more than one of advertising or entertainment. It is the realization that the future generations after it will be inheriting the future. We are reminded of the challenges they will face environmentally (climate change, destruction of the biosphere etc.) and socially (in particular, gender and LGBT inequality, regional revitalization etc).

“SO GOOD!! Shibuya Club” will focus on two main activities. As talents (official members of the project) focused on the SDGs themes, they will experience and share their experiences from visits to related facilities and regions. One of the project’s goals is to let Generation Z youths build a connecting bridge between companies and society.

The project will also focus on producing video content for the video-savvy generations. It has already begun teaming up with SPINZ, a YouTube channel, for a series of videos discussing topics about LGBT, health, education, and more.

They plan to introduce more activities in the future, including introducing socially responsible stores within Shibuya, and conducting more collaborations with other projects and companies.

Generation Z in Japan does care about social issues and social good. Even though they are no able to vote for change, they are not deterred. We see that manifestation in their expertise in leveraging social media to share their views. “SO GOOD!! Shibuya Club” another project to provide another source of promotion for social good and SDGs. We hope and expect to see more long-term projects in the future for Japan’s youths.