How and Why Partnerships Can Help Businesses Shift to Sustainability (Sustainabili-Tea Talks Session 2)

By the mid-2010s, Ministry of Economy, Trade and Industry estimated that “Japanese SMEs accounted for 99.7% of all businesses, employing 34 million individuals” (including micro-enterprises). That number is still high today.

Philip Nguyen, founder of Mamoru app, and Akira Sakano, founder of Zero Waste Japan, collaborated to create this series of talks. The focus is on SMEs, and the reason is because of their shared belief that SMEs have a significant influence in shifting society towards sustainability.

Nguyen founded the Mamoru app to allow users to find nearby sustainable products and services. The app actively invites users, especially sustainable SMEs, to list themselves in the app.

Nguyen: SMEs are positioned in a great place, as they are connected to consumers and big companies. If SMEs make sustainable changes, they can potentially become the point of influence on both customers and other businesses. One reason why Mamoru exists is to bring together diverse voices from different perspectives to accelerate sustainable living in Japan.

How SMEs can communicate their sustainable efforts

Sakano founded Zero Waste Japan because she saw the flaw in systems that create waste, and Zero Waste Japan aims to accelerate zero waste actions in the country. One way was through the Zero Waste Accreditation, which certifies businesses that take sustainable action towards zero waste.

Sakano: How can businesses show they are doing sustainable actions, especially zero waste? It’s difficult to ‘show’ customers something that is prevented and not created. The Zero Waste Accreditation is one way to help customers visualize that. We also want to lower the bar for businesses to take the first step towards zero waste by focusing on taking action. These can be using eco-friendly products or engaging customers in conversations surrounding sustainability. Since they are windows to customers and other businesses, we hope everyone can get involved at a grassroots level.

This is an important point echoed in the first session, where cafes can become ground zeroes for sustainability to spread. Every interest piqued in each customer when they see something like compostable leaf plates or Zero Waste mark is an opportunity to talk about sustainability.

Pioneering role models can inspire other businesses

Before he founded Mamoru, Nguyen created Gochiso that allowed users who were dining out to donate a portion of their bill to a chosen NPO. But the service ended when the F&B industry was heavily impacted by the pandemic last year. He is thus familiar with the struggles of SMEs.

Nguyen: Small businesses like ourselves often think that being a sustainable business is not a privilege that all SMEs can afford. Role models are therefore important to communicate their sustainable solutions to those in their communities. These role models are resilient because they are deeply connected with the community and have good partnerships with other businesses.

Nguyen also shared that the COVID crisis presented an opportunity to change his business model by continually having a startup mindset. His Mamoru app is a role model of how businesses can flex towards changes, especially when SMEs are flexible enough to make quick changes and respond to the market’s needs.

Partnerships shape a sustainable society

Sakano also shared her insight on the importance of partnerships, especially in creating a sustainable society. She sees this clearly through Zero Waste Japan’s work.

Sakano: Zero Waste Japan carries no physical products because we offer consultations, so in a sense, partnerships are essential for us. However, we see it as more than a B2B relationship. We see all the gears needed for systemic change. We are talking about local governments, residents, local businesses, local organizations… many stakeholders who are involved in setting the right conditions for action. External organizations like Zero Waste Japan provide the right knowledge for the partnerships to come together to create the change needed.

Next session: How to engage our people & customers in driving sustainability