Starting Systemic Change from Communities (Sustainabili-Tea Talks Session 6)

If businesses and government can lead the way, the Japanese are savvy enough to follow suit for sustainable living. However, greenwashing is a major issue in many companies. We need a systemic change to implement sustainability properly.

Sustainability shift requires a change in mindset

The speakers agree that many companies do not understand SDGs or sustainability at all.

The first speaker, Oyama Takako, is the founder of Fog inc, a design consulting company assisting different organizations in creating a circular economy. It has worked with local governments and environmentally conscious brands such as LUSH. In her experience, she believes that a change of mindset is required.

Oyama: Creating a circular economy requires a change in mindset. Some businesses are suspicious and lack authenticity because they attempt to insert their business model into environmental needs, which is superficial. Working in the same framework limits changes. We want to create a circular economy or a decarbonized society, which requires changing mindsets. Only then do we develop systems from there.

Mariko McTier agreed with her observation. McTier is the co-founder of the popular mymizu app in Japan, an app that maps locations of water refilling spots in Japan so that we may never have to buy a plastic bottle ever again.

McTier: Many would agree with what you said. However, in some talks where we were invited to deliver, we realized that some companies are not interested in learning about the SDGs or there are no sustainable experts. That’s not to say there are no companies making changes. If there is a shared basic knowledge as common ground, we can develop sustainable products. For example, we can approach it philosophically to ask, ‘What is circularity?’ We can still use existing resources and communities to change the business, or even create a new business.

Change can start from the bottom-up

So, where can the change of mindset begin? Oyama and McTier offer some ideas.

Oyama: Very often, we look at North European countries like Amsterdam for their circular model. But the Japanese society was traditionally circular already. What we lacked to continue that circularity were successors to take over and pass down the knowledge. We also need to look from the local communities’ perspectives, rather than assuming implementation of a city model will work anywhere.

A common theme seems to be that we need to look at what is available and what the community wants to do with those resources. McTier added that communities, too, play a part.

McTier: We can also think of communities with common grounds. In mymizu, we work with SMEs who want to contribute to sustainability too, whether they are family businesses or independent cafes. Mymizu gave them a way to contribute. Unlike large corporations, SMEs can take action very quickly, even overnight. They can become first movers, and it’s an advantageous position. Although there are many different communities within mymizu, users have a shared goal not just to reduce plastic but to make the world a better place. That is why they not only use the app, but actively promote it to other shop owners.

Welcoming constraints that promotes innovation

We will no doubt face obstacles in the move towards sustainability. However, we shouldn’t be afraid of these changes and the problems that may appear. We will begin thinking creatively through these constraints.

Oyama: For me, having limiting constraints is important for a circular economy. For example, with mymizu, we are limiting ourselves away from plastic bottles. But within that constraint, we still have a degree of making decisions. It makes us think creatively and eventually break free in a sense. However, if we look at Japan, capitalism has created a consumer society where we are free to consume as much as we want.

McTier: Other countries have already put in constraints, like imposing fines or providing subsidies. This is why the companies can take more actions. But Japan doesn’t have that limitation. I believe Japan will be introducing a new bill next year, and that new framework will spark creativity to create something new.

Using data to support policy change

Numbers are important too because they can affect policy. It would provide examples and proof to local governments who need them to take action. With massive numbers and action, it becomes a new norm, and policy follows. The same can happen if enough SMEs become sustainable.

McTier: Mymizu was founded because we resisted government’s and businesses’ belief that nobody is interested in water refilling. Now we are demonstrating through the app that there are more people taking actions. Our communities feel free to take action for a shared vision. We have evidence for large businesses to take action. Governments cannot ignore these movements.

A special thanks to the hosts of the six sessions, Philip Nguyen, founder of Mamoru app, and Akira Sakano, founder of Zero Waste Japan, for taking us through the three days, enlightening us on how SMEs can speed up the creation of a sustainable society. (Visit Session 2 on their discussion on How and Why Partnerships Can Help Businesses Shift to Sustainability)