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TIME TO ACT

Together we can take action-- starting today
TEAM TIME TO ACT

The three of us, who are all serious about the global environment, have been appointed to Team TIME TO ACT
in order to help spread the word about decarbonization initiatives.
We‘re excited to learn about and publicize the Tokyo Metropolitan Government’s decarbonization initiatives.

MEMBER

  • Mei Ichinose

    ＜Paralympian Swimmer＞

    Mei Ichinose was born without a right forearm in Kyoto City, Kyoto Prefecture in 1997. She has spent many years living abroad in England and Australia with her English father and Japanese mother. She set many Japanese records in swimming, a sport she started from a very young age, and competed in the 2016 Rio De Janeiro Paralympics. Now retired, she shares her activities and lifestyle on various SNS, including her YouTube channel, in order to help eliminate the social construct of disability. She is also a popular lecturer on discrimination and ethics.

    THEME1
    Saving energy and renewable energy

    MESSAGE MOVIE

  • Kensuke OZAWA

    ＜Editor-in-chief SDGs CONNECT, DIP corporation＞

    Ozawa-san, who joined DIP Corporation in April 2018, is the editor-in-chief of “SDGs CONNECT”, media that connects society with SDGs, and “AINOW”, Japan’s first AI-specialized media. In addition to covering numerous corporate events and keeping his readers informed about news and examples of SDGs initiatives from the consumer perspective, he is also an active photographer.

    THEME2
    Hydrogen

    MESSAGE MOVIE

  • Yoshiharu Hoshino

    ＜CEO of Hoshino Resorts＞

    Hoshino-san was born in Karuizawa, Nagano Prefecture in 1960. After graduating from Keio University’s Faculty of Economics, he earned a master's degree in hotel management at Cornell University in the United States. He was appointed CEO of Hoshino Onsen Ryokan (now Hoshino Resorts Inc.) in 1991, which he still holds today.
    In the Japanese hospitality industry which traditionally integrates ownership and operation, Hoshino Resorts has rapidly adopted a strategy of operation specialization and shifted to a business model that provides management services. As of October 2022, the company operates 60 hotel and resort facilities in Japan and overseas under five distinctive brands: HOSHINOYA, KAI, RISONARE, OMO, and BEB. The on-the-go CEO leads the company from locations in Japan and overseas via remote work and aims to ski at least 70 days a year.

    THEME3
    Resource Recycling

    MESSAGE MOVIE

RELAY COLUMN

  • It is better for 100 people to move one step forward than for one person to advance 100 steps. For comfort that connects people, society, the earth, and ourselves.

    Mei Ichinose

    ＜Paralympian Swimmer＞

    Question

    You seem to be deeply interested in environmental issues and climate change and are involved in a variety of related activities on a daily basis. What triggered your interest?

    Answer

    “It all started with a documentary film I saw in Australia, where I trained. At the time, Australia was under strict lockdown due to the COVID-19 pandemic. I was not able to practice as much as I wanted so I watched documentaries to broaden my horizons and improve myself as an athlete. I was shocked to learn that our dietary and lifestyle choices have a tremendous impact on climate change. As an active athlete, it is difficult to reduce my amount of air travel; however, starting with this one meal, I can take action. That's why I have chosen veganism, a lifestyle where you abstain from consuming any animal products.”

    Question

    You are also involved in organizing “ethical consumption” themed events. What does ethical mean?

    Answer

    “Ethical is literally translated as relating to ethics and moral principles. Recently we’ve been encountering the term "ethical consumption" more frequently ever since the concept of consuming eco- and human-friendly products entered the social spotlight. However, for me, ethical simply means to “think carefully about the impact”. In other words, we each should aspire to make life more comfortable not just for ourselves, but to bring comfort to our earth and society at large. Take for example, chocolate. I should think about the wider effects my choice of chocolate will have. Maybe it isn’t fair trade chocolate. Maybe it is the product of child labor. Instead of eating without thinking, it is important to think about the connections our actions have. I think this way of thinking also can be applied in part to environmental issues. It is quite conceivable that, somewhere in the world, droughts, floods, and other abnormal weather will occur as a consequence of our reckless energy consumption. Since I was a high school student, I have argued that it is each of us, as members of society, who create the concept of "disability", and it is society that can eliminate the social construct of disabilities. Similarly, climate change is another issue born from human action. Japan is a country easily affected by climate change. That's why I believe it's important to face environmental issues and climate change through TIME TO ACT and think about the impact of the actions we choose.”

    Question

    Households are responsible for approximately 30% of Tokyo's energy consumption. The key to energy conservation clearly lies in household efforts. The Tokyo Metropolitan Government has introduced power-saving tips for residential homes with the slogan "HTT (Abbreviation made from Japanese “Herasu” - Save, “Tsukuru” - Generate, and “Tameru” - Store Electricity)". Have you heard about this initiative?

    Answer

    “Yes. I think that many people are hesitant to take action against environmental problems and the climate crisis at the individual level because they feel that there is nothing they can do as individuals. Some of these people have come to realize that there are things they can do through learning about the "HTT" energy saving tips. Looking at the statement “Homes account for 30% of Tokyo’s energy consumption” from another angle, we can also say that individuals can tackle 30% of the problem. Individuals becoming aware and changing their behavior can contribute to the prevention of global warming. I think this thinking holds great hope for us.”

    ※Learn about HTT and energy-saving tips for the home at the Tokyo Metropolitan Government website at the link below.
    https://www-kankyo-metro-tokyo-lg-jp.translate.goog/climate/tokyo_coolhome_coolbiz/index.html?_x_tr_sl=ja&_x_tr_tl=en&_x_tr_hl=ja&_x_tr_pto=wapp（English- some info in Japanese only）

    Question

    Are there any energy-saving actions that you usually do? The Tokyo Metropolitan Government has introduced some easy, everyday summer energy saving tips on its website. Are there any you would like to try?

    Answer

    “ Yes, there are. I usually turn off the lights 1 to 2 hours before going to bed and relax by candlelight. This isn’t something I started doing because I was conscious of saving power, but I recommend it because I find that it helps me relax my body both physically and mentally. Also, I don't turn on the lights during the day because my house faces south and gets a lot of sun. The Tokyo Metropolitan Government website explains that lighting is a household’s biggest source of energy consumption. I also saw the summer energy saving tips-- there are so many! Changing lighting to LED, using green curtains* to block the summer sun, switching to water-saving shower heads, applying airtight tape to prevent cooled air from escaping, using a fan to boost an air conditioner’s cooling effect -- these are all things that can be done immediately. What caught my attention was green curtains. Actually, when I was a child, my mother used to grow goya curtains. It's a good way to help save energy while enjoying home gardening. Food undergoes a variety of processes, each of which has a large impact on the environment, before it gets in our homes. Green curtains offer more than just their ability to protect homes heat, they also contribute to reducing energy consumption through local production and local consumption. I would love to try it out myself.

    Question

    In order to incentivize people to adopt more energy saving strategies at home, the Tokyo Metropolitan Government is giving out “Tokyo Zero Emi Points”. These points can be exchanged for gift certificates and other items by citizens who replace their home appliances, such as air conditioners, refrigerators, water heaters, LED lighting, with more energy efficient models. Did you know that Tokyo also has programs that subsidize a portion of costs for builders who construct "Tokyo Zero Emi Houses"?

    Answer

    Tokyo has such great systems! If we can create circumstances that reward people who want to be environmentally friendly, I believe that more people will gain awareness of the environment. Despite the importance of being aware of the health of our environment, when people talk about it, more often than not, some change the subject or disagree with how important or urgent it is. With Tokyo, a major city, taking the lead, I think that people's awareness will change, and they will see what everyone can do and should do. Tokyo will be able to create a movement that makes the environmentally friendly choice the default choice. I think that both the "Tokyo Zero Emi Point" and the "Tokyo Zero Emi Housing" programs encourage these changes.

    ※For more information about Tokyo Zero Emi Points and Tokyo Zero Emission House, please visit the Tokyo Metropolitan Government website at the link below.
    https://www-kankyo-metro-tokyo-lg-jp.translate.goog/climate/home/tokyo_zeroemission_house/index.html?_x_tr_sl=ja&_x_tr_tl=en&_x_tr_hl=ja（English- some info in Japanese only）

    Question

    The Tokyo Metropolitan Government is considering a new program that will make installation of solar power generation equipment mandatory in the construction of small and medium-sized new buildings such as houses. What is your image of solar power generation?

    Answer

    I see solar power as a renewable energy source that is integral to life. In Australia, I lived in one of the many houses in my neighborhood that was equipped with solar power generation equipment. Solar energy is inexhaustible, so we don’t have to worry about it running out like oil or coal. Additionally, solar power is an easy to understand cycle since the electricity is consumed where it’s generated. I think introducing a renewable energy system that is within our reach is a positive development.

    ※For information on the installation of solar power generation equipment, etc., please refer to the following website of the Tokyo Metropolitan Government.
    https://www.time-to-act.metro.tokyo.lg.jp/en/initiatives/220829

    Question

    What message would you like to send to the world as an ambassador for Tokyo’s "TIME TO ACT" initiative?

    Answer

    “I usually communicate information in my own words, but in this case, there are limits as to what I can do alone. I believe that widespread publicity is comprised of joint action taken by individuals and the private and public sectors. I have always cherished is the saying "It is better for 100 people to move one step forward than for one person to advance 100 steps". If a single person taking 100 steps forward can be equated with 100 people taking 1 step, the progress of 100 people taking even one step would be an even more promising outcome. Especially when taking action to improve the environment and fight climate change, some may see such action as a self-sacrifice or only something we must endure, but that is not the case. For example, look at the issue of marine plastic waste. There is growing awareness and concern that our plastic waste will enter the marine ecosystem, including the fish we eat, which will affect us humans. By using our own reusable bags and water bottles, we can stop the flow of plastic waste into the seas of Tokyo. The choice to use naturally-derived products is a step towards protecting ourselves and the environment. This same thinking applies to energy conservation and renewable energy. Acting with the comfort of people, society, and the earth in mind will lead to the comfort of the individual. It is my goal to inspire more people to adopt this attitude – even if just one person.”

  • “Creating compelling experiences is the key to unlocking the future of hydrogen energy.”

    Kensuke OZAWA

    ＜Editor-in-chief SDGs CONNECT, DIP corporation＞

    Question

    The Tokyo Metropolitan Government (TMG) has set a target for achieving a decarbonized society by 2050. Promoting the widespread adoption of renewable energy and hydrogen energy is becoming increasingly important for Tokyo in order to respond to the climate crisis and achieve energy security. What are your views on hydrogen energy?

    Answer

    “When I think of hydrogen I think clean energy source that doesn’t emit CO2. We launched our media outlet dedicated to the SDGs in 2021. Since then, through interviewing over 100 companies and specialists in related fields, I have become keenly aware of the instability and danger that our society’s reliance on fossil fuels puts us in. Even here in Japan, the trend toward decarbonization is accelerating among companies, and there are growing expectations for zero-emission vehicles such as electric vehicles (EVs). In particular, hydrogen fuel cell vehicles (FCVs) not only produce no GHG emissions, they also boast the advantage of short refueling times and comparatively extended range between refueling. There are, of course, infrastructure issues to be solved such as the small number of hydrogen stations compared to EV charging stations, but I believe it is necessary to explore hydrogen’s potential.”

    Question

    TMG has formulated the “Zero Emission Tokyo Strategy”. Under this strategy, Tokyo is actively promoting the use of hydrogen in various fields and providing information about the related initiatives on the TMG website. Are you aware of TMG’s activities?

    Answer

    “The hydrogen-fueled torches in the Olympic Torch Relay that delivered the flame to the hydrogen-fueled cauldron of the Tokyo 2020 Olympic and Paralympic Games, the hydrogen utilization at the Athletes' Village, the introduction of fuel cell buses... These and other innovations made the Tokyo 2020 Games the first ever event to utilize hydrogen energy and the talk of the world!
    I think it was very meaningful that the international stage of the Olympics and Paralympics was used to showcase to the world how these new technologies are being used, offering a taste of how of common sense is changing. Today you can frequently see fuel cell buses around town, and unlike conventional route buses, their sophisticated and futuristic design are quite eye-catching. I believe that these buses that combine hydrogen fuel cell technology and modern design sparks the imagination of all who see them. It's important that these vehicles are seen around the city as part of normal everyday city life. For citizens, these encounters become an opportunity to experience and connect with hydrogen energy.”

    Question

    In order to promote the introduction and widespread adoption of hydrogen energy, the TMG is subisidizing the development of fuel cell vehicles and hydrogen stations, and the installation of fuel cells for household, commercial, and industrial use. What do you think of these initiatives?

    Answer

    “The TMG is endeavoring to create the foundation needed to expand hydrogen utilization to residential homes and other scenarios by setting up hydrogen stations and creating supply sites, providing opportunities to experience hydrogen energy through public transportation and fuel cell vehicle sharing, and subsidizing fuel cell installation costs.
    While I truly hope that more and more Tokyo residents become aware of these efforts, it’s also true that there are many issues to overcome in order to achieve a hydrogen society. For example, cost reduction and providing consumers with convenient infrastructure is a significant challenge.
    We are seeing steady progress in the adoption of household fuel cells, the launch of FCV in the marketplace, and the establishment of hydrogen stations. But there are many other places and fields scenes where practical application of hydrogen energy technologies is lacking, and many people cannot envision how hydrogen can change their lives or how it can reshape society. In order to familiarize people with hydrogen energy, it’s important to clearly demonstrate to consumers that it’s easy to use, in addition to communicating the fact that’s it’s a clean source of energy.
    In the IT field, terms like UX (user experience) and CX (customer experience) are often used. In the newly forming industry of hydrogen energy services, it will be essential to consider, from the consumer’s point of view, what kind of experience and value these services can provide. I believe that the experience of using hydrogen must be designed to communicate not only how clean hydrogen is as an energy source, but also its convenience for consumers and the value provided by services.”

    Question

    The private, public, and academic sectors collaboratively established the “Tokyo Hydrogen Promotion Team”, nicknamed Team SuiSui (suiso = hydrogen, suishin = promotion), with the goal of providing more people with the opportunity to experience the advantages of hydrogen energy. Tokyo is also focusing on initiatives involving other actors such as companies and universities. For example holding conferences in collaboration with companies that are developing hydrogen energy-related businesses. Where do you think the government should focus its efforts in order to achieve a hydrogen powered society?

    Answer

    “I believe that wider adoption of hydrogen energy can be achieved by the TMG strengthening connections with and between universities and other educational and research institutions, and as well as private sector enterprises. For example, companies in the private sector should pursue practical and commercial application of the research and technologies developed by research institutes and universities. On the other hand, academia should seek to understand corporate needs and pursue appropriate paths of research. It is necessary for all to have a mutual understanding of their respective roles.
    In recent years, corporate and investor interest in Environment Social and Governance (ESG) and the SDGs has heightened. Since the 2021 revision of the Corporate Governance Code (and Guidelines for Investor and Company Engagement)*, listed companies are now required to disclose their carbon dioxide emissions. Now that we are demanding companies to proactively address environmental issues, it is my hope that the TMG will continue to prioritize support for the deployment of hydrogen energy while providing companies with hydrogen utilization models and encouraging every field to adopt and expand its use of hydrogen.”

    * The Corporate Governance Code is a part of the Securities Listing Regulations set forth by the Tokyo Stock Exchange, with listed companies required to promote initiatives based on the Code in accordance with each company’s specific circumstances.

    Question

    On October 12, 2022 (Wednesday), Tokyo will host the “TIME TO ACT: Hydrogen Forum 2022". What do you think of the TMG hosting of international conferences like this?

    Answer

    “Japan's industrial competitiveness has been trending downwards. However, our nation leads the world in the development of technologies for hydrogen energy utilization. In addition, the quality of our infrastructure is higher than that of other countries, and expectations are rising regarding the technology utilization and know-how fostered by existing infrastructure. As countries around the world accelerate toward the practical application of hydrogen technology, the megalopolis of Tokyo is taking the initiative. I think communicating Japan's strengths and uniqueness will have enormous impact.
    What kind of government services can be provided to consumers in order to prevent "TIME TO ACT" from ending up as only a momentary success? What initiatives are being pursued to expand the demand for green hydrogen and establish its societal utilization? I'd like to learn the answers to these questions through these international forums and other TMG activities.”

    Question

    What would you like to communicate as a "TIME TO ACT" ambassador?

    Answer

    “In connection with my vision for creating a society where humans and AI coexist, I am engaged in a variety of communication activities. It’s necessary to focus on energy as we draw up a vison of the future and consider the actions we need to take to get there in order to create the next-generation society, which will be a fusion of humanity, AI, and other cutting-edge technologies. Today the SDGs serve as easy-to-understand signposts to our destination. While keeping an eye on energy-related technological developments for the journey ahead, I would like to pay special attention to the potential of hydrogen energy from my standpoint as the editor of media specializing in SDGs, and to share these observations with everyone.”

  • Positive for the environment, and positive for the bottom line.
    Only environmental measures that do not sacrifice profits are truly sustainable.

    Yoshiharu Hoshino

    ＜CEO of Hoshino Resorts＞

    Question

    The concept of a circular economy, an economic system that aims to further economic growth while reducing environmental impact, has been drawing attention in recent years. The TMG has been collaborating with the Tokyo Environmental Public Service Corporation (TEPSC) to accelerate efforts to transition to a sustainable society and circular economy, and have jointly established the Tokyo Circular Economy Promotion Center within TEPSC. At the Center, we provide a one-stop consultation and matching system for waste plastic, foods and emergency food stock. In addition we; encourage new business models that use technology to extend the life of food and distribute information on resource recycling. Is Hoshino Resorts doing anything from the perspective of the circular economy?

    Answer

    “Since the 1990s, Hoshino Resorts has been moving forward with our environmental management and undertaken numerous initiatives. For example, at HOSHINOYA Karuizawa, which opened in 2005, we don’t simply incinerate or dump the waste generated by operations in landfills. We challenged ourselves to reuse and recycle waste as a resource.
    One of the first actions we implemented was allowing guests to select their food for receptions on the day of the event. Typically hotels serve a predetermined course of Japanese-Western cuisine for wedding receptions, but many guests leave food uneaten, resulting in food waste.
    That is to be expected since each guest has differing food and intake preferences. Giving guests a choice between Japanese or Western food and the amount of food resulted in a dramatic decrease in the volume of leftover. Now we can quite accurately calculate the type and amount of food to be served according to the scale of the wedding reception, which further leads to a reduction in food waste. In addition, food scraps produced during cooking are composted in partnership with a nearby ranch. At first, we were finding forks and knives mixed in with the food waste, and removal costs were high. However, we adopted a few control methods, including the use of a metal detector , which have allowed us to successfully convert our food waste into a resource.
    The compost we produce is used to grow vegetables, that the Hoshino Resorts then purchases, creating a closed loop recycling system. Although some garbage cannot be reused, we sort it into 28 recycling categories. The result of our constant search for creative solutions and investment of both time and energy is a 100% waste recycling rate, making us the first in the lodging industry to achieve this benchmark.”

    Question

    The corona pandemic has changed people’s day to day lives. Our lifestyles are rapidly shifting to a “new normal”. As we look ahead to the post-corona era, how do you think we should deal with the issues of food plastic waste?

    Answer

    “Leftover food at restaurants and unsold food at retail stores results in food waste. When eating out overseas, it is common to pack leftover food in a “doggy bag” and take it home, but many restaurants in Japan are reluctant to let you take leftovers home due to hygiene concerns. Also, some customers feel embarrassed to bring leftover food home. Regrettably it seems that it will take time to change this mindset. However, doggy bags can be big plus in reducing food waste. There is a movement to promote the use of doggy bags in Japan, and I hope that taking home leftovers will eventually become accepted in our culture.
    The plastic waste problem requires us to incorporate the "4Rs" into our daily lives. The 4Rs adds upon the conventional 3Rs, reduce reuse recycle, by adding “reject”. Reject in this context means to refuse to buy or receive things that will become waste. In other words, to refuse consumption choices that result in waste. For example, meat, fish, and side dishes are packaged in disposable plastic trays. If we refuse to purchase foods packaged on these trays an alternative purchasing method should arise. We must be prepared to reject. That alone will reduce the amount of plastic waste.”

    Question

    The Plastic Resource Circulation Act, which went into effect in April 2022, calls for the rationalization of the use of plastic amenities such as hairbrushes, combs, razors, shower caps, and toothbrushes provided at hotels in order to reduce single-use plastics. How is Hoshino Resorts tackling this requirement?

    Answer

    “We had already introduced a system to recycle toothbrushes at our properties before they passed the Plastic Resource Circulation Act. To be specific, we collect and recycle the over 1 million used toothbrushes that are disposed of annually at 30 Hoshino Resorts facilities into new toothbrushes. In addition, we have eliminated the use of individually packaged soaps (shampoo, conditioner, and body soap) at all operating facilities even though they are not subject to regulation. By using refillable pump bottles, we have reduced the amount of plastic containers by approximately 49 tons per year compared to using individually packaged soaps.
    In compliance with the Plastic Resource Circulation Act, some hotels have changed the material of their toothbrushes from plastic to polycarbonate, but polycarbonate is by no means better for the environment. The goal is to reduce the amount of plastic waste itself. In our survey, we found that 43% of guests brought their own toothbrush. Most overseas hotels don't supply toothbrushes in their rooms, so toothbrushes are considered something that travelers should bring with them.
    Awareness for the concept of responsible tourism, which calls on travelers to be aware of sustainability and act accordingly, has been growing. In a similar manner, we need to ask what kind of ingenuity is needed to encourage people to bring their own toothbrush. We will engage in daily dialogue with the market regarding this matter in order to change guest behavior.”

    Question

    The Tokyo Metropolitan Government is pursuing various projects to reduce of food and plastic waste. What is your impression of these efforts?

    Answer

    “The food upcycling project that uses food tech and other innovative technologies, the project to promote leading-edge technology and business models for recycling plastic resources, and the model projects undertaken by the Tokyo Circular Economy Promotion Center...All of them are wonderful initiatives. However, I think there is room for deeper consideration when viewing the projects from their impact. For example, food waste. In France, throwing away edible food is subject to fines, and supermarkets cannot throw away expired or near-expired food. In China, restaurants can charge customers for the disposal of leftover food. In South Korea, there is also an initiative to charge businesses and households according to the amount of waste they produce.
    When waste disposal becomes a cost that affects management and household budgets, there will be technical hurdles to overcome, such as when, by whom, and how much waste is thrown away. Despite this, I think that this approach can be an opportunity to significantly change the behavior of businesses and households. The application of economic principles can drive environmental measures. I believe that such initiatives will have an impact. Tokyo is a major city on par with New York City, Los Angeles, Paris, and London. The impact of highly effective initiatives by the Tokyo Metropolitan Government is likely to be huge, even from a global perspective. It is my hope that these environmental measures will have a lasting effect and not end in momentary success.”

    Question

    More and more companies are tackling environmental issues with the aim of contributing to a sustainable, recycling-oriented society. What kind of action is required of companies to accelerate resource recycling and the transition to a recycling-oriented society?

    Answer

    “Environmental measures taken by Hoshino Resorts are not necessarily positive in terms of profits. Of course, there are some customers who appreciate our efforts, but consumers tend to choose hotels that are cheaper and more comfortable. We continue our efforts because they don’t hurt our profit margins. These environmental measures are sustainable regardless of business performance or economic trends.
    If you look at it the other way around, environmental measures that do not generate profits are unsustainable and will end up being temporary. If you want to change the world through the corporate environmental measures, it is important that each measure is keeping the business in the black.
    So how do we run a business that is both more profitable and environmentally friendly? Furthermore how do we make a business that aims at positively impacting the environment profitable? To do that, we have no choice but to ceaselessly search for ways to prevent earning erosion. We believe that ingenuity and effort will lead to the realization of a recycling-oriented society.”