This article is an excerpt from our research publication SJ3: The pathway to regenerative business. A Japanese version is available on Note.
Summary
- Community initiatives like CSA Loop and Megloo foster regenerative food practices and connections.
- Workplace initiatives like eco refill stations and community workshops empower employees in sustainability.
- Unconventional avenues are essential for driving transformative change in society.
- Companies should collaborate with stakeholders to build a truly sustainable 21st-century society.
- Amplifying impact and engagement beyond entry points is crucial for achieving SDGs in Japan.
Introduction
Embarking on a sustainability journey can be a daunting task, particularly for companies unsure of where to start. In Japan, the adoption of global initiatives like the 3 R’s (Reduce, Reuse, Recycle) didn’t start until the early 2000s.¹
Today, sustainability has become increasingly prevalent in our daily lives. It permeates different parts of our society, from advertising campaigns to government policies, and the SDGs pin badges seen on corporate blazers.
Japanese companies can learn much by returning to their roots. Reflecting on Japan’s journey from an agricultural nation to becoming one of the world’s leading economies, and revisiting traditional practices and a collective mindset in contemporary ways.²
Community as a catalyst for change
Our research found that people are already making common changes to promote sustainability. They are effectively recycling, using public transportation to reduce energy consumption, and buying local goods and foods.
Although participating in a protest may not be a common choice for individuals in Japan, many still express interest in adopting certain lifestyle changes in the future. These changes include minimising plastic consumption, supporting local produce and products, and investing in environmentally conscious businesses. Embarking on these endeavours alone can pose difficulties. However, seeking support and knowledge through community initiatives can make these changes more accessible and realistic.
CSA Loop
Food has a remarkable way of connecting people and communities. Yet today we often overlook the origins of our food.
Community Supported Agriculture (CSA) is a solution that not only promotes sustainable farming practices but also fosters a stronger sense of community participation. Originally popularised in the 1980s³, the idea has become increasingly popular across the world with the decline in farming communities⁴ and increased demand for food.⁵
CSA Loop involves a collaborative effort between customers and farmers. People subscribe to a produce plan, providing farmers with a steady income. This mutual support fosters a connection between farmers and their community, promoting sustainability and ensuring access to fresh, locally-sourced produce.
During the 1960s and 1970s, Japan witnessed the emergence of the ‘Teikei’ movements, which can be seen as a parallel model. In this movement, Japanese customers actively engaged with local farmers by buying directly from them, supporting local economies. These systems not only enabled people to have a deeper understanding of the origins of their food, but also provided a platform for meaningful connections between customers and farmers.⁶
Recognising this, Ryota Hirama, the founder of 4Nature and the driving force behind CSA Loop, envisioned implementing the system not only in Tokyo but also in the neighbouring prefectures. Collaborating with local cafes and farmers markets, Hirama aimed to facilitate mutually beneficial connections between farmers and prospective cafes and markets alike.
Given their popularity, these cafes and markets present people with a unique chance to connect with the farmers responsible for the produce. Moreover, they provide an avenue for customers to engage with like-minded individuals who share their passions. Customers can conveniently drop off their excess compost at these pick-up points, knowing that it will be delivered to local farms.
Furthermore, our study found that purchasing items from local sources is a practice that people have already embraced or plan to adopt in the future. CSA Loop extends convenience to customers by offering multiple pick-up points, enhancing accessibility to local goods, and fostering a vibrant community.
Megloo
When it comes to food, people often rely on convenience and accessibility when deciding their next meal. According to a 2021 study by Statista⁷, over 70% of the Japanese population makes at least one purchase from a convenience store every week. Among this group, 23.6% buy goods from the convenience store almost daily. It’s widely known that these foods are typically packaged in plastic and are a popular meal choice.
Plastic waste is one of Japan’s most pressing environmental concerns. A large proportion of plastic waste is either incinerated or exported to other countries. In 2020, Japan exported 820,000 tons of plastic waste to South East Asian countries, accounting for 46% of plastic waste for that year.⁸
Although Japan has a strong emphasis on recycling, it unfortunately does not effectively alleviate the issue of plastic waste. Moreover, not all of the recycled plastic can be reused, further complicating the situation. Balancing the fast-paced demands of commuting, childcare, and work makes it challenging for the average person to forgo the convenience of prepared foods.⁹
Recognising this issue, Megloo, an organisation that originated in Kanagawa prefecture, took it upon themselves to address the problem.
Megloo, founded by Shingo Yoshizumi in 2022, is an organisation that partners with local shops to provide reusable containers. Customers can conveniently utilise the LINE app to scan a QR code at participating stores, facilitating the rental of takeaway containers. The return process is equally as hassle-free, allowing customers to conveniently drop them off at other participating stores. Yoshizumi was inspired by similar initiatives in Europe, such as RECUP, one of the largest returnable drinks and food container systems in Germany.¹⁰
Yoshizumi successfully introduced Megloo in multiple locations across Tokyo, as well as in Kanagawa and Shizuoka prefectures. Additionally, the product was tested during sporting events. Megloo has facilitated stronger connections between customers and local shops, while also reducing the waste generated by both restaurant owners and individuals.
The involvement of participating stores often triggers a chain reaction, inspiring neighbouring stores to join Megloo, demonstrating the collectivist attitude that still exists in Japan. Going forward, the team behind the service hopes to make the rental and return process as seamless as possible. As Megloo continues to grow, it serves as a strong example of the potential for community-focused initiatives to drive sustainable change.
Fabric’s initiatives as an experimental studio
When starting a new venture two questions regularly come up: Where do we start and how can we ensure long-term viability?
As an unconventional consultancy, the Fabric team sees our studio as a platform to prototype social innovation and service design initiatives in our communities. The section below highlights a selection of experiments that Fabric has conducted to foster stronger bonds between the team and local community.
Under the tracks
In the bustling cityscape of Tokyo, many companies still adhere to the traditional cubicle model for their office spaces. While this is common practice worldwide, Fabric selected Nakame Gallery Street, owned by Realgate, as our studio location. Nakame Gallery Street is tucked under the Toyoko train line and houses over 10 companies in its office spaces. With high ceilings and an open floor plan, the office spaces are designed to stimulate creativity and the company’s goal was to attract a variety of businesses, from hair stylists to interior designers, to the property.¹¹
The innovative way of utilising empty space under the train tracks was also a draw for the Fabric team. A quick walk under the track reveals businesses including a yoga studio, gym, chai shop, and Fabric itself. The arrangement of this street fosters a sense of curiosity among businesses, allowing tenants to casually greet and engage with their neighbours, creating a vibrant and connected community.
This unique setting has supported the Fabric team in getting to know neighbours such as ADI, a Nepalese fine dining restaurant and cafe run by two community-focused owners. A mutually beneficial relationship has developed, sharing spaces and services for events, exhibitions, and community building. With the goal of fostering a close-knit community, Fabric fully utilises this convenient location and actively engages with local eateries and establishments.
Ecostore
Remote work brought a substantial change to our lives during the COVID-19 pandemic. Since reopening the studio, Fabric have operated in a fully flexible hybrid model that recognises the advantages of in-person collaboration and community, while continuing the option of working from home to allow for focused work, caregiving, and convenience.
At Fabric, like many other workplaces, we developed a range of initiatives to support employees returning to the studio, with a focus on becoming a community hub.
One initiative was setting up an eco refill station at our studio, an easy initiative to implement with the help of Ecostore.¹² With over 45 refill stations around Japan, customers can bring reusable containers and have them filled with everyday essentials. Providing hand soap and laundry detergent in this way can help cultivate a habit of using reusable containers, encouraging team members towards reusable behaviours beyond the workplace.
Community workshops and training
Community workshops have also helped to inform, engage, and inspire team members at Fabric, including topics like B Corp and carbon offsetting. Instead of solely relying on team members to navigate complex topics, companies can take the lead in fostering team education, a proactive approach which ensures a well-informed and empowered workforce.
Incorporating volunteering and community events into the office environment provides team members with opportunities to engage with the broader community and connect with one another beyond their regular work duties. This not only fosters a sense of belonging but also reinforces the importance of social impact and collaborative teamwork. Furthermore, volunteering has long been an effective means of fostering empathy.
Fabric has also collaborated with organisations like ‘Climate Fresk’ and ‘Ethical Shukatsu’, who have conducted events and workshops on topics related to the SDGs. Finding a venue is often a major financial hurdle for nonprofits and other similar organisations, and providing a space can help to amplify the important work of these kinds of mission-driven groups.
Fabric has also been involved with CSA Loop as a pick-up spot and has rallied restaurants to participate in the Megloo program. Organising events and engaging in volunteering activities fosters the creation of stronger networks and meaningful connections, not only among Fabric members, but also with other community partners too.
Outcomes
While collective efforts to promote the 3 R’s and achieve the SDGs strengthen in Japan, there are many other avenues through which to engage communities and amplify their impact. These opportunities extend beyond initial entry points and allow for even greater impact and engagement.
Community initiatives like CSA Loop and Megloo exemplify how people can seamlessly integrate sustainable practices into their daily lives. These specifically focus on sustainable food practices, empowering individuals to make conscious choices that contribute to both wellbeing and the environment.
Alongside this, companies can explore workplace initiatives that resonate with their employees to ignite a sense of motivation and empower the workforce. This strategic approach not only fosters a positive work environment but also heightens employee engagement and satisfaction. These initiatives can not only lead to a deeper sense of connection among team members, but it can also provide opportunities for employees to engage with other businesses and communities around them.
In order to build a truly sustainable society fit for the 21st century and beyond, it will be critical to explore unconventional avenues that go beyond the so-called ‘entry points’ for individuals, and companies must continue to work with stakeholders from all parts of society to drive transformative change.
References
- Ministry of the Environment (2005). Japan’s Experience in Promotion of the 3Rs. (2005). https://www.env.go.jp/recycle/3r/en/approach/02.pdf
- Ogihara, Y. (2017). ‘Temporal Changes in Individualism and Their Ramification in Japan: Rising Individualism and Conflicts with Persisting Collectivism.’ Frontiers In Psychology, 8. doi: 10.3389/fpsyg.2017.00695
- McFadden, S. (2013).Part I: Community Farms in the 21st Century: Poised for Another Wave of Growth? https://web.archive.org/web/20130426113108/http://www.newfarm.org/features/0104/csa-history/part1.shtml
- Booth, A. (2023). The reason we’re running out of farmers. https://www.bbc.com/future/bespoke/follow-the-food/the-reason-we-are-running-out-of-farmers
- Hofstrand, D. (2014) Can We Meet the World’s Growing Demand for Food? | Agricultural Marketing Resource Center. https://www.agmrc.org/renewable-energy/renewable-energy-climate-change-report/renewable-energy-climate-change-report/january--february-2014-newsletter/can-we-meet-the-worlds-growing-demand-for-food#:~:text=Food%20Demand%20Factors,population%20growth%20are%20quite%20reliable
- Kondo, C. (2021). ‘Re-energizing Japan’s teikei movement: Understanding intergenerational transitions of diverse economies.’ Journal of Agriculture, Food Systems, and Community Development, 10(4), 103–121.https://doi.org/10.5304/jafscd.2021.104.0031
- Statista (2021). Japan: convenience store shopping frequency 2021. https://www.statista.com/statistics/1227491/japan-convenience-store-shopping-frequency
- Joe, M. (2022). Quitting single-use plastic in Japan. https://www.bbc.com/future/article/20220823-quitting-single-use-plastic-in-japan
- Rahkovsky, I., Jo Y., Carlson A (2018). What Drives Consumers to Purchase Convenience Foods? https://www.usda.gov/media/blog/2018/07/24/what-drives-consumers-purchase-convenience-foods
- Circular X. (2023) Case study: RECUP — Reusable containers for food on the go. www.circularx.eu
- Nakame Koukashita (2016). 公式｜NAKAME GALLERY STREET at 中目黒高架下. https://nakame-koukashita.tokyo/about
- Ecostore. リフィルステーション -Refill Station-｜ecostore(エコストア)日本公式オンラインショップ. https://ecostore.jp/Page/contents/2017/refillstation.aspx
Fabric is a Strategic Design and Sustainability consultancy helping businesses move towards more innovative, sustainable futures. Based in Tokyo, we’ve been consulting with global and local companies since 2004. We have extensive experience bringing together design thinking, sustainability, and human insight to deliver good strategy for clients.
