“Generation Z that changes the world” “Temperature difference” felt in the strategy of popular brands November 17, 18:26

Shohei Otani, Hideki Matsuyama, Kyoko Ozawa, who became one of the "30 people under the age of 30 from Japan who will change the world" selected by the economic magazine "Forbes" along with these people.


Mr. Ozawa, now a 20-year-old university student and an “activist” who is also active as an advisor to large companies, is strongly aware of one future issue: climate change.


(Chiba station reporter Motoyoshi Okamoto / Yokohama station reporter Rei Saito)

College students who “change the world”

When Ms. Kyoko Ozawa was a high school student, she applied and was appointed as the "CFO = Chief Future Officer" of "Euglena", which is known for cultivating Euglena, which is a raw material for biofuel.



In order to reduce the use of plastic, she proposed environmentally friendly business strategies, such as the total elimination of PET beverage bottle products.



She became one of the "30 Under 30 Japan 2021" selected by an economic magazine in Japan.

Ms. Kyoko Ozawa:


"My goal is to create a society in which everyone in the world can take eco-friendly actions on a daily basis. I want to change society more than just talking about my ideals."

Currently, while studying at university, I also serve as an advisor to Marui, which operates a fashion building, etc., and I am asked for opinions from a young person's point of view on how sustainable business should be.



I (Okamoto), who worked as a reporter in charge of the Ministry of the Environment, have covered and reported on climate change issues for a long time.



There are a wide variety of ways to perceive major global issues.



Compared to the reports of disasters happening right in front of my eyes, I have felt frustration that it is not easy to convey.



As a member of the “Generation Z” who is strongly affected by climate change, I wanted to think about “communicating” with Mr. Ozawa, who is being asked for his opinions by corporate management.

First, I visited a place in Chiba, where I am currently working, where advanced initiatives are taking place.

Solar panels and fashion brands

Sosa City is located in the northeastern part of Chiba Prefecture.



If you drive about 30 minutes from Narita Airport in the direction of Choshi, you will find solar panels spread out on a vast flat land.



The installed area is more than four Tokyo Domes.

This is something different from a mere "mega solar".



On the signboard, the names of overseas fashion brands are displayed one after another.

Mr. Ozawa, who is studying sustainable society at university, responded immediately.

Mr. Ozawa:


“To be honest, I was surprised to see a Patagonia sign here.

The facility is managed and operated by a company called Citizen Energy Chiba.



We will receive investment in the form of subscribing corporate bonds and have each company purchase the electricity generated here.



Mr. Mitsuhiro Azuma, who runs the company, says that it is different from simply selling electricity to a company.

Mr. Mitsuhiro Higashi, Citizen's Energy Chiba


"We call this 'green money', where money circulates through human wisdom while using the power of nature. We are using this money to revitalize the region. What is it?"

“Share” the Sunshine

Regional revival?


The answer was found at Mr. Ozawa's feet, in what looked like a patch of grass.

Soybeans are mainly grown under the high panels.

Citizen Energy Chiba Mitsuhiro Higashi


"We installed the panels while keeping the space between them so that the sunlight can reach the fields like sunlight filtering through the trees."

Furthermore, this land was originally created artificially, and was later abandoned and desolate.



Profits from investments and electricity sales received from companies are used for the cost of farmland maintenance and cooperation funds for local farmers who outsource cultivation and harvesting.



It is "green money" that leads to regional revitalization, such as resolving the shortage of bearers.

Here, the sunlight is “shared” between the solar panels and the fields.



This signboard is what Mr. Ozawa thought symbolizes that idea.



Positioning the power generation facility as a shop, it represents the concept of solar sharing.

3rd floor: Love = hopes for the future (connections between investor companies, Citizen Energy Chiba, and farmers)


2nd floor: Power generation using solar power


1st floor: Organic farming (farming methods that make use of microorganisms)


1st basement floor …a sustainable planet

Mr. Ozawa:


"Amazing. I understood the superficial aspects of solar sharing, but I didn't think that the circulation was so complete."

“Temperature difference” felt by companies

On the other hand, Mr. Ozawa also had a calm side.

Mr. Ozawa:


“To put it simply, I think the price is still very difficult. Why do companies need to focus on it now?”

Mr. Ozawa, who was selected as CFO in his second year of high school and led his proposals to reality, was featured in various media and had many opportunities to express his opinions when invited to companies.



While he has seen many companies, he has often felt the difference in environmental measures and seriousness that are only pretense.



Sometimes I feel uncomfortable with the category of “activist”.

Mr. Ozawa:


“I am not an environmental activist.

The electricity we wanted to procure was not on the market

I made an appointment with one of the companies I had invested in, thinking I should listen to them.



Patagonia is an outdoor equipment manufacturer headquartered in the United States.

Countries around the world have set a goal of limiting the temperature rise to 1.5°C above pre-industrial levels.



Above all, it is known as one of the world's leading companies that continues to make advanced efforts.



In September this year, the founder donated all the shares held by himself and his family = 3 billion dollars (more than 400 billion yen in Japanese yen) to environmental protection groups.



We also carried out a campaign to warn against mass production and mass consumption by putting up signboards in stores that read, "Don't buy things you don't need."



The store in Shibuya, Tokyo, is powered by 100% renewable energy, and of course, the power from the solar panels I saw in Sosa City, Chiba Prefecture is also used.



Kenji Shino, who is in charge of the environment at the Japan branch office, says, "At first, there was no electricity we wanted to procure."

Mr. Kenji Shino, Patagonia Japan Branch


"As a business, I have a sense of value in how to manage while minimizing the negative impact on the environment. Projects that provide social and environmental benefits (profits) in addition to power generation. I was looking for

Among renewable energy sources, there are some that cut down slopes and install solar panels, increasing the risk of disasters and causing trouble with residents.



"Solar sharing" in Chiba perfectly matched the company's sense of values.

Mr. Kenji Shino


"I don't think the problem will be solved just because one company procures renewable energy. However, in the case of solar sharing, abandoned farmland can be regenerated to generate power. Renewable energy. There is an idea of ​​“additionality” in our approach to procurement, and I think that is also what it means to be involved in a new project.”

While being overwhelmed by the remarks unique to a company that leads the world in environmental measures, Mr. Ozawa expressed his impressions.

Mr. Ozawa:


“While I think it is a wonderful idea, I think that it has always been a problem that it has not spread. I am sure that in the future, the gap between companies that have this awareness and those that do not will continue to widen. I think it's one side."

“Temperature difference” between society and the same generation

Mr. Ozawa's activities began when he was a junior high school student, writing a letter to a newspaper about the nuclear accident.

“Young people tend to make decisions based on the little information they already know, which is to say, dogmatic and prejudiced. I want to do my best."

There was a class on nuclear power at school, and he learned the importance of looking at things from different perspectives by taking lectures not only from nuclear researchers, but also from social studies and chemistry teachers at school.



Mr. Ozawa, who has been strongly conscious of "climate change" as a major social issue that will affect the future, has become "under the age of 30 and will change the world", and now has discussions with commentators such as Hiroyuki on internet TV.



While the range of activities is expanding, it is said that there is something that is worrisome recently.

Mr. Ozawa:


“I’ve been wondering if my opinion is out of sync with people of my generation. I now spend more time talking to company executives and discussing things in the media than talking to classmates. , I sometimes worry that my feelings may be different from those of my generation.”

To make up for the “temperature difference”

What should be done to bridge the "difference in temperature" with society and companies that Mr. Ozawa felt



?



We visited Mr. Kenji Fuma, who has worked as a management consultant for many companies and is also a specially appointed professor at Shinshu University.

“Delayed measures are a risk Citizens should support companies”

Kenji Fuma, Management Consultant, Specially Appointed Professor at Shinshu University,


"Amid a growing sense of crisis about climate change among the world's major companies, there is a tendency to choose business partners that are taking measures against climate change. There is a risk that it will be taken out of the supply chain.”

Furthermore, Mr. Fuma pointed out the delay of Japanese companies.

Mr. Fuma


“I think there is a gap of about 5-6 years between Japanese companies and Western countries. Consumers and citizens becoming fans is a big source of business for companies, so I wonder if we can narrow the difference in enthusiasm. I think it also depends on how we support companies.”

“There is only a little more to go, societal and individual change is necessary”

Then, what is the temperature difference with the same generation and society?



We asked Professor Masahiro Watanabe of the University of Tokyo, who specializes in the mechanisms of climate change.

Mr. Ozawa:


“The ideal is for everyone to understand and move forward, but there is some skepticism and some say that 'global warming is not progressing.' How can I explain this reality? Can you present the

Professor Masahiro Watanabe , University of Tokyo


: "First of all, for those who doubt global warming, it's already a fact, so I think it's fine to tell them the observational facts. There is also an argument that the earth will soon enter the next ice age. However, the next ice age cycle is on the scale of 100,000 years, and the current climate change due to human activity is on the scale of 100. Sudden reductions in greenhouse gases will not have any effect now. But in the future, we can prevent extreme weather.I think we have to change that way of thinking.

Mr. Ozawa asked how to convey the importance of the goal of limiting temperature rise to 1.5 degrees Celsius compared to pre-industrial levels.

Professor Watanabe


: "If the temperature rises above 1.5 degrees Celsius to 2 degrees Celsius, the world will not collapse. However, the adverse effects of extreme rain and heat waves will become worse as the temperature rises." The temperature has already risen to 1.1°C, so there is only a little bit left. There is a need for each person in society to change their mindset, and a top-down approach where the government and companies take the lead in creating a large system. We may be able to realize it only by changing both of them.”

Ms. Kyoko Ozawa


"I think that our next generation will be greatly affected. I think that what we can do on our own is limited, but the awareness that corporate people can essentially tackle social issues. I would like to ask questions so that I can become

From “Activist” to “Kamikudakisto”

The interview, which proceeded while exchanging opinions, lasted for five days.



Mr. Ozawa, who was said by influencers of the same Generation Z, "You're a Kamikudakisto who breaks down social issues in an easy-to-understand manner."



He certainly felt that he would become a “Kamikudakisto” who would change the world.



I will continue to search for words and methods that will reach more people.

Chiba Broadcasting Station Reporter


Motoyoshi Okamoto Joined the station


in 2009


After working in the Ministry of the Environment in the Social Affairs Department, he continues to report on climate change even at his current position


. Major in energy engineering at university

Yokohama Broadcasting Station Reporter


Rei SaitoJoined the station in


2016 In


charge of reporting on the earthquake and nuclear power plant at the Mito station where he was first assigned


In charge of the prefectural police at the Yokohama station from November 2021