What a For Good world needs is well-being that transcends the self and others.

For example, looking at the 2021 World Giving Index ( measuring donations, volunteering, and helping others within the past month), released in June, Indonesia ranked first while Japan was last at 114th. Countries showing significant score increases included China, India, and Vietnam, while those showing declines included the US and Germany.

Japan might learn from Western Europe about rule-making and product development, and from Asia about ways to enhance citizens' sense of mutual support. How do you interpret these survey results, Mr. Kato?

Kato: I found it completely unsurprising. I expected Indonesia, the Philippines, and Vietnam to have high environmental awareness. I interact with local NGOs and sometimes visit these places on tours, and I feel the social awareness is particularly high among the younger generation.

In these countries, environmental and social issues are right before their eyes. There's a lot of trash on the streets, and waste pickers (people who collect valuable items from final disposal sites in developing countries) are present. I've even heard Indonesian social entrepreneurs say, "The environment doesn't change much through government initiatives alone, so we want developed countries to speak up. Please share information in English about Indonesia's rivers being filled with trash." They are also active users of Facebook and Instagram, and I feel they are conscious of global trends in their activities.

──How should we interpret the low levels of consumption and social activism in the UK and Germany, which are leading the way?

Kato: Environmental measures are well-established and systematized in Japan, Germany, and the UK. Even if people are indifferent, you don't see much litter on the streets. While the merits of incineration itself are debatable, Japan's waste collection and incineration systems are among the best globally. Conversely, this might have reduced resistance to discarding items, potentially leading to lower levels of consumption and social activism driven by a sense of personal responsibility.

Additionally, while surveys indicate Americans focus on social issues like inequality and racial discrimination ( see previous discussion ), it seems people naturally gravitate toward what's immediately visible.

Circular Economy and Circular Society: Which term is easier to relate to personally?

 

 

What term comes after sustainability?

Kato: Regarding terminology, there's also the view that "rather than focusing on 'Sustainable,' we should frame it as 'Responsible' to strengthen commitment." "Sustainable" can be interpreted in many ways with no single correct answer, creating a risk of greenwashing (appearing to take action without real substance). "Responsible" conveys an attitude and a stronger sense of will. However, since the term "sustainability" is finally gaining traction in Japan, I think it's better not to reject the term itself just yet.

──The term SDGs faces a similar debate. There's certainly a risk of it becoming mere lip service without real action. Yet setting the bar too high risks leaving many companies behind. I believe broadening the base and allowing room for "we can do something too" actually drives greater tangible progress. By the way, discussions about "the term that will follow 'sustainable'" are starting to surface, but nothing has settled yet, right? Where do you think it will land?

Kato: Looking at Europe, wellbeing is a major theme. Countries like Norway, Finland, Iceland, New Zealand, and Scotland use the term "wellbeing economy."

──In Japan too, well-being is gaining attention as the ultimate goal for companies and society, with concepts like well-being management and GDW (Gross Domestic Well-being) as an alternative to GDP.

Why is Generation Z accepting environmental price premiums?

──We asked how much higher the price of environmentally friendly products could be acceptable, broken down by category. Among those aged 18-29, higher prices were particularly acceptable for "communication costs," "fashion," and "food/beverages." Is the desire among young people to choose sustainable options even if they cost more driven by the idea that it's cool?

Soma: That aspect certainly exists, but many people also prioritize affordability. Many have inherited the value from their parents' generation that "cheap is good," except for certain luxury items. Japanese companies have also long considered "efforts to keep prices low" a condition for good products and services. The belief that "things should be cheap" remains deeply ingrained even among young people.

However, some people actively seek background information on social media, asking questions like "What does 'low price' really mean?" or "Do you understand why prices are rising?" This information-seeking behavior, coupled with the visibility of these more conscious individuals on social media, might be raising the overall level of awareness.

Kato: The rates are high among those in their 20s and 60s, but could this also relate to disposable income? For those in their 20s, even when they say they pay, it might be someone else covering the cost, or the original purchase price was low. They might also have a less stringent sense of economics compared to those raising children.

──Actually, in Germany, the US, and the UK, when looking specifically at "food and beverages," price tolerance increases significantly starting with Millennials in their 30s, and high prices are accepted by those aged 44 and under. Only Japan shows a U-shaped curve (highest among those in their 20s and 60s, lowest among those in their 30s to 50s). Incidentally, we also surveyed perceptions of happiness and hope, which similarly showed a U-shaped curve. While capacity encompasses economic, physical, and mental resources, we believe the desire for environmentally conscious consumption is strongly influenced not only by disposable income but also by mental capacity.

 

Why have social activities and volunteering become so popular among Gen Z?

──Leaders in social activities are predominantly aged 18-29. Even in Japan, which ranks lowest in social participation like volunteering as seen earlier, only the 18-29 age group shows high interest in social issues sparked by volunteering. We believe this is partly influenced by volunteering becoming eligible for university credit after the Great East Japan Earthquake. Has volunteering since become commonplace among university students?

Soma: I think individual interest varies here too. However, since student support offices have dedicated volunteer recruitment desks and many post about their experiences on social media afterward, volunteering has become more accessible. Many students also express a desire to "work somewhere with social significance," so it feels natural that such individuals engage in volunteering during their student years.

──Over the past three years or so, due to global warming, Japan has also seen an increase in large-scale flooding, making natural disasters a more immediate concern. With university student volunteers and donation groups forming after each disaster, activity has likely remained strong in recent years. Additionally, overseas, mandatory volunteering as part of education starting from middle school seems to have been practiced for a long time. Instilling it as part of education from an early age also appears to be effective.

Does an immature society foster mutual aid and trust?

──Finally, amid the pandemic, while public significance took precedence in Asian countries as they sought mutual aid, Japan alone shifted towards prioritizing private satisfaction. Overall, economically advanced nations also prioritized private satisfaction ( see previous discussion ). My hypothesis is that "achieving economic stability makes people conservative to avoid losing it" or "mature countries cannot expect future change, whereas Asia, with its young demographics and economic growth, can believe in a better future and unite." Are there other factors?

Kato: This surprised me. Regarding Japan, I think the low trust in public institutions creates anxiety that the system won't protect you, leading to a mindset of "I have to take care of myself."

──Even though we see that pursuing economic success can lead to selfishness, data shows that economic development is what everyone in Asia is passionate about. And while we can imagine the economic anxiety in Japan about AI taking jobs, we can't imagine that one in seven people live in poverty.

Fundamentally, I believe that being voluntarily generous and tolerant towards others brings greater happiness to both the giver and the receiver than uniform taxation. What could be the key to building such a For Good society? Is it future expectations? Or is it elevating each individual's hopes and imagination?

Kato: I believe a long-term national vision is crucial. Japan remains unclear whether it prioritizes economic growth or seeks well-being through non-growth indicators. Seeing the 2030 vision in the SDGs and the 2050 vision in the Carbon Neutral Declaration showed how many companies become motivated. A long-term vision also allows for secure investment. Europe presents a vision 30 years ahead, fostering trust that society as a whole is moving in the right direction. I believe that having a vision creates trust, leading to people's peace of mind and hope, regardless of whether the actual policy is good or bad.

Soma: Many European countries tend to have robust welfare systems and social security for those left behind by competition. To build a For Good society, I believe Japan needs to reexamine how it allocates its budget for social welfare, taking cues from such nations. On an individual level, I think it's essential to start by "valuing oneself." That leads to accepting others. Since "IDEAS FOR GOOD" is a concept focused on solutions rather than issues, I want to create and share spaces where ideas leading to solutions can more easily emerge.

──It seems the issue of mindset is significant, beyond just actual economic growth. Not in a purely philosophical sense, but in valuing a form of well-being rooted in Asian sensibilities—aspects not driven purely by logic, such as "feeling connected without separating self from others," "not needing to judge, accepting it's okay to fail," and prioritizing resilience (adaptability to change) over constant analysis. This approach seems to hold the key to breakthroughs, both for individuals and for nations. This survey actually asked about both national and personal well-being, but we haven't fully analyzed those aspects yet. We plan to deepen our analysis from this perspective going forward. Thank you for today.