What media can do now for an "inclusive future" that embraces diverse values
MASHING UP is a project that creates opportunities to consider society and business from diverse perspectives through media and events, as well as spaces for dialogue with a wide range of people. This time, we interviewed Yuko Endo, Editor-in-Chief of the media outlet. We asked about what media can do to achieve the SDGs and solve social issues, as well as what Endo has felt through the events.
Companies are increasingly becoming the driving force behind achieving the SDGs
──I understand "MASHING UP" means "mixing together." Could you tell us about "MASHING UP," where you serve as Editor-in-Chief?
Endo: "MASHING UP" is a media & community platform contributing to building an inclusive society. Within diversity, we place particular emphasis on the issue of "gender equality." Through articles and events, we encourage thinking about social issues and future business from diverse perspectives.
One key focus for "MASHING UP" is creating spaces for deep dialogue among people with diverse values. We started organizing conferences and events because we felt there weren't enough business conferences where women felt comfortable participating. Launched in 2018, we continue to hold them regularly. Each conference features diverse sessions: inviting female entrepreneurs from abroad to discuss global business, offering mentoring corners to address women's frustrations, and showcasing concrete systems adopted by companies promoting diversity. Recently, with an increase in male readers, we've also held sessions focusing on men's struggles.
A key feature of "MASHING UP" conferences is that, while open to the general public, many attendees participate as part of corporate training programs. For companies wanting to engage with SDGs or diversity initiatives but unsure where to start, or those whose efforts feel superficial, we hope these conferences provide a catalyst for action and an opportunity to update their values.
──Could you share a particularly memorable conference you've held so far?
Endo: The conference we held this year, "MASHING UP SUMMIT 2021." We focused on the "SDGs," an unavoidable theme in business today, discussing what sustainable and innovative businesses look like, what kind of organizations bring happiness to people and society, and what "future business" entails.
Particularly memorable for me, partly because I moderated it, was the session titled "Future Timeline: The Turning Point is Now. Considering Japanese Society in 2030." This session introduced Odakyu Electric Railway's initiatives toward realizing a circular economy. I was surprised to see a railway company so actively promoting sustainable community development, such as renovating a 50-year-old company housing complex near Zama Station into the "Hoshino Valley Housing Complex" and undertaking projects to streamline household waste collection operations. Other sessions included KDDI's introduction of a policy recognizing children of same-sex partners as family members within the company, and a discussion on the current state of ESG investing. The conference conveyed a sense that Japanese companies are genuinely beginning to move toward achieving the SDGs and realizing a sustainable society – a positive shift.
While we've held this conference regularly, COVID-19 became a turning point. The interactive communication in the physical venue, which was a key selling point, became difficult to maintain. The "MASHING UP conference vol.5" held on November 19th this year was conducted both at the venue and via archived streaming. Since adopting this format last year, production costs have increased, and we've been unable to set up touch-and-try spaces to introduce sponsor products to attendees. Continuing in the traditional way has become challenging. Nevertheless, at "MASHING UP," we believe it's crucial to continue operating as a "business" alongside many sponsors, not as a charity.
──Why do you prioritize maintaining its viability as a business?
Endo: Historically, it seemed that public institutions and social activity groups were primarily tackling SDGs and social issues. Recently, however, I feel companies are increasingly becoming the central drivers. The landscape is shifting—companies must undertake fundamental initiatives for a sustainable society to secure investment. Therefore, we—who host business conferences inviting SDG-focused companies and discuss social issues—cannot afford to operate leisurely without considering revenue. No matter how great our content is or how many fans we gain, it just doesn't look good if the business isn't thriving. That's precisely why I strongly feel creating a sustainable business model is crucial for continuity. Besides, failing to achieve profitability also suggests we aren't gaining much support from everyone.
What matters is operating within an ecosystem where appropriate give-and-take circulates smoothly. Delivering valuable content to those who need it, which then contributes to solving social issues and raising awareness. Furthermore, if we can generate revenue and continue our activities even a little longer, nothing could make us happier as media creators. We won't just talk the talk; we'll continue to rigorously consider whether this can truly work as a viable business.
Aiming for Collaboration in the Media Industry with an "Open & Positive" Approach
──What do you consciously focus on to "MASHING UP" people with diverse values?
Endo: I feel "dialogue" is extremely important. Speaking openly and listening to others is, in a sense, fundamental to a democratic society and very crucial. While I can't say I do it 100% myself, I believe it's necessary to first try to understand the perspective of someone with different values.
At MASHING UP, we also champion "Open & Positive" as a core value, actively inviting editors-in-chief from other media outlets. There were objections to inviting competitors, but I feel that to transform the media business, we need something like the open innovation seen in other industries. Therefore, rather than excluding competitors, I want to listen to people from various media outlets and consider what we can do together. I strive to face others with an open and positive attitude and engage in dialogue.
──What should media do moving forward to achieve the SDGs and build an inclusive society?
Endo: I believe media can do many things. For example, fake news is currently a significant problem, especially for web media. I truly recognize the importance of fact-checked, accurate information and reliable curation by experts to prevent excessive anxiety and confusion among people. Furthermore, demand will likely grow not just for fast-breaking news, but also for information that has been deeply investigated over time. The power of traditional media like television and newspapers remains immense, not just online. For instance, while TV is said to have fewer viewers than before, products featured on TV still frequently sell out immediately. Recently, I sense a gradual increase in movements transcending the boundaries between new and traditional media, and I believe there is still much media can do.
Personally, I'm interested in media-led initiatives to build media literacy. For instance, creating opportunities for children to consider how to respond to online slander and defamation. At "MASHING UP," we invited journalist Shiori Ito last year to discuss the issue of online slander. We also hold media-related sessions every time, and I consider this one of the themes I want to continue prioritizing.
Toward a society where everyone can thrive and find greater happiness, regardless of gender
──"MASHING UP" also identifies "gender" as a key issue. What should Japanese companies, where gender equality progress remains slow, be doing now?
Endo: While we can't say gender equality is fully realized, I feel people's perceptions are gradually changing. For instance, discriminatory remarks or dismissive behavior toward women are increasingly covered in the media. I believe this wouldn't have come to light about 20 years ago. Through media coverage, I sense a growing recognition that "we must treat everyone with respect," however modestly.
Also, when I recently met with someone in education, they mentioned that "in today's junior high and high schools, it's becoming more common for girls to serve as student council president and boys as vice president." I've also heard that in daycare centers, there's a growing mood against determining play activities based on gender. Awareness of gender issues is already changing within educational settings. Couldn't we say that in children's worlds, the first step towards a world without gender gaps has already begun?
At MASHING UP, we believe every individual, regardless of gender, should be happy. The definition of "happiness" varies from person to person. For example, we often hear the term "women's empowerment" these days, but I don't think everyone equates "being active in society" with happiness. Of course, this applies not just to women but to men too – those who want to be active should be able to, and those who don't shouldn't feel pressured to. It would be wonderful to build a society where each person can walk in their own shoes while simultaneously respecting others.
──Endo-san, could you tell us what you aim to achieve with "MASHING UP" and your future plans?
Endo: I really want people to apply the "MASHING UP" approach within their businesses. While keeping the core focus on women's empowerment, which has been important from the start, I want to highlight examples from various companies working towards achieving the SDGs and realizing a sustainable society. These examples can offer hints to businesspeople on how to think about communication and how to work within their companies. Furthermore, we are currently planning to develop learning content that provides insights in areas like SDGs, ESG, and diversity. We aim to continue offering content that sparks awareness, ultimately contributing to an inclusive future.
TeamSDGs collaborates with various SDG stakeholders to disseminate information about the SDGs and plan/develop solutions.
※See also Yuko Endo's article here:
Koichi Kaneda, Sustainability Manager, Discusses What is Needed Now in Japanese Companies' SDGs Initiatives
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