What is the "positive communication" essential for realizing a decarbonized society?

This time, we interviewed Masataka Emori of the National Institute for Environmental Studies. A meteorologist, Dr. Emori is currently conducting joint research with sociologists and others on climate change countermeasures, advocating for the necessity of a major societal transformation. We asked him how Japan and the world must change to achieve carbon neutrality, about differences in awareness between Japan and overseas, and ideas for communication from companies tackling climate change issues to everyday consumers.

 

Viewing Climate Change Countermeasures as a Business Opportunity

──As of April 2021, over 120 countries and regions, including Japan, are working towards achieving "carbon neutrality by 2050." Is there a difference in awareness of climate change countermeasures between Japan and the rest of the world?

Emori: Globally, I sense a more positive perception of climate change countermeasures as a "business opportunity" compared to Japan. Particularly in developed nations where markets across various industries are nearing saturation, climate change countermeasures are seen as offering unparalleled growth potential. Furthermore, in regions like Europe, many view it not only as a business opportunity but also as a matter crucial to humanity's future. This alignment of practical benefits and ethical imperatives is likely why action is progressing so rapidly.

In Japan too, the situation is gradually changing—companies are increasingly aware of climate change countermeasures or see them as business opportunities, especially large corporations. However, many small and medium-sized enterprises (SMEs) still don't fully grasp the urgency. Furthermore, I feel many Japanese manufacturing companies haven't quite entered the market yet.

One reason is that technologies Japan has traditionally excelled in, like thermal power generation and automobile engines, don't align with the technologies required in the upcoming decarbonized society. To address this challenge, the Japanese government is promoting "clean thermal power generation" using hydrogen and ammonia to avoid greenhouse gas emissions, aiming to leverage domestic technologies going forward. However, I don't think we can be overly optimistic about its success.

──Renewable energy is also frequently discussed in climate change countermeasures. How do you view the challenges facing renewable energy in Japan?

Emori: Relatively speaking, Japan isn't blessed with ideal geographical conditions for widespread renewable energy adoption. However, I believe there's still much we can do. For instance, while solar power generation is already advancing, there are still plenty of places to install solar panels, such as on residential rooftops or abandoned farmland. Furthermore, leveraging Japan's geography surrounded by sea, full-scale development of offshore wind power generation is about to begin. Beyond simply increasing renewable energy adoption, it's also necessary to promote electric vehicles and environmentally conscious eco-houses.

In Japan, many people view these climate change measures as something to "endure" or "bear the burden of." However, I believe we should think more positively: we are graduating from the fossil fuel era and entering a new, evolving era. Cultivating a mindset focused on proactively transforming society to thrive in this new era is crucial for advancing climate change countermeasures.

Rather than forcing people to endure, we need to consider communication that inspires a positive outlook.

──While the number of Japanese companies tackling climate change is gradually increasing, I believe some ordinary consumers still lack awareness. How should Japanese companies communicate with these people going forward?

Emori: When engaging in business that addresses climate change, I believe companies need to communicate in a way that encourages consumers to choose their products and services with a positive mindset. For example, if a company selling plant-based hamburgers said, "It's not as tasty as real meat, but please endure eating it because it's good for the environment," no one would pay attention.

Take the power company " Minna Denryoku " (Everyone's Power), for example. They provide "electricity with a face" – electricity where you can see the producers of the renewable energy. Just as you see the faces of producers on rice or vegetable products labeled "Produced by Mr./Ms. [Name] from [Prefecture]," with "Minna Denryoku," you can learn the story behind who created the electricity and how it reached you. Electricity is essentially the same no matter which provider you choose. However, someone who finds "Minna Denryoku's" approach "interesting!" will likely actively choose to contract with them specifically to use renewable energy.

Another communication approach I find compelling is the book "Lately, the Earth's Been Getting Hot and Grumpy." Written by Keiya Mizuno and Naoki Naganuma, masters of "readable" techniques, I also served as a supervisor for this project. While presenting the crisis of climate change, the book avoids sounding preachy. It doesn't focus solely on the negative aspects but also conveys that "there is hope," delivering a wonderful message.

Such positive messages from companies and media should help shift people's perception that "climate action" equals "burden." I believe it's crucial to keep exploring communication strategies that positively transform society towards achieving a decarbonized future.

If a certain percentage of people genuinely commit, society will change.

──What can each individual do or should focus on to advance climate change countermeasures going forward?

Emori: First, it's vital for many people to understand what will happen if climate change continues unchecked. One concrete method I often recommend is using the topic-following feature in news apps. By following keywords like "climate change," you can stay informed daily. Some of this information might be discouraging, like news of severe damage caused by climate change. However, you'll also see stories about rapidly advancing global countermeasures and business opportunities emerging from these challenges, which should help you think more positively about climate action.

Honestly, though, I believe some people truly grasp the reality and risks of climate change, while others don't. It might be difficult for everyone in society to become deeply committed to climate action. However, I believe that if a certain percentage of people learn about the climate crisis, genuinely think "I want to do something about this," and take action to influence systems and structures, we can significantly transform society. If the systems themselves change, even those who are indifferent can contribute to decarbonization without even realizing it.

To accelerate the implementation of climate change measures going forward, what's needed is a major shift in societal structures and systems. For example, when building new homes, it should be mandatory to consider insulation and install solar panels on the roof. For electric vehicles, we should expand infrastructure like charging stations while eventually banning new gasoline vehicle sales. Reducing options that don't align with decarbonization is crucial. We also need to spread the recognition that choosing eco-houses and electric vehicles is "obviously the better choice."

For instance, if you go to buy a light bulb today, you'll find that almost all available bulbs are LED. Long-lasting LED bulbs eliminate the hassle of frequent replacements and are economical, so many people now pick them up without a second thought. Similarly, we need to make it "normal" for many people to choose and use products that contribute to decarbonization. Movements to achieve this are gradually increasing within Japan as well.

TeamSDGs collaborates with various SDG stakeholders to disseminate information about the SDGs and plan/develop solutions.

※See also Masataka Emori's article here:
A "Great Shift" in Consciousness: A Major Step Toward Realizing a Decarbonized Society ~ Meteorologist Masataka Emori