What is the "ethical" spirit that builds a sustainable world?

This series explores hints for achieving the SDGs and realizing a sustainable society. This time, we interviewed Rika Sueyoshi, Representative Director of the Ethical Association, a general incorporated association.

"While awareness of the term 'ethical' is growing, its importance remains largely unknown," says Ms. Sueyoshi. We asked her why ethical practices are crucial for the sustainable society of the future. We also discussed the current state of consumer awareness and actions regarding ethics, the Ethical Association's initiatives, and tips for companies looking to incorporate ethical practices.

Rika Sueyoshi, Representative Director of the Ethical Association. She has traveled the world as a Mystery Hunter for the TBS program "Discover the World's Mysteries!" Currently, she aims to promote ethical consumption nationwide in Japan to realize a sustainable society where ethical living becomes a measure of happiness. The photo shows a moment during her visit to a primary school attached to a workshop run by a fair trade organization in Bangladesh. © Ethical Association

Ethical thinking is indispensable for achieving the SDGs

──First, what exactly is ethical? Also, could you explain the relationship between ethical and the SDGs?

Sueyoshi: Literally translated, "ethical" means "based on ethics." Generally, it refers to social norms arising from the conscience inherent in human beings. However, the concept of ethical we promote, while rooted in this general definition, specifically denotes "thoughts and actions that consider people, the global environment, society, and local communities."

Furthermore, since "ethical" is an adjective, combining it with various nouns expands its meaning significantly. Examples include ethical fashion and ethical finance, but the most representative is "ethical consumption" – referring to consumption practices and behaviors that consider people, the global environment, society, and local communities.

Furthermore, I believe ethical practices can serve as direct means to achieve the SDGs. For instance, ethical consumption directly connects to SDG 12: Responsible Consumption and Production. It's entirely plausible that consumers and businesses practicing ethical consumption could contribute to achieving all 17 SDGs.

──Could you tell us what sparked your interest in ethical consumption, Mr. Sueyoshi?

Sueyoshi: A major catalyst was serving as a "Mystery Hunter" for the TBS TV program "World's Mysteries Revealed!", where I traveled around the world conducting interviews and reporting. As the program's remote areas specialist, I was taken to many places rarely accessible to ordinary travelers. There, I often had opportunities to speak with marginalized people and witness the effects of global warming firsthand. This made me realize, "This world is sacrificing beautiful nature and vulnerable people for the benefit of a handful of powerful individuals and corporations."

The real turning point in my life came in 2004 when I climbed Kilimanjaro for the show. Seeing the glacier at the summit, now only 10-20% of its size from a century ago, was incredibly shocking. This world is interconnected; the Earth is one. Our way of life in Japan might be negatively impacting the glacier right before my eyes. Thinking this, I couldn't sit still. Standing on Kilimanjaro's summit, I resolved, "From now on, I will dedicate my life's work to activities solving environmental and social issues."

──How has the situation surrounding "ethical" changed between when you founded the Ethical Association in 2015 and now?

Sueyoshi: 2015, when we launched the Ethical Association, was also the year the SDGs were adopted. But back then, we had almost no work. When we talked to corporate people about ethics, we'd often hear things like, "Does that actually generate profit?" or "Isn't that just volunteer work?" It was hard to gain understanding.

The tide really turned in the last two or three years. A major catalyst was former Prime Minister Kan's declaration of carbon neutrality in 2020. Japan had been slow to act despite global momentum, but this declaration from the nation's leader forced many companies to take action. Not only did more companies actively embrace SDGs, but NPOs and NGOs addressing social issues emerged, media began covering the topic, and ethical consumption and SDGs started being taught in schools. This led to more young people taking action. I believe multiple factors contributed to this shift.

Furthermore, consumers' interest in, awareness of, and understanding of ethical consumption have changed significantly in recent years. A "Consumer Awareness Survey on Ethical Consumption" conducted in December 2016 among 2,500 general consumers aged 15 to 65 nationwide found that awareness of "ethical consumption" or "ethical" was less than 10% of the total, while interest was about 40% of the total.

However, in the "Survey on Ethical Consumption Trends in Japan" conducted by the Ethical Association from April 2019 to September 2021, targeting 6,040 men and women aged 10 to 60 nationwide, awareness of ethical consumption reached about 50%, and about 70% of respondents expressed interest. Compared to when the Ethical Association was first established, people's interest, awareness, and recognition of ethical consumption have indeed increased. That said, even in this latest Ethical Association survey, only about 30% of respondents had actually purchased ethical products, indicating that the number of people putting it into practice remains low.

Communicating the importance of ethical consumption broadly, including "Why is it important?"

──Please tell us about the specific initiatives the Ethical Association is currently undertaking.

Sueyoshi: The Ethical Association's activities fall into three main categories. First, providing opportunities to learn about ethical concepts and the importance and appeal of ethical consumption. We hold "Ethical Concierge Workshops," creating opportunities to learn from people tackling challenges in various fields, and we give lectures to diverse audiences including local governments, companies, and educational institutions across Japan.

A scene from a special SDGs learning session at a junior high school in Hokkaido (November 2018). © Ethical Association

Sueyoshi: The second is establishing a corporate membership system to create networking opportunities for people from companies interested in ethical practices. The third is conveying the voices of consumers to those shaping Japan's policies and laws. In short, it's policy advocacy. Recently, I've had the opportunity to participate in policy discussions as a member of several government policy review committees. I strive to reflect as many consumer voices as possible through ongoing dialogue, representing everyone's opinions when speaking within these committees. We call this kind of ethical action, which contributes to changing societal structures themselves, "Engaged Ethical." We aim to gradually expand this approach going forward.

──Companies, too, must increasingly practice ethical manufacturing and service provision moving forward. What can the Ethical Association do for businesses?

Sueyoshi: The Ethical Association plans to develop ethical training programs for companies. Fundamentally, people working in companies are also individual consumers. I believe it's crucial for them to step away from the "company" framework, consider what they can do as individual consumers, and take action. Doing so will reveal various insights: what works, what doesn't, and the challenges inherent in current social systems and structures. I believe this will ultimately lead to ideas for what can be done within the company.

Ethical Concierge Course session (currently held online). Applications are now open for the 12th Ethical Concierge Course. Applications for the free special lecture by Rika Sueyoshi are open until December 1 (details here ). © Ethical Association

Companies are expected to become "rule makers," not just "rule takers."

──Could you share any overseas examples of companies successfully integrating ethical practices?

Sueyoshi: Companies in the EU and US are now focusing more on repair and reuse than recycling. While recycling is certainly important, I feel both the public and private sectors in Japan tend to overemphasize it. To reduce overall volume, reuse and repair are indispensable. For example, in the EU, "the right to repair" is guaranteed as a major pillar of the circular economy. Currently, rules are being established starting from the product design phase to ensure products can be easily disassembled and repaired by individuals for longer use. In the US, rather than the government setting rules, companies are proactively taking action.

Among them, the American outdoor brand Patagonia has long run campaigns promoting repairs to customers, emphasizing that "repair is better than new." As a Patagonia fan myself, I sometimes take my clothes to the store when they get holes or frayed, and they repair them beautifully, like new. What's even more surprising is that when I try to buy new clothes, they'll say something like, "Ms. Sueyoshi, you already have something similar, right?" and they really don't let you buy easily (laughs). It's amazing that their business still thrives despite this.

They also ran an ad titled "Don't Buy This Jacket" timed for Black Friday, the big American sales event held every year at the end of November. Patagonia, which has spread the importance of long-term use rather than just selling things, embodies what a socially responsible company should be and is a great example.

Ethical items Ms. Sueyoshi loves. (Left) An upcycled pouch by Escama Studio, made from recycled aluminum can pull tabs. Sold at the fair trade select shop LOVE & SENSE. (Right) A recycled bag made by Mother House from their own discarded bags.

Sueyoshi: I also find it remarkable how Patagonia discloses all information to its customers. Some companies promote themselves by saying, "We're working on SDG goals X and Y," but I feel that alone is insufficient. Of course, it's good to communicate what you're doing, but no company is perfect in every way. Being honest about what hasn't been achieved yet, along with stating "We aim to achieve this by [date]," will likely make consumers think, "I want to support this company so it can change," and it should also build trust. For companies to contribute to achieving the SDGs, I believe it's crucial to first communicate with consumers, sharing both the good and the bad.

I often tell corporate leaders that "companies can become educators for consumers." While "education" might sound overly patronizing, companies can actually cultivate ethical values alongside consumers through their products and services. I see this as a significant power companies possess, and I hope they leverage it much more going forward.

──That said, companies must also consider profitability. What is the first step companies can take?

Sueyoshi: It's certainly true that companies must consider their own profits. Many companies find it difficult to offer ethical products or services when profit is a priority, or they've taken a step forward but are struggling. However, consider this: if rules banning the production of single-use plastics were introduced in the future, companies that have solely focused on making them would suffer a major blow. Of course, this isn't limited to plastics; new regulations are likely to emerge across various sectors. In that case, prioritizing profit alone and continuing to produce cheap goods would ultimately carry significant risk.

On the other hand, if ethical products automatically become more expensive, it creates difficulties for many consumers. The ultimate ideal is a society where ethical products can be purchased at reasonable prices, accessible to everyone. To achieve this, companies must first invest in transforming their businesses through trial and error, shifting towards more socially responsible operations.

Furthermore, I feel collaboration between companies will be essential moving forward. For example, in Japan, companies devised various strategies to get consumers to choose their products, which resulted in the creation of numerous types of plastic. This, in turn, made recycling more difficult. Therefore, going forward, it's crucial for companies within the same industry to collaborate, even if they are competitors. For instance, they could use containers with the same specifications and work together on reuse and recycling initiatives. Considering this, it's absolutely more beneficial for companies to create the rules themselves rather than passively following existing ones. Moving forward, companies will need to become "rule makers," not just "rule takers."

I want to create a world where ethical living becomes the "measure of happiness."

──Finally, could you share your future outlook, Ms. Sueyoshi?

Sueyoshi: The Ethical Association's major mission is to realize a sustainable world where ethical living becomes the "measure of happiness." Currently, money, status, and power still tend to be seen as measures of happiness. We will continue our activities to shift this so that an ethical spirit rooted in each individual's heart becomes the measure of happiness.

Personally, I also want to increase the number of people who can pursue their own happiness while also considering the happiness of the entire world. Of course, this happiness encompasses not just humans, but all living things on Earth. I refer to making oneself happy as the inward arrow and making society as a whole ethical as the outward arrow. I aim to build an ethical world by valuing both of these arrows.

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

※See also Rika Sueyoshi's article here:
Changing the world through "ethical" actions that consider people, the global environment, society, and communities! ~ Rika Sueyoshi, Representative Director of the Ethical Association