Toward a Decarbonized Society: Using the Learning Tool "Day Tree" to Promote Individual "Behavioral Change" (Part 1)

Decarbonization aims to reduce greenhouse gas emissions, the cause of global warming, to zero. In Japan, momentum toward a decarbonized society has accelerated across various industries since the government declared in October 2020 its goal to achieve net-zero greenhouse gas emissions by 2050. Amid this trend, more companies are likely thinking, "We want to start our own decarbonization efforts." However, while this desire exists, many companies also express challenges: "We don't know where to start," or "Even when we take action, the effects are hard to see."

To support companies in their decarbonization efforts, Dentsu Inc. International Information Services, Inc. (ISID) developed the decarbonization learning tool "Day Tree." We interviewed Takashi Fujiki and Kentaro Kobayashi, members of ISID's co-creation lab "INNOLAB," about the background behind this tool and ISID's approach to tackling societal challenges.

A Learning Tool to Promote Decarbonization Actions

Q. First, could you tell us about your backgrounds and current roles?

Fujiki: I researched AI image processing since my university days. After graduating, I worked at a manufacturer involved in AI-driven functional development and product development. Around 2017, with the AI boom emerging, I felt a growing desire to further specialize in this field. That's when I encountered ISID's "INNOLAB."

INNOLAB is a co-creation lab within ISID that leverages cutting-edge technology to collaborate with various individuals and organizations—including universities, local governments, and external researchers—on research and societal implementation. I was drawn to the idea that it's not just a place for R&D, but also for verifying how innovations permeate society and contribute to business growth. That "sounds interesting" feeling was the deciding factor for joining. Since joining, I've been working on various projects centered around AI image processing while also engaging with new technologies like blockchain.

Furthermore, since 2021, I have been focusing on SDGs projects within INNOLAB. We are developing new solutions aimed at solving SDGs-related challenges through the use of technology.

Kobayashi: I joined ISID after working at a printing company and a startup. A defining feature of my career has been consistently engaging in launching new businesses and services.

After joining ISID, I primarily supported clients in the financial industry with new business launches. Currently, I also serve concurrently with INNOLAB, where I am responsible for planning and producing "Day Tree."

Q. Next, please tell us about "Day Tree," the project you two are involved in. Its beta version was released on October 27, 2022, correct?

Kobayashi: Yes. "Day Tree" is an employee-participation learning tool that encourages corporate employees to learn about and take action toward decarbonization. It's a smartphone app with three main functions.

The first is educational content distribution. It delivers social trends and news related to global warming and decarbonization, as well as company-specific eco-guidelines. This is where users gain knowledge about decarbonization.

The second is the eco-action posting feature. This is a closed, internal-only social network. Similar to Twitter or Instagram, users can post content themselves or react to others' posts with likes or comments. The key feature, however, is that "posts are strictly limited to those related to zero-carbon actions." For example, if you take action contributing to decarbonization—like "raising the air conditioner setting in summer," "reducing TV usage time," or "turning off unused lights at home"—you take a photo and post it. Points are awarded for each post, and you can also see how much carbon was actually reduced by that action.

The third feature is the "Challenge Ranking Function." Companies can set specific eco-actions for themes they want to focus on. During the set period, employees compete to see who can earn the most points, creating a ranking. To further boost engagement, events can be set up pitting departments against each other or even entire companies.

Kobayashi: While "Day Tree" offers these features, its core purpose is to "update each individual's awareness." It's a tool designed to help people enjoyably incorporate decarbonization actions into their daily lives—by feeling the tangible impact their actions have on reducing carbon emissions and being inspired by others' posts.

We prioritize making it easy to start and enjoyable to use.

Q. It's an interesting tool, allowing users to casually post eco-actions like on social media. What prompted its development?

Kobayashi: Today, "decarbonization" has become a crucial keyword for many companies and organizations. Especially in Europe and the US, there's a growing trend to aim for CO2 emission reductions not just within the company itself, but also across business partners and the entire supply chain. Furthermore, the Japanese government has declared its goal of achieving carbon neutrality by 2050. It's becoming increasingly necessary for society as a whole to unite and tackle this challenge.

In this environment, many companies think, "We want to offer decarbonization-related services too." However, in reality, they often don't know where to start or face budget constraints, making it difficult to actually implement initiatives.

Furthermore, the level of progress varies significantly by industry. Manufacturing, for example, often faces a very clear situation where energy consumption is substantial. Consequently, many companies in this sector have already begun decarbonization efforts. They are making various efforts to reduce energy consumption, such as reviewing manufacturing processes, introducing energy-saving equipment, and reusing materials. However, other industries differ from manufacturing; they have fewer concrete actions they can communicate as decarbonization measures. At the same time, pressure is growing from governments, client companies, and shareholders to demonstrate some form of action. I began hearing from companies in the financial industry I worked with that they were struggling because they didn't know what countermeasures to take. Thinking that ISID might have a solution to offer these client companies, we developed "Day Tree" as a tool that could be easily adopted across all industries.

Q. Ease of implementation is indeed crucial. While various decarbonization solutions exist, what led you to this approach of "changing the awareness and actions of each individual employee"?

Fujiki: When tasked with developing a decarbonization solution, we conducted extensive research and deliberation. Our primary focus was on "sustainability." Initially, we had the idea of "visualizing how much carbon is emitted in daily life," but we realized "visualization alone might not be sustainable." This led to features like department- or company-wide competitions. Furthermore, we learned about the needs of non-manufacturing industries, as Kobayashi mentioned earlier, solidifying our direction to create something easily accessible for any industry.

Additionally, Inolab has long focused on the theme of "behavioral change." We've explored how cutting-edge technology can approach society to change people's actions. Crucially, we've emphasized not forcing change, but rather how to make people enjoy taking action. With this "Day Tree" project, we're developing it around the core idea of sharing actions within the company. As people empathize with others or gain insights, their mindset naturally shifts to "Maybe I'll try it too," leading them to take action while enjoying the process.

Amidst society's growing demand for decarbonization efforts, "Day Tree" was born as a tool any company can easily adopt. While the actions of one person may seem small, when they come together, they can become a powerful force for societal change. In the second part, we'll hear about the reactions from companies using "Day Tree" and the future challenges of Mr. Fujiki and Mr. Kobayashi.

• Toward a Decarbonized Society: Encouraging Individual "Behavioral Change" with the Learning Tool "Day Tree" (Part 2)