Sustainability and sustainable products
What
Japan is currently one of the developing countries in the world with the highest share of fossil energy in its energy mix, which is bound to start causing problems for its ability to export products to e.g. Europe given its high embedded carbon in products made in Japan.
Its companies are falling behind on the development of sustainable products and services, and in the general understanding of sustainable value creation and importance. In the latest Business Climate Survey, less than a quarter of respondents said that their customers give any credence to sustainability and environmental friendliness in their purchasing decisions. However, there in increasing pressure on Japan to change, both in order to retain its global respect and standing, and to keep access to key export markets and trading partners, and ensure the continued global competitiveness of its companies.
Japan announced its net-zero emissions goal for 2050, in 2020, with a interim goal of -46% by 2030.
As a result, the Japanese government established the over 3 trillion dollar Green Innovation Fund (GIF) in 2020, with an aim to provide support to companies and projects with ambitious climate goals and impact potential – including in batteries, steel industry, chemical, cement, mobility and automotive, and renewable energy, among other areas.
How
Swedish companies to take position and increase sales in Japan based on sustainable leadership, values, and strong environmental performance of their products and services.
The space for sustainable leadership in Japan is currently fairly uncontested, meaning that Swedish companies can take position cheaply in a massive market which is in dire need of improving its sustainable credentials, and needs partners to achieve this goal.
Swedish companies will increasingly be able to outcompete entrenched domestic solutions and justify price premiums by pushing on sustainable messaging now, but the window until local Japanese competitors catch up may be short-lived.
Business Sweden Tokyo is since 2021 running the Pioneer the Possible program, connecting Swedish and Japanese stakeholders to increase visibility for Swedish solutions, allow Swedish companies to influence regulatory and infrastructure developments in Japan, and identify sustainability-linked business opportunities in Japan working with local and/or global ambitious companies.
Call to action
Join Team Sweden in Tokyo to Pioneer the Possible in supporting Japan’s sustainable transition! The Sweden-Japan Pioneer the Possible program has been connecting Swedish and Japanese stakeholders since 2021, with the aim of increasing visibility for Swedish sustainable solutions, allowing Swedish companies to influence regulatory and infrastructure developments in Japan, and identifying sustainability-linked business opportunities in Japan working with local and/or global ambitious companies.
Every year the program culminates in the yearly Sustainability Summit, gathering 100+ high-level stakeholders from Swedish and Japanese major companies, ministries and academia to discuss and share insights.
As a Partner to the platform, your company can get the chance to set the agenda for the year’s activities, help in mapping, reaching out to and connecting with relevant Japanese stakeholders, and support in adapting and spreading your sustainability message in Japan.
Please reach out to carl.lindwall@business-sweden.se if you are interested in learning more about this year’s program and how you could take part!