The “Decarbo Score” (short for decarbonization score) takes a different approach than the usual practice of displaying environmental values as absolute figures (such as “CO2 emissions of X kg”). Rather, to encourage decarbonization efforts in daily life, Decarbo Score uses the “X% off” format that sei-katsu-sha are used to seeing in connection with prices on sale items or food calories. This approach clarifies differences from conventional products and makes it easier for sei-katsu-sha to choose products with higher environmental value. The Decabo Score was developed as an indicator to help sei-katsu-sha take their first steps toward decarbonization.
We aim to contribute shaping future society by building a social movement in which environmental value becomes a criterion that sei-katsu-sha use to select products and services.
This program combines the Hakuhodo Group’s sei-katsu-sha perspective and creativity with Mitsui & Co.’s decarbonization solutions and networks in Japan and overseas to disseminate information and develop content that will engage sei-katsu-sha. We aim to grow the program into a decarbonization initiative that will have an impact on society. The project will be jointly promoted by Hakuhodo’s MIRAI Business Division (which focuses on new business development), Hakuhodo Kettle (which has a dedicated team to help companies become a part of the circular economy), and SIGNING (a social business studio that provides companies with solutions to address social issues and achieve new growth).
A Platform That Promotes a Carbon-Free Society — Earth hacks
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Members of the Earth hacks program
(From left)Ito (Hakuhodo Kettle),
Shimizu (SIGNING),
Sekine (MIRAI Business Division, Hakuhodo),
Yamamoto (MIRAI Business Division, Hakuhodo)Earth hacks, a co-creation platform that promotes a carbonfree society through the actions of individual sei-katsu-sha, is a joint project by Hakuhodo’s MIRAI Business Division, which aims to develop new businesses beyond the advertising business, Hakuhodo Kettle, SIGNING, and Mitsui & Co. Japan has set the goal of reducing greenhouse gas emissions by 46% (compared to fiscal 2013 levels) by fiscal 2030. This level of reduction will require households to slash emissions by 66%, which makes it increasingly important for sei-katsu-sha to adopt decarbonization-oriented behaviors.
*CO2e is the calculated equivalent volume of CO2.
Earth hacks is a co-creation platform that provides information on lifestyles and ethical products that people can incorporate into their lives. The platform goes beyond members of Generation Z and others who are already interested in decarbonization to include people who are not yet familiar with the movement. The platform aims to facilitate the development of decarbonization-related products, services, and businesses based on sei-katsu-sha input.
The platform’s important characteristic is its unique approach of adding value to products by comparing their CO2e* emissions to those of conventional products and highlighting disparities between them. The initiative is not corporate-driven and provides a way for sei-katsu-sha to contribute to decarbonization while having fun at the same time.
January 2022 marked the launch of media sites introducing partner companies’ decarbonization-related products and services, with Earth hacks’ Instagram account and website showcasing products that use reduced-CO2e materials, transportation methods, and manufacturing processes. The platform allows users to see at a glance the reduction achieved in comparison to products made with conventional materials and methods.
In addition, in July 2022 we began offering a new service using The 2030 Calculator. Doconomy, a Swedish impact tech company, produced this tool for visualizing CO2e emissions. We have been using this tool to calculate “Decarbo Scores” from CO2e reduction percentages for companies and other organizations.
Kyoto Montsuki is a store specializing in black montsuki (traditional formal wear) that has endorsed the concept of Earth hacks. Dyeing old clothes produces substantially lower CO2 emissions than manufacturing new clothes.
Decarbo Score
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Shimizu Society as a whole is rapidly turning its focus toward sustainability, and I am constantly thinking about what advertising companies can do to help. Advertising companies, having relationships with many other companies, need to conceptualize a new vision of society and the mechanisms that need to be implemented to achieve this vision. The idea for Earth hacks was conceived and implemented in response to the shift toward decarbonization. By creating momentum for change among sei-katsu-sha, we will contribute toward the decarbonization of Japanese society overall.
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Sekine Right now, Japan is behind the curve in terms of decarbonization, so it is essential to proactively adopt advanced solutions from overseas. That said, achieving a carbon-free society relies on sei-katsu-sha making it a personal challenge and taking forward-looking action. Earth hacks addresses this situation by working to maximize the combined strengths of a trading company and an advertising company. The project takes up the challenge of creating a carbon-free society in partnership with sei-katsu-sha.
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Yamamoto Earth hacks seeks to take Hakuhodo beyond the bounds of an “advertising agency.” The project aims to elevate Hakuhodo to a “co-creation partner” that works with companies to turn Japan into a carbon-free society. We have already received a solid response from companies, the government, media, and sei-katsu-sha and we feel that we have taken the first major step forward. Based on sei-katsu-sha Insight infused into the Hakuhodo DNA, we aim to create a large movement among Hakuhodo’s more than 3,000 clients and create the carbon-free society sei-katsu-sha truly need.
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Ito What should be done to bring environmental issues into sharper focus around the world? Should they be featured in the news more often? Or should companies be more proactive? Both approaches are important, but the most important thing is for sei-katsu-sha to act voluntarily. Through Earth hacks, which presents choices rather than providing one-sided answers or taking a coercive approach, we will take on the challenge of encouraging as many sei-katsu-sha as possible to take the initiative and make decarbonization a reality for Japanese society as a whole.
