The adoption of the SDGs has also served to spread the importance of sustainability to the general public. This has also had a significant impact on consumers' value judgments, and in recent years, the perspectives of “sustainability” and “SDGs” have become important reasons for consumers to choose products and services. Sustainability is a reason for consumers to choose a company, and it can lead to increased competitiveness in the marketplace.

It is also important for companies to demonstrate their commitment to sustainability in order to gain the trust of stakeholders, such as business partners, shareholders, and investors, as well as consumers. As will be discussed later, companies that are committed to ESG initiatives will also have an advantage in terms of fundraising. A company that not only pursues its own profit but also seeks to solve social issues through its business will be able to increase its social value.

A company's sustainability efforts include not only those that address society in general, but also those that improve its own employment and working environment, such as “employment,” “diversity,” and “occupational health and safety. Creating a good working environment as part of sustainability efforts will not only increase employee satisfaction, but will also be advantageous in terms of recruitment.

In addition, as interest in social issues grows, employees and job seekers alike are increasingly concerned about the social significance of a company's business activities. A company's commitment to sustainability is a key factor in enhancing employee engagement and attracting top talent.

Sustainability initiatives have been attracting increasing attention in the wake of the SDGs, and sustainability-related business expansion is expected worldwide. In other words, sustainability is also a new business opportunity for companies.

Sustainability and the SDGs are a universal language, so business development based on sustainability and the SDGs will also play a role in communicating the company's business on a global scale. This will increase the potential for collaboration with new companies, thereby broadening the scope and increasing the influence of your company.

As explained in “The Difference and Relationship between ‘Sustainability’ and ‘SDGs,’” sustainability refers to the concept of realizing a sustainable society, and the SDGs refer to goals and action guidelines based on this concept. In terms of corporate activities, sustainability is a company's “purpose” (meaning of existence), and the SDGs are the goals for achieving this purpose.

Companies need to consider how their corporate activities can provide value based on sustainability as their “Purpose.” The goals and targets of the SDGs will serve as a guideline when considering what specific measures to take. However, the SDGs aim to solve basic problems common to all countries and are not unique in themselves, so if you get too caught up in the SDGs themselves, you may end up with superficial measures that do not fit your company's actual situation. Therefore, the SDGs should be considered only as a guideline, and the company should consider its own unique measures based on its own perspectives.

Sustainability initiatives do not necessarily lead directly to profits, nor can they be expected to produce short-term results. However, building long-term relationships of trust with consumers and stakeholders through sustainability initiatives and responding to their demands will lead to the long-term enhancement of a company's value. In addition, non-financial value is also an important aspect of corporate activities due to the focus on ESG investment.

Instead of making business decisions based on a lack of short-term returns, be sure to set goals from a long-term perspective, with an eye on the future of society and the company.

The broad concept of “sustainability” includes the sustainability of the company itself. As mentioned above, “social value” and “economic value” are not trade-offs. It could be said that a company can create social value only by earning profits and continuing its business.

The broad concept of “sustainability” includes the sustainability of the company itself. As mentioned above, “social value” and “economic value” are not trade-offs. It could be said that a company can create social value only by earning profits and continuing its business.

Sustainability efforts as a company contribute to the enhancement of value both internally and externally. In particular, it is important to promote the concept of sustainability and raise awareness of the concept through workshops and other means, as the actions of not only management but also employees are important within the company. This is expected to lead to further strengthening of employee engagement.

It is also important to communicate these efforts to the outside world. Proactive efforts toward sustainability are expected to lead to increased trust and recognition from stakeholders. In particular, as symbolized by ESG investment, initiatives with high social value are likely to have a direct impact on business continuity, including fund procurement from investors.

Another key point is that it will be easier to collaborate with other companies and institutions under the watchwords of sustainability and the SDGs. Creating opportunities for collaboration by communicating attractive initiatives will lead to business development as a company.

Unilever, one of the world's leading manufacturers of general merchandise, has been committed to sustainability since 2010, when it introduced the Unilever Sustainable Living Plan, in line with its mission of “making sustainability a normal part of our daily lives.” Unilever is a pioneer in the field of sustainability.

In 2021, Unilever Compass, the successor to the Unilever Sustainable Living Plan, was announced. In it, the company's new vision is to “become a global leader in sustainable business.” It sets out specific goals and policies with approximately 30 numerical targets in three areas: “improving the health of the planet,” “improving the health, confidence, and wellbeing of people,” and “contributing to a fairer, more socially inclusive world.”

Coffee chain Starbucks is well known for its many progressive sustainability initiatives. With its “Resource Positive” vision of giving back more than it gets from the earth, the company has set clear reduction targets in three areas: water use, carbon dioxide emissions, and waste emissions.

As part of Resource Positive, the company has developed “Greener Stores,” which have acquired the international Greener Stores Framework certification for environmentally friendly stores. The Greener Stores Framework is a standard jointly developed by Starbucks and the World Wide Fund for Nature (WWF) to help stores reduce their environmental impact by reducing water consumption, carbon dioxide, and waste. Starbucks aims to open 10,000 Greener Stores worldwide by 2025.

Fast Retailing, which develops apparel brands such as UNIQLO, has adopted a sustainability statement, “The power of clothing is the power of society.” In 2021, the company established targets and action plans for 2030 in key areas of sustainability. In 2021, the company established targets and action plans for 2030 in key areas of sustainability, including a goal to reduce greenhouse gas emissions not only by the company itself but also by its supply chain, and a clear policy to achieve this goal, such as switching to recycled materials for approximately 50% of all materials used by 2030.

In addition to the environmental aspect, the company is promoting multifaceted sustainability initiatives, such as donating clothing to refugees and creating a diversity-conscious work environment.

Nestlé, one of the world's leading food manufacturers, has implemented a medium- to long-term plan with the long-term goal of 2030: to achieve virtually zero greenhouse gas emissions by 2050, using 100% renewable electricity and reducing food loss.

We have also set a commitment to make all packaging produced worldwide recyclable and reusable by 2025. In fact, we began switching to paper packaging for various products in 2019. From the start of the initiative to the end of 2022, we have succeeded in reducing plastic by a cumulative total of 1,150 tons.