Hakuhodo, Mitsui jointly start trial of Earth hacks

Nov. 24, 2021
  • News

Tokyo—November 24, 2021—Hakuhodo Inc., the world’s third largest advertising company, is pleased to announce that its MIRAI Business Division, an organization that develops new businesses, and Mitsui & Co., Ltd. (“Mitsui”) will jointly commence a trial of Earth hacks (Note 1), a co-creation platform that will promote a decarbonized society through the actions of individual sei-katsu-sha*.

Japan has committed to reducing its greenhouse gas emissions by 46% (compared to 2013) by 2030. To meet this goal, household emissions will need to be curbed by 66%, meaning encouraging low carbon behaviors among sei-katsu-sha in their everyday lives will be crucial.

According to a survey conducted by Hakuhodo in September, awareness of decarbonization is growing among Japanese sei-katsu-sha and is also high among Japanese Gen Zers, who will be the big consumers going forward. While many see it as “Something we need to deal with personally,” the number who are actually taking steps is still limited, and many say they “Don’t know what to do to contribute to decarbonization.” The need for concrete, sei-katsu-sha–specific information and options is compelling.

Earth hacks is a co-creation platform for Gen Zers and others interested in decarbonization that aims to provide information on lifestyles and ethical products that they may want to adopt in their lives, and to develop decarbonization-related products and services based on sei-katsu-sha opinions.

Its first initiative will promote decarbonization actions among sei-katsu-sha by providing hints that make living sustainably fun and lifestyle information that suggests new behavior options for the essentials of food, clothing and shelter. Collaborations with partner companies will also be undertaken, and we will take the first steps toward realizing a decarbonized society together with sei-katsu-sha and various companies.

A trial of a media initiative that will introduce partner companies’ decarbonization-related products and services is also set to begin in January 2022.

Ideathons with sei-katsu-sha to come up with decarbonization actions, the development of products, services and businesses in collaboration with companies, and other initiatives, are also anticipated down the line. In addition, to support sei-katsu-sha’s decarbonization behaviors, the platform is actively pursuing collaborations with international companies, with use of The 2030 Calculator, a tool that visualizes CO2 emissions developed by Swedish impact tech company Doconomy (Note 2) with which Mitsui collaborates, also set to begin.

Combining the Hakuhodo Group’s sei-katsu-sha insight and creativity and Mitsui’s decarbonization solutions and network in Japan and abroad, Earth hacks will be developed into a decarbonization platform that draws in sei-katsu-sha and, with them, impacts society by transmitting information and developing content. Hakuhodo’s MIRAI Business Division, an organization that develops new businesses; Hakuhodo Kettle, which has a specialist team that supports companies’ efforts to introduce circular economies; and SIGNING, a social business studio that provides solutions for social issues and new growth for companies, will jointly participate in the project.

Hakuhodo’s MIRAI Business Division will continue working with a diverse range of partners to create future lifestyles toward realizing a decarbonized society.

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Note 1: Trademark registration for Earth hacks is pending


Note 2: About Doconomy

Established in Sweden in 2018, Doconomy is a world-leading impact tech company. Doconomy aims to realize sustainable societies by providing solutions that promote personal and corporate responsibility toward the environment. Believing that the challenges of climate change can only be addressed collectively, Doconomy has formal partnerships with the United Nations Framework Convention on Climate Change (UNFCCC) and Mastercard, S&P Global Trucost, the World Wildlife Fund (WWF) and Parley for the Oceans.

The 2030 Calculator is a tool for calculating a product’s carbon footprint based on its emissions from production and transport through to sale.


* “Sei-katsu-sha” is a term we use to describe people not simply as consumers, but as fully rounded individuals with their own lifestyles, aspirations and dreams.

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