Japan, the land of futuristic technologies and centuries-old traditions, seems like it should be leading the charge on climate action, right? After all, it’s a country routinely battered by typhoons, floods, and sweltering heat waves. But when it comes to translating climate awareness into tangible action, Japan presents a paradox that’s as puzzling as it is persistent.
Let’s start with the optimistic side: over 88% of Japanese respondents in a 2021 Cabinet Office survey said they were concerned about global warming. But here’s the catch: that concern often manifests as compliance, not transformation. Think: sorting recyclables and buying “eco” labelled goods- commendable, but not quite revolutionary.
In fact, public momentum seems to be waning. A 2025 global survey by IPSOS revealed that only 40% of Japanese respondents agreed with the statement: “If I do not take climate action now, I’d be betraying future generations.” This figure was the lowest among 32 countries surveyed, and represented a 19% drop from 2021, the steepest decline globally.
A particularly revealing dimension of Japan’s climate consciousness lies in how its business sector perceives the issue. Major Japanese firms like Panasonic, Sony, and Toyota are increasingly integrating ESG (Environmental, Social, and Governance) metrics and issuing bold carbon neutrality goals. To sweeten the deal, Forbes Japan has introduced a glossy “Decarbonization Management Ranking” (脱炭素経営ランキング), showcasing firms that are, at least on paper, taking climate responsibility seriously. But beyond the press releases and polished web pages, the question remains: how deep does this commitment run?
Recent findings from Earth Company’s 2024 survey shed further light on this issue. The study, which surveyed 713 professionals across Japan, Indonesia, and Singapore, revealed that Japanese businesspeople exhibit significantly lower levels of climate change awareness and action compared to their counterparts in the other two countries. Notably, Japanese respondents were more likely to view climate change as someone else’s problem, indicating a sense of detachment from the issue.
Furthermore, Japanese respondents exhibited low expectations for governmental and corporate action on climate change. Agreement with statements emphasizing the necessity for immediate action by governments and businesses was significantly lower in Japan compared to other nations. Only 11% believed that Japan is a global leader in combating climate change, placing the country near the bottom of the global rankings.
To be fair, Japan has not been idle. The government has committed to achieving carbon neutrality by 2050 and introduced measures such as the Green Growth Strategy and updates to the basic Environment Plan. But critics argue these policies lean too heavily on technological optimism – betting on innovations like hydrogen and carbon capture – while sidestepping structural fossil fuel dependencies and meaningful public dialogue.
That brings us to another concern: public participation. Japanese climate policymaking remains largely top-down, with minimal engagement of citizens in democratic deliberation.
While some local governments and NGOs have begun experimenting with participatory workshops and environmental education, similar efforts within business settings remain limited and often superficial. Corporate engagement with sustainability tends to focus on ESG reporting, compliance, and branding rather than fostering internal dialogue or empowering employees to drive change.
Japan’s youth, long viewed as apolitical, is slowly stepping up. Social media campaigns, community cleanups and climate-themed events are gaining traction. Fridays for Future, while smaller in scale compared to Germany or South Korea, reflects a growing generational shift. The challenge is to channel this awareness into long-term engagement that challenges the status quo.
In the consumer market, “eco” is trendy. From carbon-neutral cup noodles by Nissin Foods to Lawson’s plastic-reduce rice ball wrappers, and Muji’s minimalist, refillable containers proudly labelled as “SDGs-compatible”. Japanese brands are leaning hard into green branding. But is this a genuine shift in values or simply a marketing makeover? It’s hard to tell. A society driven by harmony and conformity may prefer quiet consumption over vocal advocacy. And while these individual eco-friendly choices are commendable, they risk becoming a form of “green lifestyle theatre”- offering comfort without meaningful change.
To bridge the gap between awareness and action, Japan will need bold leadership, inclusive education and a cultural shift that welcomes dialogues even when it’s inconvenient. Climate change, after all, doesn’t wait for consensus.
Japan’s story is not one of ignorance, but inertia. It reflects a broader global dilemma: how do technically advanced, socially stable societies shift from quiet concern to transformative change? Perhaps the real challenge isn’t a lack of awareness but a lack of urgency. And in a world hurtling toward environmental tipping points, hesitation may be the most dangerous habit of all.
Ichigo Bloom offers climate and biodiversity collaborative workshops such as the Climate Fresk and the Biodiversity Collage, to raise awareness and ignite change within organizations in Japan.
