For Fukuoka's Future: Local Businesses and Children Joining Hands Through the SDGs (Part 2)

• For Fukuoka's Future: Local Businesses and Children Join Hands Through SDGs (Part 1)

Nishi-Nippon City Bank, Ltd., Nishi-Nippon Shimbun Co., Ltd., RKB Mainichi Broadcasting Co., Ltd., and Dentsu Kyushu Inc. have been implementing the four-company collaborative SDGs project "Make Fukuoka SDGs: Creating the Future" since September 2022. This initiative, realized by combining the strengths of the four companies, communicates the current state of SDGs promotion among Fukuoka-based companies through the perspective of children called "Future Leaders."

In Part 1, representatives from the four companies involved introduced the project's origins, overview, and insights gained by placing children at the center, in a roundtable discussion format. In this Part 2, we delve deeper into the representatives' thoughts on the project's reception, future developments, and regional challenges facing Fukuoka.

We want to continue the "Let's Create the Future: Make Fukuoka SDGs" initiative without interruption.

Yoshida: Since issuing the press release for "Let's Create the Future: Make Fukuoka SDGs" in September 2022 and launching the first phase with five companies on December 24th, we've received diverse feedback. I feel this feedback falls into two main categories. The first is positive reactions to the project involving children. Many companies express interest, asking things like, "Children will be conducting interviews?"The second is positive feedback regarding the cost. To encourage as many companies as possible to participate, we carefully planned our information dissemination methods—like TV commercials and newspaper ads—in close consultation with Nishinippon Shimbun and RKB Mainichi Broadcasting. Thanks to these efforts, we're delighted to see a significant increase in companies considering participation, saying things like, "We've been wanting to publicize our SDGs initiatives, and at this price point, we might be able to join."

Yamane: That's right. For us as a bank, it also broadened the scope of information we can provide, allowing us to offer proposals beyond just loans to our customers.

Watanabe: Definitely. When we ask our sales representatives who interact directly with customers on the front lines, many say it's been a great opportunity to talk from a different perspective—the perspective of the SDGs.

Yamamoto: Initiatives centered around children inherently have a unique appeal. The fact that four companies rooted in this region have teamed up to create a standardized format is itself quite unique. We definitely feel attention from other media outlets. It's been featured on our informational programs and has become one of our key topics.

Tanaka: The internal response at Nishinippon Shimbun was also very strong. Since the four companies' top executives gathered for a joint press conference immediately after the press release, it drew attention with people wondering, "What's starting here?"

Yoshida: It's gratifying to see the positive reactions growing for each of us.

Next, regarding future prospects, Dentsu Kyushu Inc.'s current goal is to sustain our efforts without interruption and significantly grow this project. While companies whose top executives are enthusiastic about "wanting to do SDGs, needing to do SDGs" make decisions quickly, the reality is many companies are more passive, saying things like "we want to see what others are doing before deciding" or "we haven't progressed enough to communicate externally."Even if the person in charge understands that "we must do SDGs, we must communicate about them," it can be difficult to gain organizational consensus. To engage these companies too, I believe we simply need to keep the project going and establish it as a platform for SDGs communication in Fukuoka.

Tanaka: I agree. While what we at Nishinippon Shimbun can achieve alone is limited, I believe maximizing value lies in these four companies continuing the project until 2030. That said, there's still room to refine how we engage companies, so we'll keep exploring our approach daily as we move forward.

Yamane: We want to emphasize more that "the entire Fukuoka Prefecture is united in this effort." We haven't achieved it yet, but ideas like events have been on the table from the start.

Watanabe: That's right. I feel that holding events to introduce the project's initiatives, for example, to raise the project's own profile, will be an important point going forward.

Yonenaga: In my daily work, when talking with representatives from client companies, I sometimes find they express interest in the companies participating in the project. It would be great to create events where participating companies can gather together, fostering such inter-company exchanges.

Yamamoto: That's wonderful. Since it only started last December, I think the impact on the surrounding area will grow stronger as more participating companies join from here on. Ultimately, it would be great if this became a project undertaken by the entire Fukuoka regional business community.

The challenge is the difference in mindset compared to the Tokyo metropolitan area. To create a regional "buzz"

Yamamoto: As we discussed in the first part, I believe many people, both within and outside the region, find the Fukuoka area appealing. Those who originally live in Fukuoka naturally know more about its charms. However, compared to the Tokyo metropolitan area, I do feel there are economic challenges. Many companies struggle to keep up with the latest business trends, and while the number of startups is increasing, it's still not large enough. If these areas improve, I think this region could become even more vibrant.

Tanaka: That's certainly true. I do feel there are more people with a keen business sense in the Tokyo metropolitan area, and they seem more actively engaged with SDGs. In terms of disseminating that kind of information, I feel we in the media have a role to play.

Yamane: From a bank's perspective, many companies still haven't fully recovered from the pandemic's impact. It's also true that progress on SDGs, decarbonization, and DX has stalled in this environment. As a regional financial institution, we feel we must strongly support these areas going forward. Many of our clients are SMEs, and I believe what's needed now is for financial institutions to provide these businesses opportunities to gain insights through projects like this.

Watanabe: Guided by our belief that "there can be no growth for The West Japan City Bank without the growth of the region," our bank has long provided support and contributed to the community through our core business activities. We hope this project will help build momentum for SDGs in Fukuoka Prefecture, becoming a catalyst that energizes and revitalizes the entire prefecture.

The "Make Fukuoka SDGs" project combines the strengths of four organizations: Nishi-Nippon City Bank's connections with local businesses and sales capabilities, Nishi-Nippon Shimbun and RKB Mainichi Broadcasting's influence on the public, and Dentsu Kyushu Inc.'s planning and execution power. By leveraging and complementing each other's strengths to advance the project, we expect to further raise awareness of the SDGs in the Fukuoka region.

Furthermore, by placing children—the future generation—at the center, this project reaches both current and future generations. By launching such initiatives from the Fukuoka region, which attracts attention from other areas, we may spark momentum for the SDGs spreading from Fukuoka Prefecture to Kyushu and eventually nationwide. Please look forward to the future developments of this collaborative project by the four companies.