Beyond 'Good for the Environment': Designing Sustainable Communication for the Future with 'Emotion, Logic, and Action'

Bywill Co., Ltd., which provides decarbonization consulting and brand consulting with the aim of achieving carbon neutrality in Japan, will hold a free online seminar titled "Designing Sustainable Communication for the Future with 'Emotion, Logic, and Action'" on Thursday, April 23, 2026. Click here for details and registration. Recommended for B2C companies that want to communicate sustainability to consumers and the general public!! "We are working on sustainability, but its value is not being effectively communicated." —Such voices are now being heard from various industries and positions. Environmentally friendly products, utilization of renewable energy, reduction of CO2 emissions... Many companies are making sincere efforts to solve social issues. However, at the same time, the reality is that they are facing frustrations such as: "We understand it's good for the environment, but products don't sell just because of that." "We want to make catchy communications, but we don't know how to convey it clearly and attractively." "We are doing the right thing, but the enthusiasm within the company isn't increasing." Amidst this, in March 2026, "B Lab," which operates B Corp certification*, and the Netherlands-based "Creatives for Climate" jointly released the "Greenshouting Guide." *B Corp certification: An international certification system operated by the U.S. non-profit organization B Lab, awarded to companies that demonstrate high transparency and social responsibility towards the environment, society, employees, and local communities. Over 10,000 companies in more than 100 countries, including Patagonia and Danone, have obtained this certification. This "Greenshouting Guide" was established to enable corporate and brand communication managers to confidently communicate their sustainability strategies without falling into "greenwashing" or "greenhushing*." *Greenhushing: When companies are actually advancing sustainability initiatives but refrain from communicating them due to fear of criticism or regulatory risks. In this seminar, we will unravel the key points of this "Greenshouting Guide" and explain practical methodologies for sustainability communication for Japanese companies. Especially for the general public, "sustainability" often doesn't resonate just by presenting information. What is needed is a communication approach designed in three layers: ・Designing a worldview that touches the emotions of consumers and customers (Emotion) ・Structuring honest and convincing stories and evidence (Logic) ・Designing pathways for participation and support that naturally draw engagement (Action) Focusing on "environment (decarbonization/carbon neutrality)" as the core theme of sustainability, we will deliver ideas on how to communicate corporate initiatives to the general public, interspersed with case studies. We look forward to your participation. Recommended for those who: Want to communicate their sincere efforts to the world but are afraid of criticism (greenwashing) and therefore stick to safe expressions or refrain from communicating altogether. Handle environmentally friendly products and services but don't know how to appeal attractively beyond the fact that they are "good for the environment," and thus fail to resonate with consumers. Want to learn practical communication design (storytelling) that moves consumers' "emotions" and leads to "actions" such as support and purchase. Feel challenges such as "lack of enthusiasm within the company" or "difficulty engaging employees," despite the company working on legitimate social issue solutions. ・Date: Thursday, April 23, 2026, 16:00-17:00 ・Venue: Online (Zoom) *Viewing method and URL will be sent to your email address. ・Participation Fee: Free Click here for details and registration. Instructor: Yoshitaka Fujita Manager, Brand Consulting Department, Bywill Co., Ltd. After graduating from university, he joined INFAS Publications (WWD Japan) as a new graduate. In the Cross-Media Strategy Department, he gained experience in planning and executing promotion plans utilizing in-house media. He then joined SATISONE Co., Ltd. (now DRAFT.Inc) and worked as a Strategic Planner/Producer, engaging in brand development (MVV, concept, CI/VI, roadmap formulation support) during the launch phase of various business domains, and related operations.