SB’25 Tokyo Calls for Brands to Adopt Regenerative Practices for a Flourishing Future

Burlingame, Calif., March 21, 2025 /PRNewswire/ – The 9th Sustainable
Brands® (SB) International Conference
in Tokyo-Marunouchi (March 18-19) called for brands to adopt regenerative
practices across industries and generations. Industry innovators and thought
leaders from around the globe convened to discuss transformative strategies for
revitalizing business and society in the face of escalating environmental change
and social challenges.

Regeneration, innovation and collaboration were central themes elevated as
drivers for reshaping the future so that business and society can thrive in
harmony with nature.

“The future belongs to those who embrace regeneration, not merely those who
maintain the status quo,” said Michael Dupee, CEO of SB. “Coming together
to explore strategies and solutions for reimagining challenges as business
opportunity has the power to create positive impact that delivers meaningful
value for business, society and the planet.”

This year’s theme, “Breakthrough in
REGENERATION,” reflects a shift from traditional
sustainability toward a more dynamic model that emphasizes restoration and
renewal. The concept of regeneration encompasses not only environmental
practices but also social and economic revitalization.

From advancements in renewable energy to innovative waste-management solutions,
the conference highlighted innovative technologies and practices that can drive
sustainability forward. It also highlighted how creative thinking can solve
pressing global issues.

Recognizing that complex challenges require collective action, the conference
also emphasized the importance of collaborating across sectors and served as a
platform for networking and partnership-building among businesses, NGOs,
government and academia.

Inspiring Innovation in Sustainability

Naho Nojo, CEO of MizLinx, which develops marine
observation systems, introduced a marine observation system designed to address
critical issues in the fishing industry. His call for collaboration highlighted
that “the future of the ocean is the future of the earth itself.”

“There are many things we cannot do alone to solve marine issues,” Nojo told the
audience. “The future of the ocean is the future of the earth itself. I would
like to create it together with you all.”

Market leaders including Sony and Honda also shared their sustainability
commitments. Sony’s Executive Vice President, Issei Kii, detailed the
company’s ambitious “Road to Zero” initiative — aiming for zero environmental
impact by 2050 through innovative uses of recycled materials. Meanwhile, Honda’s
Tetsuya Hasebe discussed the potential of hydrogen
technology to
drive carbon neutrality and announced plans for a new fuel cell module
production facility.

Elevating Thought Leadership in Regenerative Practices
A key panel discussion, titled “Fermentation and Regeneration,” explored
the role of microorganisms in societal renewal, featuring experts including
“fermentation designer” Ogura Hiraku and Tenrai CEO
Dr. Risa Kirimura. Their insights underscored the need for creative
approaches to industrial structures and human health, advocating for a societal
shift towards holistic wellbeing.

Another highlight was the session on
biomimicry led by
Masaharu Sakai of DENSO, who showcased
how nature-inspired design can revolutionize technology — making advancements
both efficient and sustainable. “Biomimicry can be applied to all fields,” he
stated, urging collaboration between engineers and creative thinkers.

By embracing innovation, fostering collaboration and adopting regenerative
practices, we can collectively address the pressing challenges of our time and
build a better future for generations to come. Although some companies are
moving away from communicating about sustainability, “our long-term goals and
commitments have not changed,” said KoAnn Vikoren Skrzyniarz, Founder &
Chief Catalyst and Community Builder of SB. “Now is the time to innovate and
tell stories that unite rather than divide. Being a convenor in the market on
sustainability when there is such opportunity to shape a better future is a
humbling experience.”

Want to discover how purpose-driven brands are accelerating growth by bringing
sustainability to the forefront of business strategy? Sustainable Brands invites
brand leaders and changemakers to SB’25 San
Diego,
happening October 13–16, to explore how to adapt and accelerate their
sustainability strategies for business and societal impact. Embodying this
year’s theme, Adapt and Accelerate, the event will showcase transformative
strategies that help brands respond to rapid change, scale sustainable
innovation and drive meaningful results.

Visit SustainableBrands.com to learn more
about the movement and join the collective effort toward environmental, social
and economic resilience.