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

This year’s theme, 'Breakthrough in Regeneration,' reflects a shift toward a more dynamic approach to sustainability that emphasizes restoration and renewal.

Brand Provided | By Sustainable Brands Japan | Published 2 days ago | About a 4 minute read

Image: L-R: Seiichiro Yonekura, Professor Emeritus at Hitotsubashi University and President of the Social Innovation School, and Cloudy founder Hayato Doji | KoAnn Skyrzyniarz

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.