The Shift in Public Perception on SDGs and Genderless Ideals in Japan

Recent Insights into SDGs and Genderless Ideals in Japan

A recent survey conducted by Cross Marketing, a Tokyo-based research firm, has unveiled important insights regarding the people's perceptions of the Sustainable Development Goals (SDGs) and the concept of genderlessness among various demographics in Japan. The survey was carried out between June 4 and June 6, 2025, involving 3,000 respondents aged 18 to 69 from across the country.

Decline in Commitment to SDGs

The results indicate a concerning trend: only 39% of respondents expressed a desire to contribute toward achieving SDGs, marking a 6-point drop from the previous year. Additionally, the intention to purchase products related to SDGs fell to 58%, a decrease of 5 points compared to the last survey. This downward trend in support for SDGs-related initiatives may reflect growing skepticism or challenges in making impactful changes in society.

According to the Sustainable Development Report released by the Sustainable Development Solutions Network (SDSN) in 2025, Japan has dropped from 18th to 19th place among 167 countries in terms of SDGs achievement. This indicates that more efforts are necessary to engage the public and enhance their trust in these initiatives.

Perceptions of Companies Engaged in SDGs

When it comes to companies and organizations involved in SDGs, only 37% of respondents had a positive impression. This is a significant decline of 10 points compared to the last year's survey. Many expressed a desire for more transparency regarding the outcomes of these initiatives. Specifically, 12% indicated they wish to see clearer reporting on the effectiveness of such activities while 11% raised questions about how these efforts influence their daily lives.

Genderless Image and Societal Change

The survey also delves into the evolving perceptions of gender identity, revealing a shift towards more inclusive views. Approximately 32% of respondents associate genderlessness with the idea of living authentically, free from conventional notions of masculinity and femininity. Furthermore, various other viewpoints were highlighted, such as the rejection of traditional gender roles in the workplace and domestic spheres.

Notably, women tended to possess stronger feelings about these aspects, showing a difference of 5 to 15 percentage points when compared to men across all categories concerning gender roles and equality.

Future Outlook on SDGs

Despite these changes, almost half of the respondents (47%) believe that SDGs initiatives might be temporary and similar to past efforts that did not lead to lasting change. Additionally, 35% expressed skepticism about whether the goals would be achieved, although they hope for some level of improvement in societal conditions.

Overall, the survey results illustrate the urgent need for renewed focus and commitment towards both SDGs initiatives and fostering gender equity in Japan. The declining interest in SDGs, coupled with the evolving perceptions of gender, suggests a crucial junction at which actions must be taken to ensure effective progress and a more inclusive society.

To access the complete report and delve deeper into the findings, visit here.

About Cross Marketing

Established on April 1, 2003, Cross Marketing specializes in marketing research and consultation. Led by CEO Mikiharu Igarashi, the firm continuously works to provide valuable insights that help businesses understand market dynamics and consumer behaviors.

For enquiries regarding this article or additional information about the survey results, please contact the Cross Marketing Public Relations Department: