#Carbon Neutrality #Japan #Tokyo #Sustainable Society #Environmental Behavior Design Hub

Japan's First Private Environmental Nudge Unit

On January 26, 2026, the Environmental Behavior Design Hub (EBDH) officially launched as Japan's first private environmental nudge unit, focused on facilitating behavioral changes necessary for achieving carbon neutrality. The EBDH's establishment is rooted in insights garnered from its predecessor, BECC JAPAN, which has cultivated a community of over 2,800 experts in the last 12 years, focusing on behavioral science and environmental issues.

The Need for Action

The International Energy Agency's (IEA) report, "Net Zero by 2050," highlights that about 63% of the emissions reductions required to reach carbon neutrality by 2050 will depend on changes in consumer behavior. EBDH aims to tackle the challenge of people knowing what to do yet failing to act by leveraging the power of behavioral science to expedite social implementations.

Background

Initially started in 2014, BECC JAPAN grew to become one of the largest platforms focusing on the intersection of behavioral science and the environment. With over 2,800 participants and 470 presentations, the organization significantly contributed to knowledge sharing. However, achieving the 2050 carbon neutrality goals requires more than discussions; it necessitates direct implementation on the ground. Thus, EBDH transitioned into a corporate structure to provide operational support to municipalities and companies for effective on-the-ground execution.

Key Value Offerings	Description
Connecting Knowledge	Sharing, accumulating, and disseminating insights on behavioral science and environmental actions from both Japan and abroad.
Building Relationships	Creating networks that foster collaboration among researchers, businesses, government bodies, and non-profit organizations.
Bridging to Practice	Providing tailored support through training and collaborative assistance to design and implement behavior change in various communities and organizations.

Examples of Practical Support

EBDH has already begun initiatives aimed at practical support in various regions, such as:

• - Saitama Prefecture: Conducting training for climate change prevention officers on “Nudge × Decarbonization” scheduled for September 2025.
• - Hokkaido: Training focused on “Utilizing Nudges for Regional Decarbonization” for municipal staff set for November 2025.

Future Developments

EBDH plans to expand its community activities through a dedicated Slack community and regular lounge sessions. Additionally, it will continue hosting the BECC JAPAN Conference each summer along with various seminars and workshops. Specific training sessions on nudges and support for renewable energy seminars will further facilitate collaboration with municipalities, businesses, and NPOs.

Leadership Vision

Shō Hirayama, the representative director, emphasizes that solving environmental problems cannot rely solely on a small group of environmentally conscious individuals. He advocates for a society where everyone can make choices that naturally lean towards environmental protection. This vision highlights the importance of collaboration among all stakeholders, including researchers, businesses, government, and civil organizations.

Through the Environmental Behavior Design Hub, EBDH seeks to be the pivotal 'hub' to accelerate this collaborative effort and connect insights to real-world practices aimed at achieving a sustainable future.

For more information, visit EBDH's official website.