#Japan #Hiroshima #Sustainable #Nudge #Higashihiroshima

Nurturing Nature through Everyday Shopping: The Nudge Forest Project

On November 16, 2025, Nudge Inc., based in Chiyoda, Tokyo, held the fourth tree-planting event at Hiroshima's Nudge Forest located in Higashihiroshima City. This initiative promotes environmental sustainability by converting daily shopping expenses into contributions for forest conservation. Launched in 2022, this collaborative project brings together local governments, forestry associations, businesses, academic institutions, and civic organizations, creating a robust network aimed at reforestation efforts in the region.

Understanding the Nudge Forest

Nudge Forest operates through the Nudge Card, a community-oriented credit card that automatically redirects a percentage of user transactions towards forest restoration activities. Every time club members spend a total of 100,000 yen, one seedling is planted in Hiroshima Nudge Forest, thus linking everyday purchases to ecological sustainability. Furthermore, members can enjoy exclusive perks offered by partnering businesses in Hiroshima based on their spending.

In partnership with the Higashihiroshima City's community, the Kamo Regional Forestry Association, and various participating organizations, this year's event saw widespread collaboration among local stakeholders, including the Higashihiroshima Junior Chamber, the Higashihiroshima Green Children's Group, and businesses like Yamane Holdings and Hiroshima Dragonflies, alongside a research team from Hiroshima University.

Special Lecture on SDGs and Ecosystems

A feature of this year's event was a special lecture by Professor Masahide Nishibori of Hiroshima University, focusing on “SDGs and Ecosystems”. He outlined the connection of the Nudge Forest initiative to the Sustainable Development Goals (SDGs), particularly Goal 15, which aims to protect life on land. The lecture explained how planting trees is only a part of a larger ecological framework involving soil, water, microorganisms, and various wildlife species, such as deer and bears, necessary for creating a thriving forest ecosystem.

Professor Nishibori also illustrated the contributions of black bears to forest regeneration through seed dispersal while discussing the balance needed between wildlife populations and agricultural impacts. His message emphasized the importance of coexistence between nature and residents, encouraging participants to view themselves as integral to forest conservation efforts.

Additionally, footage captured by stationary cameras installed last year was screened for the first time, showcasing the day-to-day activities of the forest maintenance crew, as well as wildlife encounters, including deer, boars, and even bears. This visual insight sparked awe and heightened interest among attendees, revealing aspects of the forest typically unseen.

Expanding the Nudge Forest Initiative

The Nudge Forest project extends beyond a one-day planting event; it actively involves academic research focusing on monitoring changes in the forest and the wildlife it supports. This initiative offers children and adults alike a refreshing engagement with nature, as it fosters understanding and connection to their local environment.

Moving forward, Hiroshima University plans to continue its research to monitor both the animal populations visiting the Nudge Forest and the ongoing growth of the newly planted trees. The recorded footage from the stationary cameras is available for media coverage and journalism inquiries; interested parties can find information on contacting the team through the provided links.

Furthermore, companies and municipalities interested in community collaboration and sustainable forestry are encouraged to consult Nudge Inc. on how to incorporate Nudge Cards into their community initiatives.

Further Information

For more details about the Nudge project, you can visit Nudge's corporate site or their contact page for media inquiries. The program invites businesses and local governments interested in supporting sustainable initiatives to explore collaboration options, reinforcing the goal of nurturing a sustainable future.

Overall, the Nudge Forest initiative is an excellent example of how everyday actions can lead to significant contributions to environmental sustainability through collective community effort.

About Nudge Inc.

Founded in 2020, Nudge Inc. operates with a mission to create a future financial experience shaped by individual actions. Their cloud-native credit card service, Nudge, is uniquely positioned as a certified inclusive credit purchase provider, emphasizing corporate social responsibility and environmental stewardship.