The global challenges we face today, from the climate crisis to the issue of plastic waste, are
the result of behaviors we humans have considered “normal” for only a few generations,
such as mass production and consumption. The Earth is screaming. And the impact of these
crises is not just limited to the environment or future generations; they are already having a profound impact on the present, the world and
moment in which we are all living.

Many people are aware of the growing number of complex challenges we face, from beaches filled with plastic wast to “abnormal weather” that can no longer be considered “abnormal”. However, many people may also feel helpless in the face of these challenges, unsure how they might make things better.

I also felt helpless.

However, I am now fortunate enough to have experienced firsthand the
collective power of each of us to change what is considered “normal” in companies,
countries, and even human society, and we are working to facilitate this change on a wider
level.

The use of fossil fuels and disposable plastics may still be considered “normal” by many, but
the way we use these precious “resources” can be changed. Major changes are already taking place thanks to the actions of individuals operating as a collective. Just observe how renewable energy is becoming cheaper than energy from fossil fuels! However, change is still not happening fast enough.

The most effective actions you can take may vary from person to person. However, whether it be using a reusable bottle for water or switching your home’s electricity to renewable energy, no change is too small to start. And once we start, the important thing is to observe the impact of our actions, learning more as we go, and raising our ambition for impact with each step.

Changing what is considered “normal” is not easy, but I believe that if each of us works
together to take action to create positive change, we can realise a sustainable, coal-
free, and prosperous future.

Profile

After graduating from the University of London, Mariko worked in the London branch of the
Chunichi Shimbun newspaper before joining the International Trade Department of the
British Embassy in Japan in 2014. In 2017, she began taking pro bono and consulting work
for social enterprises as a freelancer, and in the same year founded Social Innovation Japan
with a mission to increase the number of people and businesses tackling serious issues in
Japan. As part of the organisation’s sustainability work, she launched mymizu, Japan’s first free water refill app with the mission of reducing plastic bottles and supporting the realisation of a circular economy, and has collaborated with many famous brands and local governments. She was featured in the October 2020 issue of Forbes JAPAN as a “self-made woman” and has been a council member of the World Economic Forum’s “Global Future Council on Japan” from 2020.

Mariko has won numerous national and international awards, including Business Insider
Japan’s “Beyond Millennials” award and the iF World Design Guide Social Impact Prize. She
has been featured in media outlets such as FORBES, Nikkei BP, BBC, and VOGUE.

After graduating from the University of London, Mariko worked at the London branch of the
Chunichi Shimbun newspaper before moving to the International Trade Department of the
British Embassy in Tokyo. She founded Social Innovation Japan in 2017, and as part of this
launched mymizu, Japan’s first free water supply app, to accelerate the realization of the
circular economy. She is a member of the World Economic Forum’s Global Future Council
on Japan.