Media Etc. Sustainability Initiatives
“Come with an open heart, learn with respect, and honor both the culture and the land as if it were your own home.”
“Understanding its culture, respecting its people and places, and treading with care and intention.”
“Learn Hawai’i’s ways, honor its land, and experience its spirit the right way.”
Media Etc. embraces a sustainable future with respect and gratitude for the Earth we live on and the nature of Hawai‘i. We share the spirit of Malama Hawai‘i—the care and respect for beautiful Hawai‘i—promoted by the Hawai‘i Tourism Authority.
Guided by the SDGs (global sustainability goals to improve the natural environment and international society), we support Hawai‘i’s unique initiative, the Aloha + Challenge. Through this program, we commit ourselves, in our own small way, to sustainability efforts that help preserve Hawai‘i’s beautiful nature, traditions, and culture for future generations.
Environment
• At Media Etc., we aim to contribute to a more sustainable society by developing business initiatives that reduce the environmental impact of our client companies, promoting PR strategies and planning related to the SDGs and sustainability, and building business models that integrate sustainability and branding through cross-industry collaborations.
• Since 2024, we have been a corporate sponsor of Second Nature Farm, a forest-based natural farm on the island of Oʻahu, Hawai‘i. Through this partnership, we are actively involved in community-based efforts to help preserve Hawai‘i for future generations.
•• In response to the COVID-19 pandemic, we adopted a hybrid work model combining in-office and remote work. As a result, we have reduced travel for meetings and business appointments, helping to cut transportation costs and lower CO₂ emissions.
• Within the company, we are committed to reducing our environmental impact by promoting paperless operations. Meeting materials, both internal and external, are shared digitally whenever possible. We also conserve electricity by turning off lights when the office is unoccupied. To reduce resource use, employees bring reusable water bottles, and during lunch, they use their own reusable chopsticks, forks, and spoons, contributing to recycling and sustainable practices.
Society
• As part of Kinjo Gakuin University’s (Nagoya, Aichi Prefecture) annual language training program in Hawai‘i, a special lecture series is held for students, featuring Japanese women who are active in the local community. Our president, Chihiro Kitagawa, regularly participates as a guest speaker, contributing to the development of a sustainable future by inspiring and supporting young leaders.
• At Media Etc., we embrace diversity and actively promote gender equality. We are dedicated to creating an environment where every employee is respected and empowered to reach their full potential. We especially support women —including working mothers— in the workplace and ensure a flexible and inclusive culture where they can continue to thrive in their careers.
Hawai’i’s Unique Approach
Aloha + Challenge
Launched in 2014, the Aloha+ Challenge is Hawai‘i’s locally driven effort to set statewide goals aligned with the United Nations’ Sustainable Development Goals (SDGs). Out of the 17 global goals set by the UN, Hawai‘i has selected six key focus areas. This public-private partnership aims to create a sustainable society by 2030, addressing environmental, economic, and social challenges specific to the islands.
※The SDGs, or Sustainable Development Goals, are a set of 17 global objectives adopted at the United Nations Summit in September 2015. These goals were created to promote a more just, equitable, and sustainable world—one where no one is left behind. They tackle pressing global issues such as poverty, inequality, climate change, and environmental degradation.
1.Clean Energy Transformation
Hawai‘i aims to transition 70% of its energy supply to clean energy by 2030. Of this, 40% will come from renewable energy sources and 30% from improvements in energy efficiency. The ultimate goal is to achieve 100% renewable energy statewide by 2045.
2. Local Food Production
With Hawai‘i’s current food self-sufficiency at around 10%, the state plans to double local food production by 2030. The goal is to supply 20–30% of food consumed in Hawai‘i from local sources. This effort also includes reducing the cost of local foods and cutting down on food waste.。
3. Natural Resource Management
This goal focuses on preserving Hawai‘i’s natural resources through actions such as protecting 30% of watershed forests, ensuring freshwater security, supporting community-based marine management, controlling invasive species, and conserving native ecosystems. It also includes implementing biosecurity plans to protect against invasive threats.
4. Solid Waste Reduction
Hawai‘i aims to reduce solid waste by 70% by 2030 through increased recycling, composting and biological conversion, improved waste and wastewater treatment technologies, and encouraging sustainable lifestyle practices. Efforts include promoting recycling and reusing of resources.
5. Smart Sustainable Communities
By 2030, the state seeks to build communities that are economically vibrant, environmentally resilient, and socially inclusive. Key goals include expanding transportation options, reducing greenhouse gas emissions, lowering housing and commuting costs, enhancing public spaces, and improving land-use planning.
6. Green Workforce & Education
This goal promotes the growth of green jobs and environmental education. By 2030, Hawai‘i aims to expand access to quality education and workforce training, support innovation and entrepreneurship, strengthen sustainable tourism, and diversify the economy—all while fostering the development of a locally rooted green workforce.