ASNOVA and Hummingbird Power envision taking the "first step" towards a socially responsible choice.

Q. First, please tell me about Hummingbird Power.

Mr. Azegami of Hachidori Electric (hereinafter, titles omitted): Borderless Japan Co., Ltd. is a company that has been working to "solve social issues through business" since 2007. Within that, Hachidori Electric operates a retail electricity business using 100% renewable energy.

Borderless Japan has various businesses that address social issues, but Hummingbird Power is tackling "climate change."

Summers have been unbearably hot in recent years. We're experiencing temperatures that were unthinkable decades ago. Climate change is a global issue that we must address immediately. On the other hand, Japan relies heavily on thermal power generation. That's why we started this initiative, with the aim of increasing renewable energy sources and becoming one of the options for generating electricity. Furthermore, we allocate 1% of electricity costs to social contribution activities, creating a system where using electricity allows you to continuously support social contribution activities.

Q. What is ASNOVA's stance on environmental and social issues?

Tsunoda: ASNOVA is advancing its business with the desire to contribute to the realization of a circular society, and as a Administration Department, we have always been thinking about what methods are available. I myself felt the challenges of climate change, and when I thought of Hachidori Power, I felt that by switching smoothly, we could create synergistic effects.

I was already familiar with Borderless Japan and also knew about Hummingbird Electric Power. However, at first I wondered if we could do it ourselves, but I decided to try something quickly and boldly contacted them through their website.

If it were simply a matter of switching electricity providers, I might have compared and considered other companies, but I felt that ASNOVA's philosophy and Borderless Japan's philosophy were very similar, so I thought, "If I'm going to do it, it has to be with Hummingbird Electric Power." ASNOVA is a company that understands the importance of collaborating with socially responsible businesses, so it was easy to talk to them.

Q. What impression did you get of ASNOVA from your perspective, Ms. Azegami?

Azegami: When we first spoke online, Ms. Tsunoda responded to every phrase I used to explain Hummingbird Electric with "That's good," and "That's wonderful," which made the conversation very enjoyable for me. At that point, I didn't know much about ASNOVA, but looking back now, I think Ms. Tsunoda exuded the "ASNOVA spirit" from the very beginning.

While many people immediately ask, "How much will my electricity bill go down?", we were able to have conversations based on our motivations for running this business and what kind of society we can create by choosing ASNOVA for electricity. I felt a strong affinity with them, and I honestly felt that we could work together with ASNOVA to make society better.

Q. Were there any aspects of the actual interaction that you found particularly helpful or beneficial?

Tsunoda: As the conversation progressed, we once discussed the idea of having someone estimate the economic impact of switching the power and discuss it internally. Equipment Center had many locations, and normally I thought it would take time, but the next day they replied, "It's done."

I was very pleased with the quick response and the thoughtful way they handled the situation. This motivated me to reciprocate, and as a result, I think we were able to switch over quickly.

Azegami: We are grateful that people are realizing how easy it is to choose electricity. We were also very pleased that they were able to see the balance between social responsibility and economic benefits in that process.

Small steps can change society. How individuals can contribute to society.

Q. Why is it difficult for companies to take steps to contribute to society?

Kakuta: I think the problem is that individual work isn't connected to social issues. Large companies may have departments that handle social contribution, but it ends there, and it's difficult for individuals on the ground to feel like they want to do something about social issues.

Azegami: "Social contribution is often seen as something you do after you've made a profit" or "something you do after your business has grown." However, if you can use 100% renewable energy, be environmentally friendly, and have a portion of your electricity bill contribute to social good, I think there will be less opposition to that.

However, it's understandable that some people might hesitate to take the plunge if they know that "it will be a social contribution, but your electricity bill will increase by 1 million yen per year." That's why we don't just "endure and do something good for society," but rather we value "balancing environmental friendliness, social responsibility, and economic viability."

Borderless Japan approaches social business from this perspective not only with Hummingbird Electric Power but also with its other projects. We want to create a society where ethical choices are commonplace, not just limited to a select few. To achieve this, we place great importance on balancing ethical practices with economic viability.

Tsunoda: I completely agree with that. Even though the idea is wonderful, I was a little worried about whether it would be economically viable. But when we actually started talking about it, they said that "electricity costs would decrease by about 10%", so I thought, "There's no reason not to do it."

Q. What are some things that ASNOVA would like to expand upon through this initiative?

Kakuta: There are many things I want to do, but first I want to make sure that a socially responsible mindset is properly conveyed within the company. And I would like to spread the word that ASNOVA is contributing to society not only through its rental business, but also in other ways.

Furthermore, I would like people outside of our company to know about Hummingbird Power. Of course, this is not high-pressure sales, but it is economical and shares similar philosophies with ASNOVA, so I think our customers and stakeholders will be pleased with it.

Q. Please tell us about the future and society that Hummingbird Power aims to create.

Azegami: We want to completely eliminate carbon dioxide emissions from electricity. We want to share energy from nature, such as solar, wind, and hydroelectric power, with everyone.

Furthermore, we cherish the concept of "Save what you love." For example, I love beach volleyball, but if rising sea levels cause islands and beaches to disappear, I won't be able to play beach volleyball anymore. That's why I want to protect the natural environment and continue to protect the smiles of children.

In this way, each individual chooses Hummingbird Power because they want to protect what they love and what is important to them. I would be very happy if more people felt this way. I hope that this chain of consideration will help us leave this planet in a good state.

Q. For companies that are interested in environmental issues but haven't yet taken action, could you give us some hints on how to take that first step?

Kakuta: I think it's important to be sensitive to whether the way we value things is changing.

Ms. Azegami was talking about beach volleyball, and I personally have a strong attachment to the marine environment, so I feel like I don't want to use plastic bottles too much. When we realize that the way we use things around us is changing, our actions might change too, right?

It can feel daunting when you think about doing something big as a company, but simply making an inquiry or talking to your supervisor is a sufficient first step.

Azegami: The name "Hummingbird" in Hummingbird Electric comes from the children's story "The Hummingbird's Drop." When a wildfire breaks out, while the big animals flee, only the tiny hummingbird takes water in its beak and tries to put out the fire. Even when the other animals say, "What good will that do?" and "It's pointless," the hummingbird replies, "I'm just doing what I can."

One of the things we've cherished since we started our business is the phrase, "It may be small, but it's not powerless." Whether it's using a reusable water bottle, reusable chopsticks, or switching to a different type of electricity, a single action might seem small. But that doesn't mean it's powerless, does it? So, I think it's okay to start by simply knowing about it. Just knowing that "such social issues exist" can connect the dots and lead to action.

I believe that simply letting readers know that such an option exists is incredibly meaningful.

At ASNOVA, we have always based our business on the principle of "taking care of things and using them for a long time" through our temporary equipment rental business.

In Japan, there has long been a culture of repairing broken things, as symbolized by "kintsugi" (the art of repairing broken objects with gold), and cherishing even the scars as new value. Even in this age of mass production and mass consumption, we respect this spirit of cherishing things, and we believe that by carefully maintaining each piece of equipment and delivering it repeatedly, we have made a small contribution to the realization of a circular economy.

It was during this time that I encountered Hummingbird Electric Power and Borderless Japan's philosophy of "solving social problems through business."

Reviewing the energy we use in our daily business operations is a way for management departments to address social issues in a more accessible way, and we believe this electricity switch is the first step in that direction.

The spirit of cherishing things is directly connected to the spirit of cherishing resources and the environment. I hope that this "feeling of cherishing things" will spread so that we can pass on our limited resources to future generations.

If you would like to apply for Hummingbird Electricity or learn more, please check and apply via the link below. Enter "asnova" in the invitation code field to receive a discount on your first month's fee.

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