Chapter 6: Incorporating Effective Exercise — Executing CO2 Reduction Actions

I know I have to exercise, but I just can't seem to keep it up...

This is the honest sentiment shared by many who have failed at dieting. While dieting through calorie restriction alone may show results initially, it increases the risk of lowered basal metabolism and rebounding. For long-term success, establishing a habit of appropriate exercise is essential.

Corporate decarbonization is similar. Many companies say, "We understand the importance of energy conservation, but it doesn't lead to concrete action." A decarbonization strategy that relies solely on switching energy sources may face risks of increased costs and technical limitations. For sustainable decarbonization management, the execution of steady, daily CO2 reduction actions is indispensable.

In this chapter, we will explore the commonalities between "effective exercise" in dieting and "CO2 reduction actions" in business, and consider concrete execution strategies.

The Importance of "What to Do" and "How to Continue"

In modern exercise science, emphasis is placed not only on "what kind of exercise to do" but also on "how to make it a habit." Even if you are proposed an optimal exercise program, it is meaningless if you do not continue it. Conversely, even light exercise can bring significant long-term results if done every day.

For example, "10 minutes of home training every day" often has a higher continuation rate and, consequently, greater results than "going to the gym for one hour, three times a week." This is based on the idea that "habits you can continue are more important than perfect plans."

Corporate CO2 reduction actions are the same. By focusing too much on ideal technologies or large-scale capital investment, companies often overlook small actions that can be taken immediately. However, "small daily energy-saving activities" are often easier to embed in an organization and can lead to greater results than "one large energy-saving investment per year."

At one office building, while considering the introduction of the latest energy-saving equipment, they incorporated energy-saving behaviors into daily operations as part of their "5S activities (Sort, Set in order, Shine, Standardize, Sustain)." By establishing small actions—such as turning off lights during lunch breaks, turning off PCs when away from desks, and setting appropriate air conditioning temperatures—as "natural habits," they reduced energy consumption by 7% without any special investment.

A basic principle of exercise is that "strength training with the correct form is more effective than doing many repetitions." Similarly, "focusing on measures with high CO2 reduction effects rather than numerous energy-saving measures" is the basis of efficient decarbonization management. However, neither can begin without basic knowledge and execution habits.

Combining Aerobic and Anaerobic Exercise

For an effective diet, it is important to balance "aerobic exercise (walking, jogging, swimming, etc.)" and "anaerobic exercise (strength training)."

Aerobic exercise contributes directly to calorie consumption and promotes fat burning. On the other hand, anaerobic exercise increases muscle mass and has the effect of raising basal metabolism. Rather than leaning toward one or the other, incorporating both in a balanced manner allows for efficient body fat reduction while building a healthy body.

Corporate CO2 reduction activities are similarly effective when "short-term measures (operational improvements)" and "medium- to long-term measures (capital investment)" are combined in a balanced way.

Short-term measures are immediate actions that require almost no investment, such as improving the operation of existing equipment or reviewing daily tasks. Examples include managing air conditioning temperatures, optimizing equipment operating hours, and reducing lighting.

On the other hand, medium- to long-term measures are those that require initial investment but bring significant long-term reduction effects, such as upgrading to high-efficiency equipment or introducing renewable energy facilities. Examples include a full upgrade to LED lighting, replacement with high-efficiency boilers, and the introduction of solar power generation.

Just as aerobic exercise contributes to "today's calorie consumption" and anaerobic exercise contributes to "improving basal metabolism from tomorrow onwards," short-term measures contribute to "this term's CO2 reduction," while medium- to long-term measures contribute to "continuous reductions into the future."

One hotel chain is promoting CO2 reduction from both short-term and medium- to long-term perspectives by implementing daily operational improvements such as "eco-cleaning" and "waste reduction" in parallel with capital investments like converting the entire building to LED lighting and introducing a centralized air conditioning management system. This is similar to a diet strategy that combines a weekend gym training program with walking during the weekday commute.

Training "Periodization" and Phased Reduction Plans

In athlete training theory, the concept of "periodization" is important. This involves dividing a yearly plan into multiple periods and performing different types or intensities of training in each period.

For example, you can divide your schedule into periods such as "basic physical strength improvement phase," "muscle strengthening phase," "power improvement phase," "competition-specific phase," and "adjustment phase," and perform training suitable for each. By taking such a phased approach, you can improve performance efficiently while reducing the risk of injury.

A similar approach is effective for a company's CO2 reduction plan. By dividing the schedule into periods such as "current status assessment phase," "low-cost measure phase," "equipment upgrade phase," and "innovation phase," and implementing measures suitable for each stage, you can steadily advance CO2 reduction in a sustainable manner.

One apparel manufacturer has formulated a five-year phased CO2 reduction plan. The plan involves stepping up through stages: the first five years are for "energy visualization and operational improvement," the next five years for "equipment high-efficiency upgrades and renewable energy introduction," and the following five years for "decarbonization of the entire supply chain." This is similar to a phased diet plan that starts with aerobic exercise, gradually increases strength training, and finally incorporates high-intensity interval training.

The idea of "evolving in stages rather than trying to change everything at once" is a key to success common to both dieting and decarbonization.

Training Menus and CO2 Reduction Menus

For an effective diet, a "training menu" tailored to your goals is essential. The content and intensity of the menu change depending on your goals, such as weight loss, muscle strength improvement, or physical stamina enhancement. It is also important to choose a menu that suits you based on your age, physical strength, and living environment.

For example, by setting specific menus such as "30 minutes of walking three times a week," "20 minutes of strength training twice a week," and "60 minutes of yoga once a week," it becomes clear "when, what, and how much" you should do, making it easier to execute.

Similarly, for corporate CO2 reduction, it is effective to develop specific "CO2 reduction menus." By concretizing and visualizing menus such as "switching to LED lighting," "installing inverters for air conditioning," "repairing compressed air leaks," and "introducing energy monitoring systems," it becomes easier to understand "what to start with."

One construction company has created a "CO2 Reduction Menu Book" that organizes about 50 actions divided into short-term, medium-term, and long-term. Each action includes the required investment amount, expected CO2 reduction, and investment recovery period, allowing for the selection of appropriate menus according to the situation on-site. This is the same concept as a fitness club that provides level-based training menus such as "for beginners," "for intermediates," and "for advanced users."

By clarifying "what needs to be done," you can avoid the situation of "wanting to do something but not knowing where to start" and lead to concrete actions.

"Calorie Counting" and "Internal Carbon Pricing"

In dieting, it is important to be aware of the existence of "invisible calories." For example, there are "hidden elements" such as dressings, sauces, and seasonings that may seem small in quantity but are surprisingly high in calories. By being aware of these and practicing "calorie visualization," a more effective diet becomes possible.

Some diet apps display calories in real-time when you select food, and clearly state the "cost of action," such as "if you eat this meal, you need 30 minutes of walking." This has the effect of suppressing unconscious intake and promoting more conscious choices.

Similarly, for corporate CO2 reduction, a mechanism that visualizes the "invisible CO2" lurking in daily management decisions is effective. A representative method for this is "Internal Carbon Pricing (ICP)." This is a mechanism that sets a price for CO2 emissions within the company and incorporates it into management decisions.

For example, a price of 5,000 to 10,000 yen per ton of CO2 emissions is set and reflected in the evaluation of new investment projects, budget allocation, and decision-making for product development. Additional burdens arise in the form of "carbon costs" for high-carbon choices, making low-carbon choices relatively more attractive.

At one chemical manufacturer, an internal carbon price (8,000 yen per ton) was applied to all capital investment projects, and cases where energy-saving equipment or renewable energy equipment that would not have been profitable in the past became economically advantageous when considering "carbon costs" increased. As a result, the replacement of old, energy-inefficient production lines accelerated, and the company's total CO2 emissions were reduced by 15% over three years.

In addition, one retail company introduced a "carbon budget system" that allocates annual CO2 emission quotas to each department. Departments that exceed their budget pay an "internal carbon tax," and departments that succeed in reducing emissions can carry over credits to the following year. This is similar to a diet method where you set a "calorie budget" and offset any excess with exercise the next day.

By incorporating the perspective of decarbonization into daily decision-making in the form of "carbon pricing," low-carbon choices are naturally promoted without the need for special awareness. Just as diet apps increase calorie awareness when choosing meals, internal carbon pricing functions as an "invisible training partner" that increases carbon awareness during management decisions.

By turning "costs that are invisible unless you are conscious of them" into "explicit costs," you can encourage behavioral change—this principle is a success strategy common to both dieting and decarbonization.

Training Records and CO2 Reduction Monitoring

To succeed in dieting, it is important to keep a "training log." By recording the type of exercise, duration, intensity, calories burned, and changes in body weight, you can objectively evaluate the effectiveness and adjust your routine as needed.

Recently, smartwatches and fitness apps have become widespread, making it easy to automatically record and analyze exercise data. This "visualization" provides a sense of accomplishment and helps maintain motivation.

For corporate CO2 reduction, "monitoring and recording" are equally important. By continuously measuring and recording energy usage, CO2 emissions, the implementation status of reduction measures, and investment costs versus effects, you can visualize the results of your efforts and run the PDCA cycle.

One manufacturing company uses a "visualization board" to constantly display factory CO2 emissions, sharing the difference from target values in real time. Additionally, they confirm the progress of reduction measures at monthly "CO2 reduction meetings" and strengthen or revise measures as necessary. This is similar to checking daily exercise records and weight changes in a diet app and reviewing your training content if you are not seeing results.

The principle that "what cannot be measured cannot be managed" applies to both dieting and decarbonization. It is only through recording and analysis that effective improvement becomes possible.

Group Training and Team Activities

In recent fitness trends, the effectiveness of "group training" has been gaining attention. It is said that working out with multiple people rather than alone increases motivation and improves continuation rates.

For example, group activities such as "aerobics classes," "yoga classes," and "strength training circles" create an environment where you can continue exercising while having fun through interaction with peers and the shared experience of "working hard together."

For corporate CO2 reduction, it is similarly effective to approach it as a "team activity." By deploying it as a company-wide team activity rather than just leaving it to a few people in charge, diverse ideas are generated and the sense of participation across the entire organization increases.

One retail chain has formed "eco-teams" for each store and holds contests to compete for unique reduction ideas. Excellent initiatives are recognized and rolled out across the entire company. They also provide opportunities for information exchange between stores through "eco-leader training" to promote the sharing of best practices. This is a mechanism similar to "group lessons" or "challenge events" at a fitness club.

The idea that it is easier to reduce the burden and continue while having fun when "working together with everyone" rather than "trying hard alone" is a human psychology common to both dieting and decarbonization.

Personal Trainers and External Experts

For serious dieting, utilizing a "personal trainer" is effective. A trainer provides a training program tailored to an individual's physical strength and goals, and instructs them on proper form and technique. They also provide advice and support for maintaining motivation from an objective perspective.

By pointing out problems that you might not notice with "self-taught training" and proposing efficient training methods, a more effective diet becomes possible.

For corporate CO2 reduction, utilizing "external experts" is similarly effective. By incorporating an external perspective from those with specialized knowledge, such as energy consultants, equipment manufacturers, or counterparts in the same industry, you can discover issues and areas for improvement that you might not notice on your own.

One small to medium-sized enterprise requested a factory diagnosis from a local "energy conservation auditor" and had many areas for improvement pointed out. In particular, by using an external eye to discover waste that had become "taken for granted" in the long-standing workplace, such as "compressed air leaks" and "poor insulation in steam piping," and repairing them, they achieved significant energy-saving effects. This is similar to how training effectiveness improves dramatically when a personal trainer points out and corrects long-standing "posture habits" or "incorrect form."

Problems that are "too close to see" can sometimes only be brought to light through an external, professional perspective. Leveraging this "realization" is the shortcut to success in both dieting and decarbonization.

Recovery Days and Regular Maintenance

In athlete training, "recovery days" are highly valued. Because muscles are strengthened in the process of recovering from the micro-damage caused by exercise, proper rest is essential for growth.

For example, by setting a schedule of "strength training on Monday, Wednesday, and Friday; recovery or light aerobic exercise on Tuesday, Thursday, and Saturday; and complete rest on Sunday," you can prevent injuries and burnout caused by overtraining, making sustainable training possible.

In corporate facility management, "periodic maintenance" is similarly important. Rather than running equipment at full capacity at all times, setting aside time for planned shutdowns, inspections, and servicing prevents efficiency loss and breakdowns, allowing for the maintenance of optimal conditions over the long term.

A certain cement factory implements planned maintenance management that combines an annual "large-scale maintenance" with monthly "small-scale inspections." While temporary production stoppages are unavoidable, this prevents equipment efficiency loss and maintains high energy efficiency throughout the year. This is similar to a training plan that combines a weekly "complete rest day" with daily "proper stretching and cool-downs."

"There is no growth without rest" is a fundamental principle of muscle training. Similarly, the principle that "there is no efficiency improvement without maintenance" is essential for energy-saving equipment operation.

Daily "Active Life" and Business "Environmental Consideration"

Recent health science emphasizes the importance of an "active life" throughout daily life, not just planned "exercise time." This involves efforts to increase small amounts of daily activity, such as "using stairs instead of elevators," "traveling by bicycle or walking instead of by car," and "standing up during breaks from desk work."

It is said that not just "going to the gym twice a week," but the accumulation of "small daily activity amounts" leads to long-term health and diet success.

Corporate CO2 reduction is similar; not just special "environmental measures," but "environmental consideration" throughout daily operations is important. The accumulation of small environmentally conscious actions in daily work, such as "going paperless with meeting materials," "eco-driving company vehicles," and "thorough waste sorting in the office," leads to organizational culture transformation and long-term CO2 reduction.

A certain local government has created a list called "Environmental Consideration Actions 20" to clarify the actions all staff should practice during daily work. For example, while individual actions like "thorough double-sided copying," "turning off lights during lunch breaks," and "adhering to air conditioner temperature settings" are small, they produce significant effects when practiced by all staff. This is similar to a diet strategy of creating a list of health habits in daily life, such as "walking 10,000 steps," "using stairs," and "frequent hydration."

By combining both "special time activities" and "daily habits" in a well-balanced manner, both dieting and decarbonization lead to sustainable success.

The Effects of Commitment and "Declarations"

In the psychology of diet success, the effect of "public commitment" is well-known. Declaring one's goals to others creates pressure and a sense of responsibility toward achievement, which is said to promote behavioral change.

For example, actions such as "declaring a diet on social media," "sharing diet goals with friends," and "joining a diet community" help maintain motivation by forcing oneself into a "situation where one must act according to the declaration."

Corporate environmental measures similarly benefit greatly from the effect of "public commitment." Making external promises, such as "environmental declarations" or "publishing CO2 reduction targets," accelerates efforts within the organization.

A certain sporting goods manufacturer announced an ambitious goal of "achieving carbon neutrality by 2030," demonstrating a strong commitment to investors and consumers. This clearly positioned decarbonization activities as a priority issue within the company and fostered a culture where each department takes initiative. This is similar to a motivation management technique of "publishing a diet to-do list on Instagram and reporting daily efforts."

The psychological effect where "if I don't say it, I don't have to do it" changes to "since I said it, I must execute it" becomes a major driving force for both individual dieting and corporate decarbonization.

CO2 Reduction Action Success Story: Experience of Restaurant Chain Company C

Let's look at the CO2 reduction action case of a fictional restaurant chain, Company C (50 stores). This company realized a transformation in its CO2 reduction activities, as if it had evolved from "just running for a diet" to "well-balanced training."

Company C's CO2 reduction activities had previously been implemented under the name of "energy saving," but were mainly limited to passive measures such as "adjusting air conditioning temperatures" and "turning off unnecessary lighting" as "notifications from headquarters." This is similar to a monotonous diet of "enduring and not eating."

The trigger for change was the president's declaration of "50% reduction in CO2 emissions by 2030." In response, a company-wide "CO2 Reduction Project" was launched, and a well-balanced approach like the following was introduced.

First, as a "short-term action," "eco-leaders" were appointed at each store, and all staff practiced "Eco-Action 10," which clarified energy-saving behaviors in daily operations. By thoroughly improving operations such as setting appropriate refrigerator temperatures, proper use of cooking equipment, and optimizing ingredient ordering, they achieved a 7% energy reduction in three months. This corresponds to basic and easy-to-continue exercise habits such as "walking" and "portion control for meals."

Next, as a "medium-term action," we formulated a phased renewal plan for store equipment. The plan involves sequentially implementing updates to LED lighting, high-efficiency air conditioning, and energy-saving cooking equipment during store renovation periods. By doing this, we expect to improve equipment efficiency across all stores by 30% over five years while keeping additional investment to a minimum. This is equivalent to a somewhat advanced but well-planned exercise menu, such as "going to the gym twice a week" or "a structured strength training routine."

Furthermore, as a "long-term action," we are planning for ZEB (Net Zero Energy Building) standards for new store openings, as well as in-house power generation and procurement of renewable energy. This is equivalent to advanced approaches such as "full-scale training with a personal trainer" or "specialized nutritional management."

The keys to Company C's success included "customization based on store conditions rather than uniform measures for all stores," "encouraging bottom-up activities from the field rather than headquarters-led initiatives," and "improving motivation through eco-action contests." These are the same elements of successful dieting as "training plans tailored to each individual's constitution and lifestyle" and "continuation strategies that emphasize fun, not just numerical goals."

Particularly effective was the installation of a "CO2 Reduction Visualization Board" at each store. By recording daily energy usage and CO2 emissions and visually displaying the difference from targets, it led to increased staff awareness and concrete actions. This is similar to a diet strategy that maintains motivation by recording exercise volume and calories burned on a smartwatch and visualizing progress.

Diagnostic Checklist: Your Company's CO2 Reduction Action Level

Finally, we provide a checklist to diagnose your company's CO2 reduction action level. At what level is your company?

Level 0: "Lack of Exercise" State A state where there are almost no actions regarding CO2 reduction, energy-saving awareness is low, and no concrete initiatives have begun. This is equivalent to a state of lack of exercise where one "understands the need for exercise but has not moved to action."

Level 1: "Occasional Exercise" State A state where some energy-saving actions are being implemented, an energy-saving manager has been appointed, and energy-saving campaigns are held a few times a year. This is equivalent to an irregular exercise habit where one "exercises occasionally but lacks consistency" or "only walks on days when the weather is nice."

Level 2: "Regular Exercise Habit" State A state where there is a CO2 reduction action plan, regular monitoring and improvement activities are carried out, and energy-saving education is provided to employees. This is equivalent to a state where basic exercise habits are established, such as "regular exercise 2-3 times a week" or "keeping an exercise log."

Level 3: "Well-Balanced Training" State A state where there are short-, medium-, and long-term CO2 reduction plans, a balance between operational improvements and capital investment is maintained, and cross-departmental team activities are active. This is equivalent to a planned training state where one is "doing a good balance of aerobic exercise and strength training" or "working on both diet management and exercise."

Level 4: "Athlete-Level Initiative" State A state where CO2 reduction is promoted with a scientific approach, advanced technologies and methods are actively introduced, and initiatives are deployed across the entire supply chain. This is equivalent to an athlete-level training state where one is "conducting advanced training under the guidance of experts" or "using a scientific approach based on body composition and metabolic data."

Just as "execution, not just planning" is the key to diet success, "action, not just theory" is the key to decarbonized management. In both cases, putting knowledge into practice and establishing it as a habit is the path to sustainable success.

Finally, let us introduce the words of a fitness coach: "Rather than doing perfect training occasionally, training that is imperfect but continued every day brings greater results in the long run. Consistency is power. That is the truth of fitness."

Corporate decarbonization is the same. Rather than waiting for the "ideal action," accumulating the "actions you can take now" is the shortcut to certain CO2 reduction.

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