Launch of 'Minna de Gen-CO2 Project 2026' to Promote Decarbonization Behavior Change through Education and Sales Promotion, in Partnership with 16 Municipalities and 21 Private Companies

The Japan Research Institute (JRI) and Sumitomo Mitsui Financial Group (SMFG) have launched the 'Minna de Gen-CO2 Project 2026' in partnership with the 'Challenge Carbon Neutral Consortium' (CCNC) and various municipalities across Japan. The project aims to encourage decarbonization behavior change among consumers through educational awareness and sales promotion. Starting in fiscal year 2026, the project will involve 16 municipalities and 21 companies, targeting approximately 910,000 elementary school students (grades 4-6) and their families. Today, the project launched a special website for the 'Eco-Label Hunter 1.5°C Operation,' a learning support handbook and contest designed to help children learn about decarbonization in a fun way. Building on last year's results, the project focuses on three key areas: scaling up the learning support, enhancing the quality of education to ensure lasting behavior change, and deepening understanding through the analysis of broad purchasing data. By doing so, the project aims to elevate this public-private partnership model to a level where it can be implemented in national and local policies and corporate activities, contributing to a decarbonized society through everyday consumer goods and retail outlets.