“Biodiversity Conservatory and Eco-Wealth:

How and How Much Biodiversity Is

Recognized?”

TETSU HATTORI
Vice President / Earth day 365 (NPO)
Director / Sustainable Solutions (NPO)
Steering Committee Member / JCN (Japan Civil Network for CBD)

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1. BIODIVERSITY CONSERVATORY

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 Biodiversity's
Uncertainty has to
internalize
Summery
Critical path to make demands
Biodiversity Sector and understand Biodiversity.

We don’t know
how to take care of
Biodiversity.

Human Sector
Industrial Policy and rules.

Uncertainty of
future service.

Business Sector
Change maker
We want to protect (Eco Gentlemen
our investment. Eco Ladies helps)
facilitate community. 3
 2.2.Questioner Survey implies:
• We have different valuation what we discuss.
– Short-run  Earnings (Money)
– Middle-run  Human Relationship
– Long-run  Biodiversity

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• According to results of Internet surveys in
Japan, 72.9% people agree that biodiversity is
important element for their quality of life. But,
only 2.6% people want willing to pay for
biodiversity. Though biodiversity is important
for human being, it’s not treated as important
wealth.
• Biodiversity investment cycle (ex. 20-30 years)
is longer than business cycle (several years). To
realize hidden cash flow, reducing the
“frequency” length of biodiversity investment
is important. 5
3 Gears to adjust time scale.

PUBLIC

ECONOMY ECOLOGY
:INCOME Use and
:Bio-
Maintenance Diversity

Agency
SHORT
Payment
LONG

INDIVIDUAL Investment COMMUNITY

:HELATH :NETWORK

PRIVATE

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2.ECO WEALTH

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 What is Eco Wealth?
Economic Sector Biodiversity Sector

Wealth Biodiversity

Eco Wealth 8
 1.2.MODEL
Eco Wealth Extension model
 MODEL
INPUT ACTIVITY (/YEAR) OUTPUT

Biodiversity
Loss

INCOME
CONSUMPTION
Eco Wealth
HUMAN
WEALTH
CAPITAL

SAVE=
INVESTMENT
TIME

Uncertainty of
Biodiversity
9
 2 Sectors activity
ΔEconomic Sector ΔBiodiversity Sector
BS To(0) From(2) BS
To(2) From(1)
Maintenance Lost!
Economic
Use Self Growth
Growth

Wealth Biodiversity

Eco Wealth 10
 Actualized Biodiversity Sector
ΔWealth = GDP = ΔEconomy
ΔEcoWealth = GDP–Δmaintenance -ΔBioDiversity{ Loss }

Discount Rate
= Risk {Economic Sector} + Uncertainty {BD Sector}
3. MAXIMIZE ECO WEALTH

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Maximize Eco Wealth
• Max { Eco Wealth (Payment for Diversity) }
Eco Wealth

Less Payment Too Much Payment

Damage to Biodiversity sector Damage to Economic sector
<DEGRADE ECO SERVICE> <DEGRADE GDP>

@2009 Payment for Biodiversity sector

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2 Policies for Eco Wealth
• 1. Internalization : create demand chain
• 2. Innovation : create supply chain
2
Eco Wealth

1 Innovation

Internalization

Payment for Biodiversity sector

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1.Internalization (process)
• Step1. Understanding
– Understand Biodiversity’s Sector Behavior and
ecosystem services performance.
» Reduce Uncertainty of BD Sector
• Step2. Design Rule
– Setting rules for BD Sector.
» Regulations and Rules of Using and Maintenance
• Step3. Design Market
– Design new market policy and rules.
» Empowered Business and Citizen ‘s network.
• Ex.) Set BD Commons Club goods.

The Economics of Ecosystems and Biodiversity(TEEB)

discuss and show best practices at these area. 15
1.Internalization (stack)
• Design social architecture of BD
Layer example
Action
Application

Finance
Private sector function
Market
Key network

Sign system (protocol) Biodiversity management sign system

Right of biodiversity servicer
Rules and rights Right of publicity of animal
Platform

Governance Eco gentle Network (Eco gentlemen and ladies )

GBO3, TEEB
Basic Knowledge
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2.Innovation
• Design business architecture of BD

0～10years 10～100years 100years～

Coordination
Reserve Value creation Target artifact
Products

High value , branded

Ecosystem service
Service Propose Marketing Better Vision

Economic Value
Design
BD modeling
GBO
Modeling Simulation Finance Design Sales value
Sales for the future liquidity
Modeling Contract of the ecosystem

Business Risk modeling

Modeling AssessmentSimulation Ecosystem
PFI

Sample
Management

Low cost operation

Propose Execution

Social Value
Modeling （Green Job）
Law Scoring Goal
design System Setting
Innovation Ecosystem
Alliance Contest engineering
Modeling

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 2.Innovation
• Design solution architecture of BD
Solution Stuck Target for Innovation
1.1.Observaion methodology
Remained

Virtual
Biodiversity

1.2.Action menu Visualization of

1.3.Skillsets
current state of biodiversity

Provision of Information
1.1.Sponsership ex) games
Conserve
Biodiversity

1.2.Conservation networking Improve

Biodiversity Management skills
1.3.Skillsets

Sample
3.1.Visualization
Establish sponsorship
On Biotope and biodiversity
Standardize Conser-

Conservation process
vation Process

3.2. Horizontal division High performance Biotope

Real
technology development
3.3. Facilitate meeting
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 Sticky Lifestyle
• The largest reason for most
people hesitate to change
their lifestyles is that they
don’t know how to do.
• According to our questionnaire(Survey C), 40.1% of people
answered that they don’t know how to live an “eco-friendly”
life. 36.4 % and 36.5 % of the answerers, respectively, felt that wild
creatures or natural environment were foreign to their daily life,
that it is too heavy burden for common people to act for
conservation of natural environment (and biodiversity).

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3.Empower key community
• [ESD] To sustain effects @local
Critical path to make demands
Biodiversity Sector and understand Biodiversity.

We don’t know
how to take care of Twice effect
Biodiversity.  Change maker who
facilitate community.
Human Sector “Eco-Gentlemen,lady”

Who has rich experience for biodiversity.

They can design future biodiversity shape.
 Coaching
Business Sector Who has knowledge of business.
They can earn money from their activity.
 Education 20
- RECOGNITION (JAPAN)

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 Survey (Yearly)

• Questioner Survey
– A. 2009/7/7-8 @Japan
• Internet Research N=30,313 (Age=over 20)
– B. 2009/9/4-9 @Japan
• Internet Research N=12,121 (Age=30-69)
– C. 2008/12/6-7 @Japan
• Internet Research N=1,000 (Age=over 20)
– D. 2007/12/27-28 @Japan
• Internet Research N=1,030 (Age=25-44)

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 Biodiversity is needed for amenity to live.

• Survey C showed that 75.5 % of people

appreciate the bounty of nature.

From Survey C.

Yes Yes No No,never

(Usually) (Sometime) (But I will) 23
 Recognition : key player
• Most Japanese citizens (85.3 % of the answerers in total), however, are
conscious that they are responsible for the natural environment near at their
hands.
Who is key person of local BD conservation.

1. Government
2. Local government
3. Enterprises
4. Farmers
5. Scientists From Survey C.
6. NGO/NPO
7. Local council
8. Children
9. Land owner
10.Ourselves
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 Gap : Action
• 39.3 % of people are interested in some kind of activities
involving contact with nature.
• ONLY 4.5% People usually join conservation program.

From Survey C.

Yes Yes No No,never

(Usually) (Sometime) (But I will)
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 Commitment for post 2010.

From Survey A. n %
30313 100.0
0% 20% 40% 60%
、「いただきます」と、食べる命に感謝する
1.“itadakimasu” 19805 65.3
で取れた食べ物や、生き物にやさしいマーク
2.Buy eco-lavels goods 14710 48.5
品を必ず選ぶ @ shopping 1 65.3
3.Find a favorite animal
物をひとつ見つける 12938 42.7 2 48.5
4.Think BD
品や化粧品を買うとき、マークはなくても、 6718 22.2
@ shopping
多様性に配慮しているか考えて買うようにす 3 42.7

5.Make Biotope 4 22.2

ダや屋上を生き物に提供するビオガーデン、 6010 19.8
にする 5 19.8
高くても、身近な産地で取れた食べ物や、生 4090 13.5 26
• POST 2010 Activity
しいマークのついた商品を優先的に買う 6 13.5
– Japanese citizens understand
みっけ」（環境省）など、いきもの調査に積 2461 8.1
that their
7 8.1tiny consciousness in their
する daily life, “Local Production for Local Consumption”, for example, can
contribute the conservation
ることについて話し合える友達を、4人持つ 2226 of7.3global8 biodiversity,
7.3 and recognize that
に年4回、参加する their tiny action based1379 on correct
4.5 knowledge is linked to preserve our
priceless heritage and1375 9 towards
to hand4.5it down 4.5 our descendants.
ボランティア／外来種駆除のボランティアに
する 10 4.5
護協会　あるいは　日本野鳥の会　などの 1069 3.5
11 3.5
 Short-Run.
• Current important issues:
– 26% family answered “MONEY IS THE MOST
IMPORTANT ISSUE”.
n % 0% 20%
30313 100.0
MONEY 7802 25.7 1 25.7
CHILDEN,DESCNEDANTS 4275 14.1 2 14.1
SECULITY 3994 13.2 3 13.2
HELATH,SPORTS 3522 11.6 4 11.6
FAMILY SERVICE , CULTURE 2983 9.8 5 9.8
SELF REALIZATION 2408 7.9 6 7.9
ECOLOGY 1832 6.0 7 6.0
STATUS 1062 3.5 8 3.5
FASION 630 2.1 9 2.1
DIGITAL, CARS, GOODS 800 2.6 10 2.6
OTHERS 634 2.1 11 2.1
COMMINITY 371 1.2 12 1.2

From Survey A. 27
 Middle-run
• Important elements for your life. • Self Realization recognitions
n % n %
7997 100.0 0% 20% 40% 60% 80%
全体 8465 100.0
6129 76.6
Family 1 76.6
5220 61.7
HUMAN
2 RELATIONSHIP 66.7
5337 66.7
Friend SPORTS,
3 CULTURE66.1 5065 59.8
5290 66.1
Peace of mind 4
HELATH (BODY, 63.1
MENTAL) 4626 54.6
5 60.5
Nature 5049 63.1 ECONOMY
6 54.8 3976 47.0
Money 4841 60.5 SKILL UP
7 54.1 3159 37.3
Peace (politics) 4381 54.8
8
FAMIRY
52.5
2999 35.4
9 51.3
Love 4330 54.1 CARRIER UP 48.4
10 2839 33.5
Freedom (Time) 4198 52.5
BUSINESS SUCCESS
11 41.6 2617 30.9
Health 4104 51.3
Social Welfare 3873 48.4
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PARTNERSHIP
40.3
(MARRIDGE) 2454 29.0
13 39.7
Security 3329 41.6
ECOLOGY36.0
14 2140 25.3
Job 3225 40.3
Medical 3175 39.7 MOVE
15 ONES HEART
35.9 2060 24.3
Music, Art , Sports 2881 36.0 COMMUNITY 29.2
16 1864 22.0
House 2870 35.9 17 29.5
EMPOEREMENT 1837 21.7
Mission 2338 29.2 18 24.5
Education 2357 29.5 INNOVATION 1133 13.4
19 19.9
Climate 1961 24.5 IMMORAL, UNHEALTH
20 19.1 From Survey 372
B. 4.4
Culture 1590 19.9
Others
24 18.9 89 28 1.1
Homeland 1524 19.1
21 15.0
 Long-run
Eco Wealth Index where you live.
n %
0% 20% 40% 60% 8
全体 6122 100.0
Amount of Bio Diversity 4462 72.9 1 72.9
2 65.4
Amount of healthy days 4001 65.4
3 61.7
Amount of smile 3778 61.7
4 56.9
Amount of pure water of fertile land 3485 56.9
5 50.4
Clearness of future 3086 50.4
6 43.5
Stability of Nature 2662 43.5
7 30.6
Diversity of community activities 1872 30.6
8 27.6
Diversity of economical activities 1689 27.6
9 19.9
Numbers of powerful enterprise in local 1221 19.9
10 18.9
Stability of population 1155 18.9
11 16.6
Amount of human relationship 1018 16.6
12 15.2
Amount of eco actions 929 15.2
13 13.9 From Survey B.
Length of life expectancy 854 13.9
Number of local traditional events 620 10.1 14 10.1 29
 Volume of market potential@2009
• Are you ready to pay & buy for BD?
From Survey A.
n %
30313 100.0
生物多様性の保全のために寄 776 2.6
Innovator:
的にお金を使って、社会を変
(Yes, I do yet.)
Early adaptor:
ば、率先してお金を使って、 4313 14.2
を応援し、世論や市場を導き
(Yes, I will.)
Early majority:
、具体的で現実的な手段や方 12190 40.2
Late majority:
にお金を出そうと思う
Regard:
くの友達から誘われたらお金 8574 28.3
う (No,never.)
うつもりはない 4460 14.7 30
 Requirement of Eco-GENTLEMAN/ECO-LADY
Repletion of Life: Awareness for Rich Life
n %
0% 20% 40% 60% 80%
全体 5888 100.0
Networker 3762 63.9 1 63.9
2 60.4
Ecologist 3554 60.4
3 49.9
Leadership 2938 49.9 4 48.1
Scientific mind and methodology 2830 48.1 5 47.4
Imagination 2791 47.4 6 46.8
Invention 2753 46.8 7 44.2
Visionary 2601 44.2
8 43.3
Sympathy 2549 43.3
9 43.2
Knowledgeable 2543 43.2
10 42.6
Land Rich Navigator 2509 42.6
11 42.2
self-realization 2485 42.2
12 41.7
Risk　Manager 2453 41.7
13 37.5
Field Worker 2206 37.5
14 35.6
Oｆｆet one's ecological impact 2097 35.6
15 30.3
NGO/NPO Player 1783 30.3
16 28.9
physical strength 1699 28.9
17 22.5
Language ability 1326 22.5
18 20.5
Social Entrepreneur 1205 20.5
19 20.4
Story Teller 1200 20.4
20 15.6
Legal 920 15.6
21 15.6
Entertainer 919 15.6
22 10.7
Business success 632 10.7 31
Other 159 2.7 23 2.7 From Survey B.
TEEB Working group.

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