increasingly important.

In the next section, we will show efforts toward

# Section 4 Conversion to a Society and Economy That Take Biodiversity into Account

### 1. Public Awareness about Biodiversity

In order to convert to a society in which the benefits of biodiversity can continue to be enjoyed through sustainable use in the future, it is necessary to incorporate conservation of biodiversity and sustainable use into various socio-economic activities, from a global scale to the level of familiar citizen activities. An example is the first of the 20 individual targets of the Aichi Targets: "People become aware of actions for the value and conservation of biodiversity and sustainable use." According to a public opinion survey conducted by the Cabinet Office in 2009, the national degree of awareness of the word biodiversity (the ratio of people who have heard of the word or who know the meaning of the word) is only 36.4% (Figure 3-4-1: Degree of Awareness of the Word "Biodiversity"). Due to COP10 there has been a significant increase of interest in biodiversity, but in order to reduce the load on biodiversity caused by human activities, it is necessary for all people to be aware of the meaning of the word biodiversity and its value and to take real actions. That is the starting point for everything.

2010 was the “International Year of Biodiversity” designated by the United Nations plenary session, and a variety of events related to biodiversity were held around the world. In Japan a “Japan National Committee for the International Year of Biodiversity (Life on Earth Committee)” was established, and with the participation of various main constituents such as academic experts, cultural figures, economic circles, the mass media, and

### 2. Efforts by Businesses

Corporations and other businesses are playing an important role of broadly providing the benefits of biodiversity to society through products and services. In addition, activities by businesses affect biodiversity in various situations, receive its benefits, and are closely related to biodiversity (Figure 3-4-2: Overview of Business Activities and Biodiversity).

The individual targets of the Aichi Targets state that, "All related parties, including businesses, will implement plans for sustainable production and consumption." Thus it is necessary for all main constituents such as private businesses to take biodiversity into consideration in their use of natural resources, the supply chain, investment and lending.

Movements related to biodiversity and business began at COP8 held in 2006 when a resolution related to the importance of participation by private businesses was adopted. That resolution pointed out the delay

Figure 3-4-1 Degree of Awareness of the Word “Biodiversity”

NGOs, a wide variety of events and activities related to the International Year of Biodiversity and the International Day of Biodiversity (May 22 every year) were held. In addition, the “United Nations Decade on Biodiversity” began in 2011, and public awareness activities are continuing to be developed through the collaboration of various main constituents.

of participation by private businesses in relation to biodiversity, and included the following expectations for contributions that could be made by private businesses: 1) adoption and promotion of exemplary practices by businesses, which have significant ability to affect biodiversity, can contribute substantially to convention of loss of biodiversity, 2) private businesses that have significant ability to influence the government and public opinion are the key to expanding conservation of biodiversity and sustainable use, and 3) private businesses have the ability to accumulate knowledge and technology related to biodiversity and general management, research and development, and communication, and they can be expected to be active in practical aspects of preservation of biodiversity and sustainable use.

At COP9 held in 2008, a signing ceremony for the “leadership declaration” of the “Business and Biodiversity Initiative (B&B Initiative)” was held, with participation by