Social Impact Heroes Helping Our Planet: Why & How Yuko Koshiishi of Suntory Holdings Is Helping To Change Our World
An Interview With Martita Mestey
Failure is an option, fear is not. When I was young, I would tend to get too worried or nervous before taking action thinking “what if…?.” I was afraid to get out of my comfort zone and apply for an MBA program but I am so glad that I did as all the knowledge, experience, and network is helping me so much now.
As a part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Yuko Koshiishi.
Yuko Koshiishi is a Senior General Manager of Corporate Sustainability Division at Suntory Holdings, one of the leading global food and beverage company based in Japan. Her current portfolio focuses on the global plastics agenda for Suntory Group, planning policies and execution schemes for achieving the company’s ambitious goal of 100% sustainable PET bottles used globally by 2030.
Yuko joined Suntory in 2000 where she started her career as a brand manager for the fruit juice category brand and later for imported liquor such as Campari and Beefeater gin. After spending a decade in product marketing, she pursued her career in global liquor business development where she played a central role in the company’s historic acquisition of the now Beam Suntory in 2014. After a year engaging in Beam Suntory’s post-merger integration, she relocated to the US in 2016 where she spent two years in New York leading Suntory’s corporate communication and an additional year in Chicago at Beam Suntory’s headquarters as a liaison between Suntory headquarters and Beam Suntory Communication team. She recently moved back to Suntory’s global headquarters in 2019 and has been in her current position since.
Yuko holds a BA in History of Japanese Art from the University of Tokyo and an MBA from Hitotsubashi University Graduate School of International Corporate Strategy.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit. Can you tell us a bit about how you grew up?
I joined Suntory in 2000 and started my career in marketing for beverage products and then for spirits. After obtaining an MBA at Hitotsubashi University Business School ICS, I engaged in overseas business development including Beam Suntory acquisition. After initial integration, I led Suntory corporate branding project from scratch and was transferred to the NY office for advancing this assignment. I also engaged in Beam Suntory corporate communication at Beam Suntory HQ in Chicago before coming back to Japan to work for Suntory Group’s sustainability. My current role at Suntory Corporate Sustainability Department is sustainability communication including ESG disclosure.
You are currently leading a social impact organization that is making a difference for our planet. Can you tell us a bit about what you and your organization are trying to change in our world today?
Sustainability has always been at the heart of our business, which has been demonstrated by our founding value of “giving back to society”. With an aspiration to create harmony with people and nature, Suntory set 7 core sustainability themes that are important for our business in our Sustainability Vision. They are, Water, CO2, Raw Ingredients, Containers and Packaging, Health, Human Rights, and Enriching Life. Among these 7 themes, we have set targets for Water and CO2 toward 2030 and aspirations for 2050. And also set a target to make our plastic bottles fully sustainable globally by 2030.
As a beverage company, we rely so much on water and nature. Water has always been at the core of our business. Suntory regards itself as a part of the natural water cycle and aspires to contribute to preserving healthy water cycles through efforts in its own operations but also in the upstream and downstream of the watershed.
An example of an upstream activity we engage in is the “Suntory Natural Water Sanctuary” program. We started the program 20 years ago and there are 22 Suntory Natural Water Sanctuary forests in Japan, approximately 12000ha up until today. Through these sanctuaries, we protect and manage healthy forests that nurture quality groundwater at the source. These forests recharge double the amount of groundwater we use at our plants in Japan. While we achieved water positive in Japan, we also are on track to become water positive in more than half of our plants globally by 2030.
Water is a precious shared resource. It is essential that we work together with local communities to conserve it. Suntory established a water education program for children called Mizuiku (Mizu=water, iku=education in Japanese) in 2004. Through this program, we teach children the importance of water and encourage them to think about what actions they can take to sustain this resource. As of 2022, more than 240,000 people have participated in the program so far in Japan. We also conduct Mizuiku in many parts of the world such as Vietnam, Thailand, Indonesia, China, France and Spain, with each program tailored to local water issues in the areas.
Can you tell us the backstory about what inspired you to originally feel passionate about this cause?
I was a stranger to “sustainability” until I began to engage in this work. “Sustainability” is very broad and complex so there is so much that I still need to learn, which is exciting since I naturally feel a sense of fulfillment when I learn something new. Being involved in work that aims to make this planet a better place for future generations is really meaningful and motivating. While my impact is small, I believe that working together with those who share the same aspiration will lead to a bigger impact.
Many of us have ideas, dreams, and passions, but never manifest them. They don’t get up and just do it. But you did. Was there an “Aha Moment” that made you decide that you were actually going to step up and do it? What was that final trigger?
When I was young, I would tend to get too worried or nervous before taking actions thinking “what if…?.” But I have learned that there is so much to gain by taking a step forward, despite uncertainty. I now believe that if you don’t act, nothing will change. There may be failures, but I believe in being optimistic. I believe that everything in life is meaningful.
Many people don’t know the steps to take to start a new organization. What are some of the things or steps you took to get your project started?
Although I have developed my career in one single organization, I have been fortunate to be provided with opportunities to do many different types of work. This includes marketing, business development, communication, and sustainability, as well as work across sectors, non-alcohol and alcohol business, and also across borders. So when taking on a new role, I always feel very refreshed and ready to take on a new challenge.
When starting new projects with members from diverse backgrounds, I prioritize everyone having the same level of information regardless of where they are located and what language they speak. When I was leading a corporate branding project in the US, I was initially based in Tokyo leading the team with a majority of team members based in Tokyo, but there were members from US as well, both American and Japanese. I made sure that all the information from the regular meeting was shared in written format (as some were not able to participate in the meetings due to time differences) and both in Japanese and in English.
Can you share the most interesting story that happened to you since you began leading your company or organization?
My first project for Suntory’s sustainability team was to launch the Mizuiku education program in Thailand and Indonesia. I traveled to a rural village near the mountain in Cheng Mai, Thailand to attend the Mizuiku opening ceremony and was able to experience the creation of a check dam to reduce river flow and runoff together with the local villagers. Water is a local issue for that community, but I would not have understood that firsthand unless I’d have had such an experience.
It has been said, that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake that you made when you were first starting and the lesson you learned from that?
I’ve made too many that I can’t remember anymore. While I cannot come up with a specific example, through my mistakes, I’ve learned the importance of having different perspectives and always putting yourself in someone else’s shoes.
None of us can be successful without some help along the way. Did you have mentors or cheerleaders who helped you to succeed? Can you tell us a story about their influence?
I am grateful for all the support from the many people with whom I’ve worked. Every person I have crossed paths with has inspired me in a different way and at a different time of my life. Some advice and support helped me immediately, and some helped me later, even after I no longer worked with that person.
My biggest mentor has always been my mother. I think she has a very positive mindset and is an active learner whom I really respect. Looking back, when I faced challenges, I remembered her words, “there are good times and bad times in your life. But all will balance in the end.” which encouraged me to remember that tough times would not last forever.
Are there three things the community, society, or politicians can do to help you address the root of the problem you are trying to solve?
I truly think collaboration is key for solving sustainability issues, either big or small. And for B to C businesses like us, how consumers think and act is very important. For example, we are working to make plastic bottles fully sustainable. Recycling used PET bottles into new bottles plays an important role and for this, innovation is important but also consumers’ collaborative effort is key. For example, in Japan, separating used PET bottles from other waste is important for enhancing the circular economy for plastics so how consumers dispose of used PET bottles makes a huge difference.
How would you articulate how a business can become more profitable by being more sustainable and more environmentally conscious? Can you share a story or example?
Consumers today, as represented by Generation Z, are more likely to purchase goods and services from companies that are more proactive in reducing their environmental impact, based on the extent to which their providers care about the environment. That is why it is important for corporations to consider becoming more sustainable and environmentally conscious, as we try to do so at Suntory.
What are your “5 things I wish someone told me when I first started” and why? Please share a story or example for each.
- Failure is an option, fear is not.
When I was young, I would tend to get too worried or nervous before taking action thinking “what if…?.” I was afraid to get out of my comfort zone and apply for an MBA program but I am so glad that I did as all the knowledge, experience, and network is helping me so much now. - “Is it fair or not?”
I am borrowing this phrase from my senior colleague. Working in an organization, it’s important to coordinate and get aligned with different opinions and perspectives. Decisions that we make may not fulfill everyone’s needs and align with everyone’s opinion. I like his way of thinking as it helps me think objectively. - No one knows you better than you do.
I tend to think too much about what others think about me. But as I get older (and hopefully wiser), I have gotten to know myself better and what is really important for my life so that I do not overreact to others’ opinions. - Don’t be too hard on yourself
One of my colleagues once told me that I was being too hard on myself when I was not satisfied with the quality of work that I delivered. I never thought of myself like that and her comment made me think if I am too hard on myself, maybe I was being too hard on others as well. - It is never too late to start.
If you could tell other young people one thing about why they should consider making a positive impact on our environment or society, like you, what would you tell them?
We live on a beautiful planet. I personally always feel good if I can be part of sustaining this planet longer so that future generations can also enjoy their life on this planet as I do. It would be nice if many others could do the same.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“It’s never too late to start.” I think this is so positive and encouraging. When I was younger, I was always interested in learning Japanese traditional dance, but it was perceived as something you should start from your childhood. I started taking lessons in my 20s and am still continuing. My mother started studying bookkeeping in her 40s and started her new career from there. Being in my 40s now, I admire her courage and have always been inspired by her. I am so grateful to have such a wonderful role model close to me.
Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂
Mr. Paul Polman. I would like to ask about the challenges he faced and how he overcame those on his journey to embed sustainability into the center of Unilever. I would like to ask whom he engaged, how he convinced key stakeholders both internally and externally, and how he managed to engage his team globally, as a sense of urgency toward sustainability differs locally.
How can our readers follow you online?
You can find details of our company at www.suntory.com, as well as through social media accounts at Facebook, Twitter, Instagram, LinkedIn, and YouTube.
This was very meaningful, thank you so much. We wish you only continued success on your great work!
Social Impact Heroes Helping Our Planet: Why & How Yuko Koshiishi of Suntory Holdings Is Helping To… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.