13 June, 2025

Good Business has rebranded! Not really, but we do love the innovative “Cool Biz” initiative in Japan.  “Cool Biz” was pioneered by the then-environment minister, Yuriko Koike, 20 years ago to coincide with the Kyoto Protocol. The policy stated that government buildings could not cool their buildings to lower than 28C, and stated that to cool off, office workers should adopt a casual dress policy over the hot summer months.   

This seemingly unassuming policy was immediately successful with estimated savings of nearly half a million tonnes of carbon in the first year, with savings tripling the following year as businesses started to adopt the practice. While the policy slogan “No jacket, no necktie” addresses male dress codes, the change has been reportedly embraced by women who had been used to cold office temperatures adapted to male workers.  

The success of this win-win-win seems obvious, but it should be noted that there was strong marketing to roll out the policy, including role modelling by business leaders and public figures, who showed their support in a fashion show wearing acceptable Cool Biz outfits. In fact, 96% of the Japanese public had heard of Cool Biz within the first year. Now 20 years on the practice is still going strong, but many don’t see it as an environmental initiative. It is merely a social norm. 

A few of us here at Good Business are guilty of having “office jumpers” when the aircon is on in the summer. In future, we will think a bit more about the temperature control before wrapping up in the summertime!  

By Anna Heis