We are pleased to announce that Etsuko Tsugihara, President and Representative Director of SUNNY SIDE UP GROUP Inc., has been appointed as Vice Chairman of the Board of Councillors of the Japan Business Federation (KEIDANREN) as of today, Friday, May 31, 2024.

The KEIDANREN Board of Councillors consists of up to 700 councillors and is an organization that deliberates on matters concerning the economy, industry, society, environment, science, and technology in response to inquiries from the Chairman. The Chairman and Vice Chairmen of the Board of Councillors serve as advisors to the Chairman, deliberating on the direction of particularly important policy matters and the nature of implementation projects, and regularly express opinions to the Chairman on important issues at the council.

Since 2021, Tsugihara has been appointed as the Chairperson of the KEIDANREN Committee on Promotion of Diversity and has been actively promoting the action “Challenge to 30% by 2030 #Here We Go 203030,” which was launched by the committee to achieve KEIDANREN’s goal of “increasing the percentage of women in executive positions to 30% or more by 2030.” In addition to her position as Chairperson of the Committee on Promotion of Diversity, she will now serve as Vice Chairman of the Board of Councillors, working to help further develop the Japanese economy from the perspective of DEI (Diversity, Equity Inclusion), including the advancement of women.

■ Comments from Etsuko Tsugihara, President and Representative Director of SUNNY SIDE UP GROUP Inc.

I am honored to have been appointed as Vice Chairman of the KEIDANREN Board of Councillors. I am well aware that I may seem out of place. The gap between my changing social title and the position of Vice Chairman of the Board of Councillors seems almost comical, but of course, I intend to do my best given this opportunity.

Since assuming the position of Chairperson of the Committee on Promotion of Diversity three years ago, I have seen that the “changing awareness” of the Japanese business community is being evaluated by the international community as being greater than expected. However, Japan’s gender gap index is by no means high, and the gap is particularly pronounced in the political and economic fields.

If there is anything I can do, it is to make use of the knowledge I have cultivated in the field of communication. The way things are communicated can create both hope and despair in people’s hearts. I believe that the driving force that “motivates people” is the power of communication, which allows them to enjoy the process of change and accept new landscapes with a positive attitude.

With women said to account for 70% of the world’s consumer decision-makers, there is no doubt that increasing the number of managers who show understanding of diverse perspectives will be key to reform. If minorities are guaranteed equality and opportunities to thrive, great value will be returned to society. I will do my best to ensure that the true significance of this diversity is properly understood and that a new wind is blown into society.