Either driven by Al Gore's Inconvenient Truth or the real pinch of the water and energy crisis, the world's markets have been increasingly aware of the need to mitigate the burden it places upon the earth.
A number of Japanese companies have begun tapping into this market by providing advanced technology to help society deal with environmental degradation.
The design and production of electronic equipment has been tailored to accommodate the green effort while large-scale companies have begun recycling businesses.
Since 2007, home appliance manufacturer Panasonic has been developing a strategy of "eco ideas", which consists of developing energy-saving appliances, implementing environmentally sound production processes and promoting earth-friendly ideas to Japan's society and abroad.
Panasonic saw the opportunity to sell its energy-saving equipment amid Japan's increasing household energy consumption. General energy statistics from the Japanese government showed that from 1965 to 2005, household energy use had increased considerably from below the index of 50 to more than 200. On the other hand, the industrial sector had showed a more modest rise from below 50 to 100.
A survey by Japan's cabinet office cited in a Panasonic presentation to Southeast Asian journalists showed there had been an increase in the number of consumers factoring in the environment when making a purchase decision. In 2004 the percentage was 77.3 percent, in 2005 it had risen to 79.7 percent and then further rose to 85.9 percent in 2006.
The company still produces traditional electronic products which consume more electricity, called "low-ranked products". But it plans to phase them out from its present 10 percent to none by 2009.
"Our target is to almost double producing our no. 1 energy efficient products from 17 percent in 2008 to 30 percent next year," Tomoyuki Hajima from the company's environmental planning group said.
The remaining products will consist of high- and middle-ranked ones.
Such energy-efficient products include its new washing machine that is designed to consume 70 percent less electricity and 89 fewer liters of water compared to another Panasonic washing machine released three years ago.
Nonretail businesses have also seen an increased opportunity amid the natural resource squeeze. Mitsubishi Rayon Engineering taps cities where water resources have dwindled due to pollution and exploitation.
It has created a membrane for the process of recycling water. "As water quality worsens, it has become the focus of the whole world. Thus, it is a good business opportunity," Shuichi Fujimoto of membrane products department said.
Using the membrane, wastewater flowing through it can be turned into cleaner water without chemical assistance. The membrane can filter pollutants as well as protozoa although it cannot filter hazardous chemicals. Bacteria such as E. coli can be contained, the company said.
After flowing through the membrane, the water -- already cleaner -- can be discharged to rivers or used as flush water. In the future, the company aims to enhance the technology so the result will be potable water.
"We have installed the membrane system as a pilot project in Singapore," Fujimoto said.
Dowa Eco-System, an environmental management and recycling business, also is eying Southeast Asia for expansion. It has established a business in the Philippines and is looking into opening a recycling plant in Malaysia, recycling business unit manager Keita Sakurai said.
Among its units, Dowa recycles electronic waste and automobiles. Its hydro metallurgical plant can dismantle a washing machine or a cell phone, removing the valuable metal such as gold or silver and taking care of the hazardous ones, including lead.
Sakurai said such advanced recycling businesses were not inexpensive, but Dowa has benefited from its decades-old mining business history.
"It is very costly if you start (such a business) from scratch, and you need certain experience," Sakurai said. "In the past 30 years ago, under our current business model, maybe we wouldn't have made a profit."
Japan 30 years ago was like China today, he said. Economic growth was robust and environmental damage was severe and unchecked. But now in Japan, businesses such as Dowa can grow, thanks to the enforcement of several laws on waste management.
"In our company's case it's profitable. But it is not a lucrative business I agree," he said. "The recycling business is stable though. That's a good thing."
But with increasing concern for the environment, Dowa is upbeat that the developing and still growing countries will eventually pay attention to its waste management.
"Our type of business will be in high demand. Authorities will focus more on e-waste," Sakurai said, adding that somebody had to manage e-waste in developing countries.
"But it doesn't have to be us. Why don't you build this kind of recycling plant?"
