Mike Ishizaka’s Future Golf Diary Vol. 6: Facing Up to SDGs – What Kind of Company Does GDO Want to Be?

Sustainability is becoming an ever-greater priority in the global apparel industry. One contributing factor is the rise of fast fashion, which the United Nations Conference on Trade and Development (UNCTAD) named as the world’s second-most polluting industry. Companies must now deal with the prospect that if they don’t change, it could have a negative impact not only on the environment, but on their brand image as well. Of course, SDGs are not exactly irrelevant to the golf world, either. We asked GDO CEO Mike Ishizaka to share his thoughts on the changes he’s sensing in American society today, and the kinds of sustainable activities we should be pursuing.

－－How do sustainability efforts in the apparel industry look from your home base in the US?

These days, I think it’s impossible for an apparel brand to make its presence felt unless it has its own philosophy, beliefs, and policies. It needs firm principles with respect to society and the environment, principles that create a sense of togetherness with its fans and customers. That’s the kind of brand that current trends in US apparel favor.

－－Has the COVID-19 pandemic changed the environment surrounding fashion?

The pandemic created a boom in stay-at-home and work-from-home in the US, too. And that, I think, is what’s causing the massive growth in sporty athleisure wear (* Note: athleisure = athletic + leisure). That trend is especially prominent on the west coast. Americans draw a clear line between work and play, of course, and they dress up appropriately when the occasion calls for it. But for everyday purposes, most people prefer to wear apparel that’s functional and easy to move in and feels good to the touch.

There’s also a backlash against globalization and chain stores in the apparel industry, and a growing tendency to value what’s local. There’s a town called Encinitas in San Diego County, where I live, that has some really good quality local brands that I love to wear. In a sense, I think the rise in affinity for local brands is an important part of sustainability in itself – for example, in terms of job creation.

－－Speaking of local, GDO Chigasaki Golf Links continues to be closely involved in the local community.

As the venue for PLAY YOUR LIFE, I expect GDO Chigasaki Golf Links to be a testing ground for a whole range of future initiatives. I get why people criticize golf courses for harming nature, among other things, but Japan already has the third-most golf courses in the world after the US and the UK (2202 as of 2021, according to R&A), and the fact is that they’ve become a critical part of the local ecosystem. In fact, GDO Chigasaki Golf Links has been designated as an open evacuation site for the surrounding area.

Thus far, GDO has supported golf courses by helping with bookings and with streamlining and automating operations. Moving forward, I’d like us to give back to the community and society at large by making more effective use of golf courses. And I’m happy to take our success stories and offer them up to other golf courses if it helps them meet the SDGs.

ーーGDO doesn’t make its own products. How can we strike a balance between our business activities and the SDGs?

I’m told that what’s essential to the SDGs is a harmony between three elements: economic growth, social inclusion, and protecting the environment. A lot of companies today frame their SDG efforts mainly in terms of protecting the environment, but I think we could also contribute to social inclusion through the sport of golf. The way I see it, if we’re enriching communities by protecting as many people as possible from exclusion, conflict, isolation, and solitude, we’re contributing to SDGs.

It all starts by broadening our vision beyond just the golf course and having a fulfilling golf life. Graduation events for elementary school students who missed their school trip because of COVID-19, night picnics where people can enjoy yoga and stargazing, “WanDays” for taking your dog out for a walk on the course – these are things that non-golfers can enjoy, too, and I take pride in that.

ーーWhen you think about it, GDO’s slogan “PLAY YOUR LIFE” lends itself to a sustainable society, doesn’t it?

Looking back, you could say that some of GDO’s workstyle and workplace initiatives, like remote work and going paperless, are in line with the SDGs. I believe that what’s important isn’t setting the SDGs as targets. It’s working toward what we think is right, and making sure those efforts are aligned with the SDGs. It’s taking a calm, rational look at your stance toward sustainability.

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