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the Information Revolution. Each time economic growth resulted. Undoubtedly the
opportunity for Japan to create a new social model has arrived.
6.1.2 From Quantitative Sufficiency to Qualitative Sufficiency
In the twentieth century, humankind continually kept going in their race toward
material affluence, health and longevity. An impasse in material culture and the
aging population are contemporary problems but such problems have arisen because
humankind made long cherished dreams come true.
From now on, as the next kind of affluence, quality should be sought over quantity. From 2010, I have been proposing the Platinum Society in which citizens who
are satisfied in quantity in turn seek a high-quality society. Platinum contains various kinds of luminance including green for ecology, silver for health, and bright red
for IT. I coined it to mean a lifestyle of a level higher than others. In the twentieth
century, quantitative sufficiency was sought after and advances in science and technology made that possible. The twentieth century was a golden century for humankind. If that was a gleaming golden age then the twenty-first century, when qualitative
sufficiency is being achieved, must be a glorious platinum century that shines
brightly. In other words, the Platinum Society is a model of growth in a mature society, and as mentioned in the introduction, has the following views of the world.
1. No insecurity about resources, energies, etc.
2. No pollution, but maintenance of sustainability in the earth’s environment
3. Living in harmony with a diverse and beautiful nature
4. Health and maintaining self-reliance long term
5. Opportunities to participate lifelong in society
6. Lifelong growth
7. Employment opportunities
8. Rich in both cultural and qualitative terms
These are items to be taken up not only by developed countries, including Japan,
but by countries all over the world. This is a pioneering model that hold true for all
countries. On the negative side, developed countries generated issues such as pollution and lifestyle-related diseases in the process of seeking quantitative sufficiency.
Developing countries need not take the same path as taken by developed countries.
Instead, they should aspire to a Platinum Society (Fig. 6.2).
The Platinum Society does not conflict with a low-carbon society or the Vision
2050 mentioned earlier.
The Platinum Society Network, of which I am the founder and chairman, presents awards every year to entities from all over Japan that are implementing excellent initiatives. The inaugural Grand Prize in 2013 was presented to the town of
Ama, on an island in Shimane Prefecture, where a revitalization project involving
the local high school led to the revitalization of the island. The inaugural Award for
Excellence was presented to Kamikatsu town in Tokushima prefecture. The town is
famous for its Irodori (meaning bright colors) Project.
6.1 What Is a Platinum Society?
the Information Revolution. Each time economic growth resulted. Undoubtedly the
opportunity for Japan to create a new social model has arrived.
6.1.2 From Quantitative Sufficiency to Qualitative Sufficiency
In the twentieth century, humankind continually kept going in their race toward
material affluence, health and longevity. An impasse in material culture and the
aging population are contemporary problems but such problems have arisen because
humankind made long cherished dreams come true.
From now on, as the next kind of affluence, quality should be sought over quantity. From 2010, I have been proposing the Platinum Society in which citizens who
are satisfied in quantity in turn seek a high-quality society. Platinum contains various kinds of luminance including green for ecology, silver for health, and bright red
for IT. I coined it to mean a lifestyle of a level higher than others. In the twentieth
century, quantitative sufficiency was sought after and advances in science and technology made that possible. The twentieth century was a golden century for humankind. If that was a gleaming golden age then the twenty-first century, when qualitative
sufficiency is being achieved, must be a glorious platinum century that shines
brightly. In other words, the Platinum Society is a model of growth in a mature society, and as mentioned in the introduction, has the following views of the world.
1. No insecurity about resources, energies, etc.
2. No pollution, but maintenance of sustainability in the earth’s environment
3. Living in harmony with a diverse and beautiful nature
4. Health and maintaining self-reliance long term
5. Opportunities to participate lifelong in society
6. Lifelong growth
7. Employment opportunities
8. Rich in both cultural and qualitative terms
These are items to be taken up not only by developed countries, including Japan,
but by countries all over the world. This is a pioneering model that hold true for all
countries. On the negative side, developed countries generated issues such as pollution and lifestyle-related diseases in the process of seeking quantitative sufficiency.
Developing countries need not take the same path as taken by developed countries.
Instead, they should aspire to a Platinum Society (Fig. 6.2).
The Platinum Society does not conflict with a low-carbon society or the Vision
2050 mentioned earlier.
The Platinum Society Network, of which I am the founder and chairman, presents awards every year to entities from all over Japan that are implementing excellent initiatives. The inaugural Grand Prize in 2013 was presented to the town of
Ama, on an island in Shimane Prefecture, where a revitalization project involving
the local high school led to the revitalization of the island. The inaugural Award for
Excellence was presented to Kamikatsu town in Tokushima prefecture. The town is
famous for its Irodori (meaning bright colors) Project.
6.1 What Is a Platinum Society?