Meet our team: Amelia Juhl. She leads Conservation International Japan as the Country Director.
Share a little bit about yourself.
Born in Wisconsin, USA, to a Japanese mother and American father, I moved to Tokyo at age 3. Summers were spent on a Wisconsin farm, while my school days in Tokyo were filled with international camaraderie. Passionate about teamwork, I thrived in volleyball, drama, and singing – where I felt elated each time we achieved something greater than I could ever have alone.
I started my career in marketing but got tired of marketing products that I didn’t think were great for the world to begin with, and I wanted to be part of the design process. I studied design thinking and joined IDEO Tokyo. For a decade, I led projects in healthcare, agriculture, and sustainable systems. Frustrated by human-centered design's limitations, I sought a more holistic approach, leading me to Conservation International. My journey emphasized the need for designs that consider not just human needs but also environmental impact, motivating me to align with Conservation International, which prioritizes both.
Can you share any specific initiatives or projects you’re excited to implement?
Since joining Conservation International a year ago, I've seen promising conversations around nature positive economies. Recently, I spoke to sustainability leaders of major food and beverage brands in Japan. My dream would be to bring them together around a nature positive collective, similar to the Fashion Pact.
We're also exploring a funding platform inspired by The Freshwater Fund for Biodiversity, targeting both large-scale projects in SE Asia and local research initiatives. Freshwater conservation is gaining traction, and we aim to present a prototype to businesses soon.
Additionally, we're adapting the Drop in the Ocean VR experience for the Japanese audience, with support from Kering Japan. Plans include showcasing it in aquariums and shopping malls to engage with the community.
What do you love most about what you do?
I was never good at ‘selling’ something – not as a marketer or as a consultant. I just didn’t feel authentic about promoting products or services that I didn’t believe in 100%. But I am thoroughly enjoying the role of advocating for nature. It’s something I deeply believe in, so I don’t need to hold back in the storytelling. I also love the aspect of cross-sector partnerships. As I mentioned, I’m always chasing the highs from the chemical reactions found in teamwork and collaboration.
Do you have any advice for someone who wants to take up a role in conservation?
Before applying to CI, I didn’t think a role in conservation was possible for someone like myself who had zero background in it. All I knew was that I wanted to work on the urgent challenges of the environment, and I wanted to work where I could use my strengths in storytelling, creative thinking, and collaboration. So, even if you don’t have a background in it if you have a passion for the environment, you may already have the skills that can be useful for making an impact in conservation.
Could you share a fun fact about you?