Final answer:
The exact percentage of Japanese firms using social media and digital tools to discuss sustainability is not given, but global trends indicate a significant adoption. Brands are increasingly focusing on sustainable practices, and digital platforms are pivotal for consumer engagement and business growth.
Step-by-step explanation:
The question: "approximately _______ of firms in Japan use social media and digital technology tools to engage with customers on the sustainability of their goods and services" requires specific data that is not provided here.
However, considering the global trends and the importance of digital technology in customer engagement, it is reasonable to infer that a significant number of firms in Japan, similar to those in other advanced economies, utilize social media and digital technology to communicate about the sustainability of their products.
According to the provided references, consumers are becoming more aware and concerned about sustainability, leading companies to adapt their strategies.
For instance, the Fashion Industry Charter for Climate Action and brands such as Inditex's move towards sustainable materials indicate a growing emphasis on sustainable practices.
Additionally, the increasing use of social networking sites as reported by Pew Research Center implies that firms would likely use these platforms for engagement on various topics, including sustainability.
While the exact percentage of Japanese firms using these tools for sustainability discussions is not provided, it's clear that digital communication technologies are influencing business practices and enabling companies to reach a broader audience, potentially leading to a mix of both smaller and larger firms as they adapt to new technology advancements.