We've launched the Design with Pet Project—a cross-industry consortium aiming to create a society where both people and pets thrive.

Today marks the start of our serialized feature "Think Pet Project: A Society Where Both People and Pets Thrive." In this first installment, Rei Nagi, a member of the Think Pet Project, will discuss the activities of the cross-industry consortium "Design with Pet Project," which launched in April 2014.

How many of you have experienced life with a pet?

According to a recent survey by the Ministry of Internal Affairs and Communications and the Japan Pet Food Association, the number of pets (dogs and cats) kept in Japan now exceeds the population of those under 15 years old. By simple calculation, this means we've entered an era where "one in four households has a pet." As diverse family structures become more common, the presence of pets—sometimes like children, sometimes like partners—has become irreplaceable for us.

Have you ever heard of the hormone called "oxytocin"?

Also known as the "happiness hormone," oxytocin is said to induce feelings of happiness when secreted and is believed to help relieve stress. Interestingly, when petting a pet, this happiness hormone is said to be secreted in both humans and pets, meaning it positively affects not only humans but also pets.

Furthermore, elderly individuals living alone can build new communities by living with pets, and living with pets can even alleviate symptoms of illness. Spending time with pets has long brought happiness to humans.

About three years ago, Dentsu Inc. established a cross-functional in-house team called the "Think Pet Project." Through research into pet owner insights, they have been exploring possibilities within the pet industry. Particularly over the last year or two, the environment surrounding pets has undergone significant changes. Amidst this, this April, we launched the "Design with Pet Project" initiative ( link to release ), a cross-industry consortium aiming to create a new pet industry, in collaboration with Benesse Corporation's "Inu no Kimochi" and "Neko no Kimochi". The consortium plans to leverage the expertise held by both the Think Pet Project and Benesse to provide various services.

The "Design with Pet Project" upholds the philosophy of "a society where both people and pets are happy." The footprints of both humans and pets side by side on the right side of the logo actually reflect this philosophy. The most fascinating aspect of initiatives surrounding pets is that we are standing at the very moment where the industry is being created. Precisely because of this, we must carefully consider what is beneficial not only for people but for the existence of both parties.

Over the next few installments, through columns and sessions, we will share the appeal of pet-related initiatives and their future potential from various perspectives.