LGBT JAPAN 2020: The Path to Rainbow Companies [2]LUSH Japan's LGBT Support: What if loving someone were a crime?
LGBT is an acronym representing lesbian, gay, bisexual, and transgender individuals, one of the collective terms for sexual minorities.
Recently, discussions about "LGBT" have become increasingly common in various places, including the media. Inquiries have also surged at Dentsu Inc. Diversity Lab (DDL), which provides corporate training and lectures on diversity, case studies, and solutions like policies and ideas.
DDL's Gender Team LGBT Unit began its activities in 2012 and has continued to address these challenges. This series, "LGBT JAPAN 2020: The Path to Becoming a Rainbow Company," explores what it means for companies to engage with LGBT issues.
Part 2 introduces the LGBT support initiatives of LUSH Japan, a UK-based company that manufactures and sells natural cosmetics and bath products.
Wanting to work authentically with my sexuality
"Seeing LUSH's campaign, I felt the staff were friendly toward LGBT people, and I thought, 'There are workplaces where you can be yourself with your sexuality.' I'm currently job hunting."
A transgender MtF woman visiting the store shared this with us.
※MtF: Abbreviation for "Male to Female." Refers to someone whose "birth sex" is male but whose "gender identity" (their sense of being male or female) is female.
She hasn't come out at work yet. That day, she wore a wig, makeup, and a pink skirt, but she said she usually works dressed as a man. Recently, at a workplace drinking party, there was a difference in the amount men and women paid, and even then, she was treated as a "man."
"Not living in alignment with my true sexuality means that in these small moments, I sometimes feel a little lonely."
What if I could live as my true self?
Amidst these thoughts, witnessing LUSH—where LGBT individuals also work vibrantly—became a key push for her decision to change jobs.
Supporting LGBT with the limited-edition soap "Right to Love" and the hashtag "#GAYISOK"
From June 25 to July 5, 2015, LUSH ran the "#GAYISOK Campaign" across 825 stores in 42 countries worldwide. The goal was to protect the human rights of sexual minorities and strive for a society where everyone has the equal right to love.
The limited-edition soap "Right to Love" sold during the campaign featured the hashtag "#GAYISOK" (meaning "GAY IS OK") in its design, incorporating plastic-free glitter in gold.
In stores, customers were asked, "What if loving someone were a crime?" They were then encouraged to take a photo holding the limited-edition "Right to Love" soap, share their thoughts on why loving someone is an equal right everyone should have, and post it on social media like Twitter or Instagram with the hashtag "#GAYISOK".
The author (left) also participated in the campaign
Since 2015, movements to accept sexual minorities have accelerated globally. In Japan, Shibuya Ward passed an ordinance recognizing same-sex partnerships, while the U.S. Supreme Court ruled to legalize same-sex marriage nationwide.
On the other hand, 75 countries still enforce criminal laws prohibiting homosexuality, with some imposing prison sentences including life imprisonment or even the death penalty.
Even in countries where same-sex marriage is legal, no nation exists where all sexual minorities enjoy truly equal rights—equivalent to the rights and protections granted to heterosexual married couples under the law.
LUSH, a campaign company that takes action on social issues, aims to realize a society where everyone can love equally and live authentically by communicating these realities to the world through its campaigns.
According to Maho Takahashi, Charity Campaign Manager at LUSH Japan, products with glitter in the soap category tend to be harder to sell.
Despite this, "The Right to Love" saw days where it ranked third in sales volume behind LUSH's popular soaps "March of the Bees" and "Bohemian," and Takahashi felt positive customer feedback supporting the LGBT community.
Ultimately, this limited-edition soap sold out in many countries, including Japan. The total global soap sales (excluding manufacturing costs and consumption tax) of £275,955 (approximately ¥49.5 million) were donated in full to organizations taking action against LGBT human rights violations.
The initial global social media reach goal of 10 million was achieved within three days of the campaign launch. Selfies with the soap and messages of support reached 30 million people. Following the U.S. Supreme Court ruling legalizing same-sex marriage, the hashtag #GAYISOK reached an additional 40 million people.
Stores Become Communities
Takahashi states, "Stores are the greatest media."
"Some people learned about the campaign, found the courage to visit our store, and came out to us while crying. Others shared their personal struggles as members of the community, and customers who overheard the conversations joined in to participate. We're delighted that by running this campaign, LUSH stores became safe spaces where people could comfortably share their thoughts about LGBT issues."
On the campaign's final day in Shibuya, we hosted a collaboration event with "Heart Connect School," a support message site aimed at preventing suicide among LGBT youth. We welcomed Daiga Ishikawa, Japan's first openly gay council member and current Toshima Ward Assembly member. Passersby and supporters of the campaign were invited to place their handprints inside a large heart drawn on the store window.
※Openly gay council member: A council member who has publicly disclosed their homosexuality
First, becoming an LGBT-friendly company internally
We spoke with Taiga Ishikawa.
Asami: What do you think are the key points for companies undertaking campaigns to support LGBT individuals?
Ishikawa: I think it's crucial to get your own house in order before publicly promoting LGBT-friendliness through campaigns.
There are naturally LGBT individuals within the company too. If a company is outwardly LGBT-friendly but isn't actually friendly toward its own LGBT employees, that's putting the cart before the horse.
LUSH has many LGBT staff members and those who have come out, right?
By changing internal policies to be LGBT-friendly, everyone's awareness shifts. This naturally creates an LGBT-friendly atmosphere within the company, establishing a flow for how to communicate that outwardly.
A company where every single employee can speak about LGBT issues
Asami: So LUSH is perceived as an LGBT-friendly company from the inside out.
Ishikawa: I felt that LGBT-friendliness from LUSH in Japan too, and I also visited the LUSH Myeongdong store in Seoul. They treated me exactly the same way, which really shows it's a global initiative.
I heard some customers complain to staff at the Myeongdong store. The staff handle those situations well and can engage in conversation.
It's very reassuring that they study enough to properly counter arguments from opponents when confronted.
Being LGBT-friendly isn't just about being that way in the store; it's about maintaining that mindset even after going home, or when hanging out with friends.
A place to express LGBT-friendly values
Asami: Mr. Ishikawa, you also participated in the Seoul Queer Parade 2015 (*). Did you notice any differences between the parade in Korea and those in Japan?
※Seoul Queer Parade 2015: A Pride parade held in Seoul. "Pride parades" are events held worldwide to celebrate LGBT culture and serve as a platform for social activism.
Ishikawa: In Korea, about 30% of the population is Christian, and some people protest against LGBT issues in very visible ways. In response, the community itself stands firm and expresses itself clearly.
In Japan, I feel there's more of a tendency to simply avoid things they dislike rather than actively voice complaints.
It made me realize that even within Asia, Japan and South Korea are completely different. It's not about which is better or worse.
In Japan, many people harbor supportive feelings but somehow struggle to express them through words or actions.
That's why I feel Japan especially needs opportunities to express support through clear actions, like LUSH's campaign.
I think Japanese people are particularly a nation that doesn't speak up, so there's value in visible, tangible LGBT-friendly actions like silently pressing handprints, leaving messages, or buying the "#GAYISOK" soap.
The campaign's built-in opportunity to discuss LGBT issues
Asami: What stood out to you most about this campaign?
Ishikawa: I visited three stores—Ikebukuro, Shinjuku, and Shibuya—and was really struck by how friendly the staff were.
Also, hearing that the limited-edition soap sold 5 to 10 units within just a few hours – the positive response was great. Using the soap as a way to "talk" about LGBT issues with customers is really wonderful.
Even at today's handprint event, washing hands to remove ink creates chances to talk with staff. I find all these little ways to spark conversation really interesting.
The staff members possess knowledge and casually engage customers to gain understanding. I think that's amazing, and to be able to do that, I believe thorough in-house training is crucial.
Prejudice based on misunderstanding can be resolved through conversation.
Asami: Precisely because Japanese people often struggle to express themselves through words or actions, creating opportunities to "talk" holds real value.
Ishikawa: I actually think Japan has a lot of silent supporters and silent advocates.
Earlier this year, when Shibuya's same-sex partner ordinance was in the news, Mainichi Shimbun conducted a nationwide poll asking whether people supported or opposed "same-sex marriage." The results showed 44% in favor, 39% opposed, and 17% undecided.
Considering this is about recognizing same-sex marriage as a national law, not just an ordinance, I think 44% support is quite high. In the U.S., they started from a much lower level and turned it around.
Asami: Research from Dentsu Inc. Diversity Lab also found that in Japan, the group resistant to LGBT issues isn't actually that large. Rather, it seems many people simply misunderstand. Even among those opposing same-sex marriage, some believe they don't hold discrimination or prejudice against LGBT people; their opposition stems from some misunderstanding caused by a lack of knowledge and understanding.
Ishikawa: While many young people show understanding when you talk to them, I recall a university student who said, "It's better not to recognize same-sex marriage," during a lecture I gave at a certain university.
He said, "I have gay friends and lesbian friends, I have no prejudice, and I consider myself LGBT-friendly. But I think same-sex marriage should not be recognized because it will accelerate the declining birthrate."
Recognizing same-sex marriage doesn't lead to a declining birthrate, so that's a misunderstanding, right? I think there are surprisingly many people who hold discrimination and prejudice based on such misunderstandings.
I think this is such a waste. People who aren't LGBT-friendly due to minor misunderstandings might change their minds through conversation. That's why I want to approach this issue.
Corporate LGBT Support Gaining Social Recognition
Asami: More people are becoming LGBT-friendly, right? This year's survey by Dentsu Inc. Diversity Lab also showed that 53% of the general public supports products and services from companies that support the LGBT community.
Ishikawa: I've been sensing lately that Japan is developing an atmosphere where people think, "Oh, there are so many LGBT-friendly people. Then it must be okay to be openly LGBT."
About ten years ago, companies often worried that promoting LGBT friendliness might drive customers away. When we received sponsorship from a well-known company, they even asked us not to mention their name.
Things have gradually changed from that situation. I think we're moving beyond the era where companies didn't want to publicize their support for the sake of their image, into an era where companies that do support these causes earn proper social recognition.
Toward an era where same-sex couples are a common sight in Japan
Asami: What impact do you think the legalization of same-sex marriage in the U.S. will have on Japan?
Ishikawa: Japan and the US have a close relationship. The fact that it's recognized in the US, and across the entire country, means it will have a significant impact, for better or worse. So, compared to when it happened in Europe, I think we'll see changes going forward.
It's said there are one million same-sex couples across the United States. As these couples marry and form relationships with Japan as spouses, we Japanese will increasingly see same-sex couples as a commonplace sight.
After the U.S. Supreme Court ruling, I heard someone involved say that from now on, the term "same-sex marriage" would disappear and it would simply be "marriage." I thought, "Ah, I see." I believe the times are changing, moving away from distinctions like same-sex marriage and opposite-sex marriage, toward simply marriage.
【Related Article】
" LGBT Support Communication by Lush Japan " within " cococolor "
【Campaign Site】
Everyone has the right to love #GAYISOK
Taiga Ishikawa
Second-term Toshima Ward Assembly Member. Born in 1974 in Toshima Ward, Tokyo. Graduated from Meiji Gakuin University, Faculty of Law, Department of Law. After serving as Representative Director of an NPO supporting youth, managing a clothing shop, and as secretary to House of Councillors member Mizuho Fukushima, he was first elected in 2011. Known as Japan's first openly gay politician elected to public office. Featured in a Japan Times editorial as "a politician who reflects the voices of the socially disadvantaged in national and local politics." Author of "Where's My Boyfriend?" (Kodansha) and others.
● Dentsu Inc. Diversity Lab (DDL)
To realize a diverse and prosperous future, it focuses on four main themes: "Disability," "Gender," "Multicultural Coexistence," and "Generation." It provides companies and organizations with knowledge and concrete solutions related to diversity.
Contact:
URL: http://www.dentsu.co.jp/ddl/
E-mail: diversity@dentsu.co.jp
●About the Diversity Web Magazine "cococolor"
cococolor is a web magazine operated by Dentsu Inc. Diversity Lab, founded on the belief that respecting people's differences as rich "individuality" is key to building a diverse society where everyone can live happily.It covers themes related to human diversity from various perspectives—disability, gender, age, nationality, race, and more—aiming to make diversity feel more accessible.
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Author
Ayaka Asami
Dentsu Inc.
As a strategic planner, I have been involved in marketing, management strategy, business and product development, research, and planning for numerous companies. In 2010, I joined GIRL'S GOOD LAB (formerly Dentsu Inc. Gal Lab), the industry's first female-focused marketing team. I researched the ever-evolving insights of women and female consumption trends. From 2011, I participated in the Dentsu Inc. Diversity Lab. As leader of the "LGBT Unit," conducted Japan's first large-scale LGBTQ+ survey on the challenges facing Japan's LGBTQ+ community and consumption patterns centered around LGBTQ+ individuals. Utilized these research findings to provide strategic solutions and ideas for companies and executives. Official columnist for Forbes JAPAN. Author of 'The Hit-Making Research Guide: Marketing Research Techniques to Boost Your Product Sales' (PHP Institute). Her core belief is: "When the form of LOVE changes, consumption changes."
