What are the solutions for defensive SDGs and offensive SDGs?

Over the past four installments, we've explained what awareness and actions are emerging around the SDGs, based on survey results. Many people are already taking action, whether or not they know the term "SDGs." Furthermore, where people's interest and empathy lie among the 17 goals varies greatly depending on the individual and region. This time, we will discuss what Dentsu Inc. Team SDGs can offer to address corporate challenges.

SDG initiatives cannot wait

SDG initiatives have been central topics at major international conferences, including the G20 Osaka Summit in July and the UN Environment Summit in New York in September. Meanwhile, shocking international crises and large-scale disasters caused by climate change continue to unfold. Action on the SDGs is now urgent on a global scale. This is no distant reality; it is a crisis unfolding right here, right now. The financial industry is also taking action, creating an increasingly challenging environment for companies that do not contribute to ESG and SDGs in terms of investment and financing. Consequently, corporate efforts toward SDGs are expected to accelerate even further.

Defensive SDGs and Offensive SDGs

Dentsu Inc. Team SDGs receives daily inquiries and proposals from various clients. From last year through the first half of this year, many requests were along the lines of "We want to learn about SDGs" or "We want to hold internal study sessions." Recently, however, as corporate initiatives accelerate, inquiries like "We want to develop new services or businesses" or "Please advise us on specific areas for action" have increased. Simultaneously, we're receiving concerns about how to gain internal understanding and support, indicating a shift into the second phase of concrete implementation.

Dentsu Inc. Team SDGs categorizes the "key actions for SDGs engagement" broadly into the seven areas below. The top half represents extensions of existing business activities—properly executing initiatives and communicating them, essentially "defensive SDGs." The bottom half involves the non-linear innovations and challenges essential for achieving the SDGs, which also connect to corporate business.

A common thread across all these areas is that unless a company clearly communicates its stance and policies, its efforts won't be understood. If they aren't understood, they risk being perceived as non-existent.

This time, we introduce several solutions provided by Dentsu Inc. Team SDGs from among these areas.

Dentsu Inc. TeamSDGs Solution #1: "SDGs Ideation Approach"

The 17 goals outlined by the SDGs cover an extremely wide range. It can be quite challenging to determine how to leverage your company's assets and where to start tackling which issues. Therefore, Dentsu Inc. proposes a four-step approach to thinking about how to engage with the SDGs.

STEP 1: Identify challenges to tackle by leveraging your company's assets and strengths, based on your purpose and other factors
STEP 2: Verify whether the initiative holds potential for corporate growth
STEP 3: Explore partnerships with other industries and sectors to achieve synergistic effects
STEP 4: Verify that the initiative does not create new inequalities, using Goal 10 (Reduce Inequalities) as a benchmark

Dentsu Inc. Team SDGs Solution #2: "SDGs Hint Map"

This map connects your company's resources to social issues. It outlines challenges at various levels—from households to workplaces, municipalities, Japan, and overseas—for each of the 17 goals. Use it to discover challenges to address or as a hint for developing new products, services, or businesses.

For the first goal, "No Poverty," issues are plotted from the center of the circle outward. For example: - At the household level: Families living in poverty - At the school/workplace level: Wage disparities - At the prefectural/national level: Increase in non-regular workers - At the global level: Rapid population growth

Dentsu Inc. Team SDGs Solution #3: "Communication Guidelines"

For a sustainable society, companies themselves must also be sustainable—meaning they must generate profits. Simply working on SDGs without communicating it won't spread the message or grow the business; it remains hidden virtue.

Communication is essential, not only internally but also externally to stakeholders like investors and consumers. Communicating effectively can expand partnerships and potentially create a larger wave of change. We have created and published the "Communication Guidelines(※)" to outline how to use the SDGs logo in communication and avoid accusations of SDG washing.

※Available for download at the URL below
https://www.dentsu.co.jp/csr/team_sdgs/pdf/sdgs_communication_guide.pdf

 

We handle communication for services, business development, and both internal and external audiences. Moving forward, we will focus on creating spaces where diverse stakeholders can gather to generate ideas and solutions.

Additionally, reflecting industry trends, the Dentsu Inc. Advertising Awards introduced a new SDGs Special Award starting in 2020. This award aims to promote SDGs awareness and initiatives through advertising by inviting judges with diverse expertise in SDGs.

Three Keywords for "SDGs Initiatives"

① "Co-creation (= Alliance)"
To achieve the SDGs, "co-creation" is essential. This involves various stakeholders—public sector (government agencies), companies, universities, local communities, NPOs, and others—connecting, discussing, and creating something new together.

② "Ideas/Creativity"
What aspect of an issue do you focus on? What do you create there? Who do you partner with? How do you communicate it clearly and attractively to move people? Ideas and creativity are essential throughout this entire process.

③ "Sustainable Solutions"
The SDGs were established for society in 2030 and beyond. Therefore, the perspective of whether the solutions themselves are "sustainable" is crucial. It is also essential to flexibly adapt by reviewing them midway as circumstances change, always seeking better outcomes.

Let's start moving now toward these opportunities

Next year brings the 2020 Tokyo Olympics and Paralympics. Beyond that, the 2025 Osaka Expo is also scheduled. Japan will continue to be in the international spotlight, presenting ongoing opportunities to share information.

We must start now—including testing—to determine which social challenges or needs to address, with what resources, and with whom to collaborate. Let's bring your challenges and resources to the table, discuss them, create something new together, and build a sustainable world toward the grand goal of the SDGs.

If you're interested in collaborating, please contact us at ぜひteam-sdgs@dentsu.co.jpまでご連絡ください.

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