Expanding Creativity: Kenji Shiroto Talks About the Future

What is Expanding Creativity?

"The Past, Present, and Future of Creativity." In this fourth installment, we discuss the future of creativity. Titled: Expanding Creativity.

(Editor's Note: This column is a re-edited version of a lecture given by Mr. Shiroto at Dentsu Inc.'s Creative Planning Division 3 on August 5, 2019.)

Honestly, this area is still uncharted territory for me personally, but I believe the broad direction will be "creativity for the benefit of regions and society."

Globally, ESG (Environment, Social, Governance) is gaining significant attention. In Japan, it's often referred to as SRI, or "Socially Responsible Investment." However, in Europe and the US, it's viewed not merely as a moral consideration but as a more proactive form of investment that accelerates business growth.

To engage with the estimated global investment of approximately 3,400 trillion yen (as of 2016 estimates) that considers such metrics, we must revise the "old yardstick" for evaluating companies.

Consider cocoa, for example.

Take cocoa, for instance. Cocoa, chocolate. Comforting, happiness.

But what underpins it is child labor in the producing regions. Even candy makers are largely unaware of this reality.

So, I propose: let's go to the field together with NGO workers. Witnessing the situation firsthand reveals not just sentimentality, but hints at what companies should do. It's not merely about aid; it's about seeing the growth of your own business and the future it should embody.

This applies to any market: apparel, automobiles, finance. Understanding what's happening globally now, and considering how to commit as a company – that's where new business opportunities sprout. I believe the essential value and potential of future creativity lie precisely there.

In that sense, what worries me most right now is the rise of "anti-intellectualism." This trend of ignoring rationality and objectivity, interpreting the world to suit one's own convenience. I find it truly dangerous.

It's about diverse people respecting each other, joining forces to tackle major challenges, and solving them while leveraging a business mindset. And doing so swiftly.

With major crises like climate change looming, I believe such efforts are absolutely urgent and cannot wait.