How Gen Z Planners Overcome Business Barriers (Part 2)

Dentsu Japan's " REVERSE CONSULTING for SUSTAINABILITY " is a service that provides consulting to advance corporate sustainability by leveraging Gen Z insights and ideas. The "Youth Consumption Lab," where some project members belong, is a Millennial and Gen Z unit within DENTSU PROMOTION PLUS INC. This time, we welcomed Kyosuke Igarashi, Kana Oki, and Risako Baba from this unit, along with Rie Tanaka, who leads "REVERSE CONSULTING for SUSTAINABILITY," to discuss SDGs case studies from a Gen Z perspective and the ideal form of an organization.

Gen Z's Approach to SDGs: "Taking the Best Parts"

Tanaka: As introduced in the first part, Ms. Baba is a Gen Z member herself and belongs to the SDGs unit within the "Youth Consumption Lab." Are there any recent sustainability-related examples that resonate with Gen Z values and catch your attention?

Baba: What I've noticed slowly gaining traction lately is "vegan yet junk" food. People want to incorporate vegan meals that are kind to both their bodies and the environment, but they also crave junk food. This satisfies those conflicting desires, perfectly aligning with Gen Z's "wanting the best of both worlds" mindset. In fact, izakayas serving vegan dishes and fast-food chains offering burgers made with soy meat are gaining attention.

Tanaka: The tendency that "Generation Z likes to try things they've never eaten or drunk before" is a characteristic seen globally.Things like textures they've never experienced before, or unusual flavor combinations. While the sense of "delicious" varies from person to person, "unusual" is something everyone can share. Even if it doesn't suit their taste, they can still enjoy the experience. That "it's ○○ but it's △△" aspect also has high affinity with social media. I recall discussing with Mr. Oki and others before how products and promotions targeting Gen Z often feature a light blue and pink color combination. Combining elements like this might be another characteristic.

In Europe and America, the movement to reduce meat consumption is growing. How widespread is this among Japan's Generation Z?

Oki: Looking at social media, overseas users share recipes and such using the hashtag "#MeatFreeMonday" (a campaign encouraging people to skip meat one day a week, on Mondays). It doesn't seem very widespread in Japan yet, but I think this approach – sharing with others in a fun, casual way, thinking "I could probably manage just once a week" – and naturally incorporating it into daily life could align well with Gen Z's values.

Igarashi: In Japan especially, I feel many people strongly have the sense of "I want to try it too" only after seeing it spread among those around them. It takes time to catch fire, but once everyone's doing it and people think "That's cool," it spreads rapidly.

Tanaka: I see. Any other examples that catch your eye?

Ōki: I'm really into stationery made from recycled plastic or paper that also looks great. One series, featuring illustrations capturing emotional moments from school life, is popular as an "emology" brand—combining "emo" and "ecology." They offer refills too, and it's not just that they're designed to last; you can really feel they're designed for us, which makes me strongly resonate with them.

Tanaka: Are vegan yet junk-food-like restaurants and emology stationery affordable? Or are they chosen because they offer that "excitement" or "emo" factor, even if slightly pricier?

Baba: They're priced slightly higher than conventional items. I think the mindset is: "Even if it's a bit pricier, I'll give it a try if it means experiencing something new." But the most crucial factor for selection is still whether it's "delicious" or "cute" first. The sustainable element is an added bonus that makes people think "That's cool," so it's that kind of sequence, right?

Tanaka: Does having sustainability elements make it easier to spread the word?

Oki: It can be one angle. For example, sharing on Instagram Stories that it's not just tasty, but also a sustainable soy-based fried chicken.

Tanaka: Why do "emotional appeal" and "sentimentality" resonate so strongly with Gen Z in the first place?

Igarashi: While Gen Z is often described as embracing diverse values, I feel their capacity for strong likes or dislikes is diminishing. With social media connecting us globally and enabling self-expression, they encounter varied perspectives and accept "Oh, that's another way of thinking." But their hearts are less moved.

That's precisely why, when they experience moments that strongly stir their emotions—like feeling something is "interesting" or "amazing"—they collectively describe that emotional movement as "emo." I believe this resonates deeply with Generation Z.

Toward an Organizational Structure Where Diverse Gen Zers Can Thrive

Tanaka: Reverse consulting is based on "reverse mentoring," where younger employees act as mentors advising their superiors and seniors. As a Millennial, Ms. Igarashi, is there anything you feel you want to learn from Generation Z?

Igarashi: First, I'd like to learn how they handle technology. Also, their ability to turn overlooked problems into entertaining solutions through creative ideas and imagination.For example, we have rules for waste sorting and air conditioning temperature settings to be environmentally conscious. Incorporating Gen Z thinking here could create a system where following the rules earns points redeemable for drinks, making it enjoyable rather than just a request. By adopting these Gen Z-like insights – perspectives that make you think, "Why didn't we do this sooner?" – we can advance corporate sustainability.

Tanaka: Regarding organizational culture and system building, aligning with Generation Z—who are adept at digital tools and have cultivated a sense of diversity—feels closer to the global standard.They're highly sensitive to issues like lookism, gender-related matters, and behavior that seeks to assert dominance. In fact, as companies pursue sustainability, we're seeing more initiatives like appointing young employees as sustainability ambassadors for internal awareness campaigns, or organizing workshops to build connections among young staff across countries and departments. If you were appointed as a project leader for a sustainability-related initiative, how would you feel?

Baba: Being an ambassador would be fine, but I might feel the weight of being a project leader. I think it's better to gain the skills and experience needed to drive a business initiative first. Being able to voice your honest opinions and being able to take responsibility are two different things.

Oki: This is just my personal impression, but I think Gen Z members who actively want to lead are actually in the minority. Perhaps we could incorporate Gen Z perspectives into brainstorming and execution plans, while having senior-level individuals take on the responsibility. That structure might make it easier for anyone to participate.

Tanaka: How we delegate authority is also a key challenge. We discussed modern elders in the first session, and in the second, we talked about leveraging Gen Z perspectives within organizations. I believe it's crucial to involve many Gen Zers—not just changemakers tackling social issues, but also those who think, "I hesitate to be a leader, but I want to participate in fun and useful things." Connecting diverse sensibilities is vital.Finally, Ms. Baba from Generation Z, what are your future aspirations or challenges you'd like to take on?

Baba: Usually, I'm involved in just a part of a larger project or one-off campaigns. With "REVERSE CONSULTING for SUSTAINABILITY," I want to challenge myself to see the bigger picture, like getting involved from the very start of a business venture, while also leveraging the insights gained from the "Youth Consumption Lab."

"REVERSE CONSULTING for SUSTAINABILITY" is a service that co-creates with Generation Z stakeholders both within and outside the Dentsu Group, such as the Youth Consumption Lab. It promotes sustainability not out of obligation, but as something enjoyable that spreads organically. By incorporating a new approach to sustainability rooted in Generation Z sensibilities, we support innovative service development and the cultivation of organizational cultures that will be passed on to the next generation.