As the world strives to achieve the SDGs by 2030, the importance of "sustainable management" and "ESG investing" continues to grow. Many companies are likely exploring new ventures that address social issues while also aiming for profitability. Against this backdrop, Dentsu Digital Inc. launched the "Sustainable Future Design Program" in July 2022 to support corporate SDGs business development.
One year after its launch, we interviewed Sayaka Katsutani of Dentsu Digital Inc., who was involved in developing this solution, to explore how it responds to corporate needs and supports business development. In Part 1, we discuss the background behind this solution and its unique features.
What should companies do to encourage behavioral change among consumers?
Q. First, could you tell us about your background and work?
Katsutani: I started my career as a systems engineer right after graduating. Later, I moved to a business company where I spent nearly 10 years involved in launching new businesses and developing and growing products.I joined Dentsu Digital Inc. in 2021 and am currently part of "Dentsu Digital Inc. BIRD," which supports corporate clients in creating new businesses. I provide long-term support, accompanying clients through vision formulation, service planning and proposals, MVP (Minimum Viable Product) development, proof-of-concept testing, and full-scale development.
I also serve concurrently in the Sustainability Room. My longstanding interest in "social issues × business" led to the creation of the "Sustainable Future Design Program."
Sayaka Katsutani, Dentsu Digital Inc.
Q. What kind of activities does the Sustainability Room department engage in?
Katsutani: Multiple projects supporting sustainability-focused business development were already active within the company. Establishing the Sustainability Room consolidated knowledge from various departments and created a framework for collaboration.
When people hear "sustainability," they often think it's only for a select few highly conscious individuals, but that's not actually the case. The reality is that most consumers want to live sustainably, yet corporate service offerings haven't caught up. We see our role as bridging that gap.
The Sustainability Room's mission is "to create businesses that move people's hearts and guide them toward solving social issues." However, when addressing social issues, it's often necessary to approach people who aren't directly affected by the problem.
In this challenging area where people struggle to connect personally, we conduct research and analysis to identify triggers for behavioral change among consumers. Some members have also visited Europe to study the circular economy. We aim to stay attuned to global trends and provide comprehensive support to client companies facing diverse challenges.
Ensuring everyday social issues aren't overlooked and connecting them to business development
Q. What kind of solution is the "Sustainable Future Design Program" released in July 2022? While there are many solutions supporting new ventures, could you explain what makes this program unique?
Katsutani: Companies today are required to develop businesses that respond to a sustainable society. However, while they might envision initiatives like reviewing their value chain or promoting paperless operations, many still feel a distance when it comes to creating new businesses that engage consumers and solve social issues. This program's distinctive feature is supporting such companies in developing new businesses that incorporate sustainability and SDG perspectives.
Q. What kind of solutions does it offer specifically?
Katsutani: Social issues might sound distant, but they're actually surprisingly close to home. While "poverty" might seem like a problem in other countries, various forms of poverty exist domestically too. For instance, "period poverty" is increasingly being discussed recently. We start by ensuring these social problems and challenges aren't overlooked, and by helping client companies understand what they can contribute and what issues they can incorporate into their services or businesses.
Furthermore, we help clients understand the public's current sentiment and evolving awareness regarding social issues. While some may view "social issues" as something only highly conscious individuals tackle, public attitudes are shifting globally. We provide input based on research reflecting these real-world dynamics.
Many companies also struggle to balance SDGs with business viability. To provide solutions, we analyze various precedents: identifying success factors, examining how partnerships were formed, and how empathy was built to scale initiatives. We then use these insights to support your business development.
Q. When gathering precedents, what criteria do you use to select them, and how do you organize them?
Katsutani: First, we gather domestic and international cases organized by SDG theme. From these, we select cases offering insights such as: "unique approaches to identifying consumer concerns or problems," "interesting business models," or "distinctive alliance strategies." We also focus on cases providing hints on topics like: "how collaborations with universities or research institutions were advanced," "how local governments were engaged when expanding overseas," or "how overseas startups were incorporated." We then investigate these cases in detail.
Q. I understand you also developed a proprietary tool called "Sustainable Future Navi." Could you explain its purpose and how it's used?
Katsutani: We utilize the "Sustainable Future Navi" in two distinct phases of the "Sustainable Future Design Program": the initial phase where client companies explore themes for new ventures, and the subsequent phase where they consider what services to create based on the identified themes.
In the first phase, we use the Navigator to quickly input information like initiatives from sustainability-leading countries, consumer voices, keywords, and the latest trends. This helps us explore the intersection between our client companies and societal challenges. In the second phase, we utilize the Navigator when considering what insights to reference from various case studies for service design.
Many companies are working to reduce CO2 emissions and other efforts toward realizing a sustainable society. However, when it comes to developing new sustainable businesses, many companies understand the necessity yet hesitate to take action.The Sustainability Room broadly addresses such corporate inquiries, offering solutions including the "Sustainable Future Design Program." While the first part introduced its overview, this second part covers post-launch feedback and the future outlook for the "Sustainable Future Design Program" and the Sustainability Room.
After serving as a product manager at an operating company where I was involved in launching multiple new ventures, I joined Dentsu Digital Inc. in 2021. Currently, I provide end-to-end support for client companies creating new services, from vision formulation and service design to directing MVP development.
