Visualizing the desired future and charting mid-to-long-term strategies. The Meaning of "Dentsu Inc. Future Finder 100" (Part 2)

In December 2023, the Future Business Creation Research Institute —a cross-organizational unit within the Dentsu Group in Japan—launched the " Dentsu Future Finder 100." This tool envisions the future lifestyles people and society desire by 2040 and uncovers business opportunities. In the second part of our interview with Kentaro Yoshida of Dentsu Inc., who founded the Future Business Creation Lab, we discuss the background behind the creation of the "Dentsu Future Finder 100," how to utilize it, and its future development.

Setting the Scope for 2040 to Predict the "Desired Future"

Q. "Dentsu Inc. Future Finder 100" compiles hints for a better future across 8 categories and 100 themes. Could you tell us how it evolved into its current form?

Yoshida: We originally created a tool called "Fact Cards," which served as the precursor to the "Dentsu Inc. Future Finder 100." These were 72 cards designed to look ahead to the 2030s, suggesting "things that might happen in the future" and "key elements to consider when thinking about the future." The positive reception of these Fact Cards led to the decision to fully develop them into a service.

Q. Why did you set the predicted future for 'Dentsu Inc. Future Finder 100' at 2040?

Yoshida: Currently, Japan faces a major challenge known as the "2040 Problem." It's predicted that around this time, various issues will erupt simultaneously—such as the elderly population peaking and the collapse of social security systems due to labor shortages. Globally, too, challenges like environmental issues (natural disasters, global warming) and food shortages caused by population growth are expected to become more severe than they are today.

Another reason is that focusing on a closer future, like 2030, weakens the impact of the butterfly effect in terms of feasibility.Slightly shifting the angle of current efforts in a positive direction can bring about significant change in 10 or 15 years... This is what we mean by the butterfly effect. Rather than attempting something big all at once, I hope that by setting our scope slightly further ahead to 2040, multiple companies and individuals can gradually work on achievable steps.

Visualizing "What needs would make you happy?" through workshops

Q. Has 'Dentsu Inc. Future Finder 100' already been implemented by any companies?

Yoshida: It has been adopted by far more client companies than we imagined. The industries are diverse too—beverage makers, consumer goods manufacturers, real estate, mobility, and more. The essence of the tool is posing the question, "What kind of future do people actually want to live in?" to envision a better future. It's designed as a framework that isn't limited to any specific industry.

Q. How are clients utilizing this tool?

Yoshida: Primarily, they use it in workshops. First, they input the future prediction information listed in the "Future Finder." Then, they consider what human desires would need to be fulfilled to make people happy in response to that information. Based on the discussions in group work, the intermediate goal is to visualize the "ideal future lifestyle" they want to create.

Future lifestyles represent future markets. Realizing this vision leads to becoming a market creator and ultimately a market leader. For example, with beverage manufacturers, we collaborate not just on existing business domains or distribution channels, but on identifying the drinking scenarios most people desire. We then brainstorm product and service ideas that either fit those scenarios or create them.Once we agree, "Yes, that scenario seems achievable and desirable," we then develop the concepts and marketing strategies needed to create it—what kind of products, services, and communications are required.

Q. What kind of feedback do you get from client companies that have actually implemented the tool?

Yoshida: Many say it was "fun" or that it "broadened their perspective." The ideas generated in the workshop become assets for the client company. When they want to start something new, instead of starting from scratch, they can think, "The future will probably look like this," or "Oh, right, we came up with that idea," creating a clear path forward.Also, while workshops often end with just "It was fun," this tool genuinely helps share the vision internally. For example, when brainstorming new product ideas, the conversation usually turns to "How much will this sell?" But if you start with "We want to create this kind of future," it becomes easier to gain understanding and empathy from internal managers and executives. Of course, it's not just about the vision; it also supports developing strategies to realize that vision and building quantitative logic to communicate the appeal of the ideas.

Leveraging Our Expertise to Create a "Better Future" Through End-to-End Solutions

Q. Could you share Future Business Research Institute's future direction and vision?

Yoshida: We aim to update our tools annually while expanding our team. Our strength lies in constantly considering "what consumers truly desire." We want to capture societal trends and needs while envisioning a future where people feel happy.

Additionally, as a goal for this year, we don't want to stop at just creating a vision of "how we want the future to be." We want to run alongside our client companies, supporting them all the way to actually starting initiatives that truly "create the future," such as developing products and services. Future Business Research Institute is a cross-Dentsu Group organization with expertise in each area—from research and consulting to creative, communication, and digital—so we believe we can be a powerful ally for our client companies.

In terms of industry, deepening our engagement with B2B companies is also one of our future goals.Japan has many excellent companies with high technological capabilities, but many lack broad public recognition. By clearly articulating their vision of "the kind of future they want to create," these companies can generate resonance, sparking interest among young people and making them want to work there. We also want to work on creating a movement starting from B2B companies that energizes Japan as a whole.

In today's society, where goods and information overflow, it's hard to see what people truly desire. "Dentsu Inc. Future Finder 100" visualizes these desires and social predictions. At the Future Business Research Institute, we will continue to support the discovery of business opportunities for various companies through tools like this.