Dentsu Group's Approach to Balancing Disability Inclusion and Business Growth Through Collaboration with Stakeholders
※This article is an edited version of a piece originally published on Business Insider Japan on June 27, 2024.
"dentsu DEI innovations".
In April 2024, the "Revised Act on the Elimination of Discrimination against Persons with Disabilities" came into effect. This made the provision of "reasonable accommodations" for persons with disabilities in business operations mandatory for private companies, which had previously been considered an "effort obligation." However, many companies remain unsure about what specific measures to implement.
Therefore, starting in March 2024, Dentsu Inc. began offering "Co-creation Consulting for Inclusion and Business Growth." This service collaborates with disability inclusion experts, disability advocacy groups, and universal design organizations to incorporate the perspectives of people with disabilities. It promotes inclusive problem-setting, strategy and business development, and communication implementation to support corporate growth.
Additionally, Dentsu Digital Inc. offers a 'Web Accessibility Consulting Service' that provides end-to-end support for corporate websites. This includes current state analysis, improvement proposals, implementation, and operational support, all from the perspective of web accessibility.
Why is the domestic Dentsu Group (dentsu Japan) taking a proactive stance in diversity initiatives ahead of the industry? We spoke with Takahiro Hayashi, who belongs to Dentsu's Sustainability Consulting Office and also serves as Head of the Dentsu Diversity Lab, and Junko Chiba, Web Accessibility Consultant in Dentsu Digital Inc.'s Experience Production Division. We discussed the commonalities and goals of their respective solutions while touching on the social context surrounding companies.
The mindset is shifting toward recognizing that "the society of people with disabilities is our own future."
──First, regarding the implementation of the "Revised Act on the Elimination of Discrimination against Persons with Disabilities," could you share your understanding of the current situation and the environment surrounding companies?
Takahiro Hayashi (hereafter Hayashi): Beyond just the challenges of disability inclusion, we often hear questions about sustainability initiatives in general, such as "Can this really be balanced with business growth?" or "Isn't this just something the CSR department should handle?"
However, to grow our businesses going forward, we absolutely must address sustainability challenges. Our "Co-creation Consulting for Inclusion and Business Growth"supports companies in achieving both inclusion and business growth, enabling them to create new value beyond mere "obligation."
The paradigm is shifting from the "individual (medical) model"—where disability is seen as belonging to the individual and supported by medical or welfare services—to the "social model," which recognizes that society itself creates barriers for individuals. We must acknowledge that "disability" lies not within the individual but within society, and that the "dis" in "disability" signifies "harm." Society must change.
Therefore, we aim not only to provide value to client companies but also to expand value to society through " B2B2S (Business to Business to Society) " – that is, by supporting client companies.
──Dentsu Inc. established the 'Dentsu Diversity Lab' in 2011 to tackle diversity challenges. At that time, diversity was still primarily perceived as a social contribution rather than a driver of business growth. When did this perspective begin to shift?
Hayashi: The Dentsu Diversity Lab, established in 2011 as a cross-functional business task force, supported solving diversity-related challenges specific to Dentsu Inc. and our client companies. We also widely offered the outcomes as business solutions. Back then, the term "diversity" itself wasn't widely understood.
It's hard to pinpoint exactly when it changed, but it gradually shifted as the challenges faced by those directly involved started being portrayed in content like dramas, and awareness of the Paralympics and parasports grew. While drastically changing physical infrastructure like cities can't happen overnight, web services are relatively easier to modify. I think this is why we've also seen progress from global IT vendors.
Junko Chiba (hereafter Chiba): That's right. Furthermore, as we enter a super-aged society, I think it's significant that many people have come to realize , " I myself am likely to live a long time with a disability or in a similar situation. Such a society with disabilities is our own future." Our generation, accustomed to digital technology, will also grow old eventually. There's no reason not to address this now.
Reasonable accommodation is not about rules, but about communication
──How have companies responded since Dentsu Digital Inc. launched its "Web Accessibility Consulting Service"?
Chiba: We've received numerous inquiries. While "web accessibility" has traditionally been recommended for public institutions, ensuring everyone can use web services and information without barriers is now essential in modern society.
Consequently, we often get inquiries like, "We want to comply, but we don't know where to start." We respond by emphasizing the importance of starting within manageable limits, gradually expanding the scope, and maintaining a continuous effort.
There's no single approach, so based on what we've cultivated through our production work, we propose tailored improvement plans for each company. We collaborate with Mr. Hayashi's department as needed.
──Do you also conduct activities to deepen understanding about people with disabilities?
Chiba: Yes. Since disabilities have various characteristics, we create opportunities to hear directly from individuals with disabilities. Characteristics differ from person to person. We believe it's crucial to understand as many characteristics as possible to broaden the scope of assumptions for improvement and apply this to website enhancements. We also conduct usability tests with individuals with disabilities to gain insights for improvement, aiming to collaboratively build better websites.
──Involving individuals with disabilities in the improvement process aligns perfectly with Dentsu Inc.'s concept of 'Inclusive Marketing,' doesn't it?
Hayashi: That's right. Inclusive Marketing is a marketing approach that involves people with often overlooked needs and challenges —not just people with disabilities, but also the elderly and foreigners—from the very development stage of products and services.
Wheelchair users and visually impaired individuals have different desired experiences. Even among the visually impaired, those who are congenitally blind have different support needs than those who lost their sight later in life or have low vision. Companies often ask us to "create manuals or guidelines" on what to do and to what extent. But reasonable accommodation isn't about rules; it's about communication – how to respond to the requests of those directly affected.
Moreover, these individuals are valued customers. It's not simply a matter of conforming to externally defined standards. Communicating with customers and building relationships is crucial. This naturally leads to the idea that employing individuals with disabilities and involving them in development is an effective approach.
Dentsu Digital Inc. is also advancing the employment of para-athletes. Dentsu Solari Inc., a subsidiary within the Dentsu Group (a special subsidiary), primarily employs individuals with intellectual and mental disabilities. They perform office tasks across the group companies' floors within the building and work in cafes and bakeries. Having individuals with disabilities internally is highly significant. We propose to client companies that they should consider this, including employment.
We want to create an attraction that makes both individuals and companies want to connect.
──Dentsu Japan has long engaged in businesses that connect companies and people, moving hearts through marketing and advertising. Do you think this approach also applies to your initiatives for people with disabilities?
Chiba: Disability inclusion is about people, so it won't progress well if viewed solely through a business lens. We put people first in our work.
Hayashi: There's no one-size-fits-all solution that satisfies everyone in this field. Still, how can we make everyone as happy as possible? We must think together—not just us, but people with disabilities, client companies, and the staff at intermediary support organizations.
When mobilizing such communities—whether through events or game formats—creativity is crucial. We need to spark excitement, making people think, "This looks fun!" or "I want to create something alongside people with disabilities." I believe this ability to create compelling experiences and produce impactful work is what's demanded of us.
The term "reasonable accommodation" can feel like forcing something apart to come together. We want to use creativity to build a natural attraction—a gravitational pull—where companies and people genuinely want to connect.
──How do you think companies should leverage diversity initiatives for business growth and communication?
Hayashi: One solution we provide is "Process-facts Communication. " This involves communicating the process leading up to an outcome, rather than just announcing the result after it's achieved. That process might involve conflict or differing opinions. What actions led to success? Conversely, what didn't work despite our efforts? We aim to make the process of confronting challenges itself communicable.
Chiba: What I plan to focus on next is connecting client companies with individuals directly affected, increasing activities like usability testing and workshops. By helping them understand people they hadn't previously considered, we might discover ways to apply insights beyond just websites.
Personally, I felt it was a waste to keep the stories of those directly affected to myself. By sharing them with more people, I believe the starting point for disability inclusion will shift, and its scope will expand significantly.
Moving forward by embracing mistakes
──Finally, please share your enthusiasm for how you personally aim to contribute to realizing a diverse society through your respective projects.
Chiba: As mentioned earlier, I want to focus on activities that spread the insights I've gained to others. I want to create a better future ten years from now together with more people. I believe this benefits both society and myself.
Hayashi: Sustainability is about envisioning the future. Envisioning the future should inherently be exciting. I want to expand our circle of partners—including stakeholders, client companies, ourselves, and even competitors—to collectively build a happy future. And I believe people striving to make the next decade brighter should be recognized and valued in business.
──You're absolutely right. The media often focuses on pessimism. We communicators share responsibility for that.
Hayashi: If we think "one mistake means you're done," people become afraid to challenge themselves, companies won't move, and nothing changes. We won't progress without allowing for errors. There have been several controversies involving people with disabilities this year, but they didn't end with the backlash. Instead, the affected individuals and companies discussed and created solutions afterward. We don't know everything, so sometimes we make mistakes. What matters is what we do from there. Sustainability challenges never end. I really hope the media will communicate the process of improvement.
Chiba: In web accessibility too, when we diagnose sites, people often react pessimistically: "Why is ours so bad? Our site is completely inadequate." But it's not that what's currently lacking is inherently bad . What's important is recognizing what's missing and then thinking about what can be done. With that mindset , I hope people will consider making at least one improvement, no matter how small, to make things better than they are now.
[After the Interview]
"The scariest thing is thinking you understand when you don't."
On the day of the interview, just as we were about to move on to photos after over an hour of talking, Hayashi suddenly remarked. Chiba nodded in agreement beside him.
Mr. Hayashi, who has been involved with Dentsu Diversity Lab since 2011, and Mr. Chiba, who consults for companies starting with web accessibility. Having worked with many people with disabilities, they are two individuals who could generally be said to "understand."
His words, "We will all become disabled at some point in our lives. For some, it's 10 minutes; for others, 30 years," were startling.
This interview offered many words to remember, not just about disability inclusion, but about everything: "There isn't a beginning and an end" (Hayashi).
(Interviewer: Nozomi Takasaka, Co-Editor-in-Chief & Brand Director, Business Insider Japan)
Learn more about "Co-creation Consulting for Inclusion and Business Growth"
Details on "Web Accessibility Consulting Services"
(Business Insider Japan Brand Studio)
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Author
Junko Chiba
Dentsu Digital Inc.
As a web producer, I have been involved in corporate website redesigns and operations, as well as campaign site development. Since 2023, I have launched a web accessibility project and work as a consultant to improve the accessibility of corporate websites. Color Certification UC Level / UX Certification Foundation.
Takahiro Hayashi
Dentsu Inc.
Joined Dentsu Inc. in 2003. Served as a strategic planner, working across the entire spectrum of strategy—from communication strategy to business strategy, product development, and event/space production. Joined the internal task force Dentsu Diversity Lab in 2011, and launched its successor, dentsu DEI innovations, in January 2025. Launched "Inclusive Marketing®" in 2017, promoting it as a new strategic framework connecting societal DEI challenges with corporate business. Extensive experience in speaking engagements, writing, and consulting. DEI Consultant / UCDA Certified Level 2 Producer / First-Class Architect.
