"Tsunagaru LOOOP" creates a new form of social contribution connected through NFTs.

With growing awareness of sustainability and the SDGs, addressing social issues now significantly contributes to corporate brand image and business growth. However, many companies and local governments face challenges in sustaining social contribution activities due to costs, lack of personnel, and other reasons, making it difficult for such initiatives to spread widely in Japan.

Amidst this, Dentsu Inc. has developed a system utilizing NFTs to "visualize" consumers' social contribution activities and connect them with supportive individuals, companies, and local governments. We have launched the " Tsunagaru LOOOP " service.

This article explains key points for sustaining social contribution activities while introducing the novelty and specific value of "Tsunagaru LOOOP" in expanding the circle of activity, and the future it aims to create.

<Table of Contents>
▼Do Japan and Overseas Have Different Attitudes Toward Social Contribution Activities?

▼How Does "Good for the Planet" Become "Good for Me," Connecting with Companies and Local Governments?

▼Creating New Customer Experiences with NFTs

▼A New Option to Promote Corporate and Local Government Social Contribution Activities

Is there a difference in awareness of social contribution activities between Japan and overseas?










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Social contribution activities require collaboration among companies, local governments, NPOs, and citizens. However, this field has yet to fully expand in Japan. We believe this stems from deep-rooted challenges within each sector.

NPOs possess strong will and passion for social contribution, yet often struggle to scale up and achieve sustainable operations. This is frequently due to limited awareness of their activities and low participation rates.

Companies also recognize the need to engage in SDGs activities beyond basic CSR. Yet they struggle to connect these efforts to core business outcomes, often facing a lack of sufficient people, resources, and funding, making continuity difficult.

For "individuals," the lack of opportunities to get involved and the absence of motivation to continue participation are key challenges.

Meanwhile, globally, examples of social contribution activities leveraging technology are increasing. For instance, initiatives utilizing blockchain technology, such as "ReFi (Regenerative Finance)," to solve social issues and provide economic incentives are trending. However, Japan currently has few such examples.

Furthermore, in regions like Scandinavia where social contribution activities thrive, governments have established systems providing incentives—such as sports tickets or public transportation coupons—to encourage residents' participation in volunteer activities. In Japan, however, a persistent cultural resistance to doing good for society "for one's own benefit" is cited as a key factor hindering the spread of volunteerism.

In other words, to sustain solutions for social issues and volunteer activities, and to generate real impact that genuinely changes society, isn't it crucial to achieve what overseas examples demonstrate: "balancing what's good for society with what's good for oneself" ( )?

What kind of system turns "good for the planet" into "good for oneself" and connects with companies and local governments?
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Amidst these domestic and international social challenges and trends, "Tsunagaru LOOOP" was developed to realize a worldview where what is "good" for society also becomes "good" for the individual.

"Tsunagaru LOOOP" aims to realize social contribution activities that are effortless, enjoyable, and sustainable. First, let's explain in four steps how companies, local governments, and individuals can engage in social contribution activities using the "Tsunagaru LOOOP" system.

It begins with designing social contribution activities undertaken by companies and local governments. These activities are not limited to specific actions; they encompass all kinds of everyday social contributions, such as cleanup activities, recycling, energy conservation, and transportation choices.

One key feature of "Tsunagaru LOOOP" is its flexibility, allowing activities to be freely defined to meet a wide range of needs. This also enables integration with existing corporate and municipal CSR initiatives and volunteer programs.


In "Tsunagaru LOOOP," social contribution activities undertaken by individuals are recorded as NFTs. NFTs are "digital certificates" utilizing blockchain technology, allowing individuals' social contributions to be accumulated in a tamper-proof manner. Companies and local governments provide incentives (such as coupons or points) for this proof of activity, encouraging continuous participation by individuals.

The history of social contributions recorded via NFTs creates "connections" between companies and individuals, and between local governments and individuals. Each individual social contribution activity connects, enabling participants to receive incentives from various companies and local governments.

Companies and local governments can achieve results by collaborating on social contribution activities. This forms a new relationship where companies, local governments, and citizens work together to realize positive outcomes for society.

Ultimately, the overall activities undertaken through "TsunaGa LOOOP," as well as the social contribution levels (such as CO2 reduction amounts or number of activity participants) for each company, local government, and individual resident, can be recorded as NFTs and visualized as data. This transparency fosters new trust, encourages further participation, and creates a mechanism for a virtuous cycle of social contribution.

Through this design, Tsunagaru LOOOP achieves the construction of an entirely new social infrastructure—one that goes beyond mere point services or CSR support. Here, the track record of social contribution activities can become part of individuals' credit information.

Creating New Customer Experiences with NFTs

For companies, we believe "Tsunagaru LOOOP" will deepen and expand their social contribution activities. Specifically, we outline three key benefits achievable by utilizing this system.

1. Strengthening Relationships with Consumers
By praising and supporting consumers' social contributions, companies can build stronger relationships than ever before. Rather than creating customer relationships based on monetary value, the experience of "doing something good for society and having a brand you like recognize it" holds significant value in fostering strong engagement.

2. Expanding Participation and Mutual Complementarity of Activities
For example, when a company's SDGs activities collaborate with "Tsunagaru LOOOP," participants from other companies and municipalities can join, creating an environment where mutual incentives are provided. This results in increased awareness and participation in the company's social contribution activities, leading to greater social impact.

3. Quantitative Visualization of Social Contribution
"Tsunagaru LOOOP" visualizes social contribution value along two axes: "Connection Contribution" (e.g., number of participants, NFT issuances) and "Impact Contribution" (e.g., CO2 reduction, waste collection volume). This clarifies the previously ambiguous value of a company's social contributions and enables continuous public relations and communication.

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A new option to promote social contribution activities for companies and local governments

"We want to continue enjoyable activities that benefit society," "We want to deepen connections with local people," "We want to clearly show the results of our initiatives in numbers," "We want a sustainable system, not just a one-time effort" — Tsunagaru LOOOP answers these needs.

For individuals, their social contribution activities—like eco-actions or volunteering—are recorded as a "history." This also connects to "personal benefits" in the form of incentives from companies and municipalities. It's an experience where individuals themselves feel they are making a tangible contribution to society.

Meanwhile, for companies and local governments, endorsing and supporting citizens' activities allows them to build relationships not merely as "messengers," but as "partners co-creating the future." This fosters trust and ultimately enhances brand and regional value.

"When you act for someone else, it comes back to you."
Spreading this positive cycle throughout society.
That is precisely the future we aim to realize through "Tsunagaru LOOOP."

Next time, we'll introduce specific examples of "Tsunagaru LOOOP" activities.