Waseda × Dentsu Inc.: Creative Session "Future Studies" Held to Co-Create the Future - Event Report

On Tuesday, October 28, 2025, a special joint lecture titled "Futurology: Waseda × Dentsu Inc. - 200 Minutes of Inspiration for the Future" was held at Waseda University, organized by Dentsu Inc. and the Waseda University School of Commerce.This lecture was part of Waseda University's "Global Management Program," which aims to cultivate "business leaders who contribute to the international community." It was designed as an opportunity for all university students to experience "future-creating thinking methods."

The lecture consisted of two parts: "Future Studies I," which provided insights from Dentsu Inc. Future Business Creation Lab* and "Future Studies II," where students simulated a creative session and output their own "desired future."

*Future Business Creation Lab: A cross-functional organization within the Dentsu Group that provides business solutions leveraging future perspectives, such as new business development and mid-to-long-term strategy formulation.

At the outset, Professor Shinichi Hirota of Waseda University's School of Commerce and Business stated in his opening remarks, "Traditionally, universities have been places to learn about past events and phenomena, but now it is necessary to think about the future. May this opportunity to learn alongside Dentsu Inc., which creates the future, serve as a catalyst for that shift."

Next to take the stage was Mr. Yo Fukushima, an alumnus of Waseda University, who works at Dentsu Inc. Drawing on his own experiences as a student, he shared his thoughts on the lecture: "Precisely because Waseda students possess the 'pioneering spirit' to proactively challenge new things, I want them to think about the future, and I believe they have that ability."

Futurology I: Learning "Vision Driven" to Create the Future

In Future Studies I, Kentaro Yoshida, Founder of Dentsu Inc. Future Business Creation Lab, delivered a lecture themed "How to Create the Future."

In recent years, the need to think about the "future" has grown, partly because the reality is that what we take for granted can change easily. Mr. Yoshida presented an example where the usage rate of a certain smartphone payment service surged from 0% to over 60% in just seven years. The audience reacted with surprise at how the "norm" can transform in less than a decade.

Mr. Yoshida stated that such changes represent opportunities. Introducing eight perspectives on the future—including shifts in population, temperature, and information—he emphasized that change should be viewed not as a challenge but as an opportunity.

"The crucial point is that 'the future is not something to be predicted, but something to be created.'Behind every great success lies a vision. What society needs now is not 'Issue Driven' problem-solving that merely reduces existing challenges, but 'Vision Driven' value creation where we build the future we want together with our peers. In this 'Futurology' course, I challenge you all to take the first step: articulating the 'future you want to create' through a creative process."

Futurology II: Future Creative Session – Outputting the Desired Future Landscape

In the latter half, 'Futurology II,' participants engaged in an output session using Dentsu Inc.'s 'Future Creative Session' method, employed when co-creating futures with clients. The 'Future Creative Session' is a creative process distinct from both judgment-based meetings focused on agendas and brainstorming sessions. Its goal is to draw out each participant's ideas and 'build upon them.' This session aimed to provide the approximately 200 students in attendance with a simulated experience of this future-building process.

The theme was "How can Japan become a society that sparks excitement?" First, participants discussed everyday obstacles to excitement, then framed questions based on these. Real student perspectives emerged: "I'm unsure if hanging out with friends is the goal or taking Instagram-worthy photos is," "Fear of taking a different path from others prevents me from freely choosing my lifestyle," and "Job hunting is starting earlier and lasting longer."

A common question emerging from the opinions was "Our daily lives have become fixed." The session then progressed to a phase of "envisioning future landscapes," where participants considered action plans addressing this question.

Numerous flexible "future landscapes" emerged to overturn fixed routines, such as: "Flat-rate housing allowing free movement between living spaces," "Trains with themed cars—like sleeping cars for those who want to rest or live-stream viewing cars for fans," and "Extending high school by two years to create time for future planning."

AI-Generated "Commitment Declarations for the Future"

Finally, using a system created by Dentsu Inc. producer and AI master Yoko Kibata, each participant made their own "Commitment Declaration to the Future."Students input their own photos and specific visions of the future, and the AI generated an image of their "future self." Diverse and unique declarations emerged, such as "A mother fluent in multiple languages working with people worldwide," "A metal trader connecting the world," and "A future where I can work surrounded by dogs," generating great excitement in the venue.

After the session

Masuhara stated, "It's crucial that each person shares their opinions and we all grasp the future together, just like we did today. I want you to take the wheel of your own life, not follow someone else's path. I also want to further evolve futurology as a space where we all create the future together."

Finally, Professor Tetsu Nakade of Waseda University's School of Commerce and Management remarked, "The venue felt unified, like watching a single stage. Learning about the past is for the sake of the future; only with that perspective does it gain meaning. I felt university education needs to evolve further. Dentsu Inc., who prepared this lecture by incorporating student opinions, seemed like they came from the future, teaching us how future classes should be." With that, the session concluded.

Creating opportunities for industry and academia to collaborate and proactively shape the future directly contributes to cultivating "talent who create the future." "Futurology" is an initiative expected to unfold in the future as a means to unlock the thinking and imagination of the next generation.