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Series「Sustainability and Purpose: Reflections from Consumer Perspectives During the Pandemic」

#Consumer Survey #Consumer Awareness Survey #Sustainable #COVID-19 #Purpose #Empathy #Senior

2021/08/06

Igniting the "Sense of Small Efficacy" in Women in Their 60s! Exploring Hints for Corporate Co-Creation

This series explores how consumers' sustainability awareness has changed during the pandemic and the future of corporate purpose branding. This installment focuses on women in their 60s who strongly believe that "even if each person's power is small, if they have the will, they can change the world for the better." We asked Yoko Takahashi, Chairperson of the Japan Philanthropy Association, for insights on co-creation.

Yumiko Umezu, Yoko Takahashi, Ōuchi Sakurako

Sustainability and Purpose: Reflections from Consumer Perspectives During the Pandemic[4]

Marketing

2021/04/28

What are the consumers possessing that "small sense of efficacy" essential to "comrade-type" branding?

The COVID-19 pandemic has shifted public consciousness toward "sustainability," heightening the desire not to return to pre-pandemic norms but to use this opportunity to build a better society. So, how can companies collaborate with consumers to achieve this transformation toward a "better society"?

Yumiko Umezu

Sustainability and Purpose: Reflections from Consumer Perspectives During the Pandemic[4]

Marketing

2021/02/05

The power of purpose will strengthen companies in the post-pandemic era. Purpose Design for Social Transformation

The concept of "purpose" has rapidly gained traction in Japan over the past few years. As the pandemic reshapes people's values, behaviors, and societal systems, companies must redefine their purpose, reassess the value and methods they deliver based on that purpose, and adapt to new environments and needs.

Yumiko Umezu

Sustainability and Purpose: Reflections from Consumer Perspectives During the Pandemic[4]

Marketing

2020/12/21

Toward a More Sustainable World: Five Shifts in Consumer Awareness Brought About by the Pandemic

The COVID-19 pandemic has rapidly heightened consumer awareness of sustainability, significantly influencing the desired state of society and businesses. Dentsu Inc. conducted a survey on sustainability and purpose, discovering "five shifts" in consumers' social consciousness.

Yumiko Umezu

Sustainability and Purpose: Reflections from Consumer Perspectives During the Pandemic[4]

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