Social issue

Where Do Companies Start? Two “DOs” Revealed at the Global Nature Positive Summit 2026

The “Global Nature Positive Summit 2026” was held in Kumamoto in July 2026. Through this summit, we will explore how companies can approach nature-positive initiatives.

Yurika Mori, Yuka Sawai

Dentsu Inc. and the Fun Nature Positives [3/3]

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“Moms’ Real Lives” Lead to the Next Insights: Mama Lab × Ami Kikuchi Special Roundtable Discussion

Dentsu Inc. Mama Lab, a Dentsu Inc. work tank founded by a group of mothers raising children, has been sincerely engaging with the true feelings of moms and children and proposing solutions to their challenges.For this session, we welcomed TV personality Ami Kikuchi—who is raising two children, ages 6 and 1—as a guest. Together, we held a roundtable discussion and tried out “Mirai-ku Palette,” a card-based brainstorming tool developed by Mama Lab, as we discussed the insights of Reiwa-era moms and common parenting experiences.

Ami Kikuchi, Matsubara Erika, Hironori Nakajima, Rie Saito, Dentsu Inc. Mama Lab

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Putting Local “People” in the Spotlight: A Closer Look at the “Magnet Concept” Paving the Way for Tomakomai City’s Future

“Ignite Your Love for the Region” is a series that explores the ambitious initiatives and underlying passions of the “people” who love their communities, bring out their unique charms, and revitalize them. For the second installment, we spoke with Masahiko Nishikawa of the City Promotion Division, Policy Promotion Office, General Policy Department, Tomakomai City; Mitsuki Masuda of Dentsu Hokkaido Inc.’s Future Creative Center Hokkaido (FCCH); and Seiichi Masuhara and Takaaki Koshiba of Dentsu Inc.’s Future Creative Center (FCC) about the initiative that gave rise to the “Magnet Concept” in Tomakomai City, Hokkaido.

Masahiko Nishikawa, Masuda Mitsuki, Takaaki Koshiba, Seiichi Masuhara

Ignite a passion for your community [2/2]

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Why Did We Hang “Ghost Umbrellas” on the Trains? The New Role of Train Advertising

The “GHOSTrain” project became a huge hit on social media.Those “ghosts,” crafted from repurposed plastic umbrellas, were suspended inside the train cars as if floating, capturing the attention of many passengers. In fact, they were made from real plastic umbrellas left behind at stations and on trains. While this initiative might seem, at first glance, like a unique way to generate buzz, it was driven by social issues such as lost items and plastic consumption—as well as the desire to “uncover new possibilities for train advertising.”

Shogo Takahashi, Tatsuro Hasegawa, Yoko Tatsumi

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Trending Terms for October 2026

Attention is also turning to the technologies that underpin the evolution of AI. One such technology is “CPO (photoelectric integration),” which helps reduce power consumption. At the same time, as AI becomes more prevalent in our daily lives, a new challenge has emerged: “cognitive surrender,” in which people accept AI’s answers without question. How far will technology advance, and how should we engage with it? Here are October’s trending terms.

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Reducing Food Waste While Enjoying “Flavor Variations”: Now Accepting Ideas for the “Leftovers Meal Challenge” Until October 8

“NoPeko Lab,” a project within Dentsu Inc. (Social Design Engine) that aims to solve all issues related to “Children and Food,” is conducting the “Nokosan Rice Challenge” on social media—an initiative that reduces food waste while allowing participants to enjoy “flavor variations.”

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There are approximately 6,470 nature programs aired annually! What kind of content contributes to biodiversity conservation?

Creative expression has the power to foster understanding of wildlife and inspire action toward coexistence. How can we unlock this potential and incorporate it into our content? To explore this theme, we spoke with members of the “DENTSU Ecosystem LAB”—which addresses various challenges related to ecosystem conservation and devises communication strategies for solutions—as well as members of the “Biodiversity Media Organization Rooting Our Own Tomorrows,” which developed and released “Guidelines for Animal Content” for the media in 2025.

Satomi Kinoshita, Yoko Yasuka, Ayako Nagakura, Rion Sugiyama

Considering "Ecosystems × Business" [5/5]

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Asahi Earth Conference 2026: “Let’s Talk About the World in the AI Era and Sustainable Happiness” Opens October 23

The Asahi Shimbun is accepting registrations for the “Asahi Earth Conference 2026,” which opens on Friday, October 23, via its official website. The overarching theme is “Let’s Talk: The World in the AI Era and Sustainable Happiness.”

Online (その他のオンラインツール)
Offline (東京ミッドタウン八重洲カンファレンス4階)
[2026/10/14]

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LGBTQ+ 2026 Survey—What Everyday Barriers Were Revealed Through the Voices of LGBTQ+ Individuals?

Based on the content of the digital book *Thinking You Understand vs. The Real Story*—created using Dentsu Inc.’s survey results and the real voices of LGBTQ+ individuals—we examine the daily challenges and coping strategies faced by these individuals, as well as the changes they hope to see, which are often difficult to discern through institutional policies alone.

Oshima Yoshika, Ayaka Kaido

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Reaching 2 million people through a collaboration between Dentsu Inc. and Rakuten. What is the “SOS Challenge,” which supports biodiversity through everyday “shopping”?

Can companies that adopt living creatures as their symbols create a significant social impact—one that no single company could achieve alone—by “flocking” together like animals? In May 2025, dentsu Japan (part of the Dentsu Group in Japan), together with the Rakuten Group—which shared this vision—launched the donation-based shopping campaign “SAVE OUR SYMBOLS CHALLENGE supported by Rakuten” on “Rakuten Ichiba.”

Shunsuke Hata, Kawabata Mai, Satomi Kinoshita

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Trending Terms for September 2026

“Aquaponics,” which explores new approaches to food production; “Active Bystander,” which encourages people to take action to support others; and “Agentic Defense,” which symbolizes an era where AI protects AI. September’s trending terms reflect the changes surrounding us—from responses to environmental issues to the nature of the workplace and society, and the evolution of technology. We’ll be focusing on new initiatives aimed at creating a sustainable and secure society.

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“Advertising Elementary School” 20th Anniversary: Lessons for Creating the Future in Hokkaido

At this new school, established during an era of population decline, children took on the challenge of creating commercials to shape the future of their community. On July 15, 2026, a special class organized by Dentsu Inc.’s social contribution initiative, “Advertising Elementary School,” was held at Nakafurano Gakuen, a public school in Nakafurano Town, Hokkaido. The event was part of the “Hometown Commercial” program—an extension of “Advertising Elementary School,” which is celebrating its 20th anniversary this year—and was attended by 23 fifth-grade students.

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Reflecting on the contributions of RD workers living with intractable diseases. “RD Worker Forum 2026” Held

On July 14, 2026, the “RD Worker Forum 2026” was held at Juntendo University. “RD Workers” are people who, while living with intractable diseases, “want to work, are able to work, and are working.” Under the theme “Opening the Path for Working with Intractable Diseases—Toward a Society Where Everyone Can Work Easily,” speakers from diverse backgrounds—including people living with intractable diseases who are working and corporate HR managers—gathered for lively sessions.

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How does co-creation with people with disabilities transform corporate research and value creation?

Tsukuba University of Technology and Dentsu Inc., in collaboration with Asahi Kasei Homes LONGLIFE Research Institute, conducted a workshop. We explore what co-creation with stakeholders can change within companies and what is needed for the future of living, where people from diverse backgrounds coexist.

Shinichiro Kawai, Maiko Umemoto, Kento Yamada

How should companies approach the "implementation" of inclusion? [2/2]

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“The resolve to see it through” drives companies forward—the intersection of individual passion and organizational execution

[This article is recommended for...] Those who want to go beyond CSR and leverage their business and organizational strengths to address social issues; those who want to move individual ideas and proposals forward toward internal understanding, approval, and implementation; and those seeking tips for instilling a sense of purpose and improving employee engagement. This year, too, we’re taking on social issues with determination...

Inokuchi Tadashi

Beyond Conference Report [4/4]

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