Think Tanks & Specialized Units

Institute of Elder Knowledge and New Adult Culture

This Institute has been researching insights into sei-katsu-sha aged 50 and above since 2000. It continues to think about new options for mature sei-katsu-sha from a variety of viewpoints.

Hakuhodo Institute of Activation Design

“Does that nudge people into action?”

To deliver on its commitment to creating and sustaining various actions among sei-katsu-sha, including both offline actions such as visiting stores, trialing and purchasing, and online actions such as searching, visiting and posting, Hakuhodo Institute of Activation Design undertakes extensive research and development into the mechanisms and origins of human behavior, including behavioral economics, nudges, desires and triggers, and applies and implements its findings.

Hakuhodo Kyarijoken Plus（Hakuhodo Career Woman Lab+）

Hakuhodo Kyarijoken Plus (Hakuhodo Career Woman Lab+) is an in-house project of Hakuhodo upholding the vision of “creating a ‘neutral society’ in which everyone can live comfortably, based on women’s happiness.” Since 2013, it has been discovering insights, conducting surveys, and releasing information on kyarijo (women with careers). And now it has expanded its fields of expertise to include social issues affecting women in general, listening to the voices of sei-katsu-sha with diverse backgrounds, communicating information, and working with co-creation partners to provide support for marketing, ideation on projects and services, lectures at educational institutions and in-house training, among other activities. Striving to realize a future where every individual can make their own choices and achieve self-fulfillment regardless of gender, ultimately aims for a future where individuals are no longer categorized by gender or employment status.

Hakuhodo Youth Life Lab

Youth Life Lab works with young people who will have a leading role in the future, using youthful sensibilities to grasp the portents of new lifestyles and explore their potential through free thinking.

Focusing on student conferences comprised mainly of university students that discuss a wide range of topics, the Lab carefully deciphers changes in the behavior and attitudes of young people as signs of future trends in society as a whole to support brand development and marketing that will enrich future sei-katsu-sha.

Institute of 100-Year Sei-katsu-sha Life

The Institute of 100-Year Sei-katsu-sha Life is a co-creation–based living lab that considers the big question that may confront all of humanity: What will happiness look like in the age of 100-year life? It considers how happiness might look in the future by listening to a broad range of voices, then generates ideas and makes proposals that will benefit society.

In Japan, less than 30% of the population wish to live to age 100, an extremely small percentage in comparison with other countries. The Japanese do not look positively at longevity. The Institute’s ambition is to change this situation and create a positive and hopeful society in which people look forward to living to 100.

The Institute of 100-Year Sei-katsu-sha Life is a lab that explores happiness with you.

Hakuhodo Institute of Shopper Insight

Hakuhodo Institute of Shopper Insight is a hands-on think tank that considers companies’ selling from the standpoint of sei-katsu-sha’s buying. It has been involved in research and development, information dissemination and solution development in the shopper marketing domain for over two decades.

Engaging with external companies and experts, the Institute assumes a dual role: a research specialist that studies and communicates shopper insights externally, and a marketing specialist that plans customer journeys and customer experiences for clients’ brands.

The Institute also pinpoints future shopping behavior and supports the development of marketing strategies and services that will be indispensable to future business growth, effectively optimizing the relationship between the makers and sellers of products, and their buyers, namely sei-katsu-sha.

Hakuhodo Kosodate Family Lab

Hakuhodo Kosodate Family Lab is a project that researches, surveys and disseminates information about the form kosodate families (families raising children) will take in future at a time when there is no one right way to raise children and the options are infinite.

Focusing primarily on families with elementary school-aged children, the Lab proposes new perspectives and ways of thinking as marketing and communication specialists for a broad range of kosodate families with children from pre-natal to university age.

Hakuhodo Blockchain Initiative

Hakuhodo Blockchain Initiative develops new businesses and services that harness blockchain technology. Working as necessary with external partners that possess specialized skills and knowledge, including blockchain technology companies, system and service developers, token design consulting firms, legal specialists and relevant industry bodies, the Initiative aims to provide society with new value that leverages blockchain technology.