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The Hakuhodo Institute of Life and Living

The Hakuhodo Institute of Life and Living (HILL) was established in 1981 as a flagship organ of Hakuhodo, an advertising company that advocates the concept of "sei-katsu-sha" (consumers as real, living people, not mere statistics). It goes without saying that Hakuhodo, as an experienced player in marketing and communication, is constantly striving to find solutions to its clients' problems. Solving these diverse and highly individual problems depends on the vector of sei-katsu-sha, i.e. monitoring the latest trends in consumer lifestyles. All consumer needs – food, housing, leisure, access to information – move in line with larger social trends. With this concept in mind, the Hakuhodo Institute of Life and Living conducts research to glean consumer and social trends from a holistic viewpoint, reaching beyond the limits of markets or sectors.

Hakuhodo Institute of Activation Design

Activation design is a sophisticated planning method for stimulating sei-katsu-sha behavior. Through extensive research, we identify pressure points that trigger specific consumer actions, including visiting a store, trying a product for the first time, setting a purchase intention, and recommending a product or service to others. Built on the foundation of sei-katsu-sha insight, the Institute's ongoing work involves active measurement of real changes in sei-katsu-sha behavior and analysis of both Japanese and international samples.

Hakuhodo Brand Design

Branding speaks to a company's essence, or that which makes it unique. To identify this essence, Hakuhodo Brand Design examines the company's history, what its customers and employees think of it, and what its competitors are doing. It gives form to the essence in business strategies, CI, naming, space and product development, and internal branding. Our partnership and collaborative relationship with the neuromarketing consultancy Buyology Inc. enables us to give form to perceptions and emotions sei-katsu-sha are unable to express, opening the door to new marketing ideas.

Hakuhodo Youth Life Lab

Young people are inclined to great and sudden changes. To understand the cornerstones of their values and lifestyles and develop appropriate marketing approaches, Youth Life Lab works together with young people to continuously study them from a variety of perspectives.

Kodomo-Gokoro Factory

Kodomo-gokoro, which translates to "the child-like mind," suggests a sense of curiosity and play that is instinctive to human beings. Kodomo-gokoro insights uncovered by the Factory are used in the development of content and of more incisive communication between companies and sei-katsu-sha and society and sei-katsu-sha.

Institute of Smart x Urban Design

Our experts in urban design assist clients at the conceptual stage of projects, participate in strategic planning, and handle design and branding work. The Institute strives to enhance quality of life value through innovations that optimize infrastructure, lead to sustainability and enhance civic pride.

Hakuhodo Innovation Lab & Innovation Design

Innovation Lab & Innovation Design focus on new ideas impacting corporations and society. These specialized teams assist in product and new business development and seek innovative solutions to social challenges using sei-katsu-sha insights. Analytical methods include futures visioning, field research for discovering opportunities, concept planning, and prototyping.

Hakuhodo Experience Design

sei-katsu-sha have access to more brand information than ever before. Experiential media such as stores, exhibitions, events, showrooms and factories where sei-katsu-sha encounter brands are important touchpoints for obtaining brand information and real experiences of a brand. Hakuhodo Experience Design offers total design-to-implementation services that pivot on the real experiences sei-katsu-sha have with brands.

hakuhodo i+d

Hakuhodo i+d is a specialist social design unit that applies the power of design to social challenges. It brings together government representatives, citizens, universities and companies to use the beauty of design and its power to generate empathy to devise solutions to social challenges faced at a community, national and global level. A multitude of projects using a variety of approaches to regional challenges are underway, including production of a new Parent & Child Health Handbook, "I can do..." vests for supporters helping after the Great East Japan Earthquake disaster, and the Community Travel Guide initiative, which promotes encounters between tourists and local residents.

Hakuhodo Institute of Shopper Insight

Hakuhodo Institute of Shopper Insight is a hands-on think tank that considers selling from the standpoint of buying and develops ideas and designs that address unique marketing challenges. Less a desire for things, shopping is now the primary value itself—we call this the desire for shopping. Using sei-katsu-sha insight, we model scenarios to satisfy the desire for shopping and better product encounters.

Institute of Elder Knowledge and New Adult Culture

People over the age of fifty now account for the majority of the Japanese population. Traditional perceptions of the middle and older years are disappearing and a "new adult generation" of people in their 40s–60s has appeared. From its research and studies into this new adult generation, the Institute develops communication strategies for cities, products and media, and makes a broad array of other proposals.

Kosodate Family Lab

The traditional Japanese family is undergoing rapid evolution. Today's families are diverse in their lifestyles and the way they raise their children. Among the most significant changes are families in which both parents work, women opting to delay starting their families, fathers taking a larger role in childrearing and new relationships with grandparents. Kosodate Family Lab is building a knowledge base of information on childrearing, which we use to spot trends in the ongoing evolution of "families." The Lab's research into lifestyles and consumption patterns of families enables us to propose more effective communication.

Working Mothers Link

A project that calls working mothers together to lend their skills and talents toward creating happiness both for working mothers and for society as a whole. Working Mothers Link promotes social actions that allow mothers to network as individuals and groups, and provides venues for them to connect, exchange information and build ideas toward realizing women’s empowerment.

Hakuhodo Energy Marketing

As the liberalization of energy approaches, the Division looks at what will change for sei-katsu-sha, the consumers of energy, as a result of having the freedom to choose who supplies their energy. A specialized business unit, the Division researches next-generation energy lifestyles and proposes new energy marketing methods to companies.

Hakuhodo Asian Women’s Conference

A network of trend-savvy women reporting from seven Asian countries, Hakuhodo Asian Women’s Conference gathers lifestyle insights from active Asian women, providing new perspectives, hints and perceptions on the Asian market.


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