SUSTAINABILITY

Since setting up our Niigata office in 2019, we have been focusing on the development of digital marketing talent in Niigata, with the support of the prefectural and municipal governments, as well as educational institutions. In 2023, we launched Full Swan Cup, a joint marketing competition for students co-organized with Albirex Niigata on the theme of “filling the Denka Big Swan Stadium with capacity crowds.” With localized topics, we aim to initiate and involve the promising younger generation in digital marketing.

We are involved in the organization of a nationwide programming competition for elementary schoolchildren called Zero One Grand Slam. By promoting the development of programming education for elementary school pupils, we aim to help achieve “quality education,” Goal 4 of the Sustainable Development Goals (SDGs).

Hakuhodo DY ONE is implementing a project-based learning (PBL) program intended to develop data scientists in an industry–academia partnership with Tohoku University. To address the social issue of an increasingly severe shortage of IT talent, we are integrating our practical business knowledge with the advanced academic, scientific and educational capabilities of Tohoku University. We thus offer datasets integrating our expertise developed though business activities in the field for simulation in lectures for graduate students to give them the opportunity to actually perform data analysis. Through this initiative launched in 2018, we have been providing advanced data science education combining theory and practice, effectively helping to develop the next generation of leading talent.

“Read for Green – Support for post-wildfire recovery in Ofunato” is a project to support forest regeneration organized by LY Corporation under the concept of “greening by reading.” Designed to help reconstruct the disaster area in Ofunato, Iwate Prefecture, which suffered large-scale wildfires in February 2025, this project was implemented from February 26 to March 26, 2026.
The project used a mechanism that enables users to trigger donations by the simple act of reading an article on post-disaster recovery or forest regeneration in Ofunato. Funded by us and LY as sponsors, a user can donate 50 yen to the municipality of Ofunato by clicking on the “support” button at the end of the article, to be used for financing recovery efforts including for the restoration of local forests or the prevention of disasters.
Hakuhodo DY ONE participated in the project as it recognized its social value in translating the digital actions of users into real support.

Hakuhodo DY ONE’s Reiwa Senior Research Institute is a research unit that studies the behavior of older consumers today, who have become increasingly active in digital communication, defining them as “Reiwa seniors.” With over 80% of the senior population using social media with a deep curiosity and seeking connections, the Institute reports on their situation through our unique surveys including the Reiwa Seniors White Paper. We also assist marketing with The Granfluencers, or influencers of the senior generation. Through these activities, the Reiwa Senior Research Institute aims to facilitate communication for both the senior population and society at large.

Hakuhodo DY ONE’s Hello Z is a research unit specialized in marketing for the younger generation mostly composed of our junior members and students. As more people seek meaningful consumption focusing on the intrinsic value and social contribution of businesses amid diversifying definitions of value, our unit analyzes insights into youth today in depth by listening to their individual opinions, and not simply relying on theories about the generation. We help clients achieve sustainable brand growth by designing optimal communications that resonate with younger people through such activities, thus building real and close ties between clients and the next generation.