Hakuhodo Gravity Launches "Hakuhodo SXP Circular Solutions" in Collaboration with Three Hakuhodo DY Group Companies to Support Corporate Transition to a Circular Economy

Hakuhodo Gravity Inc. (Headquarters: Chiyoda-ku, Tokyo; President & CEO: Yasuyuki Kurohara; hereinafter referred to as Hakuhodo Gravity) is pleased to announce the launch of "Hakuhodo SXP Circular Solutions," a comprehensive solution to support companies in their transition to a circular economy, as part of the "Hakuhodo SX Professionals" initiative. This launch is in collaboration with Hakuhodo Inc., Hakuhodo Products Inc., and Hakuhodo DY ONE Inc.

This solution utilizes the proprietary UX planning model "Circular Value Circle," developed by Hakuhodo SX Professionals in cooperation with Artiql Inc. (formerly Harch Inc.; Headquarters: Minato-ku, Tokyo; President: Yu Kato), a company with leading expertise in the circular economy field in Japan.

Hakuhodo Gravity will leverage its knowledge cultivated in the fashion and lifestyle sectors, along with an understanding of current needs, to create circular actions from communication planning to activation execution.

Background

Against the backdrop of rising crude oil prices due to recent geopolitical risks and difficulties in procuring underground resources, including critical minerals, the transition to a "circular economy" – which involves circulating resources and shifting to sustainable business models – has become an urgent priority for companies. By moving from the conventional "linear" model of resource extraction, manufacturing, consumption, and disposal to a "circular" model that incorporates resource circulation processes such as sharing, reuse, repair, remanufacturing, and recycling, new brand touchpoints are emerging between companies and consumers. The key to future business success lies in viewing consumers not just as "end consumers" but as "co-creation partners" involved in distribution and resource recovery, and co-creating valuable UX (customer experiences) at each touchpoint with consumers.

Hakuhodo Gravity has previously executed various planning and development projects in the fashion x sustainability domain. The fashion industry is considered one of the industries with an extremely high environmental impact. While the recent rise of social media and the resulting acceleration of trends and price reductions have accelerated mass production and mass disposal, clothing holds "rich potential for long-term use through reuse and repair," and initiatives towards a circular model are rapidly gaining momentum within the industry. By combining the expertise accumulated by Hakuhodo Gravity in this field with the outstanding specialized knowledge of its group companies, this solution has been developed to provide integrated support from strategy planning to implementation of circular solutions.

Features of "Hakuhodo SXP Circular Solutions"

This solution, spearheaded by Hakuhodo SX Professionals and involving collaboration among four Hakuhodo DY Group companies, aims to socially implement the co-creation of resource circulation between consumers and companies, thereby supporting the transition to circular businesses.

Utilization of the UX Planning Model "Circular Value Circle"

Roles of Each Hakuhodo DY Group Company

In cooperation with Artiql Inc. (formerly Harch Inc.), a company with leading expertise in the circular economy field in Japan, we have developed the proprietary UX planning model "Circular Value Circle." This model categorizes 30 types of motivations that encourage consumers to cooperate with the circular economy into "8 Consumer Values" such as "Enjoyment," "Benefit," "Security," and "Self-fulfillment and Growth." It systematizes the structure by which consumers entering the circular co-creation loop, feeling benefits, leads to "4 Corporate Values" such as sales expansion, risk reduction, brand strengthening, and cost reduction, and is utilized for planning circular UX from a consumer perspective.

Four Areas of Provision

1. Consulting for Circular Businesses 2. Development of Circular Products Utilizing Recycled Materials, etc. 3. Support for Circular Marketing and UX Development 4. Support for Building Resource Circulation Systems

Hakuhodo (Hakuhodo SX Professionals): Business design and consulting, strategy formulation using the Circular Value Circle, and integrated communication design.

Hakuhodo Products: Responsible for implementing circular UX at consumer touchpoints through product development utilizing recycled materials, etc., and planning, production, and promotion of store experiences and pop-ups for repair and recycling.

Hakuhodo Gravity: Creates natural circular actions that resonate with consumer sensibilities through communication design and execution that combines expertise in the fashion and lifestyle domains with trends.

Hakuhodo DY ONE: Collects and analyzes consumer data at digital touchpoints, builds digital platforms that encourage consumer circular actions, and provides digital media integration solutions.

Future Outlook

Hakuhodo Gravity will continue to translate social issues into "values that people want to choose" rather than "what is right" through communication. We aim for a future where the relationship between society and things is richly reconstructed through approaches that appeal to sensibilities, rather than mere one-way awareness campaigns, thereby promoting a change in consumer perception.

<About Artiql Inc. (formerly Harch Inc.)> https://artiql.jp/

A creative company with leading expertise in the circular economy and sustainability fields in Japan. It systematizes advanced global case studies and the theory of "circular design," which is essential for building circular business models, and promotes co-creation projects for business creation and organizational transformation for companies.

<Company Overview>

Hakuhodo Gravity Inc. https://h-gravity.co.jp

An agency that handles everything from strategy planning to creative production and general advertising operations for brands primarily in the fashion, luxury, and lifestyle sectors. It provides total creative solutions that maximize brand value by closely aligning with the brand's vision.

[Contact Information for Inquiries]

Hakuhodo Gravity Inc. Public Relations: Asatsuma

E-mail: [email protected]

Please be sure to include your company name, department, name, and contact information when making inquiries.