Kao launches new ESG Strategy “Kirei Lifestyle Plan” to support consumer lifestyle changes

On April 22, 2019, Kao Corporation announced a new global ESG (Environmental, Social, and Governance) strategy, the Kirei Lifestyle Plan, to support consumer lifestyle changes.

In the face of global challenges like climate change, aging societies, resource scarcity and the management of materials such as plastics, consumers around the world have expressed growing desire for a gentler and more sustainable way of living, which Kao has named the Kirei Lifestyle. The Japanese word ‘kirei’ describes something that is clean, well-ordered and beautiful, all at the same time. For Kao, this concept of Kirei not only describes appearance, but also attitude— to seek to create beauty for oneself, and also for other people and for the natural world around us.

To deliver this vision of a Kirei Lifestyle for all, Kao has set three bold commitments supported by 19 detailed leadership actions for the business to deliver by 2030: 1) “Make my everyday more beautiful” by empowering at least 1 billion people by 2030 to enjoy more beautiful lives — greater cleanliness, easier aging, better health and confidence in self expression; 2) “Make thoughtful choices for society” by ensuring that 100% of Kao brands make it easy for people to make small but meaningful choices that, together, will shape a more resilient and compassionate society; and 3) “Make the world healthier and cleaner” by promising that 100% of Kao products will leave a full life cycle environmental footprint that science says our natural world can safely absorb.

Dave Muenz, Executive Officer in charge of Kao’s  ESG Division, notes that, “Our approach to developing the Kirei Lifestyle Plan was to think about how we can service the needs and desires of consumers to live more sustainable lifestyles and contribute to a more sustainable world, as envisioned by the United Nations Sustainable Development Goals. The Kirei Lifestyle Plan outlines how Kao will strive to realize the Kirei Lifestyle for all – living a beautiful life inside and out.”

As a manufacturer of consumer goods, Kao aims to integrate ESG as the foundation of its business management to accelerate business growth and create value for consumers and society.

You can read more about Kao´s Kirei Lifestyle Plan in the Sustainability section: https://www.kao.com/emea/en/sustainability/