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Our Purpose and Value Creation
PURPOSE
To Realize a Kirei World in Which All Life Lives in Harmony
We aim to create a Kirei life for people, society, and the planet through creation and innovation building a future where all life enjoys more fulfilling and enriched lives.
We aim to realize a Kirei world in which all life lives in harmony by contributing Kirei in three areas; Kirei that makes life shine for each and every person, Kirei that makes everyone smile in their everyday lives, and Kirei that realizes a sustainable ecology.
This has been our philosophy since our founding over 130 years ago.
The Japanese word kirei describes something that is clean, well-ordered, and beautiful all at once. For Kao, this concept of Kirei not only describes appearance but also attitude—a desire to create beauty for oneself, for other people, and for the natural world around us. At Kao, Kirei is the value we want to bring to everyday life through our brands, products, technologies, solutions, and services—now and in the future.
Kao’s Value Creation
We aim to maximize the power and potential of our employees, evolve Yoki-Monozukuri, and transform into a robust business through strategic investment.
By enhancing corporate value through this cycle, we strive to become an indispensable company in a sustainable world.
We aim to maximize the power and potential of employees, evolve Yoki-Monozukuri, enhance corporate value through transformation of five business fields, and become an essential company in a sustainable world.
All our activities are supported by our corporate philosophy, ‘The Kao Way’, and our ESG strategy, the ‘Kirei Lifestyle Plan’.
Commitment to the Future
We pledge our focus on four social issues: Environmental Issues, Aging Population, Pandemics, and Challenges associated with Diversification through enhancing existing businesses and accelerating the creation of new businesses.
In 2021, we established “Our Commitment to the Future” based on “Kirei Lifestyle Plan” actions that were strongly related to our business, and will promote activities to fulfill our commitment.
Regenerative Lifestyles
Plan for and enable regeneration.
We strive for a planet where all people live more fulfilling and enriched lives with peace of mind by promoting new practices in cleanliness, beauty, health, and the environment that are easy for anyone to do.
Toward Carbon Negative
Move beyond CO2 reduction and unlock CO2 recycling.
We will reduce CO2 through our activities and the use of our products and services as much as possible. Furthermore, we are aiming to be carbon negative by developing technologies in which CO2 in the air is recycled in raw materials.
Zero Waste
Waste nothing. Period.
We use precious resources without waste and return products to raw materials after use. Our absolute goal is zero waste from our business activities.
Precision Life Care
Every person is unique. Our solutions will be too.
We offer tailored solutions to meet the unique needs of every individual, achieved through a precise understanding of physical, environmental, and underlying circumstances.
Leave No One Behind
Innovation can be for everyone. We won’t stop.
We leverage our assets to make meaningful progress in providing peace of mind for all people grappling with serious challenges posed by aging and illness, empowering them to live each day to the fullest.
The Kao Way (corporate philosophy)
The “Kao Way” embodies our corporate philosophy and is the foundation of Kao’s business activities. Accordingly, it acts as a guiding principle for all of our members, bringing together the growth of our company and that of our individual members. As such, it is an essential element in making the work we do more rewarding and instilling in us a sense of purpose.
Corporate Message, Logo and Symbol
Learn about the thought process behind our corporate message, logo, symbol, and key visual.
