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Our Purpose and Value Creation
Introducing Kao’s purpose, aspirations, five commitments to the future to tackle social issues, and corporate philosophy.
Our Purpose
To realize a Kirei World in which all life lives in harmony
Kao seeks to build the future of our children’s dreams—a world of harmony and potential for all life.
Kao has held the Kao International Environment Painting Contest for Children every year since 2010. For 11years, we have heard from more than 100,000 children sharing their hopes for the future. Our purpose embodies our commitment to their aspirations and dreams.
K25 Vision
Sustainability as the only path
Pandemics, population aging, natural disasters, environmental issues: threats like these to our everyday lives are expected to keep increasing. Kao aims to be a key part of society that is mindful of the global environment and human life while protecting future lives.
Social Issues of Focus
Kao focuses on four social issues to realize the future our children envision.
Environmental Issues
Climate change is expanding, accelerating and worsening. The issues of waste, environmental pollution and deforestation brought about by mass production, mass consumption and mass disposal are some of the issues that Kao addresses. This not only requires the effective usage of resources and reducing the environmental impact but also the ability to newly regenerate resources.
Population Aging
In a rapidly aging society, the number of people with illnesses is increasing and medical and nursing care costs are putting a strain on the economy. A system in which everyone can more effectively manage their own health is necessary for balancing the extension of healthy life expectancy and the sustainability of national finances.
Pandemics
Climate change and the increased global movement of people have made various infectious diseases caused by viruses, bacteria and parasites a familiar threat. Effective prevention of communicable diseases in everyday life is one of the issues we work on.
Challenges Associated with Diversification
The dramatic increase of products and information addressing inappropriate responses to diversification make it difficult for consumers to make the right choices, encourages waste and increases unsustainable disposal. A system is required that balances diverse product needs while reducing environmental impact.
Commitment to the Future
Kao offers five values to society to realize the future of our children’s dreams.
Regenerative Lifestyles
Plan for and enable sustainable consumption and regeneration.
We strive for a planet where all people have fulfilling and enriched lives with peace of mind while regenerating the global environment in collaboration with all of our stakeholders.
Toward Carbon Negative
Move beyond CO2 reduction and unlock CO2 recycling.
We will reduce CO2 emissions through our activities and the use of our products and services as much as possible. Furthermore, we are aiming for carbon negative by developing technologies in which CO2 in the air recycled and reused in raw materials.
Zero Waste
Waste nothing. Period.
We use precious resources without waste and revert products to raw materials after use. We strive for a world in which waste is not generated through our activities.
Precision Life Care
Every person is unique. Our solutions will be too.
We provide optimal solutions for each individual, by better understanding their diversity and accurately forecasting their future risk factors.
Leave No One Behind
Innovation can be for everyone. We won’t stop.
We fully utilize our assets to make small but steady steps so that people facing serious problems from aging and illness can live with peace of mind.
Invest to Grow
Through our five business segments of Hygiene and Living Care, Health and Beauty Care, Life Care, Cosmetics and Chemical, we are connected to people, society and the planet all day, every day. We will support the realization of “Regenerative Lifestyles” for all people by promoting new practices of cleanliness, beauty, health and the environment—practices anyone can engage in, effortlessly and enjoyably.
Our Purpose-Driven Brands
Our product brands and business brands are important touchpoints between Kao and consumers. Each brand has its own brand purpose associated with Kao’s purpose and works to solve issues faced by each customer and their family, community, and society.
Corporate Message, Logo and Symbol
Learn about the thought process behind our corporate message, logo, symbol, and key visual.
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.
The Kao Way was established in 2004 and evolved into the current future-oriented version in 2021 to help drive our transformation.
Kao’s Starting Point
Kao’s mission has been to enrich people’s lives while always building strong and productive relationships with its consumers and customers.
Learn more about the history of Kao through these five stories.