Kao values opportunities for direct customer interaction and environmental communication through sales activities.
Kao is communicating with customers about the environment using sales center networks around Japan.
Stores are the locations where direct communication with customers occurs. With this in mind, we are collaborating with local governments and retailers to promote ideas and products for eco-friendly everyday life, using informative educational materials that can be readily understood by children.
In 2017, the number of consumers in support of Kao’s Environmental Statement (first released in 2009) reached a total of 600,000 people. In 2016, Kao received the Minister of the Environment's Commendation for Global Warming Prevention Activity.
Environmental education event
Kao booth at the 2016 Sakata Industrial Fair in Sakata City, Yamagata Prefecture
Since 2012, Kao has worked in collaboration with the Chinese Ministry of Environmental Protection to organize a nationwide cleanliness and water conservation campaign. Headed by the government and Kao, the campaign's purpose is to address and raise awareness regarding water shortages in China, a pressing challenge.
From March of each year, water conservation activities are conducted across cities in China under the slogan "10,000 Liters Per Household Per Year." Since 2015, Chinese colleges and universities have also started participating in the campaign.
Between March 2017 and June 2017, 13 provinces as well as 53 colleges and universities hosted educational activities to expand awareness of water conservation and communicate the importance of water as a resource. More than 360,000 citizens and about 450,000 students have participated during the six years of the campaign.
These types of environmental education activities, cohosted with municipal governments and distribution companies, are expanding further, and now include locations such as Taiwan and Singapore.
2017 water conservation campaign opening ceremony
Hands-on one rinse cycle experiment
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