People Thinking Lab is an experimental initiative by Hakuhodo, grounded in over 40 years of “Sei-katsu-sha” research. Rather than reducing individuals to a single dimension as “consumers,” it embraces the philosophy of Sei-katsu-sha Thinking, which views people as multifaceted individuals who actively engage in diverse societies. Guided by this Sei-katsu-sha Thinking approach, the project explores new ways to create value for the future.
This year’s festival focuses specifically on “how to listen to the small voices of Sei-katsu-sha.” In an era where technology has advanced and information is abundant, society is also facing growing division and intolerance. Precisely because of this, the project believes that carefully listening to these small, personal voices and weaving them into shared knowledge —holds the key to building a better future. This exhibition introduces three experimental thinking toolkits that explore the potential of listening to small voices.
The Hakuhodo Sei-Katsu-sha insight R&D Institute aspires to transform Sei-katsu-sha Thinking into a shared “technology” that can be used by various stakeholders—companies, organizations, society, and Sei-katsu-sha themselves—to co-create richer value together.
”Sei-katsu-sha” is a term we use to describe people not simply as consumers, but as fully rounded individuals with their own lifestyles, aspirations, and dreams.
