Hakuhodo SX Professionals, a division of Hakuhodo Inc., worked together with HAKUHODO PRODUCT’S INC., HAKUHODO Gravity Inc., and Hakuhodo DY ONE Inc. to launch “Hakuhodo SXP Circular Solutions,” a comprehensive solution that supports companies in their transition to a circular economy. Drawing on our expertise in the circular economy field, we collaborated on the development of the “Circular Value Circle,” the UX planning model at the core of this solution.
About “Hakuhodo SXP Circular Solutions”
Against a backdrop of rising crude oil prices and growing difficulty in securing critical minerals, shifting to business models premised on resource circulation has become an urgent priority for many companies. As businesses move away from the traditional “linear” model toward a “circular” model built around sharing, reuse, repair, remaking, and recycling, new brand touchpoints are emerging between companies and consumers. This solution aims to position consumers not merely as consumers but as “co-creation partners” who cooperate in resource circulation, so that companies and consumers can create valuable UX together.
What Is the UX Planning Model: Circular Value Circle?
The “Circular Value Circle,” developed with our collaboration, is a UX planning model that systematizes the motivations that make consumers want to cooperate with the circular economy. It classifies 30 types of consumer side motivations into eight “consumer values,” such as “fun,” “value for money,” “peace of mind,” and “self fulfillment and growth.” It visualizes the structure in which consumers who feel these benefits and participate in co-creating circulation drive four “corporate values”: sales growth, risk reduction, brand strengthening, and cost reduction. The model serves as a guide for designing circular UX starting from consumer thinking.
This solution supports companies’ transition to circular businesses across the following four areas.
- Circular business consulting
- Circular product development using recycled materials and other resources
- Support for circular marketing and UX development
- Support for building resource circulation systems
Going forward, we will continue to draw on the expertise we have built in the circular economy and sustainability fields, contributing to the realization of a circular society through co-creation with a variety of companies and partners.
[Reference page] Hakuhodo Inc. news release “Hakuhodo SX Professionals collaborates with three group companies to launch “Hakuhodo SXP Circular Solutions,” supporting companies’ transition to a circular economy (in Japanese)”