Dentsu Launches Global ‘Culture For Growth’ Program as Companies Wrestle with Transformation Challenges
Tokyo, Japan – January 16, 2025 – In a move signaling the growing importance of internal culture in a rapidly changing global landscape, Dentsu Inc. today announced the full-scale rollout of its “Culture For Growth” program. This initiative is designed to help businesses successfully navigate the complexities of corporate culture transformation, a critical factor for sustainable growth, particularly as they expand internationally and embrace digital innovation. This is breaking news for companies facing internal resistance to change, and a significant development in the business transformation (BX) space. The launch comes on the heels of a comprehensive employee survey across five key markets, offering valuable insights into the current state of corporate culture and employee perceptions of change.
The Rising Tide of Corporate Transformation & the Culture Hurdle
Recent years have seen a surge in companies restructuring their business portfolios to adapt to global shifts, digital transformation (DX), and sustainability demands. Many are establishing overseas subsidiaries and launching new ventures to diversify their earnings. However, Dentsu’s research highlights a common stumbling block: even with strong leadership commitment, initiatives often falter due to a lack of employee buy-in and internal alignment. “Transformation of corporate culture” is no longer a ‘nice-to-have’ but a ‘must-have’ for long-term success. Dentsu’s “Culture For Growth” program directly addresses this challenge, offering a locally-adapted approach to culture diagnosis and human capital development.
Key Findings from Dentsu’s Global Employee Survey
Dentsu conducted a survey between November 26th and December 10th, 2024, polling 3,100 employees aged 20-59 across India, Taiwan, the UK, the United States, and Canada. The results paint a nuanced picture of the challenges and opportunities facing organizations undergoing change. Here are some key takeaways:
Digital Transformation & Organizational Reform Lead the Way
“Digital transformation” and “organizational reform” emerged as the most common change initiatives across all markets. However, secondary priorities varied significantly. India focused on launching new businesses, Taiwan on strategic shifts, and the UK, US, and Canada on actively managing cultural change itself. This highlights the need for a tailored approach to transformation, recognizing the unique context of each region.
Vision & Values: The Foundation of Corporate Culture
Across all surveyed markets, a company’s “vision and purpose” was consistently identified as the most significant factor shaping corporate culture. However, the second most important element differed: employee development in India and Canada, and a clear strategy to achieve the vision in Taiwan, the UK, and the US. This underscores the importance of not just *what* a company aims to achieve, but *how* it invests in its people and communicates its plan.
Positive & Negative Cultural Perceptions Vary Widely
Impressions of corporate culture differed dramatically by country. Indian employees valued leadership trust and stakeholder sympathy, while Taiwanese employees prioritized skill development opportunities. In the US, UK, and Canada, the ability to produce high-quality new products was paramount. On the negative side, India cited a lack of employee growth opportunities, Taiwan pointed to poor interdepartmental relationships, and the US, UK, and Canada criticized slow decision-making processes. These regional nuances are crucial for effective cultural interventions.
India Shows Highest Employee Engagement with Change
Notably, India demonstrated the highest levels of employee empathy, expectation, and perceived results related to company changes, with over 90% of respondents expressing positive sentiment. In contrast, Taiwan, the UK, the US, and Canada showed significantly lower engagement, with only around 20-40% reporting similar feelings. This suggests that successful change management requires a more deliberate and targeted approach in these markets.
Dentsu’s Approach: Locally-Adapted Solutions
Dentsu’s “Culture For Growth” program leverages the company’s extensive experience in Japan and its global network to provide customized solutions. The program incorporates the survey findings into unique “culture diagnosis” and “human capital diagnosis” tools, offering clients comprehensive support from strategy formulation to implementation. This includes in-depth interviews with both internal and external stakeholders to ensure a holistic understanding of the cultural landscape.
This launch builds on Dentsu Group’s broader push to expand its business transformation (BX) services globally, offering a unique “growth-type consulting service” focused on business transformation, corporate transformation, and sustainability strategy. The company aims to combine its creative strengths, execution capabilities, data & technology expertise, and marketing perspective to address the diverse challenges faced by its clients.
As companies increasingly recognize that a thriving culture is the bedrock of sustainable growth, programs like Dentsu’s “Culture For Growth” will become increasingly vital. The insights gleaned from this global survey serve as a powerful reminder that successful transformation isn’t just about strategy and technology – it’s about people, and understanding the unique cultural context in which they operate. Staying ahead of these trends is crucial for any organization aiming to thrive in the modern business world.
Survey Overview: Purpose – To understand the relationship between corporate change and corporate culture, including awareness of corporate culture and how employees perceive the corporate change that the company is undertaking. Target – 20-59 year olds working at companies undergoing reform. Sample Size – 3100 (India, Taiwan, UK, USA, Canada). Method – Internet Survey. Period – November 26, 2024 – December 10, 2024. Contractor – Dentsu Macromill Insight Co., Ltd.
