Transforming Our Corporate Culture
The Fujitsu Way
We have established the Fujitsu Way, a set of principles for all employees to observe based on Our Purpose, which indicates the reason for Fujitsu's existence in society. All Fujitsu employees work to achieve Our Purpose in their daily activities, while keeping in mind Our Values (Aspiration, Trust, and Empathy) and the Code of Conduct as they deliver value to customers and society.
Activities to Promote the Fujitsu Way
In-house Communication Initiatives
Sample pages from the Fujitsu Way booklet
Fujitsu has been deploying in-house communication initiatives to boost the degree of empathy with the Fujitsu Way.
To promote the Fujitsu Way globally, we have appointed Fujitsu Way promotion leaders as part of the corporate governance structure. These individuals are responsible for promoting the Fujitsu Way on the front lines, and they participate in regular Fujitsu Way Meetings with the CEO as a way of spurring motivation.
We have also produced a Fujitsu Way booklet and shared it with employees worldwide to ensure that each and every Fujitsu employee understands the Fujitsu Way and makes it their own. The booklet incorporates management's thinking on ways to implement change in Fujitsu. It also includes the words of former CEOs and other pioneers plus the background to their messages, which today form the company's DNA, embedded in the Fujitsu Way. We will continue to communicate the Fujitsu Way through workshops and videos, to ensure that all employees engage in the Fujitsu Way and work toward achieving Our Purpose.
Broadening the Message through Purpose Carving®
Illustration of executives who participated in 'Fujitra Radio with Leaders'
In 2020, with the need to coalesce the ideas of each and every employee to generate greater synergy and achieve Our Purpose, we started rolling out the Purpose Carving® program(*1), an initiative to shape and inform each individual's own purpose (My Purpose).
Purpose Carving® is an interactive program that enables participants to reflect on their personal journeys and values, carving out their own purpose as they contemplate the future. With 70,000 employees worldwide having completed the program as of July 2023, the overlaying of their purposes on Fujitsu's corporate Purpose provides the driving force for transformation. Fujitsu also initiated Purpose Reflections, a program in which participants reflect on the overlap between their daily work and My Purpose, engaging in growth and relationship-building initiatives which are driven by My Purpose and supported by materials and applications.
In 2021, as part of the Purpose Carving® program, we launched a program of live-streamed events titled 'Fujitra Radio with Leaders'. This enabled employees to watch interviews with Fujitsu's executive leaders, who shared their insights into their individual purposes and thoughts on transformation. A total of 38 executives took turns participating in this weekly program, attracting an overall audience of 56,500. Through such promotional activities, Fujitsu aims to generate individual and organizational behavior transformation by helping employees to discover their own purpose and by reconciling everyone's own purpose with Fujitsu's Purpose.
- *1Purpose Carving® was selected as the winner of the Excellence Award in the Corporate HR category of HR Award 2022 (sponsored by the HR Award Steering Committee and supported by the Ministry of Health, Labour and Welfare).
Sustainability Contribution Awards
The Sustainability Contribution Awards program is an in-house program established to help achieve Fujitsu's Purpose. To create the type of sustainable society that Fujitsu envisions, the entire organization - individuals and the company - must innovate and generate new value based on Our Purpose and business direction. Therefore, the Sustainability Contribution Awards are designed to not only recognize Outputs to Society, but to also include awards for Organizational Cultural Change that brings meaningful transformation to the way things have traditionally been done. General Judges recruited from within the Fujitsu Group, Fujitsu Way promotion leaders, and the CSuO(*2) serve as judges; they base their decisions on the extent to which the entries embody the values and purpose reflected in the Fujitsu Way and on the various elements of Global Responsible Business (GRB).
In FY2023, a total of 222 applications were received from Fujitsu Group companies worldwide, resulting in the presentation of one Grand Prize and five Excellence Awards. Overviews of the winning projects are listed below.
- *2Chief Sustainability Officer
Grand Prize Winner
- Rapid discovery of unknown causes and effects related to cancer drug resistance using Fugaku
In collaboration with Tokyo Medical and Dental University, we developed a technology to discover, from among more than 1,000 trillion different possibilities, the previously unknown causal factors that characterize a patient in whom a drug is expected to be effective. Fugaku was used to implement the newly developed AI technology for scientific discovery, intended to make it possible to discover new causal relationships. This technology is expected to be utilized to facilitate the discovery of effective, personalized anticancer drugs.
Excellence Award Projects
- Driving carbon neutrality across industries in a mobility society
To achieve a carbon-neutral mobility society in the last mile and in regional transportation, this project contributes to a reduction in emissions by supporting vehicle electrification and the use of renewable energy to improve the operational and energy efficiency of EVs for fleet operators (e.g., logistics, cabs, buses, and regional transportation) and local governments.
- Success in halving the search period for clean ammonia synthesis catalyst candidates
In a joint research project with Atmonia, a venture company that develops methods of ammonia synthesis designed to reduce CO2 emissions, a new quantum chemical simulation method was developed and combined with Fujitsu's AI causal discovery technology to successfully halve the time required to search for ammonia catalyst materials.
- Promoting resource recycling by making recycled materials valuable to the environment
This project is a collaboration with Teijin Limited to build and apply a platform to the market to drive the use of recycled materials and the implementation of environmentally sensitive design, utilizing Teijin's carbon fiber and aramid fiber recycling initiatives and Fujitsu's blockchain technology.
- Design thinking practices for mindset and culture reform
Over the course of a year, 704 employees contributed to solving social and customer issues by participating in a total of 308 sessions to practice and apply design thinking to their work by asking and solving their own questions based on their feelings of empathy with the issues.
One other case