TOKYO, JAPAN — Dentsu Inc. today announced the full-scale global rollout of Culture For Growth — a program first unveiled in July 2024 that leverages proprietary tools and frameworks to support the transformation of corporate culture, an essential driver for clients’ business growth. Leveraging insights cultivated through its domestic support services and Dentsu’s unique global network, the initiative aims to support corporate culture transformation to create positive impact on clients’ overseas expansion and business growth at international locations. Our approach is grounded in an understanding of the social, economic, and cultural context of each region, employee insights, and corporate needs.
In advance of the global rollout, surveys were implemented in five markets where the program will be deployed — India, Taiwan, UK, US, and Canada — to gain an understanding of corporate transformation and the current realities of corporate culture. The Employee Survey on Perceptions Concerning Companies’ Corporate Transformation Efforts was conducted from November 26 to December 10, 2024, targeting a total of 3,100 respondents aged 20–59 working at companies engaged in transformation initiatives. Findings from this research are shared below.
Global Rollout of “Culture For Growth”
In response to shifting global conditions, digital transformation (DX), and sustainability imperatives, companies have restructured business portfolios to ensure sustainable growth. Many have enhanced competitiveness and diversified revenue bases through local subsidiaries and new business creation in global markets. However, even with corporate transformation plans, issues related to corporate culture — such as inability to gain internal understanding, cooperation, and active employee engagement — have emerged as barriers to progress. As a result, corporate culture transformation is now a top-priority management agenda item for sustaining corporate growth.
Under the program, Dentsu will incorporate survey findings into its proprietary Culture Diagnostics and Talent Diagnostics frameworks — developed as part of the Culture For Growth initiative — with the aim of delivering locally adapted services. This will enable more sophisticated analysis and recommendations. Additionally, through discussions with clients and interviews conducted both internally and externally, comprehensive support will be provided from the formulation of policies and action plans through to implementation.
Survey Findings: Perceptions on Corporate Transformation
While “corporate culture” is a widely used term, it is perceived differently across regions, employee demographics, business operations, and work styles. The independent survey conducted across five markets focused on the relationship between corporate transformation and corporate culture, examining how employees perceive transformation initiatives. Key findings include:
Common Initiatives Across Markets
- Digital transformation and organizational transformation are initiatives common to all markets
- Other focus areas vary: India prioritized “launch of a new business or division,” Taiwan emphasized “material change in strategy,” and the UK, US, and Canada focused on culture change management.
Drivers of Corporate Culture
- Across all surveyed markets, company’s vision and purpose was the most frequently cited factor influencing corporate culture.
- In India and Canada, learning and development was the second most cited factor, while in Taiwan, the UK, and the US, clear strategy to achieve vision ranked highly.
Positive vs. Negative Perceptions
- Positive impressions varied by region:
— India: “leadership has the trust of employees”
— Taiwan: “we support the learning, development and career growth of employees”
— UK, US, Canada: “we have high standards for quality” - Negative perceptions also differed:
— India: “few employees have a growth mindset”
— Taiwan: “divisions are siloed, with weak relationships”
— UK, US, Canada: “decision-making processes are slow”
The degree of understanding, expectations, and perceived results of transformation initiatives also varied. India showed the highest levels of strong agreement on all measures, while Taiwan, the UK, US, and Canada reported approximately 40% agreement on understanding, 30% on expectations, and only 20% on perceived results, indicating differing levels of transformation adoption across markets.
Continuing Global Expansion of BX Services
Since 2024, Dentsu has continued to promote the global expansion of its Business Transformation (BX) services, which support clients’ transformation and growth. Grounded in over a decade of experience and knowledge nurtured in Japan, this growth-oriented consulting service excels in business transformation, corporate transformation, and sustainability strategy. Dentsu plans to further advance the global expansion of BX by combining strengths in creativity, execution, data, and technology with a marketing-oriented perspective to deliver optimal solutions.
