Sony Financial Group's Multi-generational Workshop at Elderly Homes using Flowers

Connecting Generations Through Art: Sony's Innovative Workshop

In a remarkable initiative, Sony Financial Group's Sony Bank and its subsidiary, Proud Life, have come together to enhance community interaction at their care facilities. Their latest project revolves around engaging the elderly residents of the "Hanakotoba" series of care homes with local children, allowing for multi-generational exchanges that are both enriching and educational.

The inaugural workshop took place in September 2023 at "Hanakotoba Nerima Heiwadai," where attendees participated in a children's meal event. Here, they crafted artistic pieces using dried flowers, fostering creativity and collaboration between the different age groups.

Sony Bank is committed to sustainability and participates in the "Rebloom Flower Project" initiated by Sony Music Entertainment. This project aims to repurpose flowers sent to concerts, giving them a second life. The workshop utilized these repurposed flowers to create artistic works and potpourri, while also educating participants about environmental issues such as "flower loss" and global warming.

By merging workshops designed for children with activities at the community's children's meals, Sony Bank and Sony Life Care Group create a vibrant space where elderly residents can engage meaningfully with the younger generation. This initiative embodies the group's vision of "living a life filled with emotion together," demonstrating a commitment to both emotional connection and community service.

As part of their future goals, the companies intend to expand these workshops to other care homes operated by Sony Life Care Group, enabling even more elderly individuals and local youth to benefit from this enriching experience. Their container for creating a fulfilling life resonates deeply with their values and objectives.

The interaction between the younger and older generations becomes a source of inspiration for all involved, fostering understanding and empathy through shared creative endeavors.

About Sony Bank and Proud Life

Sony Bank, headquartered in Tokyo, operates under the umbrella of Sony Financial Group, which includes various subsidiaries like Sony Life and Sony Property Insurance. Proud Life, a wholly-owned subsidiary of Sony Life Care Group, is responsible for managing over 35 care homes across Tokyo and Kanagawa, contributing significantly to the community by enhancing the quality of life for elderly residents.

Ultimately, this collaboration not only focuses on art and community engagement but aligns with broader objectives of contributing to the Sustainable Development Goals (SDGs). By creating spaces where stories and experiences can be shared across generations, Sony aims to promote a sense of belonging and purpose for everyone involved.

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