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Transforming Consumer Behavior with Innovative Marketing

The collaboration between World Eggs and Impact Holdings marks a significant shift in how marketing will be approached in consumer industries. With a focus on addressing social issues as a foundation for influencing purchasing behavior, they are launching a new model called "Issue Design Marketing." This innovative strategy connects upstream marketing design directly to on-the-ground implementation, effectively reshaping marketing into a process of reinterpreting meaning.

The Concept of Issue Design Marketing

World Eggs has developed the concept of Issue Design Marketing to identify the underlying discomforts and trends within society and the market as the core questions, or 'issues.' By rewriting existing meanings and values into a newly structured approach, they challenge the conventional views surrounding products and consumer actions. Instead of merely changing the products themselves, the focus is on altering perceptions to update the significance of the world around us. This method encourages businesses to generate new purchasing motivations and market structures by questioning established values.

Methodological Approach

Issue Design Marketing starts with social issues—those discomforts or shifts within society that call for a reevaluation of norms—and redesigns the relationships between people and markets. Here are the three key methodologies:

1. Reassessing Meaning: This involves questioning the 'norms' associated with products and behaviors, providing them with new meanings relevant to contemporary society.
2. Redesigning Connections: This step focuses on rethinking the relationships between brands, consumers, and society, fostering a more empathetic flow of interaction.
3. Changing Experiences: New mechanisms are created to allow consumers to experience these new meanings firsthand, naturally provoking changes in actions and cultural contours.

Through these strategies, marketing evolves from merely being a technical skill into a comprehensive system designed to instigate action.

Background and Objectives of the Partnership

World Eggs has forged its reputation as a strategic creative firm that specializes in the redefinition of meaning and editing contexts, helping businesses and communities redefine their identities. On the other hand, Impact Holdings operates as an implementation firm that propels digital transformation within the consumer goods, retail, and distribution sectors. Their partnership combines:

• - World Eggs' upstream conceptual skills in identifying and rewriting issues
• - Impact Holdings' operational capabilities in implementing and validating purchasing behaviors in retail settings

Together, they aim to create a revolutionary marketing model that transitions from conceptual design to market implementation seamlessly, addressing issues that can mobilize market dynamics effectively.

Future Prospects

Moving forward, the collaborative effort between World Eggs and Impact Holdings will aim to co-create with businesses and communities, leading to:

• - Projects aimed at redefining the meanings within categories to create new markets
• - Behavior design campaigns to reshape purchasing motivation
• - Story design programs to refresh the narratives surrounding brands

By initiating marketing from social issues, they are setting the course for an era where companies and brands will actively design purchasing behaviors from the upstream.

Comments from Leadership

Katsunori Naboru, CEO of World Eggs: "Our mission is to strategically create around social themes and create societal change by leveraging issues. The aim of marketing is not merely solving problems but transforming our perspective of the world. Through our collaboration with Impact Holdings, we will implement a new marketing approach that reimagines purchasing behavior from the ground up."

Kiyoto Sogawa, CEO of Impact Holdings: "By merging the philosophies of Issue Design from World Eggs with our on-the-ground implementation power, we can provide our client companies with new market creation possibilities. Together, we're embarking on a challenge to reshape the structures of marketing from the ground up, connecting the everyday setting to broader social impacts."