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Enhancing the Work Environment for Women in Sales

On December 10, 2025, a new white paper entitled "Working Style NEXT Project FOR THE NEXT 2025" was released, focusing on the challenges women face in sales roles. This initiative, part of the "Working Style NEXT Project," involves six major corporations in Japan: ENEOS, Dentsu, Japan Airlines, McDonald's Japan, Fujifilm Holdings, and Mitsui Fudosan. The project aims to gather and analyze perspectives directly from female employees in sales positions, paving the way for a more inclusive and supportive work environment.

The Five Walls of Challenge

The white paper identifies five significant barriers that hinder the success of women in sales roles, known as the "Five Walls":
1. Balancing Work and Childcare: Many women struggle with the dual demands of their professional and personal lives, often feeling they have to sacrifice one for the other.
2. Overemphasis on Consideration: There exists an excessive focus on being considerate of the challenges women face, which can, at times, undermine their professional capabilities and autonomy.
3. Generational Gaps in Values and Awareness: Differing perspectives across generations create friction in workplaces, affecting collaboration and understanding.
4. Conflict Between Life Plans and Career Progression: Women often find themselves stuck between advancing their careers and adhering to their personal life goals, leading to tension and dissatisfaction.
5. Misalignment of Goals in Promoting Gender Equality: Initiatives aimed at advancing women’s roles often miss their targets due to a lack of genuine understanding and commitment from leadership.

Project Overview

The project ran from July to November 2025, during which surveys were conducted involving 178 employees across the six participant companies. These surveys aimed to visualize real voices regarding work styles and experiences. Furthermore, four workshops were held with various women in sales, managerial, and executive positions to delve into the real stories behind the challenges they face.

Utilizing AI technology, discussions focused not only on the barriers but also on identifying actionable steps toward a more equitable workplace. The goal was to extract proposals for a more supportive and conducive environment for women in sales.

Community Voices

Several individuals from the six companies involved offered comments reflecting their insights and commitment to the project:

• - Mikiko Utsunomiya (Mitsui Fudosan) emphasized the importance of visualizing pathways to overcome challenges and bridging the communication gap between levels of management and staff.
• - Kaori Nishihara (Japan Airlines) commented on how the initiative promotes job satisfaction for all employees, not just women, and aims to strengthen bonds built during the project.
• - Chisato Yoshizawa (Fujifilm Holdings) noted that the challenges identified are not unique to sales roles but resonate across all sectors, advocating for improved communication to address these issues.
• - Rei Morita (ENEOS) highlighted the importance of meaningful engagement from leadership to support long-lasting changes in workplace dynamics.
• - Miko Nishimura (McDonald's Japan) observed that the identified barriers are societal issues, underscoring the need for open dialogue to facilitate resolution and help individuals visualize their ideal career paths.
• - Yuko Kunise (Dentsu) shared her belief that enhancing job conditions for women in sales could lead to broader company improvements, aiming for a workplace where gender distinctions needn't be emphasized.

Conclusion

The insights and proposals outlined in this white paper represent an important step toward improving the work environment for women in sales roles across various industries. By fostering open dialogue and collaboration among all employees, these companies hope to dismantle the barriers that have historically held back women's progress in the workplace. As the initiative continues, it reinforces the message that when all employees thrive, everyone benefits.