Improving on the original:
A mission to “foster new habits” for a future free of waste.

Our company has made the realization of the SDGs one of its core missions. To this end, we are working to strike a balance between addressing social issues and achieving business growth. Looking back, we entered the feminine care business in response to the social issue of facilitating women’s advancement in society. 
In addition, the growth of our disposable diaper business was in response to the needs of an aging society. We have a long history of linking business growth to addressing social issues. 

Meanwhile, products built on the premise of being “disposable” are no longer suited to the needs of our time. Moving forward, it is essential to establish systems that achieve resource recycling while maintaining high product quality. 

While hygiene products have made life cleaner and more convenient, they have also created a social issue: an increase in waste. Due to the aging of society, the proportion of disposable diapers in combustible waste is increasing year by year, and the resulting increase in CO2 emissions during incineration and the burden of waste disposal are serious concerns.

Having been involved in the product development of adult disposable diapers and observing caregiving settings myself, I believe that adult disposable diapers are essential for improving the quality of life for both the individual and their caregiver, while, at the same time, representing a significant societal impact for which our company holds a deep responsibility.

Our goal is to reduce environmental impact and contribute to a sustainable society while maintaining customer convenience. We are addressing this through our “Choose, Use, and Circulate” framework. 
We encourage customers to “Choose” sustainable products, “Use” them in ways that minimize waste, and “Circulate” those resources through the recycling efforts of the RefF Project.
Building this system is a new challenge we are tackling. 

Simply reducing resource consumption is easy, but customers might perceive it as a drop in quality. We believe it is possible to enhance product value while simultaneously reducing our environmental footprint.

The RefF Project utilizes recycled pulp (RefF pulp) while ensuring the same level of quality as conventional products. Additionally, we have reduced the amount of ink used in our packaging by collaborating closely with our development and marketing departments to design eco-friendly products.

A 2024 in-house survey titled “Daily Necessities and Sustainability: Awareness and Behavior” revealed that approximately 70% of respondents “want to act sustainably but are unsure of what steps to take.”

In short, while many people are environmentally conscious, they lack clear, actionable guidelines. To address this, under the “Choose” pillar, we offer guidance on selecting sustainable products, and under “Use,” we provide practical ways to maximize their utility.

For example, by choosing the “Deo-Toilet” system, you can reduce waste by approximately 52% compared to using conventional clumping litter.^*3

Furthermore, by “Using” Lifree Thin Lightweight Pants in combination with Lifree No-Slip Urine Pads, you can reduce waste by approximately 20%. 

Regarding “Circulate,” we aim to provide more opportunities for customers to engage with RefF brands, enabling them to participate in a circular economy effortlessly.

We believe there should be no trade-off between convenience, cost-effectiveness, and sustainability.

Naturally, a product must perform well, but it must also address societal challenges—such as those in feminine care, childcare, nursing care, and pet care—while simultaneously reducing environmental impact.
Improving product functionality with limited resources is no easy task. Furthermore, the mission to tackle these complex social issues presents significant challenges.

Specifically, since disposable diapers are now the standard, “circulating” them requires not only advanced recycling technology but also active consumer participation in waste sorting.
I believe that by sharing this vision of building the future together, we can move closer to realizing a truly inclusive society.

Our corporate brand essence, “Love Your Possibilities,” reflects our belief in the limitless potential (Possibilities) within every person (Your). We strive to realize a symbiotic society where people support one another by unleashing that potential with a spirit of altruism and Love.

I hope to foster a society where people naturally lead rich and vibrant lives through the “circulation” of the Earth’s limited resources.

Personally, considering that manufacturing for any product is based within a global supply chain, I believe it’s essential to cultivate an appreciation for “circulation” by recognizing the benefits we receive… and by maintaining a deep sense of gratitude for everyone involved.

The “RefF Project” is not something that can be accomplished alone; it can only be realized through cooperation and collaboration among many people.
We aim to create a society where people live with consideration for others—including family, friends, and future generations—leading lives that are fulfilling in both mind and body.