To Make the World More Baby-friendly
The Pigeon Group's (hereinafter referred to as “the Group”) Purpose is “We want to make the world more baby-friendly by furthering our commitment to understanding and addressing babies’ unique needs.” For more than 60 years, we have been expanding our business by supporting babies and their families through the provision of products and services.
Currently, there are approximately 130 million births in the world and 73 million births in the markets where our group operates (coverage of about 30 million people when income levels are taken into account), and there are many unexplored areas, and we intend to continue to expand our business and support the growth of all babies. On the other hand, in our main countries of operation (Japan and China), there are various social issues in raising children, and we are facing a situation of declining births.
Under these circumstances, in order to realize our purpose and further enhance our corporate value (social and economic), we have formulated (in February 2023) our 8th Mid-Term Management Plan, “For Sustainable Growth: Restructuring of business structure in response to global economic, political, and environmental changes. We have defined the three key elements of our business activities as “Pigeon Way,” “Purpose,” and “Key Issues
(Materiality),” and have been promoting our efforts in these areas.
In recent years, society's expectations of companies have been increasing. Our efforts to address environmental issues (decarbonization, biodiversity) and social issues (respect for human rights) will bring about significant “change” to the company and the world, and we believe that this “change” will be an opportunity for us. All employees of the Pigeon Group play an important role in resolving these issues.We believe that by creating an organizational culture in which a diverse range of employees who share the Pigeon Way and our purpose can take on challenges and grow as individuals, we can contribute to solving social issues and expanding our business.
In order to promote the issues of social value and economic value, which tend to be dichotomous, with more actionable power, we have established the Sustainability Committee in 2020 , and the chairperson and committee members are leading the company-wide efforts.
We will continue to emphasize dialogue with our various stakeholders, including employees, suppliers, shareholders, and investors, not only to fulfill our responsibilities as a corporation, but also to contribute to solving social issues surrounding babies and families and make this world a more baby-friendly place.
President and CEO 
(Norimasa Kitazawa)