Mercari, Inc.’s research and development organization Mercari R4D (“R4D”), and Yamaguchi University will conduct a design project for value co-creation, aiming to encourage environment-aware behavior in Gen Z for the creation of a circular economy.
Project Overview
In recent years, the issues of global warming and decarbonization have been discussed on a global scale. It is also expected of companies to implement designs that contribute to the creation of a circular economy. Service design is now in focus as part of the methodology that can build complex societal systems to address these issues. It is necessary to discuss the ecosystems existing between stakeholders of all layers, such as citizens, businesses, regional communities, and resources. On the other hand, in order to achieve continuous progress in such initiatives, it is imperative to search for value from the perspective of users and come up with models and patterns of behavioral changes to take on as members of society.
This project will be implemented with a shared approach between R4D and Yamaguchi University to aim for value co-creation in a way that involves stakeholders as part of the Design Theory courses (by Associate Prof. Kazutoshi Sakaguchi) that will start in October. In order to encourage behavior in Mercari users that can support the creation of a circular economy, this project will take Mercari’s services as base material, and together with students from the Yamaguchi University Faculty of Global and Science Studies, R4D will brainstorm about services that are valuable to Gen Z. The purpose of the project will be to design mechanisms that can help create a circular economy.
Source: https://www.yamaguchi-u.ac.jp/wp-content/uploads/2024/04/24041901.pdf
Comment from Mercari R4D Researcher Koki Kusano
At R4D, we place great importance on research that looks for ways to achieve a circular economy. Our organization wants to go beyond research and development in the tech sector. Through our research, we aim to find new ways to show people that, even on an individual level, they have the power and responsibility to make a positive impact on society with their own actions. We want to help people make this mindset change, and this design project for value co-creation is a first step. Joining forces with Yamaguchi University in our effort to promote environment-aware behavior in Gen Z will surely bring new discoveries to light. Going forward, R4D will continue conducting research and sharing information about service design with the goal of creating a circular economy. For more information on Mercari R4D’s research on service design, see this page.