Five years since Fujitsu began Purpose-Driven Management: Specific measures and their effects
Fujitsu / April 11, 2025
It has been a long time since we started hearing the term "Purpose" being used more and more often in business and management topics. What role does purpose play, and how effective is it at Fujitsu? In this article, we will introduce the background to the establishment of Our Purpose, Fujitsu Way, the promotion activities and their effects.
The "Purpose" of a company, which is the reason for its existence, is considered more important than the traditional "Corporate Philosophy"
Going beyond the traditional definition of "Corporate Philosophy," the term "Purpose" defines a company's reason for being in society with an eye toward solving social issues. This global trend began around 2019, and Fujitsu was one of the first companies to establish its own purpose in 2020. We will introduce the background to the establishment of Our Purpose, which goes a step further than corporate philosophy and considers the company's "Social Significance."
Background to Our Purpose and the revamp of the Fujitsu Way
The establishment of Our Purpose and the revamp of the Fujitsu Way, which marks its fifth anniversary this year, were triggered not only by the need to tackle social issues, but also by a change in awareness within the company. The project to establish Our Purpose was started in 2019 based on Our CEO, Tokita's desire to define a single direction for all employees to share a mutual understanding of what Fujitsu has accomplished since its founding in 1935 and where it is headed in the future.
We conducted interviews within the company to find out what Fujitsu should do in the future, and to identify the strengths of Fujitsu. By interviewing the international regional heads, capturing their honest impressions of Fujitsu from an international perspective. We aimed to establish a purpose that would be accepted as a global company.
Our Purpose
Defining Our Purpose with a single message prompted discussions about whether to revise the Fujitsu Way, established in 2002. The current Fujitsu Way values Aspiration, Trust, and Empathy. These three values were identified as core principles, reflecting the values cherished by successive Fujitsu presidents, their key messages, and the enduring DNA they sought to protect.
