Innovate from within: Rakuten employees spark sustainable growth

In the race to build a more sustainable future, innovation is proving to be an increasingly vital differentiator, unfolding across diverse fields and sectors. From AI-powered solutions to reimagined supply chains, companies are harnessing cutting-edge tech and innovative approaches to minimize their environmental footprint and maximize positive impact. Rakuten Group is committed to fostering a corporate culture that champions sustainability, which is reflected in the company’s annual internal Sustainability Action Awards, recognizing exemplary sustainable growth initiatives driven by Rakuten employees.

The 2024 awards, now in their third year, saw a record number of submissions, significantly exceeding last year’s total, highlighting the growing energy around sustainable innovation across the organization. The highlights of the Sustainability Action Awards 2024 showcase the winning projects, the evolution of the program and key perspectives from both Rakuten leadership and external judges.

Unleashing sustainable solutions with the power of employee innovation

The competition saw a significant increase in participation, with 43 entries compared to 29 the previous year, representing the contributions of hundreds of employees.

The selection process involved a rigorous evaluation based on three key criteria:

• Action – measuring the concrete steps taken and the effectiveness of the initiative
• Collaboration – assessing the extent of teamwork and partnerships involved
• Impact – determining the measurable positive outcomes for the environment and society.

Following an initial screening by the Rakuten Sustainability Promotion Department, eight finalist teams presented their projects to a panel of judges comprised of both internal Rakuten leaders and external experts in the field.

The Grand Prize was awarded to the “Rakuten MUJIN DELIVERY” team for their innovative approach to logistics and environmental challenges. Rakuten MUJIN DELIVERY utilizes AI-powered electric automated delivery robots to reduce CO2 emissions and address labor shortages, offering a glimpse into the future of sustainable delivery solutions.

In addition to the Grand Prize, awards were presented for a variety of initiatives, including projects leveraging AI and other technologies, DEI (Diversity, Equity & Inclusion) promotion and efforts related to human rights and environmental protection. These diverse projects highlight the breadth of Rakuten’s commitment to sustainability across various aspects of its business.

The evolving Sustainability Action Awards

The 2024 Sustainability Action Awards placed a strong emphasis on fostering a sense of ownership among employees and strengthening connections across the organization. The program aimed to not only reward successful projects but also cultivate a deeper understanding of sustainability principles among all Rakuten employees.

According to Kose Takemoto from the Sustainability Promotion Department, the focus in 2024 was on “enhancing employee awareness and engagement.” He explained that presenting these achievements at Asakai (weekly all-company/division meetings) helped to foster a sense of pride and ownership in these initiatives. Takemoto also highlighted the revamped Community Choice Award noting that it was designed “to recognize initiatives with high potential for future development regardless of their current scale,” empowering employees to identify and support promising projects.

Beyond the awards ceremony, networking events were organized to facilitate collaboration and encourage the continued development of sustainability initiatives within Rakuten. These events provided a valuable opportunity for employees to connect with each other, share best practices and build momentum for future sustainability endeavors.

Grand prize winner: Rakuten MUJIN DELIVERY

The Rakuten MUJIN DELIVERY team’s winning project tackles critical issues facing Japan’s logistics industry. Shungo Yanase from the Unmanned Solution Division explained that the initiative addresses “challenges such as labor shortages and aging drivers” while also reducing CO2 emissions and promoting a more environmentally friendly approach to delivery services.

Looking ahead, the team aims to expand the service area and demonstrate the economic viability of the model, committing to “grow our services while emphasizing a sustainable perspective.” Their ambition is to make sustainable delivery a mainstream option for consumers throughout Japan.

Experts bring valuable insights to the awards

External judges provided valuable perspectives on the importance of the Sustainability Action Awards and Rakuten’s broader sustainability efforts.

Noriko Ichiki, General Manager of the CSR Promotion Department at Suntory Holdings Ltd. noted “the breadth of Rakuten’s sustainability activities and its sincere commitment to solving social issues.”

Junko Watanabe of Nishimura & Asahi Law Office and Foreign Law Joint Venture highlighted “the introduction of advanced technologies such as AI, the attitude of emphasizing the voluntary and proactive activities of each and every employee and the contribution to an inclusive society” as initiatives that “lead the sustainability management of Japanese companies.”

Looking Ahead: A Sustainable Future for Society

The Sustainability Action Awards 2024 underscore Rakuten Group’s commitment to integrating sustainability into all aspects of its business. By recognizing and empowering employee-driven initiatives Rakuten is fostering a culture of innovation and collaboration that will drive positive change for the environment and society.

Takemoto reflected that the awards reminded him “of the diversity of sustainability activities in the Rakuten Group.” He concluded by stating that Rakuten aims to “integrate sustainability into the business and operations of the entire Group and increase the number of initiatives to empower society as much as possible with the Rakuten Group at the forefront of realizing a sustainable society.”

As Rakuten continues to leverage its diverse business foundation and cutting-edge technologies, the company is poised to play a leading role in building a more sustainable future for all.