JP
BS2-22
15:30-16:45- JP
From Communication to Circulation: Marketing for a Regenerative Future
Today’s marketing is no longer about surface-level messaging. To create genuine impact, brands must design systems where products, materials, and value continuously circulate. This session explores how marketing evolves when it is rooted not only in storytelling but in the innovation behind product design, packaging, supply chains, and user behavior.
We will discuss how leading companies integrate circularity into their brand strategy, how marketers can communicate complex sustainability innovation in simple and compelling ways, and how marketing itself can become a driver of regenerative business models. Participants will gain insights into how “communication” transforms into “circulation”—shaping consumer habits, closing resource loops, and building brands that contribute to a regenerative future.
Speaker
Sustainable Brands TOKYO
Department of Business Administration
Komazawa University
Shigeki Aoki is an expert on structuring and managing channels of distribution, and rivitarizing local areas throughout Japan. He is on a member of the board of trustees of the association of Design about Strategy for Zone Industry and Zone Brand.He has won several awards for his teaching, including Shakaijin Kisoryoku(Business Basic Skills) Award by MEIT(Ministry of Economy、Trade and Industry) in 2008. Professor Aoki has consulted and taught for a number of major corporations. Before joining KOMAZAWA in 2008, Professor Aoki served on the faculty of the University of Yamanashi Gakuin University.He is also a chairman of NPO Yamanashi Cycling Project. He got Master Degree of Commerce at Keio University in 1994. He finished the Ph.D Course of Commerce at Keio in 1997.
Marketing Department and Brand Department
ECOMMIT Co., Ltd.
Kao Corporation
Resource Circulation Planning Division. Corporate Strategy Operations, Corporate Business Development Unit
Honda Motor Co., Ltd.
Joined Honda R&D Co., Ltd. in 1999, engaging in research and development focused on improving the environmental performance of mid-size engines.
From 2008, assigned to Honda R&D Americas, responsible for planning automotive environmental strategies for the North American market.
Since 2016, involved in the planning and promotion of four-wheel vehicle electrification strategies at Honda R&D.
Since 2022, driving initiatives to advance the commercialization of resource circulation businesses in the current role.
