Sei-katsu-sha insight is the foundation of everything we do at Hakuhodo. It reminds us that consumers are more than shoppers performing an economic function. They have heartbeats. They are individuals with distinct lifestyles. In the 1980s, long before other agencies recognized the value of the holistic approach, Hakuhodo introduced this term to emphasize our commitment to a comprehensive, 360-degree perspective on consumers' lives. Today, big data and cutting-edge technology enable us to understand sei-katsu-sha better and faster than ever before, making us uniquely able to build bridges between our clients, sei-katsu-sha, and society.