English 
Dentsu and the Dentsu Institute for Research and Development have introduced “Genbany,” a transformation support service designed to revitalize manufacturing workplaces by focusing on the emotions of employees. Unlike traditional efficiency-driven approaches, the service emphasizes creativity, motivation, and emotional connection as levers for workplace innovation.
Genbany is structured around three core elements: “Cultivation,” which uses workshops to uncover values and challenge fixed perceptions; “Creativity,” where creators collaborate with employees to generate fresh, actionable ideas; and “Craft,” which supports the implementation of these ideas, from system design to workplace enhancements. The goal is to create a more engaging environment. This will strengthen employee attachment and inspire new ways of working.
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Examples include turning factories into community art galleries and creating picture books. These books show the societal value of employees’ work. 電通 wants to help manufacturing companies create inspiring workplaces. By using creative practices, they aim to foster pride and teamwork. This approach can improve employee well-being and boost productivity.
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