Despite the country’s fast web connections and technological infrastructure, the at-home worker is not as common in Japan as it is in other developed countries. But this is something that the government hopes to change as part of its program to promote female workers. Prime Minister Shinzo Abe’s ‘womenomics’ policy aims to increase female employment from 68% to 73% by 2020 and one way to help achieve this goal is to encourage more women to work from home. The government hopes that at least 10% of the workforce will work from home at least one day a week. If this occurs it will also answer a major problem in the female workforce, which is that many women don’t return to work after the birth of their first child because of a lack of child support. Japanese cosmetic company, Shiseido is stepping up to plate and reaching out to this new demographic.

With telecommuting not yet an established practice, Microsoft’s involvement in this project can help raise awareness of its Skype for Business platform and if the Shiseido TeleBeauty app does roll out next year, it offers a real incentive to use Skype for the video calls over another service that might not offer this kind of function.

Could this be the beginning of a global trend where brands define a demographic based on their Work Culture? Let us know at conversations@jwt.com.

Watch a video about the product here:

Source Contagious I/O 2016

 

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