Pigeon has developed the “Childcare Engagement Cards” to encourage dialogue among employees and help prevent isolation among parents. The cards feature 88 values, and a trial session demonstrated how group discussions can deepen mutual understanding.
Pigeon, a manufacturer of childcare products, developed the “Childcare Engagement Cards” to create an environment where people do not have to cope alone with the anxieties and conflicts of raising children. The cards consist of 88 value words and illustrations selected based on 264 comments from 139 employees with childcare experience. Sales began this August at ¥4,400 per set, including tax.
At a trial session for companies considering introducing the cards, men and women raising children were divided into groups of 3–4 and took part in a card workshop after introducing themselves. Participants selected just 5 cards representing the values they considered important from a deck of 88 cards, and were also given opportunities to share their cards with the other participants.
During the workshop, participants often struggled to choose between cards with similar meanings, with many making their selections intuitively. The facilitator encouraged them to “explain why you chose the 5 cards and listen closely to what the other person says, so that you can see the differences in your values.”
The initiative is based on the recognition that anxieties about raising children do not disappear entirely even when systems and workplace environments are in place. President Yano Ryo (矢野 亮) shared an episode in which he had also experienced the card workshop at home, suggesting that it can provide an opportunity for dialogue. Pigeon aims to create an environment where employees do not have to shoulder their concerns alone, not only through employee benefits but also through initiatives that deepen understanding of each other’s values.