OUR PURPOSE
Through the power to put
wonder at hand,
bring new levels of joy to
lives one by one.
OUR PURPOSE STORY
CASIO Creativity ‒ inspired and driven by the individual to find and satisfy unfelt needs
sleeping deep in the heart.
Through combining the power of original thinking, cutting-edge technology,
passion and our proven ability to turn ideas into reality,
we generate new and wonder-filled experiences that surprise and delight.
CASIO Contribution ‒ nurturing the new value
we create to realize cultural touchstones that enliven and enrich global society.
Our products and services spark curiosity and creativity in the people
who interact with them, opening and encouraging a spirit of challenge and growth.
By providing unheard-of ease of use, we also strive to make tomorrow more convenient and enjoyable.
Our continuing aim is the realization of a society
where every day, one by one, people can feel the joy of surpassing today.
Throughout our history, we have always pushed boundaries to create new value for the world
while challenging ourselves to meet emerging needs.
And while we are flexible in the face of change, we will always remain the same CASIO at heart.
We will continue to bring our unique creativity and contribution to future generations around the world.
This is our essence, and the reason for our existence.
CASIO PURPOSE MOVIE
OUR THOUGHTS
環境変化の厳しさと市場に対する
責任感を意識しながら、「企業価値の向上」と
「組織風土の改革」を両軸に、
カシオを新たな成長軌道に導いていきます。
カシオは、2030年までの企業価値最大化を目指し、
変革とイノベーションを推進していきます。
そのためには、明確なビジョンを掲げることが重要です。
この1年間で、パーパスやバリューズ、次世代環境戦略、
ポートフォリオ改革など、成長の基盤が整いつつあります。
カシオの軸は「機能価値と感性価値を融合させた商品づくり」です。
デジタル技術の進化により、専用機の機能性が向上する一方で、
上質な素材やデザインなど、感性に訴える価値への
ニーズも高まっています。
コア技術を活かした機能面の差別化に加え、
心に響く商品を生み出すことがカシオの強みです。
ソフトとハードを組み合わせ、
利便性だけでなく、感動や共感を生む価値を創出し、
成長を加速させていきます。
これからのカシオの価値創造に、どうぞご期待ください。
代表取締役 社長 CEO
増田 裕一
EMPLOYEE THOUGHTS
Purpose Team Impressions
What came to mind when you read
the final version of the purpose?
Great signpost for all employees
working at Casio
Sustainability Department
H.H.
A purpose that clearly expresses the
values we want to pass on
Electronic Musical Instrument Marketing Department
O.Y.
A compass guiding us toward the
value we create for society
Timepiece Marketing Department
M.S.
What kind of company do you hope
Casio will become?
A company that creates a joyful world by
consistently focusing on customers
Sales Department
T.M.
Being willing to change to
contribute to society
CASIO Europe
J.T.
A company that people count on to make
interesting products
New Business Development Department
O.Y.
How do you think society will change
as our purpose takes hold?
New levels of joy will drive
incremental social change
Timepiece Development Department
F.J.
Building a culture that encourages everyone
to take on new challenges
New Business Development Department
I.M.
A positive world where people
can experience growth
Management Department
K.T.
VALUES
Values and Beliefs Necessary to Realize
Our Purpose
We have embodied the founding spirit of Casio in four “Cs.”
Along with the “I,” which symbolizes the future each employee will help shape, these form our five core values.
Imagination with empathy.
Creativity through unique thinking.
Change with joy.
Collaboration for realization.
Contribution to society as our stance.
VALUE OF CASIO PRODUCTS
World of joy that Casio products envision
TIMEPIECE
A world where everyone can
enjoy their own style with confidence
We think style refers to three essential elements
— mindset(how you think), lifestyle (how you live), and action (what you do).
Style is infinitely diverse, with enough room for every person to combine these
elements in any way they like.
If a style doesn’t have a name yet, no worries. We work with users to create an
atmosphere that recognizes and encourages new styles. That’s how, together,
we build a world where every person can enjoy their own style.
SOUND
Creating a World Filled with Smiles
Through Sound Experiences
Sound exists in a range of forms in our daily lives.
That sound can bring us joy... peace of mind... at times, even discomfort... and move us emotionally.
Performing music you didn’t think you could, for instance, is gratifying.
Encountering sounds you have never heard before opens new worlds.
Connecting with someone through sound brings more joy to life.
We aim to bring the joy of sound experiences — the fun, the comfort, the pleasant sensations —
that you hadn't thought you could have, or didn’t even know existed.
These daily life experiences fill the world with smiles.
EDUCATION
A world where anyone can
find learning enjoyable
Curiosity makes you want to learn more. By taking action to learn, reaching a conclusion,
learning something new and using that knowledge,
new curiosity is formed.
We believe this “chain of curiosity”
is what makes learning enjoyable.
However, it can be difficult
to keep the chain going on your own.
We are aiming for a world
where anyone can find learning enjoyable
by boosting the source of learning: curiosity.
OUR PURPOSE
Through the power to put
wonder at hand,
bring new levels of joy to
lives one by one.
Sustainability Department
H.H.
My impression was that, while the purpose retains the essence of the substance and words we discussed, the final phrasing has transformed these into something new. Hearing the underlying meanings, I see that each word is open to several interpretations, so the purpose serves as a signpost that can be understood from different perspectives by people working in different positions at Casio.
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Electronic Musical Instrument Marketing Department
O.Y.
The purpose expresses clearly the value that generations of Casio products have delivered up to now and the value we want to deliver in the future. This resonates with me, and I think it’s very persuasive. My thought was that I want Casio to be a company that is a close presence in each individual user’s life and that continues to be loved by many.
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Timepiece Marketing Department
M.S.
I felt the purpose serves as a compass that guides us toward answering the questions of Casio’s reason for being and the type of social and economic value we provide.
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Sales Department
T.M.
I think employees are better able to cooperate now that the direction we are heading is clear. I hope we become a company that always focuses closely on customers to create an even happier world, full of wonder and joy.
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CASIO Europe
J.T.
As a purpose-driven company, Casio could focus even more on innovation and contribution to society through the power of collaboration and the will to change.
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New Business Development Department
O.Y.
Taking the purpose as our starting point, I hope we will be a company for the times, not bound by out-of-date conventions.I hope that by doing so our customers will be confident that Casio will continue to create interesting, exciting products.
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Timepiece Development Department
F.J.
Sharing Casio’s attitude of continuing to communicate with individuals one by one and of changing with joy will bring more internal and external co-creation, which will increase the potential for of new innovations. I believe that, as we continue to focus on these efforts, people around the world will experience new levels of joy, which will bring incremental social change.
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New Business Development Department
I.M.
People around the world will have more opportunity to experience small wonders and joy in their day-to-day lives, which will encourage a positive energy to take hold. I imagine Casio initiatives will not only improve people’s quality of life in five years or ten years, but will help build a society where everyone feels encouraged to take on new challenges.
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Management Department
K.T.
I hope that all aspects of society will be filled with wonder and joy. I also believe that more and more people will lead fulfilling lives that allow them to grow, and society as a whole will take on a more positive outlook. I look forward to a world in which spiritual and material wealth can exist together—where life can be both stimulating and fulfilling and serene.
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