Sustainability Transformation in Action

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At the start of the 2020s, Fujitsu foresaw that the decade’s key business trend would be “sustainability transformation”.

It created a new global business brand – Fujitsu Uvance – to help build a sustainable world and resolve social issues by using digital innovation. To raise awareness of this new brand and positioning, the company asked several media partners for their proposals for a 12-month thought leadership campaign.

“As a Japanese brand operating in a B2B market, authenticity is paramount,” says Fujitsu’s Chief Marketing Officer Taeko Yamamoto. “With so much noise in the market around sustainability, being able to cut through was essential”.


Fujitu had three core objectives: to position Fujitsu as a leader in sustainability transformation, to list of uruguay cell phone numbers acquire and engage a wider audience of C-suite customers, and to get this audience to see Fujitsu in a different light.

The company’s subsidiary goals were to attract new talent and gain market insights that could shape its future products and services. And of course, it wanted to enthuse its employees about the new brand and bring the whole organisation along on the journey.

Fujitsu awarded the brief to the Financial Times and FT Longitude for five reasons: the quality and rigour of its proposal; its proven end-to-end capabilities; its extensive reach of the target audience, (including in Fujitsu’s biggest market Japan, from the link with Nikkei); the FT’s strong connection with this senior business audience, who trust in its integrity, authority and accuracy; and its commitment to supporting a sustainable future.