To measure the social impact of our efforts, we use the Business for Societal Impact (B4SI)* Framework provided by Corporate Citizenship. In 2022, we invested 51 million U.S. dollars (10% charitable donations, 87% community investment, and 3% Commercial Initiatives) in corporate community investment in countries where we operate. We encourage more accurate reporting and measurement to ensure all of our programs deliver social impact according to our policy.
Improving our social impact
For our Group to grow sustainably, it is vital for us to contribute to the sustainable development of our society. Our Community Investment Policy determines a common goal across the JT Group: “To contribute to the development of inclusive and sustainable communities”. We believe that everyone should have the opportunity to participate in society, and that inclusive societies are better for business. In line with our community investment policy, and as a responsible local community member, we work with a wide range of stakeholders to resolve social issues.
Our focus areas
Through long-term partnerships with various stakeholders, we are currently implementing 522 community programs that contribute to the development of inclusive and sustainable societies across 65 countries. Our offices around the world carry out programs aligned with our JT Group community investment policy and the following United Nations Sustainable Development Goals (SDGs): Reduced Inequalities (goal 10), Sustainable Cities and Communities (goal 11), Life on Land (goal 15), and Partnerships for the Goals (goal 17).
Through our programs, we are focusing on three specific issues:
1. Reducing inequalities, e.g., helping underprivileged people gain access to food and education.
2. Improving community resilience in disaster-prone areas, e.g., providing access to clean water.
3. Protecting the environment, e.g., protecting and reinvigorating forests and green public spaces.
We also offer volunteering opportunities, enabling employees to engage with our communities, develop new skills, and gain a sense of pride and satisfaction.
Global community investment functions help to implement the programs and ensure that they comply with our strategy and guidelines.
Aspirational goal
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We will be the employer of choice by investing in people.
Target*
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Between 2015 and 2030 we will invest 600 million U.S. dollars to help make communities inclusive and resilient, with our employees contributing 300,000 volunteering hours.
* This is a Group-wide target.
Progress
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In 2022, we invested about $51 million and volunteered 29,240 hours.
Since 2015, we have invested cumulatively 450 million U.S. dollars in our communities, and employees have volunteered 193,521 hours on company time.
Measurement and management
* B4SI is the global standard in measuring and managing corporate social impact.
Contributing to our communities
Our initiatives
Reducing inequalities
We’re committed to ensuring that the most vulnerable and excluded people can participate in society and have their voices heard. That’s why we work with charities that support adult education, people with disabilities, older people, and other disadvantaged members of society.
In many communities, the things that most of us take for granted - clean water, food, literacy, education - are not readily attainable. We want to change that as best we can for the communities we interact with around the world.
In 2022, we supported 388 programs related to reducing inequalities in 60 countries where we operate. 9 countries reported impact data according to the Business for Societal Impact (B4SI)*Framework for programs related to “reducing inequalities”.
Case study
OrchLab: making a difference by making music
Our UK team has joined forces with the world-renowned London Philharmonic Orchestra to bring the joy of creating music to adults with disabilities. This unique project, called OrchLab, is supported by pioneering assistive technology harnessed by Drake Music, experts in music, technology, and disability.
OrchLab offers innovative digital instruments, bespoke workshops, training and events, and an interactive website where participants can watch performances, take part in musical activities, and communicate with other members. The aim of the project is to enhance participants’ well-being through music-making that is truly accessible to all.
OrchLab has worked intensively with 150 disabled adults since it began in 2017. In 2022, 22 people took part in an average of 26 hours of musical workshops, with 75% of participants reporting positive impacts on their skills, quality of life or well-being.
In 2022 we celebrated our second in-person OrchLab Festival Day, bringing 67 participants together to try out new OrchLab instruments and share the experience of making music with others.
Improving community resilience
Our company has built expertise in disaster management over the years, due to the environmentally vulnerable geolocation of Japan. In 2022 we supported a total of 83 programs in 39 countries, benefiting 211,630 people worldwide.
In regions prone to disaster, the strength and sustainability of communities doesn’t rely solely on their ability to respond to disasters in the short term - it also depends on their resilience.
Community resilience means being able to adapt positively after a disaster, bouncing back so that they can continue to develop and grow stronger over the long term.
In our tobacco business, we help communities achieve this largely through the work of the JTI Foundation and markets-driven programs. We engage closely with partners and charities that respond to disasters, helping to revitalize communities so they can be more resilient in the future.
Read more about the JTI Foundation on JT International sustainability website.
Case study
Winds of change
Peace Winds Japan (PWJ) is an international non-governmental organization dedicated to supporting people in distress and those threatened by conflict, poverty, or other turmoil. Although headquartered in Japan, PWJ operates around the world.
In Japan, we have partnered with PWJ since 2016 as part of our disaster management policy. In 2022, our collaboration was extended for three more years to foster the development of search and rescue teams and to support PWJ’s response to disaster-stricken areas all around the world in the event of a disaster.
Over the next three years we’re supporting initiatives in the following areas:
- Training and developing search and rescue (SAR) teams, including some that work with search-and-rescue dogs
- Building a collaborative structure with SAR partner organizations overseas in readiness for future disasters, through joint training
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Strengthening relationships with stakeholders in Japan by:
- Setting up support agreements with local governments and hospitals at risk of being affected by disaster
- Building partnerships with supporting organizations and medical personnel
- Strengthening logistics capabilities and developing lifesaving equipment
- Organizing a logistics system and practical training for the setup of a multi-institutional field hospital
- Coordinating emergency supply transportation and rapid support activities in response to local information from PWJ in the event of a disaster
We hope that this initiative will help strengthen resilience-building all around the world. We will continue to work with a wide range of stakeholders to resolve issues in the area of disaster prevention as a priority within our community investment pillar.
Protecting the environment
We try to reduce the environmental impact of our operations wherever we can, through environmental programs that benefit both communities and our employees. In 2022, we supported 49 environmental programs in 33 countries where we have a business presence.
It is important that we measure the impact of our actions so that we can continually improve our programs. In 2022, 8 country reported impact data according to the Business for Societal Impact (B4SI) Framework for programs related to environmental protection.
In Japan, we are actively supporting the sustainable maintenance of nine forests. Employees have the opportunity to volunteer in these forests and help to preserve these precious natural habitats. In 2022, 363 employees volunteered their time. Many of these employees reported that volunteering had a significant impact on their behavior towards the environment and their job satisfaction.
Feedback from employees volunteering at JT forest
- 99% would like to change their behavior and move towards a more sustainable use of natural resources
- 97% reported that volunteering helped them to gain skills that are useful in their daily work
Other initiatives
The JTI global water, sanitation, and hygiene (WASH) initiative
Target
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We are investing up to 15 million US dollars to enable adequate and affordable access to safe and clean water, sanitation and hygiene for one million people by 2025.
In a spirit of solidarity between mature and emerging markets, the top ten markets in JTI set up a fund to help new and developing markets make communities more inclusive and resilient. Not only does this create a better balance of community investment presence across the company, it also gives a significant boost to communities in need of help.
The JTI Global water, sanitation and hygiene (WASH) initiative focuses on providing and/or improving access to safe water and sanitation in communities that struggle with this issue. Since 2019, local teams have launched six projects as part of this initiative: one in Mexico, one in Ethiopia, and four in Bangladesh. We are working with international and local organizations that specialize in WASH-related projects, and we promote innovative concepts that offer the best solutions for local communities and their needs.
Read more about the JTI Global WASH initiative on JT International sustainability website.
Volunteering opportunities
Volunteering brings mutual benefits for employees, our business, and the community. It also enables our teams to make a positive impact in the communities where they live and work by sharing their skills and knowledge.
We actively encourage our employees to take part in volunteering activities. We do this by organizing programs and events, or by providing the necessary resources (funds through corporate matching, employee time, in kind, or employee donations).
In spite of Coronavirus restrictions, our volunteering activities continued throughout 2022, with 10,535 employees worldwide spending 29,240 hours of company time supporting community programs. Where necessary, we adapted our approach to keep employees and local communities safe.
Our many volunteering opportunities also support our HR initiative to build employees’ engagement and skills. In 2022, we conducted surveys for employees who participated in Company volunteering activities related to “reducing inequalities” (one of the three focus areas of our community investment program). A total of 2,047 employees reported that these activities had helped them to gain skills that were useful in their day jobs, as well as increased job satisfaction and a stronger interest in volunteering.
Case study
Walking healthy to contribute to the society
TABLE FOR TWO (TFT) is a global initiative to fight food imbalance through a unique meal-sharing program. Established in Japan in 2007, it partners with corporations, restaurants, schools and other establishments to serve healthy meals. In Japan, we have been participating in the TFT program since 2010. The Company donates the equivalent of one meal to a developing country for every TFT menu meal purchased by employees at the cafeteria in Tokyo.
In light of COVID-19, employees have been working from home, and the use of the cafeteria has declined. However, we have found a new way to continue contributing to TFT, while encouraging employees to interact with each other and maintain their health at the same time.
In this new program, for each employee who walks at least 8,000 steps in a day, the Company donates one meal (20 yen). When we introduced this program in 2020, about 2,000 employees participated. In 2022, a total of 6,009 employees participated the program in May and October and we were able to donate 1,858,860 yen to TFT. As an added benefit, this program helped to build team spirit and interaction between colleagues, while also improving employee awareness and attitudes toward social contribution.
Feedback from employees on the walking challenge program
- 77% reported that volunteering changed in their behavior such as increased volunteering or being more vocal advocate of the company.
- 64% reported that volunteering changed their personal impact such as self-confidence, job satisfaction and pride in the company.
- 63% reported that volunteering improved their job-related competencies such as communications, teamwork or leadership skills.