Nissan has been recognized as a “Nadeshiko Brand” by the Tokyo Stock Exchange (TSE) for its efforts as a company that is supportive of women in the workplace. The Nadeshiko designation is part of a joint effort by the TSE and the Ministry of Economy, Trade and Industry (METI) that acknowledges companies listed on the TSE’s first section for their efforts to improve the working environment for women. The Nadeshiko scheme began in 2012 and this is the second time for Nissan to be named as a Nadeshiko Brand. Nadeshiko is a type of pink flower that has come to symbolize feminine strength and empowerment in Japan.
The Tokyo Stock Exchange selected Nissan for the following reasons:
“Nissan Motor Co., Ltd. positions diversity as part of its management strategy. It supports gender diversity and the active participation of female employees through career-building support, skill development training and gender diversity training for newly-assigned managers. As a result, the ratio of female managers in the workforce increased to 6.8% and the ratio of female general managers or above, to 4.7%, as of April 2013.
In order to encourage a healthy work-life balance for its employees, Nissan has introduced various support programs, including an enhanced work-at-home system launched in 2013, to promote an efficient and flexible workplace.”
(Translated excerpt from the news release issued by the Tokyo Stock Exchange)
Nissan is actively promoting diversity as one of its corporate strengths. Women are the main decision-makers for more than 60 percent of vehicle purchases, so Nissan believes it is essential to develop products and services which incorporate the perspective of female consumers. To respond to diverse market needs, Nissan is developing a working environment where women can play an active role as project leaders and within the organization.
Tokyo Stock Exchange news release (in Japanese):