Humanity as a Competitive Advantage

Credit: Yakult Honsha Co., Ltd.

I often write about the difference between relationships and transactions, and what companies gain when they focus on connection. So, I was struck by this recent BBC News story about the way a Japanese company maintains connections with longstanding customers, using a strategy that most businesses would have abandoned by now.

Yakult launched its signature probiotic yogurt drink in 1935 and found itself in an uphill battle to explain the product’s value. Even in Japan where fermented foods are much more common, the idea of drinking yogurt was considered strange and there was little understanding about the importance of these types of foods for gut and overall health. Needing to find a way to break through to consumers, Yakult launched a door-to-door salesforce as a way to educate the public about the benefits, one conversation at a time.

Their initial workforce was entirely male, but as labor shortages took hold, local distributors began hiring women which turned out to be a game changer for the company’s sales.

Women were seen as more relatable and trustworthy, particularly by other women who tended to be the decision makers about family food purchases. Seeing the value to both the community and their bottom line, Yakult formally implemented the “Women’s Delivery Sales Network” in 1963.

Things have certainly changed since the 1960s and Yakult is now a global company that sells in 40 countries around the world (including right here at my local grocery store). With its widespread brand recognition and a deeper understanding of the importance of gut health, it wouldn’t seem that a face-to-face sales strategy is still needed. And yet, in Japan and dozens of other countries around the world, you can still find “Yakult Ladies” making house calls on regular routes each week.

“Yakult did not design its delivery network as a public health intervention. But over time, the social dimension of the visits has taken on growing significance.”

Japan has one of the most rapidly aging populations around the world, with more than 30% over the age of 65. As people age, they are at higher risk for isolation due to loss of spouses and friends, less mobility, and the decline of multigenerational households. Loneliness along with the prospect of more people dying alone have become some of the most pressing social issues facing Japanese society.

One 83 year old customer explained how weekly visits from the same Yakult Lady for more than 25 years have kept her energized and given her something to look forward to:

“‘Knowing that someone will definitely come to see my face each week is a tremendous comfort…. Even on days when I feel unwell, hearing her say, ‘How are you today?’ at my doorstep gives me strength…. These may seem like small conversations, but they make me feel and realise that I'm not alone.’”

As Asuka Mochida, a Yakult Lady from Gunma Prefecture, explains:

"Yakult Ladies are not just people who sell products. We are watchers in a sense, people who look out for others. We notice small changes in health or lifestyle…. For elderly customers or those living alone, the reassurance of seeing a familiar face is incredibly important. Japan has a culture of watching over others and one’s community. I think Yakult Ladies put that culture into practice in a natural, sustainable way. It's a job where responsibility and kindness overlap."

Companies often treat social issues as if they live outside the business, relegating them to Corporate Social Responsibility departments, philanthropic donations, or side projects that never seem to make their way into the “real work.” Even with the best of intentions, none of those ways of working create lasting impact, either for society or the company.

At a time when businesses seem to only focus on scale, automation, and speed, Yakult demonstrates what companies can gain when they focus on human connection.

Not every brand needs to position itself as the answer to loneliness or turn every customer interaction into something profound. But every business needs to understand the broader context in which it operates, and the ones that build humanity into the way they work will create deeper trust, loyalty, and lasting value.

How are you building humanity into your ways of working? Are you struggling to build a strategy that works for both society and your bottom line? I’d love to hear from you and, of course, am always here to help. Feel free to join the conversation on Substack or drop us a line at hello@theconnectors.net.