Pasona: Well-being through regional revitalization

Pasona Group has made employee well-being and social purpose central to its business, championing flexible work, inclusion, and the Japanese concept of ikigai – finding fulfillment through work. This case explores the company’s bold decision to relocate its headquarters from Tokyo to Awaji Island in an effort to revitalize rural communities and address the economic and social costs of urban concentration. While many relocated employees reported improved well-being and sustainability, others questioned the impact on work-life boundaries, and critics challenged Pasona’s development model. Can businesses play a leading role in creating more balanced, sustainable societies while also safeguarding employee well-being?