About

VISION UX

We will continue to pursue new business opportunities by envisioning how we would like to be in 10 years, "A future where caring actions spread across the world – for ourselves, our loved ones, and the planet."

Panasonic has been dedicated to developing high-quality, innovative technologies to enhance the lives of our customers. While many have attained material comforts, our current business practices cannot address certain daunting and intricate challenges, such as environmental issues and resource depletion, that now confront us.

This is why now we must consider, "What kind of future do we want to live in 10 years from now?" This vision of life is our North Star, to guide us in creating new value that goes beyond our current business.
Within this framework, we initiated VISION UX in 2021. Thus far, we have envisioned ideal lifestyle variations within homes, workplaces, and local communities, leading to mid to long-term development and brand communication. We will continue collaborating with internal and external partners to bring the ideal lifestyle into being and connect it to a wider range of activities.

Mindset

A concept important to our mindset is “Becoming with,”
So we can consider relationships that were overlooked before.

We value an important concept known as ""Becoming with,"" as suggested by Donna Haraway.*
This concept emphasizes that humans are indefinite beings and must navigate the constantly changing present as we are also dynamically interconnected with non-human beings.
We humans cannot live alone. Vegetables grow in healthy soil, which people then eat. After that, new seedlings are planted, insects help pollinate them, and new fruit grows. Humans, insects, and soil are all incomplete beings, and they are all interconnected in each other's lives.

In the past, we may have believed that we could endlessly consume resources to make our lives more convenient. However, this approach will not lead to a sustainable future for our children. ""Becoming with"" is not a new concept but rather a way to acknowledge the existence of things we have previously overlooked and develop new ways to take action now.

Panasonic strongly believes in the principle that "the customer comes first." However, as the social environment changes, we believe that the definition of "customer" is expanding. We think that a new sense of value is emerging, where customers want to care for the beings that surround their lives, such as their families, pets, and even the soil and insects that support their food. This is why we are attentive to the mindset of "Becoming with" and will continue to create customer-first products that adapt to changes in people and the environment.s

Donna Haraway (1944-present) is a Distinguished Professor Emerita at the University of California, Santa Cruz, where she began teaching in 1980. She is known for her work in science and technology theory as well as feminist theory. Haraway is the author of “A Cyborg Manifesto,” “Simians, Cyborgs, and Women," "When Species Meet," and "The Companion Species Manifesto."