FamilyMart: Business Addressing LGBTQ+ Issues in Japan

Founded in 1973 and operating over 16,000 stores in Japan and 7,000 overseas, FamilyMart Co. Ltd., was one of Japan’s leading convenience store chains and a staple in Japanese retail. In 2017, FamilyMart embarked on a journey to integrate diversity, equity, and inclusion initiatives in its corporate strategy. One of the company’s key strategies was to create value for employees and customers through initiatives that supported LGBTQ+ issues. At the end of 2024, following the success of introducing occasional rainbow-themed products and implementing various internal measures for employees, Ray Adachi, the chief marketing officer of FamilyMart, was revisiting FamilyMart’s rainbow initiatives, evaluating their success and exploring options for advancing the company’s commitment to address social issues. Should FamilyMart continue to expand its product line or explore alternative strategies to further its commitment to social responsibility?

The case is ideal for courses in corporate social responsibility, marketing strategy, diversity and inclusion, and international business. The case challenges students to consider the balance between internal diversity initiatives and external market-facing strategies and the long-term effect of aligning corporate values with social issues in Japan's conservative cultural landscape. Engaging with this case study will enable students to undertake the following: <ul><li>Understand the strategic importance of diversity, equity, and inclusion initiatives in business through the lens of stakeholder theory.</li><li>Analyze the effect of corporate social responsibility, particularly LGBTQ+ initiatives, on brand image and consumer perception through ethical marketing principles.</li><li>Evaluate the effectiveness of marketing strategies that target social issues and their alignment with ethical marketing frameworks.</li><li>Develop recommendations for balancing internal diversity initiatives with external marketing campaigns to enhance societal change and business performance.</li>

• Diversity, DEI, LGBTQ+, Japan, retail