Management Message
Message from Management

Message from the Director Responsible for Sustainability

Make a difference in everyday lives by redesigning habits: ReDesign(Left) Masazumi Kikukawa

Representative Director, Chairman of the Board of Directors(Right) Masayuki Takemori

Representative Director, President and Executive Officer

Since Lion’s founding in 1891, it has striven to help consumers realize health, comfort, cleanliness and hygiene in everyday

living by redesigning habits and providing the various daily commodities necessary for such habits in line with its
unchanging mission of “benefitting society through business activities.”

In Northeast Asia, various challenges arising from aging populations, such as increasing medical costs, are becomingapparent, while in Southeast Asia, health and hygiene habits must be improved in accordance with the level of economic

development. At the same time, dealing with global environmental problems cannot be put off any longer. In light of suchrapid changes in the business environment and to precisely deal with diverse emerging social issues, continuously generatebusiness value and contribute to society going forward.

Based on our purpose, “Make a difference in everyday lives by redesigning habits: ReDesign,” we formulated a long-term

strategic framework, Vision2030, aimed at achieving our management vision, “Becoming an advanced daily healthcarecompany.”

4Lion Sustainability Website 2024

Vision2030 Long-Term Strategic Framework
Under Vision2030, we are synergistically advancing growth strategies and initiatives that address our Sustainability MaterialIssues to create social and economic value and achieve sustainable corporate value enhancement. Of these, we havepositioned “Creating Healthy Living Habits,” which contributes to the realization of everyday happiness, and “Promoting

Environmental Initiatives for a Sustainable Planet” as our top priority material issues, and we are investing management
resources in these areas accordingly. Habits have great power. Daily chores take up the majority of our time, and bytransforming this drudgery into positive experiences, or positive habits, we can increase the sum total of our happiness.

Specifically, in 2019, we established the LION Eco Challenge 2050 environmental objectives. These objectives put into words

our dedication to working in partnership with all stakeholders to realize a decarbonized, resource-circulating society. We

believe that promoting a wide range of environmentally friendly habits and products that reduce environmental impact in
the home is one effective way that Lion can contribute.

Going forward, we will continue to accelerate our growth strategies by leveraging our strengths of wide-ranging insightgleaned through the redesign of living habits as well as marketing and R&D capabilities based on consumer perspectives. By

doing so, we will contribute to the achievement of the Sustainable Development Goals as well as to health, comfort,
cleanliness and hygiene in everyday living and the realization of a sustainable society.

Masazumi Kikukawa

Representative Director,

Chairman of the Board of Directors

Masayuki Takemori

Representative Director,

President and Executive Officer

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Lion Sustainability Website 2024

We aim to contribute to society and achieve further business growth through thecreation of better habits by integrating sustainability into management strategy.

Kenjiro Kobayashi

Director, Senior Executive Officer

Integrating Sustainability into Management Strategy

As the urgency of addressing global environmental and social issues rapidly escalates, society as a whole is engaging invarious initiatives to build an inclusive, sustainable and resilient future for both people and the planet. The Lion Groupneeds to implement even more ambitious initiatives. We believe that addressing the issues that society faces will involve

creating habits among consumers to reduce CO2 emissions, save water and electricity, and promote healthy lifestyles. For

example, according to the United Nations, on a consumption basis 65% of CO2 emissions come from households, suggestingthat households play a crucial role in achieving significant emission reductions.*1*2 The key is people’s everyday habits. We
strongly believe that significant change can be achieved through habits that help lower CO2 emissions and promoteeveryday health.

Based on our purpose, “Make a difference in everyday lives by redesigning habits: ReDesign,” we set out a management

strategy to reinforce initiatives for Sustainability Material Issues and to synergistically advance our three growth strategies.
We have identified the Sustainability Material Issues to address by 2030, outlining a roadmap for creating value inbusinesses in which the Lion Group has a competitive advantage and is fulfilling its responsibilities as a good corporate
citizen. In particular, the Company have positioned “creating healthy living habits” and “promoting environmental

initiatives for a sustainable planet” as top-priority material issues in which the Company must invest management

resources to secure a competitive advantage. To incorporate these material issues into management and in turn ourbusiness activities, the Sustainability Promotion Council, which I chair, formulates sustainability strategies related to theenvironment, society, and governance, makes decisions on specific action plans, and monitors progress toward medium- tolong-term goals. I will continue working to fulfill our purpose and leverage our uniqueness, while steering the Group towardsustainability in management to contribute to society and achieve further business growth through the creation of better
habits.

6Lion Sustainability Website 2024

Evolving and Expanding the Redesign of Living Habits to Grow Our Businesses and Help Resolve SocialIssues

To create healthy living habits, one of our top-priority material issues, we are currently focusing on instilling habits that aredirectly linked to improved health, such as tooth brushing and hand washing. Our objective is to provide the 1 billion people
in Japan and across Asia in the regions that the Lion Group serves with products, services and information that help tocreate healthy living. Going forward, we will accelerate efforts to achieve this objective by increasing collaboration withoverseas Group companies. Moreover, in the field of oral health, an area of expertise for Lion, we have newly established theOral Health Product Development Department to develop new products and services using IoT, AI, and other technologies,
thus creating new markets and further increasing the scope of our business.

To promote environmental initiatives for a sustainable planet, we are collaborating with consumers in the creation ofenvironmentally friendly habits. By proposing planet-friendly lifestyles, we contribute to the achievement of adecarbonized, resource-circulating society. In cooperation with local governments and other companies, we are developing
recycling technologies and structuring collection systems for refill containers. We will continue to enhance thesepartnerships with the aim of integrating these technologies and systems into social infrastructure.

Creation of Social and Economic Value
In addition, we aim to create new business opportunities by providing experiences that allow people to create habits moreenjoyably and proactively, as well as by taking a scientific approach to habits using digital technologies such as dataprocessing to visualize changes in people’s behavior.

Furthermore, the Lion Group needs to nurture employees who embody its purpose. In January 2023, we introduced a new
personnel system for managers that incorporates a job-focused perspective, replacing the previous system that determined

job titles based on seniority. Our goal is for each employee to map out a clear picture of how they should develop

themselves to achieve their aspirations, thus increasing motivation on the job, increasing expertise, and maximizing thevalue they create.

Going forward, the Lion Group will continue to promote sustainability in management, leveraging its uniqueness whilebalancing the creation of social and economic value to improve corporate value.
*1 United Nations Environment Programme (2020). The Emissions Gap Report 2020. Nairobi.

*2 Ivanova, D., Stadler, K., Steen-Olsen, K., Wood, R., Vita, G., Tukker, A. and Hertwich, E. G. Journal of Industrial Ecology, 20(3), 526-536 (2016)

Kenjiro Kobayashi

Director, Senior Executive Office7

Lion Sustainability Website 2024

Related Information

LION Scope: Special Feature

Habit formation is a perennial theme. Masazumi Kikukawa explains
the importance of unconscious thought. [Japanese]

The Lion Group’s Vision for 2030

Vision for 2030, based on Lion’s Purpose

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Lion Sustainability Website 2024