In a society where raising a child is perceived as more of a burden than a joy, what can a corporation do to change this mind-set?
Employees of the Combi group, a provider of child-care products and services in Taito Ward, Tokyo, have been asking this question on a daily basis.
The company reviewed its brand strategy last year and stated that its new mission was "to create a society in which child-rearing can be viewed as fun."