On a corner of one of the busy intersections in Tokyo, in an area with many foreign multinational offices, is an Italian restaurant where I had lunch with Peter David, CEO of "e-square"

I had met him first during a CSR symposium held by Care International in Tokyo last fall, where he articulated the need for recognition of CSR practices in Japan in the most impeccable Japanese I had ever heard for a foreigner.

"e-square" provides CSR consulting and LOHAS marketing research for many Japanese multinationals. How does he succeed?

1) He speaks their language: He speaks CSR that Japanese comapnies will understand, beginning with changes in corporate philosophies and conduct instead of a bunch of MDGs
2) He knows the peole: E-square has piloted the LOHAS marketing in Japan, and understanding of these consumers can be leveraged for more social-business related projects, wich brings us to the third point...
3) He understands business: He knows that a win-win situation with profit is still the key for social business. and it's not just the success that makes the difference, it's when you can empathize with the struggles of a for-profit that you can really find the solutions to social-business strategies.

E-square
http://www.e-squareinc.com/