What Defines a 'White Company'? White Company Certification Revises 70 Evaluation Criteria, Introducing New Perspectives of 'Respect for Diverse Values' and 'Future-Creating Business Models' [Effective July 1, 2026]

The Japan Next-Generation Enterprise Promotion Foundation (commonly known as the White Foundation, headquarters: Osaka City, Osaka Prefecture, Representative Director: Shou Iwamoto) will revise the evaluation criteria for the 'White Company Certification' effective July 1, 2026, in response to recent legal changes, social trends, and evolving workstyles.

In this revision, two of the 70 evaluation criteria will be updated.

The system will evolve to comprehensively assess corporate appeal, individual employee consideration, and societal value—factors that were previously difficult to capture through traditional management indicators or the mere presence of policies.

About White Company Certification

The 'White Company Certification' operated by the White Foundation is Japan's only comprehensive corporate evaluation system (※1).

(※1) Based on the organization's own survey of major domestic corporate evaluation and certification systems (as of July 2026)

Our concept of a 'White Company' goes beyond simply being 'not a black company'.

A White Company is one where employees are supported by their families with words like, 'I'm glad you're working at such a great company,' and is trusted by local communities and business partners—organizations worth preserving for future generations.

Based on 70 evaluation criteria covering talent development, work engagement, flexible workstyles, respect for diverse values, health management, risk management, future-creating business models, and labor law compliance, over 680 companies have received certification as of July 2026.

Why Revise the Evaluation Criteria Now?

While awareness of the term 'White Company' has grown, actual conditions are often assessed solely by figures such as 'female managerial ratio,' 'employee turnover rate,' or 'comprehensiveness of welfare benefits.'

However, these metrics alone cannot definitively determine whether a company is truly 'good.'

Through dialogues with over 600 companies, we observed that some companies achieve high profitability and productivity but struggle with work-life balance, making it difficult for employees to stay long-term. Conversely, other companies without flashy policies deeply understand individual circumstances and earn strong trust from employees and local communities.

The goal of this revision is to evolve the system to more appropriately evaluate such corporate values.

This is not about making the evaluation stricter, but about accurately visualizing the efforts companies have accumulated, aiming for a certification that enables companies to confidently communicate their strengths in recruitment and branding with solid evidence.

Key Revision Details (Two Evaluation Items Updated)

[Revised Evaluation Criteria] Talent Development & Work Engagement, Flexible Workstyles, Respect for Diverse Values, Health Management, Risk Management, Future-Creating Business Models, Labor Law Compliance

Change ①: 'Diversity & Inclusion' → 'Respect for Diverse Values'

[Background]

Previously, evaluations focused on initiatives by demographic attributes, such as women's advancement and employment of people with disabilities.

However, in actual workplaces, employees face diverse situations—balancing childcare, caregiving, or medical treatment, dual-income households, or living in rural areas.

Therefore, this revision updates the evaluation item to 'Respect for Diverse Values,' assessing workplace creation from a broader perspective that respects each individual's circumstances and values, enabling everyone to fully utilize their abilities.

Change ②: 'Business Model/Productivity' → 'Future-Creating Business Models'

[Background]

Previously, evaluations focused on 'management efficiency' such as sales growth rate, profits, and productivity.

However, for a company to be continuously chosen by society over the long term, values beyond management efficiency are crucial.

Thus, in addition to management efficiency, the revised criteria will newly include evaluation of 'what kind of future the company aims for and what kind of value it creates for society,' incorporating aspects such as AI and system-driven operational efficiency, and trust-based relationships with local communities and business partners.

Who Should Consider Applying for Certification?

'Can our company truly be called a White Company?'

Why not verify this from a third-party perspective?

White Company Certification is not a system that ranks companies as superior or inferior. It is a certification designed to help companies re-evaluate their own value and support the creation of organizations that are 'chosen' by employees, job seekers, and business partners.

- You are confident in your numbers but want objective confirmation on whether that alone makes your company 'good.' - You are actively improving your internal environment but struggle to effectively communicate these efforts externally. - You want solid grounds to describe your company's appeal using the term 'White Company.' - You want your employees and their families to proudly speak about the meaning of working at your company.

Message from Shou Iwamoto, Representative Director, Japan Next-Generation Enterprise Promotion Foundation

Adapting to a changing era, Spreading across Japan companies worth preserving for the next generation

Management requires various metrics such as sales, profits, productivity, and turnover rates.

Of course, these are important indicators for any company.

However, there are also corporate values—such as philosophy and culture—that cannot be captured by numbers alone.

That is precisely why, in this revision, we have newly added the perspective of 'what kind of future the company aims for and for whom it creates value' to our evaluation framework.

We do not intend this certification to be a system that determines whether a company is 'good' or not. Rather, we hope it becomes a system that encourages companies to reflect on their true strengths and values, and serves as a starting point for contemplating 'What does a White Company that reflects our unique identity look like?'

There is no single correct answer to what makes a good company.

We will continue to walk alongside each company, supporting them in delivering their unique value to society.