Growing Up Japanese Style: Early Maturity Shapes Japans Young Consumers

Marketing used to be easy. Suppose a growing population. Capture a decent share of each new generation of consumers. With a market share steady and natural growth in market size, the work was done in the middle of the exit. In Japan today, however, marketers face a real dilemma. Japan is one of the world's most societies dramatically aging, where the number of consumers in more than sixty-five is now larger than the number of fifteen and youth. Each new generation is being reduced. Steadily declining share of media sales. And find out what young people are up seems harder than ever. A decade ago, while writing Japanese consumer behavior: From worker bees to buyers cautious, based on research carried out by Hill, the Hakuhodo Institute of Life and Living. I started a chapter on children as follows: The concerns about the new generations are a universal phenomenon. Concerns about the young Japanese seem, however, have a special intensity. In the Nikkei Shimbun? S? Warning Bell for 2020? series, we find them likened to the characters described in the late Meiji novels by Natsume Sōseki. Ichizô Sunaga, the protagonist made Higansugi (Until Equinox) said: "Since graduating from the school last year, I have not spent a single day thinking about getting a job." Like Sunaga, Japan in the younger generation is also polluted by making a big fuss about the job. They are like the Japanese who, shortly after Japan? S victory in the Russo-Japanese War, were strangely listless and unable to find a meaning in life. It is, then, with special interest that led to the Feb. 1, 2008 issue of Senden Kaigi, a magazine that for more than half a century has been tracking trends in marketing and creativity in Japan, and found a special section entitled "All marketing should know about young people. "I was looking for something new. What they found was familiar. The first of the studies HILL discussed in the chapter on children in the Japanese consumer behavior was conducted in 1982. It was found that children of Japan's baby boomers behave like little adults. His ambitions were limited. Their dreams were small. This conclusion was reinforced by a study of 10 to 14 years of age conducted in 1997, in which children were compared with water striders, the insects skitter across the surface of the ponds was kept tensions over water. Striders as water, children were Japanese, the study said, deftly skating across the surface of life, apparently unrelated to the opportunities and dangers that lurk below. A third study conducted in 1993 found that 15-19 years of age and avoid conflict - an especially important message for managers of the brand - detested pushy, difficult to sell forms of communication. Senden Kaigi The special section begins with a piece of social psychologist Rika Kayam who said that young Japanese limit their dreams to what seems possible. If not, even once in their lives, and they were adrift. They make no special effort. Accept that no matter what. The next meeting is the authority psychiatrist Tamaki Saito. Saito said that today's youth membership in Japanese preventing groups linked by clear ideas. They seem to prefer an insignificant life. The times seem to have risen from one in which young people believed that society was losing its way to one in which they prefer it that way. Saito, but the most striking observation is this: The generation gap is disappearing. More and more young Japanese are similar to their parents, who came of age in the 1970s and 1980s as they grow up in a society in which stifle social demands were offset by increases in wealth. The lesson was widespread, "Keep your head down," the widespread demand, "Get off my back." Next up are more practical issues. Akira Tokita, famous in Japan as the promoter of loose socks (a mega trend of the 1980s) and later leggings and middle booms said that the traditional approach of using a celebrity to exemplify a mark no longer works. The young people's tastes are very diverse, and nobody wants to be like everyone else. Mihoko Matsumoto, Keisuke Yano, Asako Baba and edit all the magazines that are aimed at "low-child" (10-15 years of age) women. Matsumoto says that teenage girls dream of being low-models. Are increasingly the subject of a fashion industry that is already saturated largest segments. Yano said that the age range of "teenager" the market is being pushed down and notes the importance of cellular telephony in the life of Japanese teenagers today. He says that Japanese teenagers are looking for authenticity, but wants to judge for themselves. They reject attempts by adults to identify them. Baba said that the number of those who cling to their own opinions and do not want to be deceived by adults is growing faster. I remember the young man who, in 1993 a study HILL, he said, "Wait till your own opinion. Speaking of best and worst is like PISSING in the face of a frog "[ie, rolls right off].
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