In July 2020, we held an online event “Our values, lifestyles, and ways of life will change! We made a joint research presentation.
How will the changes accelerated or newly brought about by the corona crisis change our values and lifestyles? The reason for holding this event was to learn concretely about it and to summarize it as a future prediction for the future social and business market. First, we conducted a survey on “change” and “new value” together with Generation Z, who will move society and markets in the future. At this event, from the perspective of Generation Z, corporate marketers from the fields of clothing, beauty, and housing will be invited as guests to explore hints for creating a future society that transcends generations and creating true brand value. We also tried a session with the seminar students of Sanno University Kokouma Seminar who cooperated with us.
Summary of research presentations
* 124 students from Sanno University's Atsushi Kojima Seminar / 70% of females and 30% of males responded
More than half of the people who have changed the way they deal with themselves
Q. What kind of changes have you seen in the way you think about the coronavirus pandemic?
A.
I want to improve myself 53%
I want to value my time 51%
I want to identify what I really need 40% I
have become aware of myself and my true self 23%
In a situation where they have no choice but to face themselves without meeting people, Generation Z seems to be more conscious of facing themselves positively and improving themselves. In conjunction with this, there was also a consumption behavior that leads to self-improvement, such as “skin care 50%” and “health goods 26%” for things that have been purchased since Corona.
Awareness of administration, social conditions, and the global environment is on the rise!
Q. What is the news that you are worried about in the corona misfortune?
A.Trends
of the Japanese government
Economic trends (in conjunction with job hunting trends)
Environmental issues
Corporate measures and actions against the corona crisis
, etc.
In our lives “with COVID-19,” we have a strong desire that our lives, health, and future employment are directly related to national and governmental affairs, economic trends, and environmental issues. There seems to be a growing awareness of
No more commuting to work or school and the city! ?
Q. Was there anything you thought you didn't need in your life after COVID-19?
A.Commuting
to work/school
Lots of clothes
Eating out/drinking
Going to the city
As values changed dramatically, I realized that I could study and work without the commuting that I had taken for granted, and I lost much interest in the city, which I thought had value. There is a big change in the value standard, such as cherishing the local area.
The formula of "happiness = self-affirmation"
Q. When do you feel happy now?
A.
When you feel a sense of accomplishment 48%
When you have an experience that you can only do now 40%
When you love yourself 38%
When you feel yourself 36%
Except for the responses unique to the corona crisis, such as "when I met the person I wanted to meet" and "when I was able to go to places I couldn't go," almost all of the above were self-affirming, and I feel happy when I realize it. The impression is that they are finding happiness more intrinsically within themselves, rather than physical and external factors such as “I have money” and “I was able to have a gorgeous experience”. It was a target.
In the survey with Generation Z, I think we were able to gain a concrete understanding of the "changes" that will accelerate after the coronavirus, and we were able to draw a clear picture of the "values" that will be required in the coming era. Our team listens sensitively to changes in society, lifestyles, and people's values, and we would like to continue to come up with the values that are required now and give them shape.
You can download the full version of the Z generation awareness survey
