Study on Japanese Consumer Values

I&S/BBDO, a Japanese advertising agency, used its "Consumer Value Research System" in 2001 to determine people's sense of values. The survey included 1,048 questions in 162 categories and covered 3,000 males and females nationwide, aging from 18 to 69 (excluding high school students).

The results showed four major tendencies.

1. A clear orientation toward inner values
"I want to live a relaxed life with a feeling of well-being." (93%)
"I don't think that money buys happiness." (79%)

2. Being oneself
"I want to live life at my own pace, without being bothered by social or financial status." (70%)
"I value my own individuality in life." (70%)

3. Being Natural
"I want to live simply and reduce unnecessary belongings." (64%)
"I respect moderation in all things." (60%)

4. Emerging awareness of "global citizenship"
"We have to put up with some inconveniences in order to conserve the environment and resources." (63%)
"We have to be willing to pay for the cost of disposal of our own garbage." (62%)

According to a follow-up survey conducted in 2002, these values are strengthening. For example, those who indicated "I want to live a relaxed life with a feeling of well-being" increased from 93 to 94 percent, and those who indicated "I value my own individuality in life" increased from 70 to 71 percent.



Posted: 2002/11/10 03:32:02 AM
Japanese version