With remarkable advancements in digital technology, particularly generative AI, keywords related to societal and lifestyle changes are gaining attention as companies, nations, and local governments push forward with DX. These include "digital lifelines" for maintaining and improving daily life, "agile governance" for responding to rapid societal shifts, and "regenerative" approaches that aim not just for sustainability but regeneration, potentially impacting social and economic systems.Understanding these trending keywords not only offers hints for new business development and marketing approaches but can also provide an opportunity to reexamine your company's business challenges. This article highlights five trending keywords currently generating discussion.
A new frontier in marketing beyond mere payment methods.Focus on"Digital Wallets"
"Digital wallets" have gained significant attention after being named one of the 2023 life trends by a major consulting firm. These tools digitally consolidate and manage various items like e-money, credit cards, tickets, point cards, and account information. They also encompass digital assets such as cryptocurrency and NFTs, as well as personal IDs registered for individual apps.Combined with the rise of mobile payments during the pandemic, the number of users is increasing. As cookie usage gradually becomes restricted, the user data consolidated within digital wallets becomes valuable, reliable customer information for companies. Furthermore, it holds potential as a marketing tool for implementing coupon campaigns, CRM, and more. While security and operational challenges have been pointed out, further expansion in usage is anticipated going forward. Keep an eye on future developments.
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A new model for the AI era and Society 5.0.What is"Agile Governance"?
When discussing the implementation of innovations like generative AI utilization and realizing Society 5.0, traditional fixed governance models may prove inadequate. "Agile Governance" is gaining attention as a new model to respond to rapid technological advancements and the accompanying societal changes.This governance model involves multiple stakeholders—governments, corporations, individuals—continuously and rapidly updating rules and systems through a cyclical PDCA process. An example is the government's policy discussion process using online public hearing tools to gather opinions from private companies. While currently more conceptual, it is envisioned to be implemented by engaging private companies. Why not monitor future developments and consider how your company might engage?
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A Perfect Match for Time-Poor Users? The New Format of " Vertical-Scroll Comics "
Vertical scroll comics, optimized for smartphone viewing, are gaining attention following major publishers' release of distribution services. Originating in Korea, this format is popular among smartphone-native Gen Z and other young people accustomed to vertical scrolling through SNS and messenger apps. Compared to horizontal-reading comics meant for focused reading, they tend to be read casually during spare moments, with some noting their excellent compatibility with time performance (time efficiency).A key strength is that they aren't necessarily intended for book publication, making it easier to run campaigns like free releases and lowering the barrier to entry. Another advantage is the absence of distribution costs, freeing up budget for media mix initiatives. While marketing using manga is already well-established, the use of comic expressions designed specifically for vertical scrolling may increase going forward.
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Will " Regenerative " Practices, Reclaiming Their True Power, Bring Transformation to Business?
While "sustainable" pursues long-term viability, "regenerative" aims to restore natural ecosystems.Regenerative agriculture, long emphasized in Europe and America, reduces greenhouse gases by regenerating soil and sequestering CO2 without chemical fertilizers or pesticides. This approach is also seen in fisheries, where the carbon absorption capacity of seaweed is valued under the concept of "blue carbon ecosystems," leading to aquaculture methods focused on natural regeneration.In recent years, the concept of regenerative practices has expanded beyond agriculture and fisheries, being introduced into architecture and business. Examples include nature-friendly design, buildings utilizing natural energy, and business models aiming to regenerate social and economic systems. Transformation and regeneration are not contradictory ideas; rather, the regenerative mindset may hold the key to new organizational forms and breakthroughs.
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Expectations for " Digital Lifelines " as a Key to Next-Generation Business
The Ministry of Economy, Trade and Industry announced the launch of the "National Comprehensive Digital Lifeline Development Plan" to advance the digitization of infrastructure central to our lives. Its goal is to integrate technologies like autonomous driving and AI into society over the next decade, maintaining and improving quality of life even as the population declines.To achieve this, the realization of versatile digital services is essential. For instance, autonomous driving technology is envisioned for use not only in transportation but also in logistics, agricultural work, disaster response, and various other fields.The digital lifelines, built by establishing hardware, software, and rules, are also expected to enable more efficient management of existing infrastructure like water and gas, and to speed up emergency responses. Building these digital lifelines could become key to next-generation business and provide a starting point for developing new services and solutions.
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This month, we covered keywords related to challenges arising from the realization of a digital society, along with content focused on user consumption behavior—such as "vertical scroll comics" and "digital wallets"—and perspectives on marketing.In today's world, where rapid technological advancement and societal shifts cause user demands to change at a dizzying pace, why not leverage these trending topics to inform your product/service development and promotion strategies? If you're facing challenges with data or system operations, or exploring business expansion aligned with changing consumer behaviors, please don't hesitate to reach out to us.
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