Wakamon and Family ~ More Than Friends, Less Than Lovers... Is She Mom? ~

We've previously examined Wakamon's social interactions and shopping attitudes. This time, the theme is "parent-child relationships." Their relationship with parents has shifted from the Showa-era model of "parents = symbols of authority" based on command to "parents = close friends."

Mothers and daughters share clothes. Fathers and sons go out together on holidays. Such parent-child relationships resembling friendships are said to have become markedly more common since around the mid-1990s.

In a 2011 Cabinet Office survey on lifestyle attitudes among parents and children, 90.5% described their home atmosphere as "warm." Similarly, the Cabinet Office's National Life Survey (for those in their 20s) shows a growing tendency to consciously view the home as a "place for family gatherings," "a place of peace," and "a place to deepen bonds."

Within this mainstream warm family environment of today, 40% of young people describe their relationship with their parents as being like friends. It seems they are growing up in a frank, friendship-like relationship while still valuing time with their parents.

So, where do parents and children actually go together, and what do they do? Looking at high school students, for example, results show they are more likely to go to commercial facilities like large shopping centers (54.4%), fast fashion stores (50.7%), and department stores (50.5%) with their "mom" than with same-sex friends.

Female high school students are especially proactive about activities with their moms. When asked, Tokyo-area girls mentioned: "We go together for beauty treatments like hair salons and eyelash extensions," "Buying clothes or shoes together and sharing them is normal," and "Mom is easygoing—no need to worry about her feelings. She knows my tastes." Their relationship with mom appears to be more than just a trusted friend. Because they understand each other's preferences, it seems to be more relaxed than friendships.

As seen in the first four installments, these young people are often overly considerate monsters outside the home, like at school or work. At home, however, parents—especially mothers—are increasingly becoming indispensable figures who let them relax, not just as parents but also as friends.

Observing Wakamon might reveal glimpses of a new tomorrow or signs of fresh change.

We've launched the "Youth Research Department (Dentsu Inc. Wakamon)" Facebook page!
http://www.facebook.com/wakamon.dentsu