For today's youth, "life-sized" is the keyword.

Wakamon Real captures the "present state of young people" through students' raw voices, seeking future directions for building better relationships between youth and society.

Young people are often labeled as "lacking energy" or "unmotivated" these days. But are they truly devoid of energy and motivation? Based on interviews with students from "AGESTOCK2014 Executive Committee," Japan's largest student organization, we decipher what interests today's youth and what drives their actions.

 

Consumption is tied to the joy of "in-group" experiences

The four individuals who cooperated in this survey were N, the representative of the AGESTOCK2014 Executive Committee (hereafter: AGE); S, the Public Relations Director; and R and M from the Event Bureau. AGE is an intercollegiate student organization (composed of students from multiple universities) that plans and runs events and produces free newspapers. Its membership reaches nearly 300 people. Among its activities, the annual festival "AGESTOCK," featuring student performers and professional artists, is particularly popular. In 2014, it was decided to hold the event at the Ryogoku Kokugikan, drawing attention for its scale that transcends the typical student framework.

As previously introduced in Wakamon member Nagi's article " Reading theEvent-ObsessedYouth Mindset," young people's "event fever" has been growing in recent years. AGE members, who plan events themselves, also attend various events ranging from those organized by student groups to professional productions. However, it seems they don't simply participate because they love events. "Even for a live show by an artist I like, I wouldn't go alone," says N-kun. M-san echoes this sentiment: "I like going to events, but I wouldn't go so far as to get tickets myself. I'll go if friends or acquaintances invite me." The reason? "While the live show itself is fun, I find more enjoyment in sharing thoughts with friends afterward and savoring the afterglow," says N. "I think enjoying it with close friends is part of the event's appeal," adds M. They place greater importance on "who they go with" than the event itself, seeking opportunities to share experiences and deepen friendships.

Furthermore, as R-san says, "I want to see events where someone I know is performing," and N-kun adds, "I'm interested in events planned by friends," they tend to prioritize "whose event it is" over "what kind of event it is." While it's not universal, the spark for their event enthusiasm seems to be "friends," and events are becoming a means to deepen bonds within their close circle.

Furthermore, S, who frequently interacts with other groups, notes, "The real thrill of events is experiencing the passion poured into the planning and seeing the staff work so hard. But honestly, if I hadn't joined AGE, I probably wouldn't have attended such events. I'd probably enjoy it if I went, but without a reason to go, I'd hesitate." The other three nodded in agreement. N-kun added, "I like idol concerts because the production is elaborate. But if I wasn't involved in planning them, I probably wouldn't go." Thus, it's not that they love the events themselves; rather, their involvement in planning and running the events is a major factor driving their participation.

Beyond just enjoyment, rationality and purpose are also important

What initially drew them to join student groups organizing events? "I joined the cultural festival committee in high school and discovered the appeal of planning and event management," said N. "Seeing my high school friends on the cultural festival committee made it look fun," said M. Both cited their high school cultural festivals as their foundational experience.

On the other hand, some AGE members joined not primarily because they loved planning and organizing, but seeking personal growth and connections. "After failing to get into my desired university and worrying about my future, I decided that if I was going to university anyway, I'd challenge myself with something large-scale and risky," said S. "I was originally in the dance club, performing on stage, but when I learned about AGE, I thought joining would help me expand my community and horizons," said R. "I don't think many college students have a clear idea of what they want to do from the start," says R. "I think it starts with a vague desire to I think it starts with a vague desire to try something new after entering university, and then gradually, within the community they choose, their goals become clearer," says R. N also notes, "Even if you don't have a solid plan as a freshman, as you advance through the years, the aspirations of the seniors and the group's vision permeate, and a proper sense of purpose begins to take root." Their comments suggest they value being "properly grounded" rather than just pursuing fun.

N-kun describes what he aims to achieve with AGE: "Our vision is to prove that 'student passion holds limitless potential.' It's true that as students, we can pursue our goals without the same intense profit pressure as companies. Still, we want to prove that even at this scale, gathering so many people, we can create experiences that truly resonate with performers and attendees. By showcasing students working hard, we want to elevate the value of the 'college student' position in society."

Mr. S adds, "We want to prove the limitless potential not just to society, but to fellow students too. People often say 'young people today are afraid to fail and take action,' and honestly, interacting with peers, I do feel many prioritize stability. So by showing them we're willing to take risks and potentially fail, we want to convey that even as students, you can challenge yourself this much—that it's okay to do something this big."

Thus, while they value being "proper," at its core lies a strong desire for society and their peers to recognize and value this "proper" attitude. Their tendency to prioritize rationality and purpose as university students over pure enjoyment might stem from this need for recognition.

They actively strive to enhance the value of their status as "college students," fully aware of that position. Their earnest efforts, staying true to themselves, are certainly far removed from the stereotype of young people lacking energy or motivation.

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【Wakamon Profile】
Dentsu Inc. Youth Research Department (commonly known as Wakamon) is a planning team that engages with the real lives and mindsets of young people, primarily high school and university students. By examining their "present," we seek hints to brighten and invigorate the near future. Drawing insights from them, we foresee the future and realize new businesses that foster better relationships between young people and society. Currently, 14 project members are based across the Tokyo headquarters, Kansai branch, and Chubu branch. Information is also shared on the Wakamon Facebook page.