It's the job of 30-something men to ignite the times: The 30-Something Men Cluster (Part 1)

"At thirty, one stands on one's own feet" – Confucius is said to have spoken these words in the Analects.

So, what about me, a 30-year-old Japanese man in 2014? Have I become the 30-year-old I envisioned at 20? What about my job? Marriage? Dreams? Do I feel confident and satisfied with myself?

Men in their thirties (businessmen around age 30) are, if I may say so, at a very delicate age. Take the workplace, for example. They're no longer young, yet far from being veterans, and it feels awkward to boast of being a respectable mid-level employee. Having been in the workforce for several years, they see more and often find themselves troubled.

The Meaning of Digging Deep into the 30-Something Man in the Age of Death of Age

The 21st century is called the "Death of Age"... an era where generational labels no longer apply.
Indeed, there's no doubt that the defining characteristic of our times is the absence of shared formative experiences during growth, replaced by the ability to freely connect with like-minded individuals whose values resonate, all based on the web.

This past decade has seen many events unfold: the progression of an aging society, the Lehman Shock, the Great East Japan Earthquake, consumption tax hikes—all pressing issues for survival. It feels like these ten years have significantly increased the burden on men in their thirties. Facing major decisions like changing jobs, getting married, or buying a home, they've started prioritizing reality over dreams. They choose avoiding loss over seeking gain. They carry doubts and anxieties, wavering between ideals and reality. Yet, even if they can't articulate it well, desires exist... These men in their thirties are struggling to find their own answers while being tossed about by society's rough waves. They share not just the same generation, but shared stories.

To support these men in their 30s, we launched the project team " THINK30 " with members from Media Shakers, Dentsu Inc., and Roman-do.
The team consists of 11 members—communication planners, copywriters, art directors, and media planners—who transcend company boundaries. For these men in their 30s, who will become the backbone of Japan, we will create diverse solutions and products based on their insights. Because it's the job of men in their 30s to ignite the era.

We categorized 1,000 men in their 30s into six distinct types.

By the way, even though we say "men in their 30s," their types are all over the place.
First, to understand the quantitative aspects of these men's lives, THINK30 conducted an original survey of 1,000 men in their 30s. We performed factor and cluster analysis based on their attitudes and behaviors regarding "Work, Private Life, and Communication," categorizing them into the following six types. Here, we introduce some of them.

 

The "Balance-Focused Type": Solid, Top-Performing Individuals; The "Sports Club Type": Those Who Value Real-Life Connections

Cluster 1, the "Balance-Oriented Thirtysomethings," are dependable individuals who stand out a step ahead in their life stage compared to their peers. They are proactive about work and highly motivated for promotion and advancement. This cluster exhibits strong leadership awareness. Many are married, valuing family and leading balanced lives. However, they tend to neglect their health somewhat... perhaps due to overworking? They are highly attuned to information, embracing diverse values and finding their own ways to enjoy life. As both business professionals and men, they are model 30-something males.

Cluster 4's "Athletic-Type Thirtysomethings" highly value teamwork in their professional lives. They also prioritize "real connections," valuing ties not just from work or school but also with hometown friends, holding the belief that "honesty matters more than appearances!" They have a slightly trendy side. They aspire to a balanced life integrating family, work, and personal time, and are willing to invest in achieving that. They value loyalty and human relationships, and are the type of 30-something men who are cherished even by older superiors.

The 30-Something Male Cluster: Viewed Through Ambition and Sharing Mindset

To symbolically grasp each cluster's characteristics, we mapped them using the axes "Stoicism/Ambition" and "Information Dissemination/Sharing Mindset" – elements inseparable from modern business professionals.
"I want to approach any job stoically and contribute to society. I want to decide my work responsibilities proactively. I view promotions as status and aspire to be someone others rely on." This "Stoic/Ambitious" dimension forms the vertical axis. The horizontal axis represents "Information Dissemination/Sharing Mindset," defined as "Frequently browsing and sharing (posting) on SNS; recommending products I find useful to others and voicing opinions online." The resulting positioning is shown in the diagram below.

*Numbers within bubbles indicate the appearance rate of each cluster.

For example, the "Balance-Oriented Thirtysomethings" cluster tends to have strong upward mobility aspirations but relatively weaker information dissemination/sharing tendencies.
Take a look around you. Those model business professionals who diligently focus on their work to deliver results while also valuing their family life—aren't they surprisingly less likely to actively share information, make trivial posts, or promote themselves on social media?
Meanwhile, the "Sports Club-Style Thirtysomethings" have a slightly lower information dissemination/sharing mindset and also aren't particularly ambitious. However, with their "Honest & Steady" values, they tend to be the type who earn deep trust from those around them, both in the workplace and in their private communities.
Thus, even among 30-something men, examining them through work-focused, private-focused, and relationship/communication-focused lenses reveals a wide variety of types.

Next time, we'll focus on the "Aggressive Type," "Simulation Addict Type," and "Desire-Driven Type" clusters of 30-something men, introducing the characteristics and insights of each cluster.

<Analysis Overview>
Survey Areas: Kanto (Tokyo/Kanagawa/Chiba/Saitama), Kansai (Osaka/Hyogo/Kyoto/Nara), Chubu (Aichi/Gifu/Mie)
Analysis Subject: Employed men aged 28-32 (1,000 respondents)
Survey Period: Thursday, November 28, 2013 - Monday, December 2, 2013
Survey Method: Internet survey
Survey Implementing Agency: Macromill
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