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DENTSU SOKEN INC. Looks Ahead to 2015 The Keyword is "Go Ahead, Yourself."
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DENTSU SOKEN INC. conducts trend analysis every year around this time through surveys on trending topics, notable products, and consumer sentiment.
This year, on November 27, it announced the "Consumer-Selected 2014 Trending Topics & Notable Products Ranking" looking back on 2014, and the "Consumer-Selected 2015 Promising Products Ranking" exploring 2015 trends. The 2015 consumer keyword was defined as "Move forward, self. ~Consumers Who Don't Want to Go Back~. This time, we interviewed DENTSU SOKEN INC. to explain the consumer sentiment behind the rankings and future outlook.
Expectations for increased consumption among the digital native generation
While the Abenomics-driven economy strengthened positive consumption trends, the consumption tax hike was also implemented, making 2014 a year of "tug-of-war" between aggressive spending and thrift. DENTSU SOKEN INC. interpreted the mood of the times in this way and announced the 2015 keyword: "Move Forward, Self. ~Consumers Who Don't Want to Go Back~."
Particularly noteworthy is the emerging power of uplifting content and events—those that offer encouragement and inspiration—to drive consumer action.
For example, people watch favorite movies multiple times to enjoy the sense of unity with the audience each time, or participate in events like Halloween to enjoy cosplay and feel a shared excitement with friends. People tend to spend money on things that lift their spirits like this. These real-life experiences also serve as material for self-presentation on virtual SNS platforms.
Beyond traditional consumption of goods and experiences, communication through social media has become an integral part, increasing the value of more substantial, fulfilling experiences. Careful observation reveals that people will spend money if social sharing and interaction offer encouragement, courage, or new discoveries. Conversely, things that are popular in real-world consumption also see active social engagement.
Beyond this, there's a broader trend of heightened patriotic sentiment toward "Japan," their perceived group affiliation. This extends beyond Japan, Japanese cuisine, and Japanese achievements overseas; numerous examples exist where warm support spreads even when results in sports or other areas are lacking.
This emphasis on real-world experiences is particularly pronounced among digital natives up to their early 30s, contributing to their generally positive view of technological progress. In recent years, DENTSU SOKEN INC. has proposed focusing on the strong consumption drive and actual spending power of digital natives who grew up after the bubble economy collapse.
As these young digital natives enter marriage and parenthood, their consumption will become more active. Furthermore, this demographic has historically been overlooked as a promising market compared to other generations. Consequently, having fewer product choices, they seek out only what they want via the internet and social media. The rise of content marketing in 2014 can be seen as a response to the urgent need to engage other generations by centering on these digital natives who masterfully use the internet for product selection.
As 2015 approaches, an era where digital natives who never experienced the bubble economy become the core of society, it may also mark a year of significant transformation in marketing and communication.
DENTSU SOKEN INC. Report
What is the keyword "Go, Self."?
"Go for it, self." is both the voice encouraging oneself to move forward and the supportive voice heard from products and services that back that drive. It strongly expresses a desire to avoid returning to the gloomy mood of the deflation era.
Specifically, a new form of consumption is emerging, where the goal is to receive this voice of encouragement. This includes sharing time and space through experiential consumption like movies and Halloween cosplay to foster a positive mood, or gaining the courage to move forward by witnessing the resilience of Japan through the achievements of Japanese people abroad.
With added anticipation for the 2020 Tokyo Olympic and Paralympic Games, this future-oriented, positive mindset is expected to accelerate.
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1st Place: Electric Vehicles (including fuel cell vehicles) |
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[Four Moods/Social Trends]
1) Around Me!
People want to connect with trusted friends and family at a comfortable distance, enjoying a sense of unity. As confidence in daily life and consumption recovers and self-esteem rises, the value of building bonds with grounded individuals is being reevaluated.
2) Hybrid Real
While preferring real experiences over virtual ones, people enjoy a hybrid sense of reality—not pure reality, but one supported by virtual elements.
3) From Japan to NIPPON
Patriotic sentiment toward Japan takes another step forward. Consumers regain confidence in Japan and develop a desire to share Japan's strengths with the world.
4) A Future Within Reach
Expectations are rising that new technologies and services will positively transform daily life. People can now realistically envision how futuristic technologies will enrich their lives.
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*Details are available on the Dentsu Inc. website.
www.dentsu.co.jp/news/release/2014/1127-003883.html
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