Continuing from last time, Mr. Akashi, a founding member of the Think Pet Project, and Mr. Yonezawa, another member who researched and developed wearables for pets during his graduate studies, explored the immense potential hidden within pet technology.
From "IoT (Internet of Things)" to "IoA (Internet of Animals)".
Akashi: From the perspective of "safety and security," I strongly felt the necessity of wearables during the Great East Japan Earthquake. I couldn't confirm the safety of my dog, couldn't return home myself, and couldn't even tell the dog I couldn't come back. I was terribly worried because I had no idea what was happening at home—whether falling debris had injured him, or if he was panicking and running around because of the fire alarm. In such a situation, just knowing he was moving or drinking water would have been reassuring.
Yonezawa: I completely agree. Of course during disasters, but temperature management in summer also requires quite a bit of attention. I use a smart remote that lets me control my air conditioner remotely, adjusting the temperature while checking the weather forecast.
Akashi: That's great. I get anxious because the AC won't turn back on automatically after even one power outage. I also use a device to monitor my room temperature. It sends an alert to my phone if it goes above the set temperature. I've told my coworkers that if I get an alert, I'll head straight home (laughs).
Yonezawa: Individual IoT (Internet of Things) devices like remotes and temperature sensors are gradually improving. At this year's CES (the world's largest consumer electronics show in Las Vegas), various pet devices were introduced. I think we need to evolve this into a comprehensive network system that handles all pet needs—essentially an "IoA (Internet of Animals)."
"Pet big data" holds the key to a symbiotic society.
Akashi: Personally, one of the goals I aim for with the Think Pet Project is to help senior households understand the wonderful benefits of owning pets and increase the number of elderly pet owners. For example, when you have a dog, you inevitably have to take it for walks, right? This leads to communication with local people through the pet, and a community forms around that. My parents have a dog at my family home, and going for walks has increased their conversations with neighbors, making them more informed than before. I believe pet ownership has positive effects for seniors as a way to connect with their local community.
Yonezawa: The main hurdle for seniors is the worry that if something happens to them, they won't be able to care for their pet anymore, right?
Akashi: I hear many people hesitate to get a pet that's 0 years old.
Yonezawa: This strays a bit from technology, but for seniors like that, or people who move frequently for work, I recommend "cat-included apartments" where a cat comes with the rental. They're run by cat rescue organizations. If you can't keep the cat due to relocation or other circumstances, the rescue group takes responsibility for taking it back. You can even move with the cat. For people nervous about suddenly owning a pet, this is a helpful support system.
Akashi: Exactly! We could even have "cat-included retirement homes." When considering "coexistence between people and pets" for an aging society, I think there are alternatives to one-on-one ownership, like community-based care or location-based care.
Yonezawa: Speaking of aging, medical technology has advanced, and pets are also living longer. There seems to be room for technology to intervene in addressing the various issues that come with this.
Akashi: My dog is turning 8, so I worry about minor fractures or sudden health issues... They say dogs feel pain less acutely than humans, and sometimes you only notice when it's already too late. That's why it would be great to have systems that can detect illnesses early through data. Stress seems to be the worst thing, so maybe using behavioral analysis to measure stress levels.
Yonezawa: While it's difficult to measure stress like we do with humans—using brain waves or skin perspiration—we can track things like walking distance and food intake to some extent. I think the key going forward is how much we can link that data to actual evidence.
Akashi: That's right. Just knowing whether our pets are feeling stressed or not would bring us owners peace of mind, so it would be wonderful if we could make that a reality.
Yonezawa: Creating a safe and secure environment is essential, of course, but I also believe that owners and pets enjoying time together is a fundamental requirement for coexistence.
Akashi: Building "pet big data" through various technologies will likely spark the creation of new services. People wanting pets can keep them with peace of mind, enriching their lives. I believe technology holds great potential to realize a "society of human-pet coexistence." Let's continue advancing research and development, led by Yonezawa-san, with the cooperation of companies and pet owners.
Joined Dentsu Inc. in 1991. Engaged in product development and marketing strategy for food and beverages, cosmetics, distribution, and other sectors. Inspired by the enactment of the Assistance Dog Act for Persons with Disabilities in 2002, developed an interest in creating a society where people and pets coexist in Japan. Launched the cross-functional internal project "Think Pet Project" in 2011, aimed at creating the pet industry.
Studied aerospace engineering at university and specialized in Human Computer Interaction in graduate school. Developed Cat@Log, an interaction platform for people and cats. After joining Dentsu Inc. in 2010, engaged in collaborative research with universities and client work. In technology-related fields such as web, apps, installations, and events, I handle not only campaign planning but also the planning and development of products and services. Recipient of numerous awards including the Cannes Lions Titanium Grand Prix, D&AD Black Pencil, and the Japan Media Arts Festival Grand Prize. My cat is the cutest in the world.
Joined Wieden+Kennedy Tokyo in 2020.