Will Promoting Women's Advancement Succeed!? Unraveling Modern Women's Work Ethic Through Women's Magazine Readers (Part 2)

The " Watashigoto Project " confronts the diversifying ways women work and explores solutions to all challenges surrounding "working women."

Continuing from last time, Yasue Ohno and Ms. Igarashi from Shogakukan Women's Insight Research Institute, along with Naofumi Kanda and Aya Ujihara from Dentsu Inc., discussed changes in the mindset of working women and approaches to communication.

 

The Era of Empathy Over Role Models

Ujihara: I found what Ms. Ohno mentioned earlier very interesting: "Today's women admire a natural, authentic self over a desperately striving image. That's why the keyword 'effortless chic' resonates in fashion." Ms. Igarashi, having worked on 'CanCam' and 'AneCan' for nearly a decade, do you also see a shift in how information is conveyed compared to back then?

Igarashi: Around 2005, we had role models like Ebichan (model Ebihara Yuri) and Moecchan (model Oshikiri Moe). The mindset was, "If I imitate them, I can become like them," and that directly influenced consumer behavior. Magazine layouts also prominently featured popular models and products.

Nowadays, I feel what matters more than role models or grand ideals like "This is how life should be!" is whether the information feels relatable and resonates with people.

Kanda: Has the approach to readers changed?

Igarashi: We've moved beyond just making models and products look big. We've increased the use of photography and page layouts that convey a person's lifestyle through a total worldview. Even if the model isn't shown full-length, you might see stylish cutlery or organic ingredients laid out, making you think, "This person's life, this life with these products, seems so wonderful!" What resonates with readers now isn't straightforward imagery, but this kind of expression that consciously creates a worldview.

Kanda: In a way, it seems like people have become better at choosing things that suit them.

Ohno: Rather than trying to become someone specific, people understand their own tastes and worldview and incorporate things that align with that from various sources, right?

Ujihara: So, are there no figures like Ebichan anymore?

Igarashi: People still love cute or beautiful individuals, but it's diversified. It's not just models anymore—people whose lifestyles are easy to imagine are popular, and even unknown Instagrammers become topics of conversation. It's not like the old "Ebi-buru" era, where thousands of items would sell just because Ebichan wore them.

Ohno: Models are really into Instagram these days, right? They skillfully use camera apps and carefully consider composition and framing.

Igarashi: The way they blur the background is amazing too (laughs).

Ujihara: In group interviews, we heard things like, "I won't revisit a place with the same people for six months," or "I had fun at a music festival with friends, but I didn't know a single song." It made me feel that the mindset of "posting on SNS" is probably a strong driving force.

Igarashi: Exactly. Before, getting something cute was the end goal. But now, since they're becoming the ones sharing it, we have to package the entire experience up to the point where they can share it. 'AneCan' often plans tie-in products all the way through to events, right? For clothes, they create a place where you can wear them, and only when you share the photos taken there is it complete.

Ujihara: It's about giving them the ball, right? And you have to map out the whole process, right up to getting them to throw it.

Igarashi: That's why people are more interested in taking cute photos of themselves than just looking at cute pictures. It's not just the younger generation; think of housewives decorating bento boxes too. I don't think it's limited to any generation—it's just the times we live in.

 

Because there's no clear goal, you can choose the best path each time.

Kanda: Listening to you now, I get the impression that modern women don't have particularly strong ambitions for career advancement or continuing to work.

On the other hand, research from the "Watashi-goto Project" showed that an overwhelming majority of working women in their 20s want to work for companies with generous benefits, like support for childcare/childbirth and nursing care leave.

Ujihara: So, I think this reflects their criteria for choosing a company where they can return and work long-term after marriage and childbirth. This result was a bit surprising.

Ohno: Maybe we showed them how much we're struggling and scared them (laughs).

Igarashi: It shouldn't be such a pressing issue for them yet, so why do you think that is? Maybe it really is our fault (laughs). But it's true that more young people are saying "I'll save my bonus."

Ujihara: Maybe, with so many choices and lifestyles available, they're preparing to be secure no matter which path they take. In a group interview, there was a woman in her early 30s who bought herself a luxury car from overseas for her birthday.

Ohno: Really?

Ujihara: The reason she bought the luxury car? It seems her passion for cars led her to start racing. So, it was an investment in herself as she pursued her hobby. On the other hand, she has a boyfriend she's considering marrying. On top of that, she's also got insurance in case they don't get married.

Kanda: She also gets regular gynecological and cancer screenings. It was striking how she enjoys various paths—not just focusing on hobbies, marriage, or work alone.

Ohno: That's amazing. She has so many options and doesn't seem to be charging headlong down any one path. Not in a bad way—maybe she doesn't have a goal. If you set a goal, you have to run toward it, right? Since she doesn't have a clear goal, it's like she's choosing the best path each time.

Ujihara: And she doesn't seem stressed at all—she actually looks incredibly happy. It's less about preparing for uncertainty and more about enjoying a life true to herself.

Kanda: We're getting close to wrapping up, but what image comes to mind when you hear the phrase "promoting women's advancement"?

Ohno: The first thing that comes to mind is welfare benefits. Creating an environment where people can take maternity or childcare leave with peace of mind and return to work.

Igarashi: The word "promotion" doesn't quite sit right, does it? Maybe it's more about support?

Kanda: It can easily be interpreted as "Women, get to work!" But I think it's about building a society where men and women coexist.

Igarashi: I wish men would take paternity leave more willingly. The editor-in-chief of 'Woman Insight' has a 3-year-old child and sometimes leaves around 5 PM saying, "I have to give them a bath." When people in leadership positions take such proactive steps, it creates an environment where taking paternity leave becomes easier.

Ujihara: What about women returning to work? Do you feature that in your magazine?

Igarashi: Around 2010, 'AneCan' did a feature on career transitions. Back then, I think the prevailing view was that once you left a company, returning to the workforce was very difficult.

Ujihara: Has that changed now?

Igarashi: We don't say "you shouldn't quit" anymore. Quitting to pursue a fulfilling life is a valid choice, so we advise on how to achieve self-realization after leaving. Regarding returning to work, it's not just about going back to the same company; I think "returning" encompasses various ways of working. Women's lifestyles are diversifying, and work options are increasing, so it would be great to have support and systems tailored to each specific stage.

Ohno: Of course, there are also people who want to return but can't and suffer because of it, or conversely, people who can't leave their company. I hope there's also robust support for those individuals.

Ujihara: I believe the diversification of work styles stems from the diversification of lifestyle values. Listening to today's discussion, I felt that work and lifestyle are much more closely intertwined now compared to a decade ago. There's a tendency nowadays not to compartmentalize work and private life.

Kanda: Precisely why it's crucial for each person to consider work that fits their lifestyle. Simultaneously, as media outlets disseminating information, we also want to firmly propose solutions that contribute to building a society where women with diverse lifestyles can shine. Thank you for today.