The Reality of Being 18 [1]DENTSU SOKEN INC. launches Project18, the 18-year-old project.
Starting today, our new series "The Reality of 18-Year-Olds" begins, delving into the real "present" and "future" of 18-year-olds.
In the first installment, Yoko Kodaira from DENTSU SOKEN INC. and Rei Nagi from Dentsu Inc. Youth Research Department (Dentsu Wakamon) share their thoughts and activities for the newly launched project.
What should adults do now for the future chosen by 18-year-olds?
Starting June 2016, the voting age will be lowered to 18. New initiatives are emerging around 18-year-olds, such as lessons on elections and creating opportunities for mock voting.
The age of 18 is inherently a crucial turning point in life—transitioning from high school to college, or even entering the workforce as a working adult. Young people at this age are making choices and decisions about their own futures, filled with hopes, worries, and anxieties. Now, in addition to decisions about themselves, they will also be making choices and decisions about Japan's future and society.
However, when speaking with 18-year-olds, it feels like they are deeply confused, wondering, "How am I supposed to do this?" They are already stretched thin just thinking about themselves, and now they have to think about Japan and society too.
Precisely because the voting age is being lowered now, we want to stand alongside them and understand what 18-year-olds feel and what they want to convey to adults and society—those feelings they might not be able to fully express on their own.
We want to connect the changes and new beginnings emerging from the perspective of "18-year-olds"—unbound by adult logic or past conventions—to society and Japan's future.
Driven by this vision, we launch "Project18" – DENTSU SOKEN INC.'s 18-Year-Old Project.
In the summer of 2016, 18-year-olds gained the right to vote.
Beyond further education or employment, another future to choose.
At this first major turning point in life, what criteria will 18-year-olds use to choose their future?
And what should adults do now for the future chosen by 18-year-olds?
A special initiative by DENTSU SOKEN INC. and Dentsu Youth Research Department to uncover the values of a new era through the voices of 18-year-olds: Special Mission Research "Project18".
Merely tracking events happening around 18-year-olds won't reveal their essence. Project18 will challenge new research methods to uncover the "values of a new era."
(Furudaira, DENTSU SOKEN INC.)
Why focus on "18-year-olds"? There's a reason for that.
Project18 is a "special project" jointly advanced by DENTSU SOKEN INC. and Dentsu Wakamon.
Dentsu Inc. has long conducted insight research focused on teens and twenties.
So why are we now focusing specifically on "18-year-olds"? There is a reason for this.
As Kodaira mentioned earlier, turning 18 is a major turning point for individuals deciding their future. By focusing on how they "choose their own future," we can uncover thoughts and values that previous youth insight research couldn't reveal.
We aim to connect these insights to creating unprecedented touchpoints between companies and 18-year-olds, as well as to business development. Leveraging the expertise cultivated at Dentsu Inc. Wakamon, we will "see the future" through their world and its changes. We will advance this new challenge in collaboration with various experts, organizations, and companies.
A "Special Project" by DENTSU SOKEN INC. and Dentsu Inc. Youth Research Department (Dentsu Wakamon). Stay tuned.
(Dentsu Inc. Youth Research Department, Nagi)
[Main Activities]
● Research on how 18-year-olds choose their futures and their values
● Solving social issues faced by 18-year-olds
● Creating touchpoints between 18-year-olds and society/businesses; business development, etc.
Contact for "Project18"
d-ii@dentsu.co.jp
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Author
Yoko Furudaira
Dentsu Inc.
After working in the Marketing Planning and Business Development departments, I now broadly support client companies' business transformation (BX). I provide end-to-end production support, from conceptualizing and strategizing transformation to executing strategic plans.
Rei Nagi
Dentsu Inc.
Currently active as a member of the "Think Pet Project," a project aimed at developing solutions for the pet industry. Also serves as a researcher for Dentsu Inc.'s Youth Research Department (Dentsu Wakamon), promoting relationship building and development with students. Engaged in diverse areas of work, from project management to concept and strategy planning, product development, space development, and new business development. Co-author of "The Youth Divide: Dentsu Inc.'s Communication Strategies for the Future" (MDN Corporation, 2016).
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