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書籍「若者離れ」
B6 size, 256 pages, ¥1,500 + tax, ISBN 978-4-8443-6600-3
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A serialized column linked to the new book "The Youth Divide" by Dentsu Inc.'s Youth Research Department (Dentsu Wakamon).
The first installment, "What is this 'Adults Turning Away from Youth' Happening Now?", received a great deal of feedback.

"This is exactly what's happening at my company..."
"This pattern fits the ○○ industry perfectly."
"I think I finally understand why there's been less interesting stuff lately."

The starting point of "Adults Turning Away from Youth" is that, due to the decline in the "quantitative influence" of young people—their sheer population volume—organizations and management are failing to recognize and effectively leverage their "qualitative influence." So, what exactly is this "qualitative influence"? Here, I'd like to briefly touch on its essence.

Young people possess original ideas and imagination = "quality"

The "qualitative influence" of young people is, quite simply, "the power to create businesses and products with original ideas that previous generations couldn't conceive."

"Quantity influence" = When the population volume is large, organizations inevitably have to confront their opinions and needs. Furthermore, within the organization, there is motivation to incorporate new sensibilities and values into planning and creation to respond to them.
However, as both the sheer volume of needs and the number of young people within an organization decrease, the dynamics tend to shift toward "prolonging existing methods as much as possible" rather than forcibly incorporating "new things or ideas whose merits are unclear."

As the representative of Dentsu Inc. Wakamon and in my other role as Director of the Dentsu Future Creation Group, I am involved in management and organizational reform for various companies. What I observe is that organizations unable to harness the "qualitative influence" of young people simply find themselves in a state where it is difficult to initiate new things.
It can also be described as a state where it has become structurally difficult to recognize and harness that power.

Youth Allergy is the Beginning of Change Allergy

In generational discourse overseas, particularly in Europe and America, young people are discussed using terms like "Millennials" and "Generation Z." A major difference from Japan's youth discourse (where terms like "Yutori Generation" and "Satori Generation" are representative) is that while both carry a nuance of "being peculiar," the Western terms also heavily imply positive connotations—that these generations hold new potential and are harbingers of the next standard.
Taking America as an example makes this clear: the sheer size of the younger generation's influence has not yet diminished as much as in Japan, and they undeniably possess significant impact.

社会における若者の割合(日米比較)1
社会における若者の割合(日米比較)2
Percentage of Youth in Society (Japan vs. US Comparison)

In a society with a declining birthrate, ignoring young people does not result in significant short-term losses.
However, treating them as outsiders and distancing ourselves from youth prevents society from benefiting from their ability to challenge assumptions, hindering the adoption of new systems and initiatives. This "youth allergy"—where organizations and management decisions avoid engaging with young people—seems to lead to an "allergy to change" that shies away from truly necessary transformations.

Young people embody the "post-information revolution mindset"

The "influence of quality" mentioned at the outset – the power to create businesses and products with original ideas unimaginable to previous generations – is not unique to today's youth. I believe it is a power possessed to some degree by young people in every era.
However, today's youth possess a significant, unique "qualitative influence": they are equipped with the "post-information revolution paradigm."

Freemium, sharing economy, cloud computing, open source, IoT... Various "new premises" have emerged that fundamentally overturn the foundational assumptions of how society has been structured. Young people today, born and raised within this environment, believe things like: "You don't need to own things, sharing is enough," "Work isn't just for money, it's for society," "There's no such thing as a uniform form of happiness," "There are things more important than borders, race, or age"... They hold these sensibilities – which older generations might find utterly baffling – as their "natural way of thinking." This shapes their lifestyles and values.

Which stance leads to the future is obvious: outright rejection of the ideas and actions born from these perspectives versus an effort to understand them despite initial discomfort.
Precisely because the total volume of thinking and acting based on questioning existing assumptions and embracing new ones appears numerically small, the willingness of adults to listen attentively becomes a crucial key. This is highly likely to create a significant gap between organizations that can do this and those that cannot.

The "dialogue-oriented" mindset required of adults

"I can't believe our new hires have anything that amazing hidden inside them!"
Such opinions are likely to surface. Of course, young people themselves don't think being young alone makes them unconditionally amazing. Whether young or old, talented people are talented, and those who aren't, aren't. However, considering the fact that youth inherently comes with fundamentally different "assumptions" than those of older generations, I believe the difference between gaining insights or not hinges on whether adults have a "dialogue-oriented" mindset rather than one that "rejects them as foreign objects." Recognizing the differences, then figuring out how to bridge them and connect. It might feel like the difficulty of translating between English and Japanese at first, but Wakamon believes that beyond that bridge lie information value and the seeds of ideas accessible only to those who cross it.

The Presence or Absence of "I" Shaping Youth's Nature

Regarding whether a young person's potential emerges, the book "Youth Disengagement" identifies the presence or absence of their "sense of self-affirmation" as a major factor.
Whether they can achieve "I = affirmation of their own way of being" can completely transform how the same "post-information revolution" traits manifest. Haven't you seen it around? A subordinate who makes you fume—"What's wrong with that Yutori kid...!"—is praised elsewhere as "That kid is truly original and fascinating!" Perhaps how we utilize them, how we shine the spotlight, and how we engage with their "I" are essential to the conversational stance adults need.

So, what should adults do? "Does that mean coddling them?" "Or being strict?" "Honestly, it's a hassle, so I'd rather not get involved..." While I believe various approaches are valid, I'd like to use the "Youth Disengagement Checklist" next time to explain the ideal stance I envision as a young person.

 

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Author

Masahide Yoshida

Masahide Yoshida

Dentsu Inc.

After graduating from university and working at a previous company, I joined Dentsu Inc. After roles as a strategic planner and in sales, I now belong to Dentsu Business Design Square, which revitalizes overall management with ideas, implementing joint projects with various companies. I also concurrently serve on the "Dentsu Youth Research Department" (Dentsu Wakamon) project targeting teens and young adults, engaging in consumer psychology and trend analysis, and developing consulting/communication plans based on these insights. Winner of the 2009 JAAA Advertising Essay Contest, Newcomer Division. Solo-authored works include 'Antenna Power' (Mikasa Shobo, 2019). Co-authored works include 'The Youth Exodus' (MDN Corporation, 2016) and 'Why Do You All Start Talking About the Same Things When It Comes to Job Hunting?' (Sendenkaigi, 2014). PARC CERTIFIED FIELDWORKER (Certified Ethnographer).

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