Equal Couple, Approach Hints

Over the past two installments, we've explored the background behind the emergence of Even Couples and their actual circumstances.

The Even Couple refers to couples where the wife perceives the household chores split as 50:50, 40:60, or 60:40.

Part 1, "A New Trend! What Are Even Couples Like?", introduced the concept of Even Couples.

In Part 2, "Even Couples: A Rational Marital Form for Self-Realization," we discussed the couple's values and lifestyle.

This time (the final installment!), we explain three key points for approaching Even Couples, covering product development and communication.

Target "Couples" and "Families," Not Just "Moms" and "Dads"!

The first point is the importance of capturing insights at the unit level of the "family," not as individual targets like "Mom" or "Dad." In other words, it's not "1 (Mom) + 1 (Dad)," but a perspective of "always 2."

Equal couples are those who rationally share household chores and childcare beyond traditional gender roles. In this increasingly diverse landscape, their decision-making criteria tend to focus not on comparison with others, but on "whether both partners agree" and "whether it's just right for our family."

Take "mama bikes" (mothers' bikes), for example. While ease of use for moms was once paramount, some families now choose "couple-friendly designs" that allow dads to ride stylishly when taking kids to daycare. Such designs seem to be increasing recently.

In food, some families might appreciate products that allow even less-experienced dads to easily make authentic meals, even if they cost a bit more.

Communication is also shifting. Products that previously targeted moms—like kitchen appliances, meal kit delivery, and seasonings—are increasingly framed around "couples" or "families."

These products and communications aren't necessarily targeting only even couples. However, the perspective of viewing them not as individual "moms" or "dads," but as the unit "family," can be seen as a prerequisite for capturing even couples—who are at the forefront of Japan's majority dual-income households.

Since "sharing" is the premise, keep the entry point simple and light!

The second key point is that couples operate on the premise of sharing information. Digital-native even couples utilize every device, tool, and app available, making information sharing a fundamental requirement for maintaining an equal relationship.

By seamlessly sharing information between spouses using digital tools, they manage the multitasking demands of household chores and childcare together. Furthermore, by constantly avoiding information gaps, they seem to have established a system where either spouse can step in for the other, even if one is down with a cold or away on a business trip for several days.

Of course, cross-device sharing is essential, but they also demand features like joint account ownership and shared credit card points – the ability to truly "share" as a couple.

To achieve this, a "simple & light entry point" that allows them to try it out first is also crucial. Rather than being perfect from the start, a light entry point that evolves together with their lifestyle, much like a smartphone OS updating over time, is likely to be the service chosen by Even couples.

Like the wearable devices and smart speakers gaining popularity these days, products that easily connect via Bluetooth to other appliances and devices without needing manuals may become commonplace in the lives of Even Couples going forward.

Understand the "Future Vision" Behind Efficiency and Rationalization

The final point is to grasp their "future vision."

While we've focused on the Even Couple's division of household chores and childcare, their pursuit of evenness actually extends beyond just daily tasks.

Here are two future visions that emerged from interviews with Even Couples:

① The concept of "family career"

We see them taking a medium- to long-term view of both spouses' careers and seeking the best balance for each other's professional paths. They seem to discuss each other's career priorities thoroughly and support one another flexibly, such as: "My partner is in a critical phase at work right now, so I'll take on more support duties," or "I want to take a training course this year, so I'll discuss with my partner if they can adjust their schedule."

② The mindset of "Shared Family Vision"

Beyond just careers, Even couples may also have a strong shared sense of their future vision.