The "Ethical" Profession: Hunter Becomes a Young Person's Aspiration

Are you familiar with the term "ethical"? Ethical originally means "moral" or "relating to ethics." In recent years, "ethical consumption" refers to actively purchasing products mindful of environmental conservation and sustainability, gaining attention among young people, particularly in Europe and the US.

It represents a new value system where consumers find brands with lower environmental impact "cool," rather than deciding based purely on practical factors like specifications or price.

In future society, ethical values may transcend mere consumer trends and become the very essence of lifestyle itself.

When you think about it, urban life itself isn't inherently "ethical" – using electricity generated by oil and natural gas to connect to the internet, buying factory-produced goods with money, and so on.

For young people with heightened ethical awareness, achieving fame or economic success in urban life may no longer be seen as inherently valuable. Instead, they might yearn to escape the competitive urban rat race early on, embracing a life closer to self-sufficiency in nature – essentially, an "ethical life."

Outdoor pursuits like gathering deadwood in the forest to build a campfire and cooking ingredients to eat are now called "bushcraft" and have become quite the trend. Additionally, phenomena like "hunting girls," where women hunt animals themselves and savor the deliciousness of fresh game, have emerged. This outdoor orientation among young people can be seen as one budding aspect of an "ethical life."

In the future, Japan's shrinking rural populations are expected to lead to increased encroachment on nature and a rise in wildlife like deer and boar. While this may sound negative, it also means wild ingredients available in the mountains and fields are proliferating. For those drawn to an "ethical life," this presents a significant opportunity to put their ideals into practice.

By supporting young people's "ethical" mindset and developing products, services, and systems to practice "ethical living," we may find a way to mitigate both rural population decline and wildlife damage.

Future Prediction Support Lab: http://dentsu-fsl.jp/