From "Reiwa: Survey on the Future Young People Want 2019" Hints for Reaching Young People Living in the Reiwa Era [2]What new characteristics of future Japanese society can be seen from young people's perspectives? What is "flexible collectivism"?
What kind of era will the Reiwa period become? This series explores hints from the Future Prediction Support Lab's "Reiwa: The Future Young People Want Survey 2019." The first installment explained the "disconnect between society's expectations and young people's aspirations," introducing how young people expect the coming future to be driven more by "heartfelt societal leadership" than by a "convenient society."
This installment focuses on "How do young people perceive their relationship with society?" to highlight a "new form of collectivism."
Do Young People Value Relationships with Their Surroundings?
First, please look at the table below. It categorizes the "image of themselves they want to be in 10 years" (open-ended responses) obtained from young people using cluster analysis.
[Figure 1]
Responses classified under "Relationships with Others" account for approximately 46% of the total. Specific examples include: "Contributing to people and society and being needed by others," "Successfully balancing family and work," "Being independent and considerate of others," "Living happily with everyone," and "Building a happy family."
This suggests the importance of "contributing to or being needed by those around me, my family, and society" – that is, appropriately fulfilling social roles – and "caring for others and building good relationships with them," indicating the significance of emotional connections with others.
We focused on this qualitative survey data, which showed that "nearly half of young people's responses regarding their 'future self-image' related to 'relationships with others'—such as evaluation, participation, and emotional connection from those around them and society." Subsequently, in the quantitative survey, we proceeded to analyze "how young people engage with those around them."
Young people prioritizing consideration for others over self-promotion
Below are responses to questions about "attitudes toward human relationships."
[Figure 2]
Recently, education has emphasized proactive self-expression and presentations. However, while only 32.5% agree with "When talking to people, I want to make my presence known as much as possible" and 20.6% agree with "In large gatherings, I try to stand out," a significant 65.3% agree with "When expressing my opinion, I worry about being opposed by others," and 59.5% agree with "If someone looks displeased, I try to cheer them up" (all responses combining "Agree" and "Somewhat agree"). This clearly shows that "young people prioritize consideration for others over self-promotion." "applies" or "somewhat applies") indicate that "young people prioritize consideration for others over self-promotion."
The following data also comes from the same survey asking young people about their "attitudes toward relationships."
[Figure 3]
"I try to say things that will make the person I'm talking to happy" 73.2%, "If someone around me needs help, I take the initiative to offer assistance" 64.5%, and "I try to listen carefully to people's concerns" 79.9% – all show high percentages, indicating that "young people have a very strong sense of contributing to those around them and a highly altruistic mindset."
There is an argument that "Japanese society is 'collectivist' and exerts strong 'peer pressure' that suppresses individual self-assertion." Previous data also showed young people prioritizing consideration for others over self-promotion, suggesting this "collectivism" and "peer pressure" remain strong even among the younger generation. What can we infer from this?
Maintaining "individual autonomy" while acting "collectivist" – The emergence of "flexible collectivism"
Young people still appear "collectivist" in the sense that, like traditional Japanese people, they value how they are perceived by others. This is reflected in behaviors that prioritize "consideration for others" over self-promotion. At the same time, while conforming to their surroundings, their inner lives seem vibrant and active. They possess the initiative and freedom to strive to make others happy, offer help, and listen to others. They are people who, while fitting in, can also "choose what they personally believe is good."
To summarize:
・They maintain group-oriented behaviors like conforming to others and restraining themselves
・They demonstrate the awareness and actions to proactively connect with others based on their own feelings, while also having clear preferences of their own.
They appear to skillfully balance these seemingly contradictory principles.
They are people who act collectivistically while living their lives "flexibly." They may appear collectivist, but their approach is not rigid—it is flexible.
[Figure 4]
Below are some responses from the "Desired Society/Self-Image in 10 Years" survey conducted last June among young people under 30.
Taken together, these responses reveal a societal outlook resembling "flexible collectivism." It describes young people today who move in step with their surrounding group while maintaining clear personal preferences, and who readily offer help to individuals around them when needed.
Among today's 20s and 30s, particularly among freelancers, social entrepreneurs, and their circles, one frequently encounters many such individuals. They deeply value the collective atmosphere while also attuning to the circumstances and feelings of each person present. Each holds clear convictions yet respects differing opinions, gathering swiftly to collaborate and dispersing once the task is complete. They show little inclination to form rigid organizations. Though approachable, they possess an inner strength that keeps them moving forward without pause.
While further verification is needed, the era spanning from Heisei to Reiwa seems to be producing this new type of Japanese person, while retaining the traditional Japanese "collectivism."
Yet young people feel they aren't contributing to society or others
Despite their high sense of contribution to others, survey results show only 30.3% feel they are "useful to society or people." They lack a tangible sense of being useful to society or others.
[Figure 5]
Young people who are mindful of those around them yet also want to be proactively useful, yet cannot find their role in society. If this is the case, doesn't society need to listen to the voices of these "flexible collectivists" and offer them appropriate opportunities and roles? Part 3 explores "flexible collectivism" and consumption attitudes.
【Survey Overview】
Survey Title: "Reiwa: The Future Young People Want Survey 2019 - June Survey"
Survey Period: June 2019
Survey Method: Internet survey
Survey Participants: Men and women aged 15-29 living nationwide (10,000 samples)
Survey Company: Dentsu Macromill Insight, Inc.
Survey Title: "Reiwa: The Future Young People Want Survey 2019 - December Survey"
Survey Period: December 2019
Survey Method: Internet survey
Survey Population: Men and women aged 15 to 29 living nationwide (600 samples)
Survey Company: Dentsu Macromill Insight, Inc.
*This report is based on a survey conducted prior to the spread of the novel coronavirus. Therefore, new attitudes may have emerged since then that differ from those reflected in this report.
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Author
Riki Murakoshi
Dentsu Inc.
In addition to client-facing consultation work, engage in future forecasting and SDGs-related activities. Perform duties including value creation, consultation, and planning.
