The Future Chosen by Consumers The 100 Questions of Change

The spread of the novel coronavirus has forced significant changes in our values and lifestyles.

In these unpredictable times, rather than "predicting" the future, it is crucial to ask the right questions about the future, determine what choices to make, and then find ways to make those chosen answers meaningful.

Dentsu Inc.'s initiative, "100 Questions on Signs of Change" ( see press release ), puts this approach into practice. It captures the rapidly changing consumer mindset and supports client companies in envisioning their future.

This article was co-authored by Kojiro Shikagawa, Business Producer, and Takashi Nagano, Solution Planner. It is presented as one example of Dentsu Inc.'s initiatives as a 'Business Producing Company' that transcends the traditional advertising agency model.

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<Table of Contents>
▼What is the "100 Questions on Signs of Change in Cars and Mobility" Survey?
▼Implications for the Future Seen Beyond Polarization: "Xross Reversible"
▼New Ideas Emerge from Xross Reversible
▼ Findings from the "100 Questions on Signs of Change" Survey
▼Supporting Future Visioning Using the 100 Questions + Additional Data

What is the "100 Questions on Signs of Change in Cars and Mobility" Survey?

In late June 2020, we conducted the "100 Questions on Signs of Change" internet survey targeting 7,000 men and women aged 16-69 nationwide. This survey focused on "the future of cars and mobility," examining the future from the consumer's perspective.

This survey emphasized two key perspectives to capture future trends:

Perspective 1: The Future of Cars and Mobility Revealed Only by Broadly Capturing Change

This survey was originally designed to focus primarily on capturing signs of the future of cars and mobility.

However, we recognized that narrowly focusing only on car-related survey items would not capture the signs of the future for cars and mobility. Therefore, we conducted the survey from a broad perspective, encompassing changes in life values and lifestyles occurring worldwide, as well as extending to the global environment and social systems.

This approach yielded findings that offer insights not only for automotive and mobility businesses but for broader industries as well.

Five Chapters of the "100 Questions on Signs of Change" Survey

Chapter 1. Future Signs for the Global Environment and Social Systems
Chapter 2. Future Signs for Humanity
Chapter 3. Future Signs for Mobility
Chapter 4. Future Signs for the Automobile
Chapter 5. Current Signs for the Automobile

Perspective 2: Identifying Latent Signs Through Binary Choices

To capture emerging signs in this uncertain climate, this survey deliberately posed 100 single-answer questions with extreme dichotomous choices, such as "Would you rather live in a city or the countryside?"

We then sought to discover insights and capture future signs from the answers consumers themselves chose for their future.

Suggestions for the future glimpsed beyond polarization: "Xross Reversible"

In this survey, several items showed responses to opposing choices that were evenly split or even contradictory.

This isn't merely about division or polarization. It can also be seen as an opportunity to realize that everything has two sides, that things previously perceived as polar opposites are actually adjacent, and that both are within reach if we extend our hands.

Given the above, we wondered: Could the hints of future signs regarding the state of the world, our way of life, and even the nature of business be found within these results where the two-choice answers were evenly matched or contradictory?

From this, we derived a new concept to capture these future signs: "Xross Reversible."

"Xross Reversible"

A concept referring to a mindset and actions that flexibly select from divided or opposing elements, not premised on binary choices. While the emergence of COVID-19 and the restrictions on freedom have plunged us into anxiety, we also believe it has provided an opportunity to consider what is truly necessary. In the post-COVID world, unnecessary elements will be reassessed, and those that should not carry forward into the next era will be eliminated.

Within this, we must identify what should endure. Rather than discarding one side of a divide or conflict, we must coexist with opposing elements, consciously and flexibly selecting what to retain. We believe this mindset and value system offers a key to navigating our rapidly changing times.

We named this new mindset and approach "Xross Reversible."

New ideas are born from Xross Reversible

What exactly is Xross Reversible, this concept that reframes a world seemingly defined by binary choices? Let me illustrate with a hypothetical example.

For example, in this survey,
67% said, "Even after COVID subsides, I want to work from home instead of going to the office."
33% said, "I want to go to the office and work once the pandemic subsides."
Furthermore,
"Remote work is comfortable" 59%.
"Remote work is lonely" 41%.

These were the results.

While this naturally varies by industry and job type, it also demonstrates that prioritizing efficiency doesn't necessarily lead to the optimal work environment.

For example, if we imagine ways to satisfy both these needs, it seems that connecting through shared values—rather than focusing on whether it's face-to-face or not—could become a work style that satisfies both those seeking efficiency and those wanting to alleviate loneliness.

Beyond that, instead of the traditional headquarters and branch offices dictated by the organization,

• "satellite offices where colleagues with shared values gather"

where people decide where they belong based on shared values. This could become the norm.

We believe this Xross Reversible concept will be a major factor in envisioning the "next" beyond the era of binary choices.

Leveraging this concept enables businesses to advance their future visions in a progressive manner.

Findings from the "100 Questions on Signs of Change" Survey

We present the main findings from this survey across five chapters.

The survey results are excerpted here. If you would like the full report containing all 100 questions, please contact us using the information provided at the end of this article.

Chapter 1. Signs of the Future for the Global Environment and Social Systems (25 questions total)
Keyword: From "Chaos" to "Pure"

Signs emerged of recognizing that the world had repeatedly diversified unnecessarily around human-centered needs, and of moving toward retaining only what is essential and reconfiguring accordingly.

Chapter 2. Signs of the Future for Humanity (30 questions total)
Keyword: From "Constrained Independence" to "Flexible Autonomy"

Signs emerged of a shift toward an autonomous way of life: shedding nonessential and nonurgent aspects of past living, breaking free from excessive dependence on others, and consciously choosing one's own path with resolve.

Chapter 3. Signs of the Future of Mobility (15 questions total)
Keyword: From "Physical Movement" to "Meaningful Movement"

While humanity has discovered the value of "staying put," signs indicate that the value of "irreplaceable mobility"—travel that is worth the effort, such as visiting places or people of significance—will increase more than ever before.

Chapter 4. Signs of the Future of Cars (15 questions total)
Keyword: From "Mass Product" to "Kind Product"

Signs emerged of products transcending the singular value of being mere means of transportation, instead generating motivation to move, understanding human emotions, and acting in tandem with people.

Chapter 5. Current Signs for the Car (15 Questions Total)
Keyword: From "Drive" to "Alive"

Signs emerged of cars taking on roles beyond their original purpose, such as living spaces or workspaces, driven by changes in work and home environments.

100 Questions + Future Concept Support Utilizing Additional Data

This published report is merely an entry point for capturing future signs. It is paramount to establish individual themes based on the 100 questions introduced here and engage in repeated discussions.

To that end, we will provide developmental support for future visioning by advancing analysis using the extensive data not included in this release.

We encourage not only corporate executives but also those responsible for management strategy and business development—anyone seeking hints for their company's future vision—to reach out. We will assist you in painting a future picture using the "100 Questions on Signs of Change." Those requesting the report data should contact the inquiry point.

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[Survey Overview]
Title: "100 Questions on Signs of Change" Survey
Survey Method: Online survey
Survey Period: June 26 (Fri) - June 29 (Mon), 2020
Area: Nationwide
Respondents: Men and women aged 16 to 69
Sample Size: 7,000 respondents
Survey Content: Changes in values, behaviors, mobility, and attitudes toward cars due to COVID-19
Research Institution: Dentsu Macromill Insight, Inc.

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