Considering "Quality of Society" for a Better Future

In November 2020, DENTSU SOKEN INC. and Dentsu Future Forecasting Support Lab conducted the "Quality of Society Survey 2020" with 12,000 respondents nationwide in Japan, supervised by Professor Yasufumi Shibauchi of Tokyo Keizai University. This was the second survey, following the inaugural one in 2019.

This series has introduced people's awareness and values based on the survey data.

For the final installment, we held a roundtable discussion with four individuals involved in the survey: Seiko Yamasaki and Takashi Chiba from DENTSU SOKEN INC., and Shota Ogura and Manabu Tachiki from Dentsu Future Forecasting Support Lab. Reflecting on the survey findings, we examined current public awareness and needs, and envisioned the desired future state of society.

<Table of Contents>
▼Widespread "Complex Anxiety" and the Need for New Mutual Support Mechanisms
▼ "Buffer Organizations" as Catalysts for Solving Regional Challenges
▼ Hybrid Offense and Defense Strategies Generate Vitality
▼Utilizing AI and Digital Tools to Foster Healthy Human Relationships
▼Exploring Individual Well-being (Happiness)

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Widespread "Complex Anxiety" Calls for New Mutual Support Mechanisms

Yamazaki: Today, I'd like to proceed in two main parts. First, we'll examine "current public awareness and needs" using data from the Quality of Society Survey. Next, building on that, the four of us will discuss examples that can inform our outlook on future society, or points that could become key themes.

To begin, let's briefly review "individual awareness," "awareness of society," and "how AI will transform society" while referencing the Quality of Society Survey data.

Regarding "individual awareness," 50.8% of respondents reported being "satisfied" with their standard of living, slightly exceeding half. However, only 35.4% felt they "can decide their own life." This suggests a situation where people are generally satisfied with their daily lives, yet fewer feel they are actively determining their own life course.

Furthermore, while 58% felt their social and interpersonal relationships were good, only 24.3% felt there were people who accepted them unconditionally. This suggests that, perhaps influenced by the increase in online communication, superficial relationships may be expanding.

Regarding mental and physical health, 56.8% felt their mental health was good, while 61.6% felt their physical health was good.

Regarding the gap between current and ideal work styles, the difference was about 8 points for items with a small gap and about 40 points for items with a large gap, indicating that ideals are largely unmet. Notably, 50.7% are developing their skills to bridge this gap.

The top qualities respondents want the next generation to acquire were "consideration" at 71.5%, "independence" and "effort" both at 55.5%, and "the ability to find what they want to do" at 52.9%.

Summarizing individual perceptions: While people are somewhat satisfied with their standard of living, they feel unable to control the broader framework of their lives. Relationships are passable, but truly trustworthy people are scarce. There is a gap between the reality and ideal of their work style.

While we speak of "self-help, mutual aid, and public assistance," the survey results suggest self-help is somewhat precarious, and mutual aid doesn't feel like everyone is strongly connected. While Japan was once described as collectivist and America as individualistic, it seems a non-binary mindset is growing stronger in Japan. There appears to be a sense of "symbiotic individualism" – the idea that one must make their own decisions while also considering others, achieving personal independence while coexisting with others.

Regarding "Attitudes Toward Society," when asked about their sense of security in social systems, 37.2% felt secure about universal health insurance and medical care, 29.4% about the education system, and 18.3% about childcare support. These figures for social systems were generally low. When asked about anxieties, 72.3% expressed worry about their later years, 67.7% about the funding sources for social security, and 58.2% about long-term care.

In terms of the earlier concept of "self-help, mutual aid, and public assistance," people appear to feel significant anxiety about public assistance, particularly regarding healthcare and education, and seem to harbor a strong sense of uncertainty about the future.

A faint glimmer of hope emerged: 47.1% of respondents reported thinking about society more often, approaching half the total. Increased media coverage of societal systems like healthcare during the pandemic may have heightened public interest in society.

Finally, "How will AI change society?" When asked about their views on technology and personal information, a general desire to prioritize "individual rights and decision-making power" was evident.

Specifically, 76.8% agreed with "I want to think for myself and find answers even as automation and AI advance," 87.6% agreed with "Personal consent is necessary for using personal data," and 64.9% agreed with "I want my personal data to be used for the benefit of society." Over 60% of respondents indicated they would be willing to have their data utilized for mutual aid or public assistance systems while retaining rights and decision-making power over their personal data.

Summarizing individual and societal awareness in a single phrase, it appears that many people today feel "complex anxiety" across various aspects of their personal lives, communities, and society. This anxiety is particularly pronounced regarding social systems, highlighting a need for new mutual support mechanisms.

Now, let's discuss this further with everyone.

Buffer Organizations as Catalysts for Solving Local Issues

Tachiki: In the third session, titled "Want to Help Each Other, but Can't?" I presented survey results focusing on the coordination and mutual aid within social groups like families and communities.

What was interesting was that while many respondents reported "good interpersonal relationships," a significant number felt resentment when looking at specific axes of conflict, such as between high- and low-income individuals, or politicians and citizens. Japan ranks 8th worst in income inequality among 41 advanced nations. To prevent conflicts from escalating and ensure mutual aid mechanisms function effectively, we need social systems that support communication fostering mutual understanding. I believe technologies like AI can play a significant role in this area.

Chiba: If we interpret Mr. Tachiki's point as "the coexistence of empathy and resentment," isn't that rooted in not understanding or knowing the other person? It's not so much "the other person thinks this way, but I think differently." Rather, there's a significant element of not understanding because we don't know the other person, making it hard to find common ground. The fact that we can't understand because we have no opportunity to know them and don't even try to know them is a very big problem when considering human relationships.

Ogura: One reason for not understanding others could be the narrow scope of intimate relationships. As introduced in Part 3 of this series, when asked about relationships where they "can consult or receive help from" or "want to consult or help," the highest percentages cited spouses/partners and parents, siblings, and other first- or second-degree relatives. Relationships with others (other relatives, coworkers, neighbors, mom/dad friends, social media connections, etc.) were significantly lower.

For many people, the only ones they can truly rely on are their blood relatives. The scarcity of opportunities for deep interaction with non-family members may diminish empathy toward others and intensify conflicts. To resolve these lingering resentments, we must start locally. Gradually lowering barriers between family and others, expanding trustworthy relationships, is crucial. Community events like festivals, where people from diverse backgrounds can interact, will likely grow in importance as tools for easing divisions.

Chiba: Currently, Nagoya University and Dentsu Inc. are collaborating on initiatives to return the academic knowledge held by the university back to society. Additionally, the Dentsu Group participates in " Eco-Waring," a social experiment aiming for a food resource recycling society. These are attempts where Dentsu Inc. acts as an intermediary, connecting web technology and the university's pioneering research with companies and communities, enabling stakeholders to leverage their respective strengths. I believe these are examples of universities and companies actively engaging in creating mechanisms aimed at building a better society.

Yamazaki: To successfully realize collaborations like Nagoya University partnering with the Chunichi Shimbun, the Chubu Keizai Doyukai, or local communities, we need individuals or organizations to bridge the gap between stakeholders. That's precisely the "buffer organization" concept presented in the keyword "Buffer Organization" from DENTSU SOKEN INC.'s "Trends in Japan" report released last year.

Chiba-san, you proposed the keyword "Contribution Natives" in "Trends in Japan," right?

Chiba: This finding emerged from a survey we conducted just after last year's Golden Week. It showed that people aged 18 to 29 were particularly likely to feel, "I want to use my skills and time to benefit my community."

Calling them "born that way" might be a stretch (laughs), but people in this age group have this awareness – "I want to use my abilities for others" – even before entering society. Compared to those over 30 today, who might feel embarrassed to express such thoughts directly or have a 'stick out and get hammered' mentality, I think more young people are developing a straightforward, native awareness that they feel happiness by using their abilities for society and contributing to it. ( DENTSU SOKEN INC. Compass vol.1 "People's Awareness and Behavior During the 'Protect Life STAY HOME Week'").

A hybrid of offense and defense generates vitality

Yamazaki: We've seen examples like Nagoya University and Eco-Waring highlighting the importance of community-rooted events. I hope we see more cases where the desire to contribute connects effectively with local challenges, and diverse stakeholders collaborate to solve problems.

Survey data indicates growing social interest. If we use this as an opportunity to consider the dynamism of Japanese society, where do you see the seeds of vitality emerging? Shouldn't we explore hints from notable examples when contemplating these seeds of vitality?

Ogura: If I may toot my own horn, the initiatives of New Horizon Collective, G.K. (NHC) offer valuable insights. This is a Dentsu Inc. initiative that combines the opportunity for independence with security: individuals leave corporate structures to become freelancers, working freely while also securing a fixed income through a business contract with New Horizon. Given the reality that regaining success after losing stable employment is often difficult, I believe a hybrid approach combining defense and offense is effective for unlocking individual vitality.

Yamazaki: While this pertains to young people, the UK has an " apprenticeship system." Under this system, young people aged 16 and over are employed by companies as apprentices. They receive wages from their employer while learning job-related knowledge and acquiring skills in a real workplace setting. I believe this is also a noteworthy reference point.

Ogura: That's right. For companies, it's expected to boost their appeal, especially among young people, while for the young people themselves, it provides a place for vocational training. We heard about young people wanting to give back to their communities using their abilities, but they are very anxious about whether their skills will be accepted in society. On the other hand, companies, facing an uncertain economic outlook, place excessive expectations on young people to be immediately productive. By alleviating some of this anxiety and mismatch through apprenticeship programs, we can expect to see greater youth participation in society, which in turn contributes to societal vitality.

Tachiki: Young people today tend to avoid failure, so they resonate with trial-based approaches. They view joining a company as a trial period, where matching their aspirations with the company's activities is crucial. The apprenticeship system perfectly aligns with this mindset. Systems that allow for trial periods act as a safety net for young people.

Utilizing AI and Digital Technology to Foster Positive Human Relationships

Yamazaki: As DX (Digital Transformation) advances, DENTSU SOKEN INC., which focuses on "Quality of Society" as a research theme, is paying attention to the keyword SSX (Social System Transformation). From the perspective of combining AI evolution with SSX, why don't we consider reference cases?

Ogura: Affective computing, a technology being researched at places like MIT, understands and expresses human emotions. As research in this field advances, it may become possible to analyze human emotions and stress, intervene to prevent negativity, and help maintain positive relationships.

In the third installment of this series, we also discussed the issue of "being unable to ask for help." What about SSX that applies affective computing to detect people's difficult situations and match them with helpful individuals using AI power? I think the direction of leveraging DX to build good human relationships is very Japanese.

Chiba: Last year, DENTSU SOKEN INC. released a keyword collection themed around occupations, which included the term "Virtual Tribe" ( Quality of Society 2021 "Occupations in Motion" ). While "tribe" implies a race or clan, the pandemic has highlighted how people are using digital tools to connect across physical distances, belonging to various communities—including virtual ones.

Yamazaki: I also think the online internship program " 47INTERNSHIP," planned by Dentsu Inc. Youth Research Department and involving students and companies, is a great initiative worth watching.

Chiba: Gathering students at a Tokyo venue, as was traditional, made it difficult for students outside the Kanto region to participate. Online eliminates that problem. Now that so much is possible digitally, isn't the role of DX to figure out how to connect capable individuals and create such opportunities? In that sense, rather than fearing the Singularity (the technological tipping point where AI surpasses human intelligence), I think it's better to focus on humanity's superior aspects. Speaking of students, the educational field might be where DX has the most significant impact, right?

Ogura: Remote classes, being tried during the pandemic, are an unprecedented method. Both teachers and students need to adapt. What kind of curriculum and teaching methods are effective? What kind of environment helps learners concentrate? I think new know-how will be needed from three perspectives: learning content, teaching methods, and creating the right environment.

Chiba: The criteria for a "good teacher" will change. It won't be about teachers who notice struggling students immediately or embody the human warmth of old TV dramas (laughs). Instead, teachers who can explain things so concepts click easily, or who teach skillfully like cram school instructors, will be valued.

Ogura: If it's just about delivering online lectures, a good teacher will be someone who can teach memorable content. However, when it comes to human relationships, including counseling students through their troubles, that old-school TV drama-like teacher aspect will still be needed. It won't be just one or the other; we might see a hybrid model where roles are divided to maximize effectiveness.

Exploring Each Individual's Well-being (Sense of Happiness)

Yamazaki: Finally, considering the individual and societal awareness discussed earlier, let's think about points to keep in mind when considering SSX going forward.

Chiba: Recently, my local ward sent me a vaccine notification via LINE, but I also received a physical letter with my vaccination voucher. I assumed anyone over 40 could get vaccinated, and the letter said "You can book immediately." When I tried to book, it said "Invalid login." Looking closely at the LINE message, it actually said "Those under 40 cannot book yet." I couldn't grasp the situation without checking both the letter and the LINE message (laughs).

DX often feels convenient and smart, but I think there are many aspects where it's still a transitional phase for both providers and users. It's not simply a matter of replacing traditional procedures with digital ones, especially for government agencies. While education is part of it, I think we should see this as an opportunity to rethink the systems and institutions themselves.

Tachiki: When fax machines first appeared, we'd call the recipient to say, "I sent you a fax!" And when email started spreading, we'd say, "I sent you an email, so please check it" (laughs). Whenever new media emerges, people who've never used the old media, those long accustomed to it, and those who've experienced both coexist in the same society. As a result, perceptions of media differ by generation and age.

Looking at media survey results, the top expectation for information sources and media is "to always provide accurate information," followed by "to provide trustworthy information." Overall, accuracy and reliability are demanded. However, while news footage on TV is generally perceived as truthful, social media is often seen as containing fake information. The "lens" through which the generation raised on television views society differs from that of digital natives and smartphone-generation youth. Therefore, I believe we need social mechanisms to bridge this gap and enable discussions on an equal footing.

Ogura: Recently, the term "digital wellbeing" has gained attention, emphasizing that excessive use of digital devices can potentially harm mental health and requires careful consideration. On a personal note, though I can't confirm causation, my eyesight dropped by 0.5 diopters after starting remote meetings. Beyond remote work, as digital transformation advances in daily life, how people's physical and mental health will be affected and how to maintain it in a good state will be a crucial point when considering SSX.

As we increasingly form new relationships through digital means, expand our online living spaces, and gain more choices, I believe we'll need to consider not just physical and mental health, but also what constitutes well-being tailored to each individual's specific circumstances.

Yamazaki: The Quality of Society survey was conducted for the first time in 2019, the second time in 2020, and the third is scheduled for this October. We want to continue the survey to see how people's awareness changes—or doesn't change. I look forward to new discoveries in the future.

*The percentages in the graph are calculated based on the actual number of respondents within the total sample and are rounded. Similarly, the combined percentage of respondents is calculated based on the actual number of respondents within the combined portion of the total sample and is rounded. Therefore, the sum of the individual percentages may not always match the combined percentage.

Survey Overview
Title: "Quality of Society Survey"
Survey Period: First Survey: December 11-18, 2019; Second Survey: November 11-17, 2020
Survey Method: Internet survey
Target Area: Nationwide
Respondents: 12,000 men and women aged 18 to 74
Survey Company: Dentsu Macromill Insight, Inc.