The number of people enjoying the new behavioral trend "Kyodoku" is on the rise!

We are entering an era where being alone is no longer negative. The negative connotations of "solitude" have faded, shifting to a neutral perception. It is now recognized as valuable personal time.

DENTSU DESIRE DESIGN (DDD) is a project that seeks to unravel the modern consumer profile, increasingly elusive to companies, by revisiting consumption consciousness rooted in 'Desire.'
In this series, DDD members will introduce their approach to uncovering consumer insights rooted in the "desires" underlying needs, along with future developments.

This time, Eriko Ono, who leads the "Interpersonal Relationships & Solitude Subcommittee" project within DDD researching desires in interpersonal relationships and related consumption behaviors, introduces "Kyodoku" (solitary enjoyment), a new consumer trend representing a new way to enjoy being alone.

<Table of Contents>
▼What is "Kyodoku"!? The emerging profile of "Japanese who prefer solo activities" post-pandemic

▼Approximately 75% of consumers "prefer acting alone"

▼Valuing personal sensibilities and values over others' perspectives
Consumers living as "individuals" become mainstream

▼Three "Kyodoku" behaviors to watch moving forward

▼How to leverage the "Kyodoku" trend in marketing

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What is "Ido"? The emerging profile of "individual-action-loving Japanese" post-pandemic

Since the spread of the novel coronavirus began, various trends in "solo" lifestyles have emerged. From an infection prevention perspective, solo camping has gained popularity for its safety, and individuals enjoying chairing※1 alone have also become a common sight.

※1 = Chairing
A leisure activity where one places a portable outdoor chair in nature and enjoys eating, drinking, reading, etc. while seated
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In the service sector, too, we've seen the emergence of specialty shops like "Yakiniku Like" and "One Kara," where you can enjoy "yakiniku" (grilled meat) or "karaoke" – activities traditionally meant for groups – all by yourself. Furthermore, in fields like English conversation schools and cram schools for qualification exams, more people are opting to take online classes whenever they like, rather than attending group sessions.

Events and activities once enjoyed in groups are now increasingly seen as enjoyable solo, or even preferable when done alone. The phenomenon once labeled "solo customer" has shed its self-deprecating connotations, with spending time alone on activities becoming a neutral trend.
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We at DDD's "Interpersonal/Solitude Subcommittee" call the underlying desire driving this phenomenon "Kyodoku" (solitude).

Kyodoku means creating personal time and space in daily life to immerse oneself in favorite activities, seeking reset and relaxation through self-reflection—a form of "desirable life" (※2).

It encompasses not just "activities" like "solo pursuits," but also "meditation" and "walking," broadly referring to enjoying being alone. The character "居" (meaning "to be") is included to convey the neutral act of "being alone."

※2 = Desirable Life
A lifestyle shaped by consumer desires
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The " " survey conducted by DDD in November 2022 ( survey overview here ) revealed modern consumer attitudes supporting this desire.

Approximately 75% of consumers "prefer acting alone."

Percentage composition is rounded to the nearest hundredth, so totals may not always add up to 100%. *This applies to all graphs in the article.

Regarding awareness of the number of people when taking action, "I prefer acting alone" (combining "strongly agree" and "somewhat agree") totaled 74.4% overall. "I prefer acting with others" (combining "strongly agree" and "somewhat agree") was 25.6%, showing an overwhelming preference for "acting alone."

While "with others" was slightly higher among men in their 20s, women in their 20s, and women in their 30s, "prefer acting alone" significantly outnumbered "prefer acting with others" across all genders and age groups.

Next, regarding the actual number of people involved in activities, "I mostly act alone" (combining "agree" and "somewhat agree") was 76.9% overall, significantly higher than "I mostly act with others" (combining "agree" and "somewhat agree") at 23.1%.

Here too, while men in their 20s and women in their 30s showed slightly higher "with others" responses, "mostly alone" significantly outnumbered "mostly with others" across all genders and age groups.

Furthermore, regarding the item "I'm afraid people around me will think I'm lonely," "Don't think so" (combined) was 74.1% overall, significantly exceeding "Think so" (combined) at 25.9%. This indicates the vast majority are the "don't care" faction, even if perceived as lonely. Although the "agree" response was higher among younger people of both genders, the "disagree" response significantly outnumbered the "agree" response across all age groups.

While it's often said that "Japanese people are collectivist" ( ), this survey revealed the opposite result, showing that Japanese people actually prefer individual actions.

Valuing one's own sensibilities and values over others' perspectives. Consumers living as individuals are becoming mainstream.

Regarding questions about awareness related to one's own actions and others' evaluations, the results were as follows:

For the statement "I find it enjoyable to immerse myself in things I personally like, regardless of others' opinions," 83.2% agreed (total). This indicates a majority across all age groups and genders.

Additionally, the sentiment "I want to avoid competing with or being compared to others because it's exhausting" was also high, highlighting the insight that people want to immerse themselves in what they enjoy, regardless of others' evaluations or competition.

Furthermore, while not directly related to Japanese people's preference for solo activities, the sentiment "I don't want to miss out on popular things or trends" showed a majority of respondents across all age groups, including younger generations, answering "disagree" (total). This low desire to follow trends suggests consumers value their own subjective opinions and sensibilities over fleeting fads.

The pandemic increased telework, enabling people to choose where they want to live and expanding opportunities for side jobs. Furthermore, online learning has become accessible across various fields, making it easier to select and pursue lifestyles, careers, and hobbies aligned with personal values.

This survey result likely stems from consumers now being able to pursue their own authentic way of life without worrying about others' opinions or conforming to the majority.

Furthermore, examining the open-ended responses for "What you most want right now," "What you want to do," and "Who you want to become," reveals a wide range of "solitude" variations. While many express a desire to engage in something, such as "crafting" or "studying/self-improvement for skill development," others simply state they want "time to relax alone."

The above FA is based on the results of the same question in the 4th survey (May 2022) and 5th survey (November 2022) of the "Heart-Moving Consumption Survey."

Before the pandemic, I believe society had become one where the desire to connect with others was growing, and constant connectivity with others through technological advances was the norm.

The pandemic abruptly severed these connections, forcing isolation and increasing solitary time. This forced isolation likely made people realize the value of alone time. It seems to have fostered a new awareness: the desire to balance both time spent connecting with others and time spent alone, valuing both equally.

Three "Solitude" Behaviors to Watch

The Interpersonal/Solitude Subcommittee speculated on which "solitude" phenomena might grow in the future, summarizing them into the following three categories:

① Self-improvement, not for competition
Rather than self-improvement driven by competition with others, as seen previously, there is a growing movement to upgrade oneself to become the person one aspires to be. AI English conversation services like "SpeakBuddy," online learning platforms such as "Udemy," "Study Sapuri," and "Skillshare ," qualification preparation apps, and services/content like Study Tubers are gaining popularity.

Related keywords: AI English conversation, online learning services, qualification exams, time efficiency (※3), Study Tubers, goal-achievement diary sharing, etc.

※3 = Time Performance
Time Performance (time-to-effect ratio)
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② Personal feel despite being ○○
Products and services with paradoxical appeal—like "off-the-shelf yet personalized" or "public yet personalized"—are trending.

• Personalized cosmetics are popular, exemplified by brands like Fenty Beauty, which offers foundation in 50 shades.
• Amorepacific's "Authentic Color Master by TONEWORK" service, where a robot creates your exact shade of foundation on the spot from 100 color variations, is also gaining global attention.
  "Off-the-shelf yet personalized" products are continuously emerging in the cosmetics and makeup field.
• Single-serving portions like Muji's "One-Person Hot Pot Base" and services like natural supermarket "Biolar" where you can buy salads and side dishes "by weight, just the amount you want" are popular.
  These services respond to personal needs like "I want to eat what I like even when with others" and "I want to buy only what I can finish."
• Services like the chocoZAP convenience store gym created by RIZAP are emerging, offering a public space while minimizing contact with others to ensure a personal experience.

Related keywords: Convenience store gym, minimal-contact dining, personalized cosmetics, etc.

③ Immersing oneself fully in personal preferences
A growing trend involves immersing oneself in personal passions without worrying about others' opinions. The spread of diversity has fostered environments where people feel freer to express themselves unconstrained by stereotypes. The "TOKYO OTOKO Sewing Machine," designed for men, has become a hot topic, with many openly declaring themselves sewing enthusiasts on social media. Immersive museums, where visitors can fully immerse themselves in their favorite brands or art worlds, are also thriving.

Related keywords: sewing men, metaverse, digital fashion, immersive museum, etc.

Leveraging the "Living Alone" Trend in Marketing

Finally, here are four tips on how to leverage the "Ido" trend in marketing.

① Concepts like "reset & relaxation through enriching solo time" will remain in demand for products and services
The core value of "Ido" – enjoying solitude neutrally – means the value of "reset & relaxation" through self-reflection, exemplified by yoga and mindfulness, remains important.

② A "personal" sense directed toward the individual self will be increasingly emphasized in branding.
Centered around Generation Z, values that prioritize "diversity" without being bound by preconceived notions are spreading. As a result, personal items that feel "tailored for me" will be valued. Appeals based on trends like "Everyone's buying it!" may become less effective.

③ Products and services that lead to skill enhancement and self-growth are increasingly sought after, especially by young people.
Amid the popularity of terms like "reskilling" and "time efficiency," skill enhancement and self-growth are seen as fundamental for young people, particularly Gen Z. This creates business opportunities for products and services that support these goals.

④ Developing immersive content and creating touchpoints with brands/products in metaverse spaces presents business opportunities
As consumption of metaverse-based items like "digital fashion" grows, creating touchpoints between consumers and brands within metaverse lifestyles and immersive content (both real and virtual) is increasingly important.

In 2023, the DDD "Interpersonal/Solitude Subcommittee" will continue monitoring the "solitary living" trend!
If you are interested, please feel free to contact us.

[Contact]
DENTSU DESIRE DESIGN (Dentsu Inc.デザイアデザイン)
ddd-project@dentsu.co.jp
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【Survey Overview】
Title: Dentsu Inc. "Heart-Moving Consumption Survey"
Survey Purpose: Analyze consumer consciousness, which is becoming increasingly difficult to visualize due to the ever-changing social environment, from the perspective of consumer desire, and interpret the future of Japan's consumer society.
Target Area: Nationwide, Japan
Respondent Criteria: Ages 20–74
Sample Size: 3,000 samples (allocated according to population ratios across 6 age groups [20s–70s] and 2 gender categories)
Survey Method: Internet survey
Survey Period: 5th Survey: Wednesday, November 2, 2022 - Monday, November 7, 2022
Research Agency: Dentsu Macromill Insight, Inc.
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