In recent years, there has been a growing movement to solve challenges in daily life and business using technology. New products and services leveraging advanced technologies are emerging one after another, such as "baby tech" that supports childcare for infants and toddlers using IoT and AI, and interactive communication utilizing "virtual humans." By quickly grasping these trends, which are expected to become widespread in society, opportunities to leverage them for your own business will likely increase. Here are five trend words you should know now.
Effective Against Declining Birth Rates? Expectations for " Baby Tech " Supporting Childcare
Amid increasing burdens on childcare due to factors like the rise in dual-income households, "Baby Tech" has gained significant attention in recent years. This refers to products and services that use technology to support childcare, including pregnancy and childbirth. Startups are leading the charge in this space, driving market expansion. The offerings are diverse, ranging from apps for mothers to manage their health during pregnancy and breastfeeding, and baby monitors to watch over infants, to ICT systems for childcare facilities that manage and share children's attendance status with parents. Baby tech holds significant meaning as it can contribute to solving social issues. It might be worth considering what initiatives your company could undertake.
Related Baby Tech articles covered by Dentsu-ho can be found here
Gen Z Taking Notice? The Passion of Individuals Seen in " Senil Ads " Supporting Their Idols
"Senil Ads," which started in Korea and are now spreading in Japan, refer to non-profit advertisements created primarily by fans to support their favorite idols or actors. The media used varies, including posters inside stations, large outdoor screens, and social media ads. Timed to coincide with "Senil" (meaning birthday in Korean), they have become established as a form of fan activity, driven by desires like "celebrating their favorite's special day" or "wanting more people to know about them." Advertising costs are often raised through crowdfunding, with dedicated platforms emerging for this purpose. This demand for ad placements, driven by individuals' altruistic passion to "do something for their favorite," may open up new services and marketing possibilities.
Articles related to Senil Ads covered by Dentsu-ho can be found here
Thriving in the Metaverse? Focus on AI Sales Staff: " Commerce Utilizing Virtual Humans "
In China, November 11th is known as "Singles' Day," considered the year's biggest shopping day due to massive sales events. While 2022 saw a more subdued event compared to previous years due to tighter regulations and lower consumer spending, "virtual humans" captured significant attention. These are lifelike CG characters capable of interactive communication through AI-powered conversation and image recognition. Unlike VTubers, they have no "operator" behind them. They served as stand-ins for influencers in live commerce, a mainstream practice in Chinese e-commerce. Their advantages include the ability to deliver extended sales pitches and prevent careless remarks. They are also being utilized as fashion models, customer service representatives, and interpreters, and are expected to have high affinity with the metaverse.
Articles related to Virtual Humans (and commerce utilizing them) covered by Dentsu-ho can be found here
The Cutting Edge of Security Required for DX: " Cyber Resilience "
In recent years, cyberattack methods have become increasingly sophisticated. Beyond personal data leaks, incidents like system failures caused by unauthorized access are also frequent, often directly impacting corporate operations. Against this backdrop, the concept of "cyber resilience" – implementing security measures based on the assumption that cyberattacks will occur – is growing in importance. In the security field, "resilience" implies "recovery capability." It aims to enhance business continuity by predicting risks, including those in telework environments, minimizing damage from attacks, and enabling rapid recovery. In Europe, legislative movements are underway, such as the proposed Cyber Resilience Act, which demands robust cybersecurity measures for digital products. This perspective should be considered when planning corporate DX initiatives going forward.
Articles related to Cyber Resilience covered in Dentsu-ho can be found here
Privacy Governance: What's Now Required for Personal Information Handling
Advancements in information acquisition and processing technologies have diversified corporate utilization of personal data. With revisions to the Personal Information Protection Act scheduled for 2025, many companies face challenges in data handling. Critics point to insufficient data management and risk assessment as underlying causes. The countermeasure gaining prominence is implementing "privacy governance." Government guidelines call for establishing a framework that includes formalizing a fundamental privacy stance, appointing responsible personnel, and allocating resources. This requires comprehensive coordination not only with legal departments but also with marketing teams and stakeholders. Focusing on such measures is crucial, also from the perspective of enhancing corporate value.
Articles related to Privacy Governance covered in Dentsu-ho can be found here
This month also saw prominent terms related to corporate security measures and information management, such as cyber resilience and privacy governance. The heightened interest in these words may reflect growing consumer awareness demanding "safety" and "soundness" in products and services. Demonstrating a careful response to such consumer voices can become part of a company's branding. If you are considering reviewing your company's structure and systems or implementing measures to enhance corporate value in light of current trends, please feel free to consult with us.
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