The value of prioritizing "time performance" – wanting satisfaction or results commensurate with the time spent – is said to be one of Generation Z's defining characteristics. In the second part of our interview with Masaya Yomaru of Dentsu Inc.'s Sustainability Consulting Office /Future Creative Center, we asked about the creativity required in the time performance era and the Generation Z traits that should be focused on.
Creating Content That People Still Want to See, Even Knowing the Plot Twist
Q. In the first part, we discussed the concept of TPA and Gen Z's consumption behavior. Recently, content is often discussed in the context of oversupply, with comments like "even if you work hard to produce something, it's hard to get people to watch it." What are your thoughts on this?
Yomaru: With the concept of "time-efficient consumption" becoming widespread, I feel we've seen an increase in TV commercials designed for double-speed viewing and shorter-form content. While such content might be effective in certain cases, simply "making things shorter" feels like a band-aid solution... I don't think it's sustainable as content. Even if something goes viral temporarily, it's a shame if it lacks durability as brand equity. In other words, merely creating a trend doesn't build a brand. To win the competition for time efficiency, I believe we must still create high-quality content.
Even though time efficiency is highly valued, people still make time for things they love, right? So, just because it's the age of time efficiency doesn't mean we should only create and deliver highly time-efficient content. Rather, precisely because it's the age of time efficiency, I believe creators and marketers must consciously strive to make content that people think, "This is worth taking time to watch."
Q. Recently, even in marketing circles, we often hear things like "assume it will be fast-forwarded" or "the first 3 seconds are crucial." But as you said, Mr. Yōmaru, I think the approach of creating something people want to watch, even if it's longer, is sound. It feels more sustainable that way.
Yomaru: That said, I'm not dismissing time-efficient content; I actually think it can be viewed positively.
For example, people posting short videos like "Explaining that trending work in 10 minutes" are called "fast movies," and it's become an issue. Of course, there are copyright issues, and spoilers spreading could impact box office revenue. But the reality is, in this age of social media dominance, completely preventing spoilers is difficult. Given that, isn't it now incumbent upon content creators to make works that people still want to see, even knowing the ending, assuming spoilers will happen? Precisely because we're in the age of time-efficient content, I believe it's crucial to get serious and meticulously craft content.
Dentsu Inc. Masaya Yonemaru
What moves people's hearts in any era is whether it resonates deeply.
Q. In recent years, new concepts unprecedented in previous generations, including time-efficient consumption, have emerged one after another. Mr. Yōmaru, you must be receiving more requests like "We want ideas for Generation Z," right?
Yōmaru: That's right. For example, we get inquiries like, "We want to develop recruitment strategies that appeal to Gen Z," or "We want to target TOC (Theory of Constraints: achieving results in a short time) with new product development for Gen Z."
However, what moves people in any era is emotion. If a product or service doesn't truly resonate with them, consumers and users won't choose it. No matter how much generations or values change, that core truth remains unchanged. That's why I tell clients, "Ultimately, creativity is what matters most."
Q. In handling various consultations and requests, do you ever sense "misconceptions about Generation Z"?
Yomaru: Take fashion as an example. While SDGs have gained traction and ethical fashion is popular among Gen Z, simply assuming "Gen Z will choose sustainable products" won't work. Often, they won't choose something just because it's environmentally friendly if the design isn't appealing. The ideal approach is for the concept—like "reducing wasted resources" or "supporting sexual minorities"—to naturally follow as a result of choosing stylish clothes. I believe the design should first stimulate their sensibilities and desires as the entry point, leading to sustainable actions as the outcome.
Furthermore, there are many keywords symbolizing Generation Z, including "Taipa." However, these are merely "keywords," not "insights." We tend to broadly categorize them as "Generation Z is..." and proceed targeting the majority. But I believe good things won't emerge unless we engage with minorities, or more precisely, with each individual.
A New Business Ecosystem That Harnesses Gen Z's Ideas
Q. How do you see Generation Z evolving in the future? Are there any trends you're watching, or initiatives where Generation Z's characteristics could be leveraged?
Yomaru: I think the emergence of the term "Generation Z" was beneficial because it allowed the younger generation to be seen as "those who can break with precedent." With the emergence of new concepts like "Taipa," I believe the perception has shifted from a critical tone like "These days, young people..." to a more positive one, recognizing that "Generation Z possesses such interesting sensibilities and ideas." Going forward, I hope we move beyond just seeing young people as a "target" and instead establish a flow where older generations properly support future generations as "partners" in changing society together.
Currently, venture capital and angel investors are increasing in Japan. I believe this is a result of more people wanting to invest in the passion of proactive young people. It's often said that "innovation starts with the young, the foolish, and the outsiders." It would be great if society became one that doesn't hinder such individuals.
Q. Rather than just "listening to young people's opinions," I feel that when we start thinking about creating environments where Generation Z can thrive, the very nature of companies and organizations begins to change.
Yomaru: Future generations build teams centered around youthful values, envisioning breakthroughs from outdated status quos. Older generations then support them. In the startup investment world, a structure has emerged where older generations, including angel investors, support companies created by young future generations through investment. If we can build an ecosystem where such startups succeed and then invest in the next generation of startups... then society as a whole can achieve sustainable, upward growth. I hope this kind of structure—where older generations support and cheer on the younger generation with their will and vision, rather than exploiting them—can be realized within each individual company too.
Precisely because we live in a time of abundant choices where time is precious, it's crucial to create high-quality content that people will want to see, even if it takes time, by focusing on creativity. This principle isn't limited to the content industry; it will likely be demanded in the development and marketing of various products and services. Furthermore, understanding the values and characteristics of Generation Z and building organizations that can leverage them will be a key factor in pioneering this new era.
The information published at this time is as follows.
After joining Dentsu Inc.'s PR Division, I passed the inter-division transfer exam and moved to the Creative Division. Subsequently, as a Branding Director, I have handled numerous projects including branding for nationally renowned artists and articulating corporate purpose statements alongside developing accompanying communication strategies. To give form to the vision of "eliminating resignation among young people," I have consistently been active in Dentsu Inc.'s Youth Research Department since joining the company. My media appearances and contributions exceed 100. Awards include the D&AD Grand Prix in Branding, ADFEST Gold in Brand Experience and PR, and PR AWARDS ASIA Gold. His hobby is exploring local saunas and snack bars through solo travel. He left Dentsu Inc. at the end of August 2023.
