In the era of living with COVID-19, various shifts are emerging in market trends, such as renewed focus on the "nighttime economy," which refers to economic activity during night hours. Changes are also visible in people's mindsets and behaviors, with movements like "FOMO/JOMO" and "quiet quitting" – particularly prevalent among Generation Z – increasingly challenging previously dominant values. When considering future business development and marketing strategies, it's particularly important to pay attention to the trends shaping Generation Z, who are leading the era. This article highlights five trending keywords currently generating buzz.
Is a Major Transformation Coming to Logistics? What is the " 2024 Problem "?
The "2024 Problem" in logistics refers to potential issues arising from the implementation of work-style reform laws. These laws cap truck drivers' overtime at 960 hours annually. A report presented at the Nomura Research Institute Media Forum in January 2023 made a startling prediction: amid growing demand for home delivery due to rising e-commerce needs, approximately one-third of all packages nationwide may become undeliverable by 2030. A key countermeasure involves leveraging data to enhance transportation efficiency. Digital transformation (DX) initiatives—such as digitizing dispatch and delivery planning, and implementing attendance management and reservation systems—are crucial. Given the broad impact, action is needed not only from logistics companies but also from shippers. Improving logistics can also be seen as an opportunity to gain a competitive edge. Why not explore what your company can do?
Articles related to the 2024 Problem covered by Dentsu-ho can be found here
Could it be a key to reviving tourism demand? Focus on the push to promote the " nighttime economy."
The "nighttime economy" refers to economic activities such as tourism and entertainment occurring during nighttime hours (primarily from 6:00 PM to 6:00 AM the following morning). Japan's market size is considered smaller compared to overseas markets, and efforts to improve this situation, led primarily by government agencies, have been underway since before the COVID-19 pandemic. Although these efforts stagnated during the pandemic, they are now gaining renewed attention. Moving forward, promoting the nighttime economy requires looking beyond inbound consumption and focusing on the domestic market. Beyond content providers like restaurants and entertainment venues, collaboration with related businesses such as transportation and payment services will be essential. This will involve exploring user experiences (UX) that also prioritize preventing the spread of infection.
Articles related to the Nighttime Economy covered by Dentsu-ho can be found here
From " FOMO " to " JOMO " among Gen Z: How to Thrive in an Age of Information Overload?
Generation Z, who have known the internet since childhood and have been forced into lives of information overload. Centered around them, "JOMO (Joy of Missing Out)" is gaining momentum. Meaning "the joy of missing out," it contrasts with "FOMO (fear of missing out)." It's a concept linked to well-being, aiming to free oneself from the anxiety of constantly chasing vast amounts of information and reclaim a more fulfilling life. Characteristics of JOMO include valuing meaningful use of time and serendipity (the ability to gain luck from chance encounters), and sometimes consciously distancing oneself from social media and other platforms through digital detox. Amidst marketing heavily premised on FOMO, how can businesses target JOMO? While challenging, it's a theme worth considering moving forward.
Articles related to FOMO / JOMO covered in Dentsu-ho can be found here
What is " Quiet Quitting," the Working Style of Generation Z?
Have you heard of the term "quiet quitting"? Literally meaning "quiet resignation," this term refers to a working style that prioritizes work-life balance and performs only the minimum necessary work, rather than desperately working at the expense of time for family, hobbies, etc. Against the backdrop of changes in the work environment triggered by the pandemic, such as the spread of telework, it has gained traction primarily among Generation Z in the US and is gradually being accepted in Japan as well. For example, prioritizing rest over pushing through illness at work is one form of "quiet quitting." Why not consider this emerging trend to enhance your marketing appeals and communication strategies?
Related articles on quiet quitting covered by Dentsu-ho
The Next Evolution of GameFi? What is the Trending " Move to Earn "?
Amid the emergence of various "X to earn" models, such as "play to earn" where you earn money by playing NFT games, "move to earn" is currently gaining significant attention. As the name suggests, this is a system where you earn rewards by "moving." It uses your smartphone's GPS and accelerometer to track your walking or running activity. You receive cryptocurrency based on the amount of exercise you do. Several users have reported earning rewards ranging from several thousand to tens of thousands of yen per day, and the number of users is expected to grow further. In representative move to earn apps, users must purchase NFT-based sneakers as an initial investment, and this usage fee serves as the main revenue source for the operators. Why not start by deepening your understanding of how this system works?
Articles related to move to earn covered by Dentsu-ho can be found here
While informationization accelerates, there's also a growing trend of young people distancing themselves from social media. Keywords covered this month, like "JOMO" (Joy of Missing Out) – consciously distancing oneself from excessive information – and "quiet quitting" – a work style focused on sustainable effort – reveal a mindset prioritizing comfortable, healthy living, particularly among Gen Z. What kind of content resonates with their sensibilities? Future business development may demand increasingly challenging navigation. If you are considering marketing or communication strategies targeting Generation Z, or exploring new business ventures adapted to the with-corona era, please consult with us.
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