The ever-evolving values of society are vividly reflected in the realm of hobbies and preferences, inseparable from people's daily lives. Looking at words gaining attention recently from a cultural perspective, notable examples include "Quiet Luxury"—wearing high-quality clothing without asserting its luxury status—and "Short Films," offering a high-quality cinematic experience in a short time. Checking these trending keywords, particularly popular among Generation Z, could potentially lead to effective product development and marketing strategies for your company. This article highlights five trending keywords currently making waves.
Escaping excess: The fashion trend " Quiet Luxury "
In the fashion industry, where trends change rapidly each season, "Quiet Luxury" became a major movement for Fall/Winter 2023. As the term "quiet luxury" suggests, it refers to simple, high-quality fashion that strips away flashy logos and bold designs that aggressively assert high-end brand status. Its popularity is said to have ignited through American television dramas, and its influence extends beyond luxury brands to fast fashion. Combined with the sustainability mindset of "cherishing comfortable clothes for the long term," it has developed into a major movement. It shows potential to transcend being a fleeting trend and spread to other industries like interior design, home appliances, and novelty goods. Even those outside the fashion industry might find it useful as a hint for planning and marketing.
Articles related to Quiet Luxury covered in Dentsu-ho can be found here
Hopes for Application in Healthcare. What is Big Data " Real-World Data "?
Real-world data is gaining significant attention due to its compatibility with cutting-edge digital technologies, including AI. It is a collective term for big data related to healthcare, encompassing claims data (medical fee statements), electronic medical record data, and data collected from wearable devices. Because it involves information concerning individual privacy, its use was traditionally limited to public institutions. However, recent developments have made its utilization in private services possible. It is being utilized for pharmaceutical companies' new drug development and for improving the quality of care in medical institutions. While "Real-World Data" is collected during routine clinical practice and may not possess the same level of precision as data from clinical trials, its key advantage lies in the ability to gather vast amounts of data from patients with diverse backgrounds. Its application is anticipated across a wide range of industries, extending beyond healthcare to adjacent fields such as food and insurance.
Articles related to Real-World Data covered in Dentsu-ho can be found here
Is Food Access Becoming Difficult Even in Tokyo's 23 Wards? Growing Concerns Over the Spread of " Food Deserts "
Broadly defined, "food deserts" refer to areas where deteriorating living conditions make it difficult for residents to maintain healthy eating habits. This issue emerged in Western countries around the 1970s and has since become a contributing factor to obesity and various diseases. In Japan, however, the primary concern is the growing number of "shopping refugees" in areas where fresh foods like meat, fish, and vegetables are hard to obtain. Factors include depopulation, the decline of shopping districts, and the increasing number of isolated elderly lacking access to grocery stores. This was previously seen as a problem mainly in regional cities and farming/fishing villages. Recently, however, the issue has expanded into central Tokyo. Factors unique to large cities include the decline of grocery stores due to soaring land prices and the weakening of family and community ties. Solutions proposed include enhancing public transportation, including micro-mobility (ultra-compact mobility), and promoting digital transformation (DX) such as online sales. Why not consider approaches your company can implement?
Related articles on food deserts covered by Dentsu-ho are here
What is " DevRel," the marketing approach supporting product development behind the scenes?
"DevRel" is short for "Developer Relations," referring to marketing and PR activities aimed at getting software developers to use a company's products or services. Specific examples include writing blog articles, sponsoring hackathons, and community activities. For platform providers and API companies, collaboration with external developers is vital, making this an especially important strategy. Indeed, some social networking services significantly increased their user base through effective DevRel, such as opening their APIs. Against a backdrop of increasing competition from developer-focused products and the difficulty of reaching target audiences with conventional advertising content, DevRel has been gaining attention in recent years. For example, developer blogs, which are easily discoverable through search and allow developers to gain deeper insights into the company, are also expected to aid in developer recruitment. Considering how your company can utilize DevRel, including such approaches, might be worthwhile.
DevRel-related articles covered by Dentsu-ho are here
Gaining Popularity Among Time-Conscious Gen Z: Signs of a Boom in " Short Films "
As smartphone video viewing becomes commonplace, "short films" are gaining popularity, especially among Gen Z who prioritize time efficiency. These films feature a short runtime, with the main content typically around 30 minutes or less. Unlike the recently discussed "fast movies" (illegal videos that shorten and re-edit films to reveal the plot), short films are original productions, avoiding issues like copyright infringement. Many feature well-crafted structures within their time constraints, raising hopes they could contribute to revitalizing the film industry. While the concept of "short films" itself isn't new, their accessibility via streaming services and apps has broadened their appeal, bringing renewed attention. This is a keyword worth keeping in mind when understanding Gen Z preferences.
Articles related to short videos covered by Dentsu-ho are here
This month, alongside trending cultural topics, we also introduced keywords deeply tied to consumers' health maintenance, such as "real-world data" and "food deserts." These terms reveal a growing movement to address modern society's health and lifestyle infrastructure challenges using new technologies like DX. The growing focus on "DevRel"—an approach targeting developers driving technological advancement—may also fit within this context. If you're exploring approaches to the healthcare sector or facing challenges in technology development, please don't hesitate to reach out to us.
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