The business world sees new terms emerge daily amid remarkable advances in digital technology. Influential product launches can spotlight novel concepts, such as "spatial computing"—an umbrella term encompassing AR and VR that fuse reality with the digital. While increasingly sophisticated technology becomes more accessible, cases like "dark patterns" show how misuse can disadvantage users. Understanding these terms is crucial for staying aware of technology's benefits and drawbacks. This article highlights five trending buzzwords useful for business strategy.
"Detox Consumption"Gains Traction Among Gen Z, Weary of "Excessive Connectivity"
In today's world, where goods and information are overwhelming and people are constantly connected no matter where they are, "detox consumption" is booming, especially among Generation Z who feel stressed by this situation. Specifically, this includes activities like saunas, public baths, and spending time in nature, symbolized by social media posts tagged with "#nature." Beyond the literal "detox" of sweating out bodily waste, this trend also includes "digital detox"—like reducing social media use—and shifting to platforms that foster narrower, deeper communities rather than interactions with the masses. Furthermore, consumption behaviors that lead to stress relief—such as letting loose at clubs or dynamically shifting moods through immersive experiences—are also considered a form of "detox consumption." Why not explore the complexity of "detox consumption" and devise strategies to capture users' hearts?
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Seamlessly Connecting Reality and Digital: "Spatial Computing"
"Spatial Computing" is a collective term for technologies like AR and VR that bridge the real and digital worlds, or an overarching concept encompassing them. While the term itself existed previously, it gained prominence in 2023 when used to describe new devices launched in the US. Its defining feature is the ability to place 3D digital information within the real space in front of you by wearing dedicated devices like goggles. This enables a more seamless connection between digital content and the real world than using PCs or smartphones. Beyond entertainment applications like experiencing sports or movies at home as if you were in a stadium or theater, or enjoying games integrated with the real world, it is also anticipated for use in business and local communities, such as online meetings and telemedicine. Alongside the developing metaverse, renewed expectations are being placed on it following the launch of new products from major platforms.
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Is That UX Really Right? Deceptive Interface "Dark Patterns"
"Dark patterns" refer to interfaces designed to deceive users, leading them to make unintended decisions or choices that result in disadvantage. Examples include hiding explanations of transaction fees on e-commerce or D2C Inc. sites, or presenting a one-time purchase as a subscription contract. "Dark patterns" are said to have origins in "nudge theory," which uses behavioral economics to influence people's choices and decisions. Research indicates they are found on about 10% of 10,000 websites. Even if "dark patterns" temporarily boost corporate profits, they foster user distrust and could lead to a contraction of the entire e-commerce and D2C Inc. market in the medium to long term. In Japan, the Specified Commercial Transactions Act was revised in 2021, mandating the display of certain information, and local governments have also issued warnings. Companies are expected to avoid excessive profit-seeking and instead design UX appropriately.
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How semiconductor technology is transforming communications.The benefits of"silicon photonics"
"Silicon photonics" is a technology that uses semiconductor microfabrication techniques to create integrated circuits for light and electrons on silicon microchips. While research and development has been underway at major corporate research institutes since the 2000s, it is now gaining attention as a technology enabling high-speed, high-capacity data transmission in data centers and the cloud, amid the ever-increasing volume of information flow. Other benefits of "Silicon Photonics" include low environmental impact due to reduced power consumption and lower costs enabled by suitability for mass production. The market size is expanding annually, with projections suggesting an average annual growth rate exceeding 20%. Applications are also anticipated in fields like healthcare, autonomous driving, IoT, and 5G development. While a technical keyword, it's worth keeping in mind as the semiconductor industry gains momentum.
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Popular with Time-Conscious Gen Z: High-Intensity Interval Training (HIIT)
This training method has gained popularity in recent years alongside rising health consciousness. During the COVID-19 pandemic, when gym visits became difficult, more people turned to home workouts, or "home training." The "HIIT (High Intensity Interval Training)" featured here is one such method, involving repeated cycles of high-intensity exercise and short rest periods. Its appeal lies in being location-independent and delivering high-intensity training in just about 5 minutes total. This makes it particularly popular among younger demographics, especially Gen Z who prioritize time efficiency. Numerous training videos are available online. The fitness market's potential is significant, as evidenced by the recent growth in membership at beginner-friendly convenience gyms. Business ideas are also emerging rapidly, such as specialized HIIT sportswear and integration with wearable devices, suggesting HIIT will likely become a future trend in healthcare.
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This month, we've highlighted "detox consumption" and "HIIT" as keywords related to Gen Z's interests and preferences. While digital technology enhances convenience and entertainment in daily life, the constant flow of information and perpetual connectivity may create a sense of suffocation felt across generations. The value of real, physical "experiences"—including training like HIIT—rather than worlds expanding on screens, will likely continue to grow. If you're seeking marketing strategies for Gen Z or business development aligned with trends, please don't hesitate to reach out to us.
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