In recent times, following the COVID-19 pandemic, various challenges have come to light, such as overtourism and the 2024 logistics problem. Related to this, terms like "Responsible Tourism," which questions the nature of tourism from the tourist's perspective, and "Delivery Matching," which matches shippers with drivers to improve logistics efficiency, are gaining attention. Checking these trending words can help you understand the underlying social context and may also spark new business ideas.This article highlights five trending terms currently in the spotlight.
Responsible Tourism:Benefiting Both Destinations and Visitors
"Responsible Tourism" is gaining attention amid the rise of inbound tourism.This concept aims for sustainable tourism by encouraging visitors to consider the local environment and ecosystems while respecting local customs and residents' lives. While similar to "sustainable tourism," it differs in that it requires more proactive actions from tourists themselves, not just initiatives from destinations. A famous example is Hawaii banning sunscreens harmful to marine life. In Japan, Shirakawa-go, home to a World Heritage site, gained attention by launching a special website urging visitors to practice proper etiquette.If "Responsible Tourism" leads to improved manners and alleviates overtourism, it offers benefits to tourists as well, such as enabling a more relaxed travel experience. Furthermore, even if visitor numbers decrease, total revenue can increase depending on the approach, such as implementing paid entry to tourist sites. Local governments and those in the tourism industry might consider exploring how to implement such initiatives.
Articles related to Responsible Tourism covered by Dentsu-ho can be found here
Could This Be the Solution to the 2024 Problem? "Delivery Matching"Connecting Shippers and Transport Operators
"Delivery Matching" is a service that efficiently connects users wanting to send goods with drivers, based on the availability of transport vehicles, through an online matching platform. Shippers can flexibly secure drivers as needed, while drivers can effectively utilize their free time, offering benefits to both sides. Delivery providers aren't limited to transport companies; there are also services specialized for individual business owners, allowing shippers to easily place requests using apps or similar tools.Matching service providers typically monetize through fees charged when a match is made. According to a research firm's report, the domestic platform market for "delivery matching" is projected to grow to ¥47 billion by fiscal year 2026, driven by driver shortages and increased e-commerce usage. Searching for "delivery matching" already yields multiple service comparison sites. Why not try it out as a user first?
Articles related to delivery matching covered by Dentsu-ho can be found here
The Future of Logistics That Will Impact Branding: "Reverse Logistics"
"Reverse logistics" refers to the flow of goods in the opposite direction of the usual flow from producer to consumer. Also called "vein logistics," reverse logistics is divided into three categories: return collection, unwanted item collection, and waste collection. While return collection has long been a focus due to its impact on customer satisfaction, in recent years, the collection of unwanted items and waste has gained importance from a sustainability perspective.For example, recycling or upcycling collected unwanted items is valued by consumers from an SDGs perspective, positively impacting corporate image and branding. Furthermore, cases exist where offering points to consumers who cooperate with collection increases store visit frequency and purchase amounts, demonstrating how "reverse logistics" can be leveraged for marketing. From the standpoint of gaining social trust and enhancing corporate value, why not explore the potential of implementing "reverse logistics" within your own company?
Articles related to Reverse Logistics covered in Dentsu-ho can be found here
The Looming, Vague Anxiety Facing Gen Z:What isthe"Quarter-Life Crisis"?
The "Quarter-Life Crisis" refers to the period when people in their late 20s to early 30s, having passed the first quarter of their lives, experience vague anxiety and impatience. A similar concept is the "Mid-Life Crisis," faced by those in their 40s and 50s, the period of life's maturity.The term "Quarter-Life Crisis" began gaining traction in the early 2000s and is now a widely recognized concept in the US and UK. Recently, it has also resonated strongly with many young people in Japan. This phenomenon is thought to stem from factors like the increasing complexity of society leading to more life choices, and the ease of comparing one's own situation to others' through social media.One international survey reported that over 70% of young people, primarily in their 20s, experience a "quarter-life crisis." Recognizing this psychological phenomenon, which also applies to Generation Z, could be a good starting point for developing products and promotions that resonate with them.
Articles related to Quarter-Life Crisis covered in Dentsu-ho can be found here
Addressing Problematic "Queerbaiting": Toward "Proper" Respect for LGBTQ+ Individuals
"Queer-baiting" refers to the tactic of hinting at ambiguous sexual orientation to attract public attention, despite the subject not actually being gay or bisexual. Its misuse is particularly noticeable in marketing, where commodifying LGBTQ+ identities to exploit their high visibility and buzzworthiness is problematic.The term originated from criticism of American dramas where overly intimate depictions between same-sex characters led to misunderstandings. In the past, global luxury brands and overseas artists faced intense criticism for similar reasons. In Japan, anime productions and idol behavior on social media have also been pointed out as potential cases of "Queer-baiting."While expressions considerate of sexual orientation are increasing in advertising from a diversity perspective, due to the sensitive nature of the subject, it becomes necessary to thoroughly verify whether sufficient checks, such as by expression consultants, are being conducted.
Related articles on Queerbaiting covered by Dentsu-ho
This month, alongside keywords gaining attention from a sustainability perspective like "Responsible Tourism" and "Reverse Logistics," we also covered "Queerbaiting" as a related term, given that June is "Pride Month" for raising awareness of LGBTQ+ rights. What all these terms share is the importance of both companies and consumers fulfilling their social responsibilities from their respective positions.It could be said that we are being called to rethink economic activities in ways that do not threaten the global environment or the human rights of sexual minorities. If you are considering rethinking your company's marketing or branding from this perspective, please feel free to reach out to us.
Was this article helpful?
Share this article
