In today's rapidly aging society, how businesses address the circumstances surrounding the senior generation is becoming increasingly important. The looming "2025 Problem" brings new social challenges, such as the rise of "business caregivers" juggling work and family care. Yet, keywords like "Instagram Grandmas"—senior women adept at social media—also signal emerging possibilities. Paying attention to these trend words may prompt a rethink of traditional business models and inspire future-oriented business strategies. This article highlights five trending keywords currently making waves.
The"2025 Problem,"with its significant economic impact including the rise of business caregivers
The "2025 Problem" refers to various issues arising when the entire baby boomer generation, estimated at around 8 million people, reaches the age of 75 or older. Particularly noteworthy is the increase in "business caregivers" who work while providing care for family members or others. According to 2023 data from the Ministry of Economy, Trade and Industry, the number of "business caregivers" is projected to exceed 3 million by 2030, accounting for approximately 40% of all family caregivers. Estimates also suggest that economic losses due to caregiving-related job resignations and reduced labor productivity from caregiving burdens could reach approximately 9 trillion yen. To prevent such losses, companies are encouraged to proactively create supportive environments that reduce the burden on business caregivers. This includes implementing work-style reforms like remote work and promoting digital transformation (DX). As Japan faces an increasingly aged society and anticipated growth in social security burdens like healthcare and welfare, support for business caregivers represents an initiative that should be advanced by society as a whole.
Articles related to the 2025 Problem (Business Caregivers) covered in Dentsu-ho can be found here
"Insta-Grandma"Symbolizes the New Relationship Between Seniors and Social Media
In this era of 100-year lifespans, new values and approaches are emerging in senior marketing. "Insta-Grandmas," referring to senior women who master social media, is one such trend. It gained attention when companies targeting seniors announced it as a new trend. Indeed, with social media usage among Japanese seniors reportedly exceeding 30%, it's now common to see "Insta-Grandmas" sharing stylish fashion and daily life on social media, actively showcasing their personal style and lifestyle without being constrained by age. Some "Instagram Grannies" overseas have hundreds of thousands of followers and are active as influencers. Opportunities for them to become business partners may increase in the future. As both consumers and business professionals, perhaps it's time to reconsider how we engage with the senior demographic, whose presence is growing ever stronger.
Articles related to Instagram Grandmas covered in Dentsu-ho can be found here
Is Comfort Alone Insufficient? Understanding Gen Z's Job OutlookThrough"Purple Companies"
"Purple companies" refer to workplaces that, while free from excessive overtime or harassment and offering a comfortable environment, also have negative aspects like repetitive tasks, little variety, and a high volume of routine work. Often called "soft black companies" with a negative connotation similar to "black companies," they are particularly avoided by Gen Z as environments where growth is difficult. For Generation Z, who often feel strong anxiety about the future and prioritize time efficiency, seeking "efficient growth to enhance market value," factors like ease of work and work-life balance aren't the only considerations. Whether they can acquire new skills and feel a sense of growth through their work also seems to be a crucial factor in choosing an employer. To secure talented individuals with a strong desire for growth, corporate recruiters and training managers may need to understand this mindset of Generation Z and work towards creating attractive environments and branding for them.
Articles related to Purple Companies covered in Dentsu-ho can be found here
"Catastrophic Consumption"Observed Among US Gen Z: Comparing Japanese and American Consumption Trends
"Catastrophic Consumption" refers to excessive spending beyond one's means observed among America's Generation Z, driven by the desire to enjoy the present moment. Typical examples include wasteful spending on expensive brand-name goods and luxury items. While similar to the "HIFIs" introduced previously, there is a key difference: "HIFIs" refer to individuals with stable incomes who engage in wasteful spending to satisfy their desire for self-expression, whereas "catastrophic consumption" involves wasteful spending driven by underlying psychological factors like anxiety about the future or pessimism about current economic conditions, regardless of actual financial means. Meanwhile, looking at Japan's Generation Z, while economic anxiety is rising similarly to the US, many tend toward excessive frugality, creating a contrasting consumption trend. That said, influenced by factors like social media, it cannot be ruled out that new movements like "destructive consumption" might emerge domestically in the future. Let's keep an eye on the trends among Japan's Generation Z while comparing them to situations in other countries.
Articles related to "destructive consumption" covered by Dentsu-ho can be found here
Security Measures Where the Defender Takes the Initiative:What Isthe Government's "Proactive Cyber Defense"?
"Active Cyber Defense" is the Japanese translation of "Active Cyber Defence," referring to security measures that prevent cyberattacks like unauthorized access before they occur. It is gaining attention as an effective defense strategy against cyberattacks targeting critical national infrastructure, a growing concern in recent years. Under "Active Cyber Defense," communication data obtained from private telecommunications providers is analyzed to monitor networks during peacetime. When suspicious activity is detected, the system infiltrates the attacking server to neutralize the threat before damage occurs. However, some point out that such enhanced surveillance could violate the constitutional right to privacy of communications, prompting the government to consider legal frameworks for its implementation. Furthermore, to enhance response capabilities, sharing communication data with the United States is also being considered. However, challenges remain, including privacy infringement and information leaks. If realized, "proactive cyber defense" could significantly transform the approach to security measures. We should keep a close eye on future developments.
Articles related to Proactive Cyber Defense covered by Dentsu-ho are here
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This month, we focused on keywords related to new values and lifestyles across various generations, including seniors. Even among Generation Z, unprecedented new ideas and behaviors are spreading, such as "Purple Companies" and "Catastrophic Consumption." However, underlying these trends is a common anxiety about the future, and these changes are not necessarily entirely positive. What businesses can do in response to this is perhaps the question being posed to companies now. If you are considering future business strategies based on trends among Generation Z, seniors, and other demographics, please feel free to reach out to us.
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