5 Hot Marketing Trend Words: December 2024

 

Throughout 2024, various trend words captured attention in the business world. Numerous changes related to these topics—including measures for social issues like declining birthrates and aging populations, sustainable initiatives aiming for decarbonization, the rapid evolution of AI, and the spread of new values centered around Generation Z—significantly impacted corporate product development and marketing. As 2024 comes to a close this month, we've selected five trending words from these diverse fields to introduce.

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The Key to Business Growth in an Age of Declining Birthrates? "Kidults"Supporting the Toy Market

 

Japan's toy market has expanded for four consecutive years, surpassing ¥1 trillion for the first time in 2023. Driving this growth amid declining birthrates are the "Kidults." "Kidult" is a portmanteau of "kids" and "adult," referring to "adults who retain a childlike spirit." The toy industry is actively developing products targeting "kidults," incorporating the latest technology. This has led to the emergence of various items, including intricate plastic models and figures based on popular anime, as well as evolved versions of nostalgic classic toys. Products aimed at "kidults" align well with nostalgia marketing and fan marketing via social media, and inbound demand is also strong. Furthermore, some items, like limited editions and collector's items, carry a premium and are also attracting attention as investment targets. Why not consider the market trends surrounding "kidults" as a hint for future business development, even outside the toy industry?

Articles related to Kidult covered by Dentsu-ho can be found here

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Could Sustainable Aviation Fuel ( SAF ) Be the Key to Decarbonizing the Skies?

 

While aircraft are vital for international transportation, their high CO2 emissions pose a significant challenge as global warming intensifies. This is where "SAF (Sustainable Aviation Fuel)" comes into focus. SAF is produced from biomass-derived feedstocks such as waste cooking oil, microalgae, and wood chips. Since biomass absorbs CO2 through photosynthesis, burning it does not increase atmospheric CO2 overall. This offers greater CO2 reduction potential compared to conventional fossil fuels. Although mass production remains challenging and current supply is limited, practical implementation is progressing, with some major domestic airlines already introducing it. Furthermore, the Ministry of Economy, Trade and Industry has announced a policy requiring major petroleum wholesalers to supply SAF starting in 2030, indicating anticipated future supply expansion. As an initiative to advance decarbonization, future developments warrant close attention.

Articles related to SAF covered by Dentsu-ho can be found here

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Improving Corporate Marketing Challenges?What is a"Fractional CMO"?

 

While appointing a CMO has become standard practice for companies focusing on marketing, many may struggle to recruit the right talent. The "Fractional CMO" could be the solution to this challenge. A "Fractional CMO" refers to a position where CMO duties are handled part-time rather than full-time. It is gaining attention as a way for startups and companies with limited budgets to secure expertise at a lower cost. Additionally, the external perspective it brings can facilitate fundamental reforms in marketing and branding, and is expected to be effective in enabling flexible strategy reviews. For the professionals themselves, the appeal lies in the flexibility to juggle multiple clients and accommodate varied work styles. While awareness of the "Fractional CMO" model is still relatively low in Japan, it might be wise to start gathering information early for potential implementation.

Articles related to fractional CMO covered in Dentsu-ho can be found here

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The "Uranos Ecosystem":An Industry-Government-Academia Initiative for Data Integration

 

The "Ouranos Ecosystem" refers to a framework led by the Ministry of Economy, Trade and Industry (METI) for cross-border data sharing and system integration among companies, industries, and nations. It is an ecosystem that creates new value through the coordination and collaboration of various players from industry, government, and academia, leveraging foundational technologies such as AI, IoT, and blockchain. It is named after "Ouranos," the Greek god of the sky. The "Ouranos Ecosystem" does not directly develop data integration technologies itself. Instead, it aims to enhance the efficiency and competitiveness of Japan's entire industrial sector and foster new business models through establishing guidelines and certifying and supporting actual businesses. Certification began in the automotive and battery industries in February 2024, and a traceability information sharing service launched in May. Keep an eye on the progress of the Uranos Ecosystem, which is expected to expand into a wide range of fields going forward.

Articles related to the Uranos Ecosystem covered in Dentsu-ho can be found here

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What is"Dry January,"the alcohol-free trend spreading among Gen Z?

 

To wrap up 2024, we're covering "Dry January," a trend spreading mainly across Europe. "Dry January" is an attempt to abstain from alcohol for one month at the start of the new year, following the holiday season when drinking opportunities often increase, to reevaluate one's relationship with alcohol. A 2022 survey reported that approximately 35% of U.S. adults practiced Dry January. Similar to the previously covered "sober curious" lifestyle—deliberately choosing not to drink—this movement aligns with Gen Z values, encouraging people to distance themselves from alcohol and reflect on themselves. A similar initiative, "Sober October," involves abstaining from alcohol for the entire month of October. Its appeal lies in being manageable over a short period. Some companies in Japan have already launched "Dry January" campaigns. As we welcome the new year, why not give it a try?