Using Gen Z's values and ideas as inspiration! Exploring the future of media, advertising, and sales promotion ten years from now.

Team 1 presented an idea: displaying information about the development process behind products on store shelves, customized to match the individual's characteristics and preferences, on a display-equipped shopping cart. They proposed that the screen installed on the cart, which also incorporates checkout functionality, could serve as an information hub offering benefits for all three parties: the company, the retailer, and the consumer.

Their exploration of how storefronts and shopping experiences might evolve in 10 years offered hints about the future of retail media, which is currently gaining attention. The name "Encounter" (meaning "encounter" or "connection") and the concept of a cart linking products, retailers, and companies was clear and memorable, complemented by a cute, impactful logo. Furthermore, this idea gained credibility because it tested the hypothesis that presenting background information—such as a product's history or the maker's dedication—drives purchases in an era of information overload and commoditization. This was done through cluster analysis and binary logistic regression analysis, and the proposal was grounded in these analytical results.

Proposal based on cluster analysis and binary logistic regression analysis. For consumers who value storytelling, present the backstory of development; for those who prefer products with a sense of exclusivity, offer value-added product information to stimulate purchasing desire. (Photo right) Team 1 members presenting.

 

Team 2 focused on standard and limited-edition items at restaurants, conducting a detailed analysis of how consumer personality traits and product features/characteristics influence brand evaluation metrics like loyalty and commitment. Their research and analysis on limited-time product strategies suggested that "personal appeal" is becoming more important than "mass appeal," and that real-time personalized advertising using integrated marketing platforms loaded with diverse data will likely become commonplace. They elevated the concept of "limited" to "personal appeal," also demonstrating the potential for enhancing advertising value through AI-optimized delivery and similar approaches.

As "personal appeal" gains importance, strengthening online advertising tailored to individual characteristics and situations becomes necessary. The presentation envisioned a future featuring timely, personalized ads powered by AI and the evolution of rich media like 3D and VR. (Photo right) Team 2 members presenting.

 

Team 3 examined how how people spend their waiting time at fast-food restaurant registers influences their purchasing intent.

Drawing insights unique to the Time Performance generation, they proposed a communication idea using a mobile app that allows customers to understand the manufacturing process during their wait time as a concrete measure to transform waiting time into a positive experience. This proposal was based on analysis showing that satisfaction increases when customers view the product manufacturing process during wait times instead of checking social media, or when they find ways to enjoy the wait. Meanwhile, based on empirical data showing young people demand time efficiency even from advertisements, they also proposed ideas like "time-efficient audio ads" that can be listened to while multitasking, short videos, and the advancement of AI-powered personalized ad displays.

We strongly sensed students' heightened awareness about time—feelings like "I don't want to waste time" or "I don't want to spend time bored"—and this made us realize it's a crucial point to consider when thinking about the next decade.

Team 3 analyzed that time efficiency awareness will increase in media and advertising based on insights from the time-efficient generation. They presented specific ideas like communication concepts that boost satisfaction during wait times at fast- -food restaurants and time-efficient audio ads that you feel with your ears. (Photo right) Team 3 members presenting.

 

What were the impressions of workshop participants?



 

After each team's presentation, feedback and comments were provided by domestic Dentsu Group employees who participated as observers and Professor Shimizu. This was followed by a free discussion involving all participants. We asked one of the employees who gave feedback after the workshop for their impressions...

" What kind of future will unfold in 10 years? We gained tremendous inspiration and learning from the exciting worlds and ideas envisioned by the students themselves—who will likely be the core consumers driving the market. "

" I was frankly surprised not only by the structure proving their hypotheses, but also by the overall organization of the materials and the ingenuity put into making explanations clear. Starting from the 'present' they feel in their daily lives, thoroughly thinking through hypotheses and challenges based on events around them and their own experiences – I believe this is also our daily routine and our starting point. "

" This was a valuable opportunity to interact with seminar students researching marketing. I hope this engagement with companies tackling real client marketing challenges also provided the seminar members with discoveries and inspiration."

Such comments were shared, indicating that the students provided many stimulating insights.

At the workshop, employees from the Dentsu Group in Japan served as observers and provided feedback following the students' presentations.

Finally, Professor Shimizu provided a summary, stating, "I believe these workshops and interactions with companies were beneficial for the students, as they gained perspectives, insights, and feedback that they wouldn't typically receive at marketing competitions they usually participate in."

Later, when we asked participating students for their impressions,

" We received eye-opening questions and feedback about our research from a practical, business perspective rather than purely academic, which helped us discover new ways of looking at things. "

"While we were focusing on proposals targeting younger demographics, the observers' perspective on how to approach the expanding senior market amid Japan's declining birthrate and aging population was also crucial. It also made me strongly want to think more deeply about the future of media – specifically, how traditional media forms will remain relevant in people's lives amidst the widespread use of the internet and SNS, and what unique appeal television and newspapers still offer. "

" Through the workshop, as a job-hunting student aspiring to enter the advertising industry, I feel I was able to enhance my understanding of the media field."

" The discussions on the first day about the importance of advertising that appeals to the sense of hearing, and the second day's exchange of views on the future of television, were particularly memorable and fascinating. Deepening my knowledge on the first day and preparing for the second day was incredibly enjoyable and a valuable experience."

Receiving such feedback made me strongly feel that conducting this workshop was meaningful.

From the students' proposals, intriguing terms like "Taipa" and "Retail Media" kept popping up!

Amidst the flood of information about products and services online via social media, proposals focusing on in-store purchasing resonated with the recent surge in attention toward retail media. This reaffirmed the critical importance of enhancing the experiential value of the store.

Furthermore, as symbolized by the term "Taipa," we observed a very high awareness of time. This suggested that satisfaction is not only about providing products but also depends on the importance of designing the experience leading up to the encounter with the product.

Furthermore, it was striking that every group fundamentally considered delivering personalized information and advertising tailored to individual characteristics. Advertising and promotions utilizing technologies like AI and VR are likely to become commonplace.

Building on these insights and ideas from the students, our next installment will feature an interview with Professor Shimizu about the future of media, advertising, and sales promotion in 10 years. Stay tuned!