Dentsu Inc. Desire Design FU KAYOMI Team's "What Will Future Consumers Desire?" Now Available

The book "What Will Future Consumers Desire? - Six Value Shifts Revealed by Analyzing Hit Works" (Nikkei BP), authored by Dentsu Inc.'s consumer research project team "DENTSU DESIRE DESIGN," will be released on Saturday, July 26. It introduces "FUKAYOMI," a new methodology for predicting consumers' "future desires" by examining the impact of hit content on consumer values.

Nikkei BP, A5 size, 480 pages, ¥2,640 (tax included), ISBN: 978-4-296-20834-0

[Book Content]
Over 10 active marketers and creators from Dentsu Inc. Desire Design's 'FUKAYOMI Team' use unique analytical methods to 'deep-read' more than 30 hit content pieces annually, providing clients with consumer insights and marketing activity hints.

This book introduces the new "FUKAYOMI" methodology. It analyzes hit content like movies, dramas, and anime using techniques such as social listening. By examining the impact this content has on consumer values, it predicts "future desires."

Furthermore, based on the "FUKAYOMI" analysis of hit content from 2020 to 2025, it predicts "six shifts in consumer values" and the resulting "future desires" of consumers. It also includes an original novel titled "Future 'Desire' Forecast," depicting the consumer landscape of 2030.

Amidst the COVID-19 pandemic, AI evolution, global warming, rising prices, and other major recent societal shifts are rewriting conventional wisdom. To understand consumers navigating this "value upgrade period" and proactively design communication, products, and services that will earn sustained support over the medium to long term, it is crucial not only to survey and analyze current consumer behavior and awareness but also to proactively grasp the trajectory of the era's "value shifts" unfolding behind the scenes and predict the "future desires" arising from them.

This book, compiling insights from "FUKAYOMI" accumulated at the forefront of marketing, offers a panoramic view of the changing behavioral principles and consumption motivations of consumers navigating the post-pandemic world. It provides numerous insights. As a book for unprecedented consumer understanding, it serves as a guide for corporate marketing professionals in consumer communication and product/service development for the coming era.

[From the Table of Contents]
Chapter 1: Decoding Future Desires Through Hit Content
Chapter 2: Value Shift ① Sharing the Same Emotions as "Everyone" — The Growing Desire to Connect with Others Behind Increasingly Niche Personal Preferences —
Chapter 3: Value Shift ②: Trusting Your Own Compass and Following Your Own Path — Self-Centered Desires Reinforced by Pandemic-Era Division
Chapter 4: Connecting "What I Love" with "Doing It for Someone Else" — The Desire for Social Connection: Wanting Pursuit of Personal Interests to Also Hold Social Meaning
Chapter 5: Value Shift ④ Looking Down from a "God's-Eye View" ― Approaching Truth Through Overlooking in a World Where Correct Answers Have Become Complex ―
Chapter 6: Value Shift ⑤ Becoming Aware of "Society's Distortions" — Improving Someone's Burden Hidden in Daily Life to Make Everyone Happy —
Chapter 7: Value Shift ⑥ "Passion, Obsession, Immersion" ― Reclaiming the tangible sense of being alive beyond economic rationality ―
Chapter 8: Unraveling "Six Value Shifts" from Data
Chapter 9: What Will Future Consumers Desire?
Novel: A Future "Desire" Forecast

■Dentsu Inc. Desire Design FUKAYOMI Team
Dentsu Desire Design is a cross-departmental R&D project within Dentsu Inc.'s planning division focused on "desire," the deep-seated psychological driver of consumption. Based on its unique "Desire Behavior Model," it deciphers consumer "desire" and proposes various marketing schemes that move consumers—including trend analysis, marketing strategy development, and new product creation. The FUKAYOMI Team is a specialized group composed of Dentsu Inc.'s active marketers and creators who predict "future desires" by analyzing the impact of hit content on consumers.

Details about this book are available on our blog.
https://www.d-sol.jp/blog/ddd-fukayomi
 

■Press release regarding this matter is available here