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Series「DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"」

2025/12/03

Differences in career advancement awareness and actions are affecting happiness levels!?

Dentsu Inc. Desire Design (DDD) is an organization that develops solutions and disseminates information based on the relationship between consumption and desire. This time, we focus on consumers' "career advancement awareness." Based on the results of the 10th survey conducted in May 2025, we explore the relationship between "attitudes and actions toward career advancement" and "happiness levels and social values," primarily among those in their 30s and 40s.

Ayaka Yoneya

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Adults Who Haven't Forgotten Their "Childlike Hearts": What Are the Desires of "Kids × Adults = Kidults"?

Insights/Research

2025/11/25

Adults Who Haven't Forgotten Their "Childlike Hearts": What Are the Desires of "Kids × Adults = Kidults"?

Dentsu Inc. Desire Design (DDD) is an organization that develops solutions and disseminates information based on the relationship between consumption and desire. This time, the theme is 'Kidults' (Kids × Adults) – adults who haven't forgotten their childlike spirit. Yuki Kanazawa of DDD unravels the characteristics of consumer behavior in the toy market, combining the findings from the 10th survey conducted in May 2025.

金沢佑希人

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Is "Scheduled Mindset" Holding Back Japanese Travel? What Defines Today's Travel Mindset?

Insights/Research

2025/10/27

Is "Scheduled Mindset" Holding Back Japanese Travel? What Defines Today's Travel Mindset?

Dentsu Inc. Desire Design (DDD) is an organization that develops solutions and disseminates information based on the relationship between consumption and desire. Based on the results of the 10th survey conducted in May 2025, DDD's Yasuaki Matsumoto interprets insights surrounding Japanese people's "travel."

Yasuaki Matsumoto

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Insights/Research

2025/10/09

Is the Information You Receive "Biased"? How to Approach Information Bias Through Data

Dentsu Inc. Desire Design is an organization that develops various solutions and disseminates information based on the relationship between consumption and desire. Based on the results of the 10th survey conducted in May 2025, Takashi Chiba of DDD examines the findings with a focus on perceptions and behaviors regarding information acquisition.

Takashi Chiba

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Marketing

2025/10/02

Is Generation Z's "Decline in Overseas Travel" Leading to a Diminished International Awareness?

Dentsu Inc. Desire Design (DDD) is an organization that develops solutions and disseminates information based on the relationship between consumption and desire. In this article, Eriko Ono of Dentsu Inc. Desire Design examines the relationship between Gen Z's desire for overseas travel and their international awareness, based on results from the "9th Survey on Emotionally Driven Consumption" conducted in November 2024.

Eriko Ono

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Insights/Research

2025/09/05

Considering the "Curse of Liking" ~ Decoding the Reality of "Liking" and Happiness Through Numbers

Dentsu Inc. Desire Design is an organization that develops solutions and disseminates information based on the relationship between consumption and desire. This time, based on the results of the "Heart-Moving Consumption Survey" conducted in May 2025, we present an analysis focusing on people's feelings of "I like ○○."

Akane Yamada

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Insights/Research

2025/08/28

Even in an era of high prices, "We want experiences that move our hearts!" What is the modern consumer mindset?

Dentsu Inc. Desire Design (DDD) is an organization that develops solutions and disseminates information based on the relationship between consumption and desire. Starting now, we will analyze the "Heart-Moving Consumption Survey" conducted by DDD in May 2025. The first installment focuses on the phenomenon of "high prices" and introduces the attitudes toward money revealed among today's consumers.

Manabu Tachiki

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Marketing

2025/01/29

2025 Desire Trends: "Korea as a POP Filter" and "Seeking Risky Rewards" — Nikkei Trendy × Dentsu Inc.

The "DENTSU DESIRE DESIGN" project seeks to reexamine the modern consumer profile by unraveling consumption consciousness rooted in "Desire." We welcome Nikkei BP's Hiroaki Sato as a guest to discuss the 2025 desire trends: "Korea as a POP Filter" and "Dangerous Rewards Sought."

Takashi Chiba, Naofumi Sato, Hiroaki Sato

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Marketing

2025/01/29

The 2025 Desire Trend: "Trend Detox." ── Nikkei Trendy × Dentsu Inc. In-Depth Analysis!

The "DENTSU DESIRE DESIGN" project seeks to reexamine the modern consumer by unraveling consumption consciousness rooted in "Desire." We welcome Mr. Hiroaki Sato of Nikkei BP as a guest to discuss the 2025 desire trend: "Trend Detox."

Takashi Chiba, Naofumi Sato, Hiroaki Sato

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Marketing

2024/12/18

Exploring Young People's True Feelings Through Their Attitudes Toward Gifts

"DENTSU DESIRE DESIGN" is a project that seeks to reexamine the modern consumer profile by starting from the perspective of consumption driven by "Desire." This time, we will introduce the desires and values of today's youth through their attitudes toward "gifts," as revealed by the results of the latest "Heart-Moving Consumption Survey."

Mizuho Higashiko

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Marketing

2024/12/16

What desires drive the people who support that hit content!? ~Unraveling the relationship between 11 desires and 48 works

DENTSU DESIRE DESIGN is a project that seeks to unravel the modern consumer profile by reexamining consumption consciousness rooted in "Desire." This time, within the "Heart-Moving Consumption Survey" (conducted in May 2024), which DDD conducts regularly, we performed quantitative verification and analysis of hit content.

Emi Iwashita

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Marketing

2024/10/03

What new hints for added value did this century-old senbei shop discover by looking through the lens of "desire"?

In August 2023, a product development project commenced at the long-established rice cracker shop "Chuo-ken Senbei," utilizing the "Heart-Moving New Product Development Program" provided by DENTSU DESIRE DESIGN. This article delves into the challenges faced by this century-old company, the DDD program and approach that addressed them, and the behind-the-scenes story of the new product development.

Takashi Chiba, Midori Takei

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Marketing

2024/09/20

From "Product"-Centric to "People"-Centric! What is "Heart-Moving New Product Development"?

DDD developed the "Heart-Moving New Product Development Program" in collaboration with Chuo-ken Senbei, a century-old rice cracker shop celebrating its 100th anniversary. Following preliminary input and workshops involving DDD members, the new product "Dip-Style Rice Crackers" was born in just about 10 months. This article presents a roundtable discussion with the five participants.

Manabu Tachiki, Mutsuki Kitaoka, Yoko Nishimura, Yasuko Sato, Fukui Tsunaki

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Social issue

2024/04/15

The Unhinged Japanese (Part 2) ~ Society Facing a New Turning Point ~

Incidents that challenge the long-held image of Japanese people as "punctual," "diligent," "polite," and "kind" are on the rise. We explored the idea that this might indicate a "loss of restraint" among the public, along with specific examples. In the second part, we examine where Japan is headed as this loss of restraint continues, incorporating findings from DDD's research.

Hayato Yamagami

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

Social issue

2024/04/15

The Unleashed Japanese (Part 1) ~ The Breaking Point Where the "Defense Instinct" Breaks Down ~

This series features members of Dentsu Inc. DESIRE DESIGN (DDD) introducing consumer insights and approaches rooted in "desire." In this installment, we will explore the hypothesis that "the Japanese temperament may have changed over time" and proceed to test this idea.

Hayato Yamagami

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

2023/10/26

A record number of people have found fulfillment in new "experience consumption." Why is that?

"Memories over things." Over 20 years have passed since this phrase first appeared. Did you know that the value of "experiences" has transformed through the pandemic, leading to an increase in new forms of experiential consumption? This time, Akane Yamada, who researches consumer desires and the consumption behaviors associated with those desires at DDD, analyzes and introduces the currently prominent "experiential consumption" trend.

Akane Yamada

DENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire"[27]

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