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

    #Marketing#Consumer Insights#Consumer Survey#Consumer Research#Manga#Hit#Trend#COVID-19#Twitter#go viral#TV program#Insight#Society#Consumer Awareness Survey#Business#Product Development#Business Development#Content#Survey#Generation Z#Travel#Career Awareness#Corporate Strategy#Health#Consumer Psychology#Life
    Insights/Research
    2026/04/21

    How will consumer behavior change based on perceptions of the "100-Year Life" era?

    Dentsu Inc. Desire Design (DDD) is an organization that develops various solutions and disseminates information based on the relationship between consumption and desire. In this report, we analyze the “Emotionally Driven Consumption Survey” conducted by DDD (click here for survey overview). We will share the insights and findings derived from the survey results...

    Akane Yamada

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [35/35]
    Job-hopping or staying with one company? Understanding Japanese perceptions of career happiness through two models
    Insights/Research
    2026/04/14

    Job-hopping or staying with one company? Understanding Japanese perceptions of career happiness through two models

    Dentsu Inc. Desire Design (DDD) is an organization that develops various solutions and disseminates information based on the relationship between consumption and desire. In this article, we analyze the “Emotionally Driven Consumption Survey” conducted by DDD. Based on the results of the 11th survey conducted in November 2025, DDD’s Ayaka Yonetani explores the relationship between job changes and perceptions of career happiness.

    Ayaka Yoneya

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [34/35]
    “Full Circle: A Return to Analog”? — Unexpected Common Ground Between Young People and Seniors —
    Insights/Research
    2026/03/24

    “Full Circle: A Return to Analog”? — Unexpected Common Ground Between Young People and Seniors —

    We will analyze the “Emotionally Engaging Consumer Survey” conducted by DDD and share the insights and findings derived from the survey results. In this article, based on the results of the 11th survey conducted in November 2025, we will examine the findings under the theme of “Digital and Analog.”

    Takashi Chiba

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [33/35]
    The 2026 desire trend: "Reversal to Single Tasking." Nikkei Trendy × Dentsu Inc.'s thorough analysis!
    Marketing
    2026/02/25

    The 2026 desire trend: "Reversal to Single Tasking." Nikkei Trendy × Dentsu Inc.'s thorough analysis!

    From left: Takashi Chiba (Dentsu Inc.), Tetsuo Katsumata (Nikkei BP), Naofumi Sato (Dentsu Inc.) Unraveling 2025 consumption through the lens of desire and forecasting 2026 desire trends! Continuing from last time, we present a New Year special roundtable discussion featuring Nikkei Trendy's Tetsuo Katsumata as our guest...

    Tetsuo Katsumata, Hisashi Sato, Takashi Chiba

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [32/35]
    2026 Desire Trend: "Tokenization of Effort." Nikkei Trendy × Dentsu Inc.'s In-Depth Analysis!
    Marketing
    2026/02/25

    2026 Desire Trend: "Tokenization of Effort." Nikkei Trendy × Dentsu Inc.'s In-Depth Analysis!

    From left: Takashi Chiba (Dentsu Inc.), Tetsuo Katsumata (Nikkei BP), Naofumi Sato (Dentsu Inc.) Unraveling 2025 consumption through the lens of desire (Desire), and forecasting 2026 desire trends! Dentsu Desire Design (DDD) explores the relationship between consumption and desire to develop various solutions and insights...

    Tetsuo Katsumata, Hisashi Sato, Takashi Chiba

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [31/35]
    The "desire" that pushes consumers hesitant about exclusivity is a sense of "superiority" and "security" over others.
    Marketing
    2026/02/18

    The "desire" that pushes consumers hesitant about exclusivity is a sense of "superiority" and "security" over others.

    Analysis of the "Heart-Moving Consumption Survey" conducted by Dentsu Inc. DESIRE DESIGN (DDD) in November 2025. We present insights and findings derived from the survey results. This article focuses on "limited editions" and "limited information." Manabu Tachiki of DDD examines their relationship with the "desire" that pushes consumers to act.

    Manabu Tachiki

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [30/35]
    The "Health Dilemma" of Longevity Nation Japan
    Social issue
    2026/01/16

    The "Health Dilemma" of Longevity Nation Japan

    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 examine the "health dilemma" faced by Japanese people, considering the perspective of consumers' desires and results from the 10th "Heart-Moving Consumption Survey" conducted in May 2025, among other findings.

    Nobutaka Kaida

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [29/35]
    Is it true that "Gen Z hates drinking parties"? The existence of "consideration" that divides generations
    Insights/Research
    2025/12/19

    Is it true that "Gen Z hates drinking parties"? The existence of "consideration" that divides generations

    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, DDD member Rei Taira, a Gen Z representative, examines Gen Z's "attitude toward drinking parties" based on the latest findings from the 11th survey. She uncovers their true feelings about drinking parties and the generational gap surrounding them.

    Rei Tai

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [28/35]
    Differences in career advancement awareness and actions are affecting happiness levels!?
    Insights/Research
    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

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [27/35]
    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.

    Kanazawa Yukito

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [26/35]
    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

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [25/35]
    生活者の「認識×行動」から見る、情報偏向との向き合い方
    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

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [24/35]
    データでひもとく若者の「海外旅行」意向と「国際意識」の関係
    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

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [23/35]
    “好きの呪縛”を考える～数字で読み解く「好き」と幸福のリアル
    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

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [22/35]
    物価高時代でも「心を動かされたい！」現代の消費者マインドとは
    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

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [21/35]
    欲望トレンド「韓国というPOPフィルター」「ヤバめの代償」
    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."

    Hiroaki Sato, Hisashi Sato, Takashi Chiba

    SeriesDENTSU DESIRE DESIGN's Approach to Marketing Reconstruction Based on "Theory of Desire" [20/35]

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