We want to understand the insights of various consumers.

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

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

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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

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

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Building a "Company-Wide" Organization Drives Growth: Why Dentsu Inc.’s "Recruitment Branding," Which Is Seeing Growing Demand, Directly Leads to Corporate Transformation

*This article is a partially edited version of content originally published on November 19, 2025, in "Japan Innovation Review." From left: Dentsu Inc. "Recruitment Branding Experts" Kento Masuda, Mihoko Nishii, and Shun Iwabe. "Promoting Human Capital Management..."

Masuda Kento, Nishii Mihoko, Shun Iwabe

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[Participants Wanted] Do! Solutions Webinar: "How Do Insights That Move People 'Grow'?" February 19

Do! Solutions, an information portal operated by Dentsu Inc. to solve business challenges, is recruiting participants for its webinar "The 'Patterns' of Thinking Required in the AI Era: How Do Insights That Move People 'Grow'?" to be held on Thursday, February 19.

Online (Zoom)
[2026/02/16]

0

Media Trend Report 2026 Released: PR Consulting Dentsu Inc. Analyzes "Six Major Changes"

PR Consulting Dentsu Inc. has released the "Media Trend Report 2026: Six Changes Media Predicts for 2026."

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Over 60% of Consumers Have "Low" Health Awareness!? 8 New Healthcare Clusters

In Part 1 of this series, we introduced differing health awareness by age group and unexpected findings. This time, we explore concrete hints from the perspective of Dentsu Inc. Healthcare Team's original cluster analysis: "What type of person responds to what approach to trigger health behaviors?"

Jiang Wanqing

The Dentsu Inc. Healthcare Team's Perspective on Consumers' True Feelings

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Key Points to Consider in Internship Development for Acquiring Desired Talent

Members of Dentsu Inc.'s Recruitment Branding Expert team will introduce an internship they conducted for their own company (Dentsu Inc.) with branding objectives, while explaining key points in internship development.

Nishii Mihoko

From the Field of Hiring Branding Experts: Internship Edition

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Are those in their 70s enthusiastic about health tech!? The reality of health awareness revealed by the 10,000-person survey

Whether at work or in private life, we often express the level of someone's attitude toward health and beauty, saying things like "This product targets people with lower health awareness" or "Ms./Mr. ●● has high health (beauty) awareness." While this is very convenient for roughly grasping a person's profile, it...

Takizawa Naho

The Dentsu Inc. Healthcare Team's Perspective on Consumers' True Feelings

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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

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

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Understanding Gen Z Job Hunters! Considering Internship Approaches from Both Corporate and Student Perspectives

What defines a "valuable internship"? Based on Dentsu Inc.'s "Generation Z Job Seekers: A Comprehensive Survey 2025" by their "Recruitment Branding Experts" and external research findings, we explore this question from both corporate and student perspectives.

Masuda Kento

From the Field of Hiring Branding Experts: Internship Edition

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[Participants Wanted] Do! Solutions Webinar "Unraveling 2025 Consumption Analysis & Predicting 2026 Desire Trends from a Desire Perspective" December 5

Do! Solutions, an information portal operated by Dentsu Inc. to solve business challenges, will host the webinar "Nikkei Trendy × DENTSU DESIRE DESIGN: Unraveling 2025 Consumption Analysis & 2026 Desire Trends from a Desire Perspective" on Friday, December 5th.

Online (Zoom)
[2025/12/02]

0

The task people most want to shorten is "deciding what to cook." Could "specialized cooking tools" change the way we cook!?

This series unravels food trends based on Dentsu Inc.'s "Food Lifestyle Lab" and other survey data. This installment focuses on "single-purpose cooking tools"—specialized appliances that excel at one function, helping to save time when deciding on meal plans.

Misaki Serizawa

Survey Reveals "Signs of Food Trends for 2025"

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Traveling between cities and rural areas is becoming a new highlight of Japan travel. Three perspectives to encourage inbound travel to regional areas.

The Japan Brand Survey is a large-scale overseas survey developed by Dentsu Inc. and launched in 2011. Its purpose is to understand the perceptions and actual behaviors of overseas residents regarding Japan as a whole, including inbound tourism, regional revitalization, food, Japanese products, content, values, lifestyles, and social trends.

Usui Kenta

Insights from Overseas Residents in Their 15th Year: Japan Brand Survey 2025

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Young people who "want to engage more but can't take that step." The current state of workplace communication where people pass each other by.

Dentsu Inc.'s Youth Research Department conducted its first large-scale survey in two years, focusing on high school students, university students, and young professionals in their first to third years of employment. Based on these results, we created "Youth Insight Knowledge 2025," which unravels the values of young people. This time, we introduce part of the knowledge born from the survey, "The True Feelings of Seniors and Juniors Passing Each Other By," while offering hints to update workplace communication.

Oshima Yoshika

Dentsu Inc. Wakamon: "Youth Knowledge: Everything You Need to Know"

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NET ViVi Editor-in-Chief on Gen Z's Reality and Content Creation

With a combined social media following of approximately 8.28 million—an overwhelming number even among youth-oriented media—we explore Generation Z's reality and insights for content creation through the initiatives of NET ViVi, the digital edition of Kodansha's women's magazine ViVi.

Tetsuya Hiramoto, Anna Tatsuno

Unlocking a Publisher's Potential Through Keywords

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