Greetings
Lately, the figure of the “independent seikatsusha (consumers with individual lifestyles)” has become increasingly well defined.
Seikatsusha—such as young people who not only seek employment but also hope to find desirable positions, salaried workers who welcome the adoption of the merit system, women who choose not to marry, and elderly people working toward becoming independent by using their experience—who used to depend on their families, communities, companies, or country, now hope for a society with a high degree of freedom that permits people to proactively design their own lives.
If a mature society is defined as one with a high demand for self-fulfillment and high levels of potential, Japan’s seikatsusha are living in the focal point of such a society.
However, it seems that we cannot ignore the lack of autonomy and the rarity of symbiotic awareness.
With people’s sense of belonging to their families or communities waning, the fragility of human bonds is palpable, and the absence of a sense of morality or moral fiber, as well as of public spirit, has made human relationships awkward. It appears that the reason we cannot feel any richness, warmth, or balance despite our freedoms is that our mature society has not reached ripening.
Surprisingly, it can be said that the designing of the standards of value for seikatsusha in the twenty-first century will generally involve these areas.
These are the research themes and proposed themes of our research institute, which was established by Yomiko Advertising, Inc., which has pursued affluence for seikatsusha through advertising communications. We appreciate and ask for your continued support in the future.
Yasunori Nakata
Administrative Director of the Research Institute for High-Life Foundation
(President and Representative Director of Yomiko Advertising, Inc.)