In July 2020, we held an online event entitled "How our values, lifestyles, and ways of living will change! Gen Z thoroughly predicts the future beyond the 'new normal'" and presented the results of a joint survey with Sanno University

How will the accelerated or newly brought about changes due to the COVID-19 pandemic change our values ​​and lifestyles? The impetus for holding this event was to find out more specifically and compile the results as future predictions for society and the business market. We first conducted a survey on "change" and "new value" together with members of Generation Z, who will drive society and markets in the future. At the event, we invited corporate marketers from the fields of clothing, beauty, and living to serve as guests, and also held a session with students from the Koguma Seminar at Sanno University, who cooperated with us, to explore hints for building a future society that will be questioned across generations and creating true brand value from the perspective of Generation Z

Summary of the research presentation

*124 students from Atsushi Kouma's seminar at Sanno University / 70% female, 30% male respondents

More than half of people have changed the way they view themselves

Q. How has your way of thinking changed during the COVID-19 pandemic?
A.
I want to improve myself 53%
I want to cherish my time 51%
I want to identify the things and experiences that I really need 40%
I have become more conscious of my true self and my true self 23%

In a situation where they are forced to face themselves without meeting people, Gen Z seems to be facing themselves in a positive way and becoming more conscious of improving themselves. In line with this, among the things they have started to purchase since COVID-19, consumption behavior related to self-improvement was also observed, with 50% of purchases being skincare and 26% being health products

Awareness of government, social conditions, and the global environment is on the rise!

Q. What are you concerned about or what news are you intrigued by amid the COVID-19 pandemic?
A.
Japanese government trends
, economic trends (linked to job-hunting trends),
environmental issues
, measures and actions taken by companies in the COVID-19 pandemic,
etc.

Living "with COVID-19," people feel a strong sense of urgency that their lives, health, and future employment are directly linked to the country, government, economic trends, and environmental issues, and they appear to be becoming more aware of social and global situations and environmental issues

No more "commuting to work/school" or "the city"!?

Q. Since COVID-19, have you realized that there are things you no longer need in your life?
A.
Commuting to work or school
, lots of clothes

going to drinking parties,

As values ​​are changing dramatically, people are realizing that they can study and work without commuting to work or school, something they previously took for granted, and are losing interest in the city, something they once thought was valuable, and beginning to value their hometowns. There is a major shift in values

The equation "happiness = self-affirmation"

Q. When do you feel happy right now?
A.
When I feel a sense of accomplishment 48%
When I have an experience that I can only have now 40%
When I learn to love myself 38%
When I feel that I am truly myself 36%

With the exception of answers specific to the COVID-19 pandemic, such as "When I meet someone I wanted to meet" and "When I can go somewhere I couldn't go before," almost all of the above responses indicated that people feel happy when they are able to affirm themselves and realize this.It was striking that people are finding their happiness in a more fundamental way, from within themselves, rather than in material or external factors such as "having money" or "having luxurious experiences."

"Through our research with Gen Z, we were able to gain a concrete understanding of the "changes" that will accelerate after COVID-19, and we believe we were able to clearly paint a picture of the "values" that will be required in the coming era. Our team aims to continue to listen attentively to changes in society, lifestyles, and people's values, and to come up with and give shape to the value that is needed now."

the full survey of Gen Z's attitudes here!