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New Sei-katsu-sha Structures
– Over-stretched women, sympathetic men –
Hakuhodo Institute of Life and Living (HILL) has conducted its Seikatsu Teiten survey into sei-katsu-sha values and behavior biennially since 1986. HILL has just released Seikatsu Teiten 2006, a CD-ROM including a decade's worth of Seikatsu Teiten data. To herald the launch of the CD-ROM, we present key findings from analysis of the data below.
Abstract
Segmenting sei-katsu-sha by gender and age is a cornerstone of traditional marketing. HILL took Seikatsu Teiten data collected over the past 20 years and examined it from two perspectives – gender and age – with the objective of uncovering new sei-katsu-sha structures.
Our first group of major findings shows that in the last decade both men and women have changed in significant but different ways, bringing changes in gender relations.
Our second group of findings, derived from the analysis of perceptions, values and behavior in four key areas – shopping, eating, free time and information-gathering – revealed that unique fault lines and rifts exist in each of these four areas across gender and age. As a result, we were able to derive our New Sei-katsu-sha Structures.
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The Debut of Sei-katsu-sha 2.0
- People laying the groundwork for the future -
While Japanese sei-katsu-sha are more upbeat thanks to the upturn in the economy, they continue to be uneasy and yearn for greater stability in the face of ongoing change in the nation as a whole.
To cope with continuous transitions and societal change, people in Japan are preparing for the future by consolidating three areas and rebuilding three areas.
At HILL, we see sei-katsu-sha as people who lay the groundwork for the future. We use the term Sei-katsu-sha 2.0 to describe the new type of individuals now emerging – people who are capable of seizing the initiative and acting for themselves.
- Continuing unease and desire for stability
- Consolidating 3 areas:
- (1) Rediscovering Japan
- (2) Men and women struggling together
- (3) Working steadily
- Rebuilding 3 areas:
- (1) Enhancing "information lives"
- (2) Cultivating consumer judgment
- (3) Preemptively investing in the future
People laying the groundwork for the future
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