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Locality Lifestyles of the Future Survey
– More than 70% are satisfied with the locality they live in –
Tokyo - May 15, 2007- The Hakuhodo Institute of Life and Living (HILL) researches future changes in the way people live by turning the concept of "locality" around and looking at it from sei-katsu-sha perspectives. HILL's most recent research on this topic involved three nationwide internet surveys of sei-katsu-sha carried out in June and November 2006, and January 2007. The results of this research show that more than 70% are satisfied with the locality they currently live in. Our analysis of the things that sei-katsu-sha find satisfying about their locality revealed 8 priorities – which we call the 8 Locality Preferences – that contribute to contentment with an area. With these in mind, we classified Japan's 47 prefectures and analyzed the Locality Lifestyle Models sei-katsu-sha hope to adopt in the future.
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The Dynamics of Japanese “Sei-katsu-sha”: 2007
Changing Households Changing Japan
– The age of household diversity –
Starting from this year, the Hakuhodo Institute of Life and Living (HILL) will publish an additional major report The Dynamics of Japanese "Sei-katsu-sha", describing how and why Japanese society and the Japanese way of life are changing. At HILL, we try to explain the dynamic processes that Japanese sei-katsu-sha go through, and discover new “driving forces” that give rise to new values and lifestyle preferences. "The Dynamics of Japanese Sei-katsu-sha" reports on how Japanese individuals and communities are changing, and how such changes might impact Japanese society and markets.
The subject of this year's publication is the diversification of Japanese households and its impact on Japanese society. The total number of households, household size and household type and distribution are changing very significantly. According to census statistics, one-person households will outnumber all other households in 2007. The number of couple-only households also continues to rise. As a result of this downsizing and diversification of households, the total number of households in Japan is set to rise above 50 million for the first time in the country's history.
Household change will have a major impact on people's aspirations and lifestyles. This will in turn bring new issues to the fore, which may bring about the need for new products and services. In the Dynamics of Japanese "Sei-katsu-sha": 2007, we consider emerging changes in sei-katsu-sha resulting from this structural change in Japanese society and the implications for Japan's consumer market.
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