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International Survey of Environmental Activism in Eight Selected Cities

In March this year, the Hakuhodo Institute of Life and Living reached out globally to sei-katsu-sha in Tokyo, New York, Toronto, London, Frankfurt, Paris, Milan and Moscow, looking to gauge people's awareness of environmental issues and the actions they are taking in response to what they know about the environment. The results of this eight-city, 2,600-sei-katsu-sha environmental awareness survey are revealed here.

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The Dynamics of Japanese “Sei-katsu-sha”: 2008
Tangible Aspirations Move Markets

At the start of every year, the Hakuhodo Institute of Life and Living (HILL) reveals in its publication the Dynamics of Japanese "Sei-katsu-sha" early signs of changes in people's values and emerging lifestyle trends. In creating the Dynamics of Japanese "Sei-katsu-sha": 2008, Finding Happiness in a New Era and Demand in the New Consumer Market, HILL found that the values of Sei-katsu-sha are undergoing significant change.

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Seikatsu Teiten 2008
– The Biennial Data Book on the Japanese People –

Since its establishment in 1981, the Hakuhodo Institute of Life and Living has published the results of research on various aspects of lifestyles in Japan. One of the major pillars supporting this research comes in the form of our "Seikatsu Teiten Surveys". Since 1986, we have conducted fixed-point observation by repeatedly asking the same questions in the same regions to respondents with the same attributes. Since the purpose is to gather data down to the finest details of people's lifestyles, the questions themselves are very specific and highly detailed. By accumulating these survey results as time-series data, we are able to predict changes in the near future (such as the trends that sei-katsu-sha will adopt) by extrapolating from the waveforms shown on the resultant graph.

In Seikatsu Teiten 2008, we present the results of surveys carried out every other year between 1998 and 2008.

Survey Overview

Geographical Scope
40km radius, Greater Tokyo area; 30km radius, Hanshin area
Note : A special survey was also implemented within a 40km radius of Nagoya.
Target Population
Males and Females aged 20-69
Note : Males and Females aged 15-19 and 70-79 were also surveyed for reference purposes.
Size of Sample
4,328 valid respondents aged 15-69
(2,507 in the Greater Tokyo area, 1,070 in the Hanshin area, 751 in the Nagoya area)
Survey Method
Survey forms dropped off at each home

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