Developing tech-enabled products and services that assist us as we age is a relatively new frontier. However, the vision of a world where people in advanced years can meaningfully participate in society and overcome the physical and cognitive challenges of age is slowly but steadily becoming a reality.
Over the past 10 to 15 years, Japanese marketers have wholeheartedly embraced the symbology of sustainability. Notions of ‘green’ and ‘eco’ and ‘human’ have proliferated in aesthetic terms.
For many, one of the toughest challenges in developing one’s values set is navigating through extremes. There is a temptation to assume simplistic (or unbalanced) worldviews that provide a sense of security.
Every country has them, and Japan is no different. I’m talking about “the fearful fringe.” These are the people who fundamentally lack trust in their security, either personally or for the country at large.
One definition of progress is that Japan should move its society from one based on traditional values - highly protective of change and respectful of continuity and stability - to one of openness and free market competition.
In the world of market research, it’s well known that Japanese people tend to shy away from the extreme points when answering rating scale questions.