Abstract

Dentsu's Youth Research Department, Wakamon, is dedicated to understanding the realities and mindsets of young people,
The project team is working on a new business that will help build a better relationship between young people and society.
The project team is working on a new business that will help build a better relationship between young people and society.

In recent years, there has been a lot of talk about “young people's separation from society,” but in fact, this is actually “society's separation from young people,
Understanding and improving the background of this situation is important not only for the youth, but also for adults, society, and even the future of Japan,
It is important to understand the background of this phenomenon and to improve it, not only for the sake of the youth, but also for the future of adults, society, and even Japan itself.

Why does this happen? What are the problems facing Japan today?
Based on the results of a vast amount of research, this book explains the problems facing Japan today in an easy-to-understand manner with abundant illustrations and diagrams.
What do young people think, what do they want, and how should we interact with them?
Subordinates, junior staff, consumption targets, their own children, etc,
This is a communication technique for a generation that wants to understand young people! !
Includes [a chronology of birthdays of those born in 1989]! !

Author’s Information

Masahide Yoshida
After working as a strategic planner and sales representative, he is currently engaged in a joint project with management to revitalize overall management with ideas. He has also been engaged in research on young people in their teens and twenties for many years, analyzing consumer psychology and trends and developing consulting and communication plans based on this analysis. He is specialized in “relationship design,” which solves management problems by focusing on relationships between things and people, based on his two areas of expertise: “management accompaniment through creativity” and “insight into human psychology. He is the author of “Concept Sense: How to Create Answers in an Age without Solutions” (WAVE Publishing, 2024) and “Antenna Power” (Mikasa Shobo, 2019), and co-author of “Youth Apart” (MDN Corporation, 2016) and “Why do you all start talking about the same things when it comes to job hunting? (Sendenkaigi, 2014). He is a PARC CERTIFIED FIELDWORKER (certified ethnographer).