top of page

Targeting generation for your products to the Japanese Market?

Updated: Aug 7, 2022

Baby boomer generation

* Age: 1947s to 1949 s

* Features: Pride that has led the generation, strong friendships, and have a sense of competition.

The next generation of the burnt-out generation born during the war is the "baby boomer generation." It is called the first baby boom and is characterized by a large generation population.

This name comes from Taichi Sakaiya's novel "Dankai no Sedai." It is also a generation that has made outstanding achievements in the reconstruction of the Japanese economy since the end of the war.

It is also characteristic that there are many conservatives. It doesn't take risks as consumer behavior, but it's a generation that likes new things and sharing with everyone.

Popeye JJ generation

* Age: 1952s to 1960s

* Features: Individualistic thinking is the mainstream. Optimistic and "ME" theme.

It is called the "Popeye JJ generation" because "Popeye" and "JJ", which are still loved Fashion magazines, were launched, and the youth fashion became a boom. The big theme of this generation is "ME." It was a time when the university entrance rate increased, and Shibuya and Harajuku began to become the youth towns of today.

Therefore, an individualistic consciousness was born, centering on young people, that life is enjoyable. It was also when mass media advertising began to develop, so it can be said that it is a generation that has grown with the media. As a feature, I like products and services that stimulate the awareness of "only me."

New human generation

* Age: 1961s to 1965s

* Features: A generation pursuing freedom and enjoyment from the postwar reconstruction.

The generation that is the child of the age that led the postwar reconstruction is the "new human generation." It is characterized by a consciousness of pursuing freedom and enjoyment from the reaction to working. Although the population is small compared to other generations, it is a crucial generation that has undergone changes in society, such as the enforcement of the "Equal Employment Opportunity Law for Men and Women" during this period.

The characteristic of this generation is that it seeks fun. Since I was a young employee during the bubble era, many people have thought that it is good to have a lot of income and have fun. Provide exciting and enjoyable products and services.

Bubble generation

* Age: 1965s to 1969s

* Features: Strong brand orientation, weak against companion/romance elements, seeking a vivid life.

The "bubble generation" is often heard by the baby boomer generation. As the name suggests, it was the generation at the height of the bubble in Japan, and the primary age was consumption. It is a generation whose theme is masculinity and femininity, and it is also a generation where men's approach to women is emphasized.

Consumer behavior is flashy and tends to like branded goods, which costs money to look at. Because it is vulnerable to friends and love elements, it is easy to sell products and services that have the theme of having fun together.

Generation X

* Age: 1970s to 1974s

* Features: Colder than other generations during the economic downturn.

The generation of "Generation X" is the time when the economy gradually begins to stagnate toward the bursting of the bubble economy.

Due to the economic downturn during this period, it is colder than other generations. Since I will experience the bursting of the bubble economy later, They are not very interested in branded products, and They just focus on cost performance and efficiency.

They don't like flashy consumption, so won't be motivated to buy it if I don't logically understand why it is an excellent product or digital marketing service. Let's do marketing that emphasizes the contents rather than the appearance.

Post-baby boomer junior generation

* Age: 1975s to 1981s

* Features: A generation that prioritizes private life above all and keeps a certain distance from society.

"Post-baby boomer junior generation" who are children of Popeye JJ generation. It is also a generation that values ​​private life such as family and lovers rather than success in society in a relatively prosperous era. Keep a certain distance from the community and prioritize investment in yourself and your family.

Therefore, I prefer meaningful consumption that leads to self-investment. If you don't understand the purpose of the product or service, you won't be motivated to buy, so let's sell it based on a solid concept.


* Age: 1983s to 1995s

* Features: Frugal with less competition and no longing for the future

The so-called Yutori generation is the "millennial generation."

Since it was born in a period of stagnation in the Japanese economy, expectations for the future are thin, and a section has been overlooked. It is also a time when the roles of men and women have changed.

As a feature, there is little longing for the future, and there is a tendency to consume it for experience rather than for things. Also, it is easier to receive popular stuff in the past than in the future, and it is easier to receive nostalgic products and services that can enjoy with friends.

Generation Z

* Age: 1996s to 2005s

* Features: Digital native generation surrounded by digital products.

"Digital products have surrounded generation Z" since They were born. Millennials are also digital natives, but Generation Z is mainly for smartphones, not only PCs. In the generation that values ​​connections and the communication is done via the Internet.

Also strongly reality-oriented, care about reviews and evaluations on SNS when they buy something. Offer products and services that resonate with them, and stimulate buying motivation with social media reviews.

2 views0 comments
bottom of page