We defined this year’s theme as “emotions” to depict the new attitude among sei-katsu-sha of choosing not to let out their emotions.

Introduction

The context behind the theme of this year’s session, “Emotions on Mute” may be summarized as follows.

• Markets are created when emotions are stirred.
• Emotions are a crucial factor for internal management, too.
• We focused on the increasing volume of searches with keywords such as “anger management” and “emotional control.”
• We launched research on the expression of emotions, hypothesizing that sei-katsu-sha are increasingly reluctant to let out their emotions.

Part 1
What is the “Emotion-Muting Society”?

Based on quantitative data and in view of the changing social structure, we considered how “Emotion-Muting” have spread across society as people choose not to communicate their emotions to others.

• The “Emotion-Muting Society” as shown in data
  • People have fewer opportunities or conversation partners to let out their emotions.
  • Sei-katsu-sha spontaneously choose to hold back their emotions.
  • Prevailing decisions not to let out emotions 1: Not only in business but also in private life
  • Prevailing decisions not to let out emotions 2: Not only negative, but also positive emotions
• Three factors behind “Emotion-Muting”
  • Factor 1:
    Changes in the social structure: Increase in emotional labor and urbanization
  • Factor 2:
    Changes in social awareness: Penetration of diversity considerations
  • Factor 3:
    Changes in the attitude of sei-katsu-sha: Reinforced efficiency mindset

Part 2
New desires in the “Emotion-Muting Society”

We looked into the new desires typical of modern times as identified by our interviews with sei-katsu-sha living in this society of muted emotions.

• Three new desires among sei-katsu-sha emerging in the “Emotion-Muting Society”
  • Desire 1:
    When controlling emotions, use someone else’s perspective.
  • Desire 2:
    When communicating emotions, play it safe.
  • Desire 3:
    When getting in touch with emotions, do it as entertainment.

Part 3
Requirements for businesses

We examined what sei-katsu-sha require of businesses to satisfy their three new desires.

• How might businesses embrace Emotion-Muting?
  • Requirement 1:
    Visualize fragmented emotions that are hard to capture.
  • Requirement 2:
    Design interfaces to help communicate emotions.
  • Requirement 3:
    Express the brand’s own emotions to sei-katsu-sha. 

Wrap-up

To conclude, we presented our insights into society in the future.

• The “Emotion-Muting Society” is also characterized by increased options to express emotions.
  • Various ways to address and express emotions have been emerging besides directly letting out or unleashing emotions.

Further reading

Full report

For more detailed data and analysis,
download the full research report.

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