Two options to shape
trust in the future

We assumed that sei-katsu-sha will manage to navigate this crisis to avoid the risk of a society of distrust by finding new ways of building trust for themselves.

In other words, trust will shift from something that can be taken for granted
to something to be created on our own.

That said, sei-katsu-sha are not moving in the same direction.
We believe that sei-katsu-sha will create diverse forms of trust rather than a single model.
Accordingly, we developed multiple future scenarios.​

This is because individual sei-katsu-sha have substantially different visions of:

• how to build relationships with others
• how to handle their own information

These are the two underlying factors for building trust amid the changing personal relationships and ways of communicating in the future.

The outcome will hinge on the choice between two value options:
“free up” or “control”.

Changing “with whom” to build trust Will we free up or control
our relationships​?

In a future with physical and psychological distancing, the first question to ask ourselves in order to create new trust may be: “With whom should we build trust at all?”

The values of sei-katsu-sha are now deeply divided: some prefer connecting with as many people as possible even as such opportunities continue to decrease, while others prefer closer relationships with like-minded people even as people themselves develop increasingly diverse values.

Will we free up or control our relationships with others? The shape of trust in the future depends on which option we take in building personal relationships going forward.

Seek to build a limited network of trust by deepening relationships with
like-minded people, focusing on common ground or psychological affinity.

Seek to build a wider network of trust by expanding relationships to include different types of people, focusing on differences and diversity.

Enriching my world by interacting
with a limited number of people

Enriching my world by interacting
with a wide variety of people

42.0%

58.0%

Feeling joy
in common ground or affinity with others

Feeling joy
in differences with others

52.7%

47.3%

Building narrower and deeper relations
with specific people

Building wider and shallower relations
with various people

60.4%

39.6%

Building personal relationships
with like-minded people

Building personal relationships
with different types of people

62.5%

37.5%

Human capacity is limited. I would be happier if I could limit my relationships to those that I really care about.
(Female, 23, Saitama)

Personal relationships are exhausting.
I would rather focus on relationships with specific people to leave enough energy for my job and hobbies.
(Male, 44, Hokkaido)

Given the diversification of values, I do not think I can get along with everybody.
(Male, 59, Kagawa)

I would be a better person if I could embrace a wider range of values. Always being with people like myself would limit my potential.
(Female, 34, Hiroshima)

It will be easier to connect with everybody as social media helps us reach a wider variety of people.
(Male, 50, Shizuoka)

I don’t know whose help I will need as I get old. A wider network of personal relationships would help.
(Female, 60, Niigata)

Source: Hakuhodo Institute of Life and Living

CLOSE

Changing “with what” to build trust Will we free up or control
our information?

Getting to know each other better by communicating information about ourselves is one of the essential conditions for building trust.

As information is invisible and too visible at the same time, however, sei-katsu-sha are not sure if they should disclose more information or keep more of it secret.

Will we free up or control our own information? The intensity and function of trust will depend on how we manage the way we communicate information.

Seek to build spontaneous and flexible trust by disclosing
personal information selectively depending on the recipient.

Seek to build an equal and equitable network of trust by disclosing personal
information without selection or modification regardless of the recipient.

Better to hide who you really are

Better to share everything about yourself

35.7%

64.3%

Reducing confrontation and friction
by exchanging personal information selectively

Reducing misinformation and doubtn
by exchanging personal information proactively

47.2%

52.8%

Changing your identity and personality
depending on the other person or context

Showing who you really are regardless
of the other person or context

59.7%

40.3%

Keeping personal data
to yourself for optimal utilization

Providing personal information
for the good of society

64.4%

35.6%

I don’t feel the need to share everything about myself. Going with the flow makes everybody happy.
(Female, 32, Kagawa)

I have too many inferiority complexes to show my true colors.
(Male, 33, Osaka)

I already have more anonymous relationships online than in-person exchanges. This trend will continue. I believe more people are now playing appropriate roles or disguising themselves depending on the other person or context.
(Female, 50, Shizuoka)

I do not want to hide the fact that I belong to a sexual minority. I want people to recognize people like me exist, even if they don’t understand us.
(Female, 33, Osaka)

You should disclose your personal information from the outset. Everyone will eventually get to know who you really are anyway.
(Male, 34, Osaka)

I cannot change my identity depending on the other person. I want to tell the truth before I get involved in any relationship.
(Male, 58, Fukuoka)

Source: Hakuhodo Institute of Life and Living

CLOSE