Four emerging needs of Japanese consumers and how brands can meet them

Low Lai Chow

Research from Kantar outlines how the expectations of Japanese consumers are shifting in tandem with the disruption and change brought about by the COVID-19 pandemic.

Why it matters

As consumers in Japan adjust to new ways of living and working, they are also expecting brands to be flexible in meeting their shifting needs. Marketers need to understand the underlying changes taking place in consumers' behaviours, mentalities and culture.

Takeaways

  • Japanese people consistently look for brands that talk about how they can help in the new everyday life, and what efforts they have done to face the situation.
  • During lockdown, people are developing a stronger sense of identity and will readily connect with brands that explicitly encourage self-expression.
  • Brands that take the lead to change and...

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