As you know, in a field of marketing, it is very important to know and research about the generation well to increase the profits. In Japan, my generation are called “Satori Sedai.” The word Sedai means generation and Satori which is originally the word from Buddhism, means to be spiritual awakened or attain higher perception. So, how the meaning will be if these two words put together? Although this word is newly coined word so there are no particular meaning, we mainly uses it for describe Japanese young people who tend to lack in ambition and desire. As the example of the fact which this word attract high interests, it was nominated in the annual buzzwords of the year contest at 2013 in Japan.

 

By the way, a quarter of the total population is millennials in America. I did not know the word “millennials”, so I searched it on the internet. It is defined as the young people who was born in 1980 to 1990 and became adults after 2000. Their age is about 20 to 35 years old.

 

Interestingly, there are a lot of something in common between millennial generation in America and satori sedai in Japan although the country is different. For instance, it is often said in Japan that Japanese young people turn away from driving. Similarly, young people in America who called millennials, the rate of people who have the license to drive a car are declining. Not only about the car, the steady declining trend of consuming become the social problem in both Japan and America. Why they do not want to buy products? Each of them have their own reason by the effect of the domestic economy. Satori sedai feel themselves as poor because of the Heisei great recession which was a reaction to the bubble economy. As for me, I have a memory that I have been said we are now in an economic crisis by adults such as a teacher, my parents, and news casters since I was a child. We were raised in such a severe economic situation, so I think that is make sense as one of the person of Satori sedai. On the other hand, millennials in America, they were also took a serious damage by the collapse of Lehman brothers. Their employment and incomes are still not stabilized, same as Satori sedai.

 

 However, it is not always a bad thing. Based on these information, I can say that it is becoming efficient period for Japanese companies because…

 ・North America’s market is enormous, so targeting the millennials is very important

・Japanese companies can use the marketing strategy for Satori sedai, as well as for the millennials in America for the similarity of the two parties

 Unfortunately, it is not easy to catch attentions of the millennials. Why not? There are mainly two reasons about this. For the first, they are the generation who are familiar with digital devise and Internet since they were born. As for second, they are living in multiracial society unlike any other period in America ever. Many people from another generations are see them as “a stranger.” On the other hand, at the same time, a lot of companies, business persons and even the politicians are trying to get attention of them because it means they can get the mass powers.

 

 Now I am going to introduce the example of the advertisement which is targeting millennials.

 

 

 This is a press release of General Motors. As you can see, this was written by a lot of emoji instead of using alphabet. This is clearly conscious millennials who use emoji every day for their texting. I think this is very unique.

 From now on, it will be more demanded how to make difference of the products and get attention of millennials who are the key of the economics not only in America, as well as Japan.

 

Y., Harada, & M., Sherry. (2015, October 19).

米国版さとり世代「ミレニアルズ」の破壊力.

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