Our MD, Kent Ishizaki, has begun a series of articles analyzing Japanese Gen Z on AdverTimes.

Kent Ishizaki, managing director/CEO of Weiden Haus Inc., has begun serializing a column titled “Misconceptions and Reality of Gen Z: Be-Real Ethnographic Close-up” on AdverTimes. (Adtai), exploring young people's values and consumption behaviors in Japan.

This column series originated from an idea conceived by Kent, who serves as both our company's CEO and a researcher at the “Youth Research Institute” (commonly known as “Youth Labo” https://lab.weiden-haus.com/), a student think tank operated by Weiden Haus. It is based on his firsthand experiences with young student researchers. The articles present insights gained by Ishizaki through closely following a single young person, akin to ethnographic research.

Misconceptions and Reality of Gen Z: Be-Real Ethnographic Close-up

Misconceptions about Gen Z revealed through immersive ethnographic research. The gap between general assumptions about Gen Z and their actual reality. This serialized project emerged as student researchers at the Youth Research Institute analyzed their own generation through dialogue with adults. ―――The decline of workplace marriages, the reality of beer's decline, alternatives to tobacco, the front lines of the “treating/being treated” debate―――“Huh? Really?” We delve into the “Be Real” understanding of Gen Z that adults don't know.

https://www.advertimes.com/author/ishizaki_kent/

Youth Labo is a youth think tank community run by high school and university students. Each month, it publishes research reports exploring Gen Z's thinking, values, and behavioral trends on various themes. Our company director, Mikami, serves as the director of the Youth Research Institute. Additionally, our CEO and columnist, Ishizaki, also works as a researcher at the Youth Labo.

AdverTimes. (Adtai) is a web media outlet specializing in the advertising and marketing industries, delivering news and information surrounding the communications field. Its target readers are professionals in departments responsible for corporate communication activities, including marketing, advertising, sales promotion, public relations, and corporate planning. It has a broad readership ranging from frontline staff to department heads and section managers.

Through this column series, we aim to provide insights into the diverse values and consumption behaviors of Gen Z to the advertising industry and those engaged in marketing and branding activities. We hope this will contribute to enhancing the precision of corporate marketing and branding efforts.