David Blecken
Sep 12, 2017

How millennial norms dictate what advertisers can and can’t do

In Japan, the younger generation’s critical filter is increasingly regulating how brands target consumers of all demographics.

Viewers disagreed with Cow's assertion that a shower can wash away guilt.

Japanese consumers are not known for being vociferous. In contrast to markets like China, where brands sometimes become targets of physical violence for getting their messaging wrong, disdain in Japan has traditionally been silent if people don’t like a brand or product, they simply don’t buy or talk about itat least not openly.

That is changing. A glance back over the past 12 months shows advertiser insensitivity frequently prompting a very vocal response indeed....

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