Marketing to Japan's insecure generation

Having grown up online, young Japanese see their smartphones as an extension of their physical being, and follow an intricate etiquette governing social interaction.

Japanese youth are feeling lost. They are anxious about who they are, how they should behave, their place in the community and their future, learnt McCann Worldgroup

through its global study The truth about youth. The report was based on more than 120 group interviews and quantitative work among a 33,000-strong sample of 16-to-30-year-olds.

The study found that fewer young Japanese than anywhere else agreed with the statement, “I am...

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