What is the way of thinking towards the society created by the "Puah Sui" generation that spreads globally

ByEpSos .de

If you do not pursue high income and you can live with a reasonable level of living you will be satisfied with a way of living called "Puah Sui"I am interested in JapanHowever, this does not seem to be a phenomenon only in Japan. In the United StatesGeneration YBorn from the 1980s to the beginning of 2000Millennial generationAnd others are concerned about their low consumer appetite and weakness of rising trends, but seem to be trying to find new ways of engaging with society like "Puah Sui" in Japan.

The Cheapest Generation - Derek Thompson and Jordan Weissmann - The Atlantic

Car company'sFordIn 2009, a compact car for the American market "FiestaWhen I landed from Europe, I did some initiatives. It was an epoch-making thing "having a hundred influential bloggers ride for six months and letting blogs write their impressions frankly." The bloggers uploaded the Fiesta to their favorite blog, but the sales of Fiesta was less than the target of 90,000 in 18 months. This is not that Ford 's strategy was wrong. Ford's strategy has plagued American car companies "low consumer appetiteMillennial generationHow to get a car purchased "is one of the efforts towards the task.


The Millennial generation is not interested in cars as much as the generation of the former parent. In 2010, 27% of new cars sold throughout the country were bought by the generation of 21 to 34 years old, but the data of 1985 is 38%, which indicates that it fell sharply. In addition, the number of mileage per person has also decreased, and the driver's license holding rate also fell 28% between 1998 and 2008.

In order to solve this tendency, the automobile industry giantGeneral Motors(GM) is also working on it. 31-year-old John McFarland, who is in charge of global strategy marketing at GM, said, "I do not think that young people are not interested in buying a car." Also, Subaru Publisher Doug O'Reilly says, "Nobody has understood the millennial generation yet, we are working on regaining" heart ties "with them." Ford is strengthening the use of social media and is trying to utilize the media channel on which Mirenical generation trusts.

However, in the strategy of these automakers, the premise that "the Millennial generation really wants to have a car" is lying. The manufacturer's idea is "If the economy recovers little by little, you will want a car like a parent's generation" or "If the appealing method is correct, you can get a car purchased" Is that premise correct? If the Millennial generation does not buy a car is not due to the economy, but the idea itself is changing, what will happen?

ByTim Evans

In the case of typical families so far, half of households were occupied by cars and rent. However, the Millennial generation is turning his back on such an old type of thinking. Automobile sales to the Millennial generation is showing a decline, and the proportion of people who make up cars for the first time in their life is half that of ten years ago. Of course, it is certain that the bad economy is affecting us. However, it is no doubt that soaring gasoline prices, suburbanization, low wages, and new forms of consumption change the style of the Millennial generation.

You can no longer use money or buy things just like your parent's generation. Since World War II, purchasing new cars and houses in the suburbs has supported the most powerful American economy in the world, but the millennial generation is not interested in either cars or houses.

ByJay Williams

Car sharing company in 2000ZipcarThe gasoline price when it was founded was 1.5 dollars per gallon (about 50 yen per liter). Of course there was not an iPhone at that time. Such Zipcar is now the world's largest car sharing company with 700,000 members. There are two factors to its success, one is "soaring gasoline prices" and the other is "the smartphone has penetrated our lives and car sharing has become familiar". Although it is Zipcar which can be said to be the best example of "share economy", she shares vacant rooms on a global scaleAirbnbAnd share children's clothingThredUPYou can not forget the fact that services such as are growing. The sharing of cars and rooms, and children's clothing, which was hard to think until a while ago, technology has brought it to the mainstream.

Even though the price of a typical car is 30,000 dollars (about 3 million yen), 23 hours of the day are still stopped in the garage. Zipcar provided a way to utilize such unused cars, ownership of cars dropped considerably from the priorities of the Millennial generation.

ByJay joslin

But at the same time it can be said that it brings a new perspective. O'Reilly mentioned above thinks that "a connection not through a car, a social connection through technology is born". In other words, technology brought not only the advancement of car sharing but also the connection between people and people who were separated by distance. As a result, the shift from automobiles to mobile devices continued, causing the industry to stagnate.

A model model of typical houses so far was "a house in the suburbs", but says that this change is also changing. "People are trying to blend the good points of city life with the American suburbs," said Real Estate Consulting CompanyRCLCO"Says manager Adam Ducker. There are various shops within the walkable range such as Culver City in California and Evanston in Illinois Province, there is a city where public transportation has developed, and in such a city there is a tendency for small residences to be chosen is. According to a survey of 2007 RCLCO, 43% of the Millennial generation is seeking to live in the suburbs where the need for houses and cars is low.

Shannon Williams King, Deputy Chairman of the National Real Estate Association, said, "I'd like to live in a shopping center on foot distance and by sharing bikes and cars, I have a desire to" connect "with other people "As with the automobile industry, the future of the housing industry is likely to be" small and cheap, "which is in line with the new economy.

BySabrina S

So far, the housing industry has been driving the escape from the recession. When the Federal Reserve system lowered the interest rate in the middle of the 1980 mid-stage economic change, a housing construction rush occurred and "Reagan Recovery" happened. However, in the situation where housing market is stagnant, it can be said that economic stimulation by interest rate policy can not be expected. In addition, construction of small cities takes time and labor, less necessary furniture and equipment, so less impact on the accompanying industry.

"There are countries in the world that have a low residence ownership rate as in Germany but have healthy income," says Robert Lerman, a special researcher at the Urban Institute Library. In other words, it means that new ways of using money that does not go to cars and houses will be born.Milken InstitutePerry Wong said, "Education is the only way to use money for the Millennial generation," he says. He believes that he will invest in himself, not in the future. Mr. Wong says, "In the past, housing was a means of investing, but education will be doing its job, in the knowledge economy the latest knowledge is an asset." Furthermore, by shifting to a densely living city, there is a possibility that the economy has a possibility of growing. According to the survey, it is known that when the population density of the community doubles, its production capacity improves by 6 to 28%.

ByJonathan Strauss

The richness of society is defined not only by individual skills and talent but also by the high accessibility to "knowledge" surrounding us. Ultimately, as the Millennial generation pushes society to sharing, it will change America's consumption culture itself. And it will strengthen the economies of the next generation, the column talks about the prospects for the future.

in Note, Posted by darkhorse_log