SUNNY SIDE UP Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Ryu Si-chau), which is in charge of the core business of SUNNY SIDE UP GROUP Inc. (hereinafter referred to as “the Company”), is a “group of marketing partners who speak out” and conducts marketing research, data analysis, and consulting. We have started research on Generation Z, which will be the center of Japan’s society, economy, and consumption in the future, with Citation Japan Co., Ltd. (Location: Chuo-ku, Tokyo; President and CEO: Daisuke Tamura) and Mr. Kensuke Suzuki, a sociologist and advisor to the company (Associate Professor, Department of Sociology, Faculty of Sociology, Kwansei Gakuin University).

This research aims to provide new insights into the consumer behavior and trends of Generation Z, and to provide unique information to companies and the marketing industry. Instead of qualitative and sensory data and analysis based on personal experience with Generation Z, survey professionals obtain objective data from a third-party perspective. In addition to the survey panel, we also take into account the real voices and actual conditions of university students from advisor Kensuke Suzuki, enabling highly advanced analysis and insights into the reality of Generation Z based on abundant knowledge.

In starting this research, we conducted a survey on “Information Fatigue of Generation Z.” Please check page 4 and onwards for the results, analysis, and consideration of this survey.

By widely disseminating to society the insights that have not been made apparent based on these research results, we aim to create a society that is tolerant of diversity, including understanding of generations with new values, and provide more effective solutions to companies and organizations.

〈シタシオンジャパン・サニーサイドアップによるZ世代に関する研究概要〉

■ Purpose: To discover insights and provide new insights into the consumer behavior and trends of Generation Z, who will be responsible for Japan’s society, economy, and consumption in the future

■ Features:
1. Comprehensive analysis, consideration, and hypothesis verification by Citation Japan, a group of data analysis professionals, sociologist Kensuke Suzuki, and SUNNY SIDE UP, a communications professional
2. Based on data, we provide not only the content that can be directly read from the data, but also the background and psychology behind the data, and the discovery and consideration of insights that have not been made apparent.

〈鈴木謙介氏プロフィール〉

Associate Professor at Kwansei Gakuin University. Visiting Researcher at the Global Communication Center, International University of Japan. His specialty is theoretical sociology.

He is developing his own social theory while bridging the latest case studies of the information society, such as social media and artificial intelligence, with theoretical research focusing on political philosophy. He also frequently disseminates information in the mass media about various issues in modern society, covering a wide range of fields from young people and media culture to international relations.

He has written many books such as 『The Future of Web Society』 and 『Carnivalizing Society』. He is also involved in research on consumer society, and has published books on consumption and marketing such as 『We Consume』 (co-authored with the Dentsu Consumer Research Center) and 『Everyone is Buying Time』.

■Citation Japan Co., Ltd.

Citation Japan is a comprehensive marketing (research data analysis) company that supports the decision-making of “companies” and “people” by leveraging its strengths in psychology and statistics.

We aim to “comprehensively” support the problem-solving flow of companies, from the current issues to the achievement of objectives, without being limited to “research” and “consulting.” We are implementing client-collaborative marketing support activities based on 1. Marketing Research Business 2. Marketing Data Analysis Business 3. Marketing Consultation Business 4. Diagnostic Business.
https://www.citation.co.jp/

Please see the press release below for more information on the survey and analysis on “Information Fatigue of Generation Z.”