Atsushi Miura
Standard Advertising, Inc.

Sociologist Zygmunt Bauman describes what he calls "Liquid Modernity," a phase of social development in which traditional social structures dissolve but are not replaced by rigidly rational modern structures.
His description applies with particular force to the young Japanese who make up Japan's Generation Z.
Among the most striking changes in Japan's Generation Z is the breakdown or reversal of traditional expectations concerning gender attributes.
Compared to earlier stereotypes, women appear more masculine and men less manly.
But this is not the whole story.
Ambitious women are retaining such traditional feminine strengths as refinement and good taste while adding leadership qualities formerly associated with men.
This combination gives them an edge in competition with men.
Other notable discoveries include the resurgence of belief in the non-rational since the collapse of the bubble economy, especially among the more highly educated, and a renewed interest in Japanese tradition fanned by nationalism in the media.
Here again, however, the story is not simply a return to tradition. Instead, we find the creation of new "J-styles" in which traditional and modern elements are mingled.

The study reported here is a nationwide survey of Japan's Generation Z commissioned by STANDARD ADVERTISING.
The primary objective was to better understand this generation's information-related behavior.
The subjects are young Japanese born between 1985 and 1991 and aged between 15 and 22 at the time of the research was conducted in July and August, 2007.
Fifteen year olds who were still in junior high school were excluded from the sample.

1.Defining Generations
2.Class consciousness, income and consumption
3.Gender Consciousness
4.Attitudes toward work and sex
5.Spiritual Yearnings
6.Returning to Japan