Japanese Young People Having No Desire for Purchase
Mar 24th 2010 02:02
japan
situation
In Japan, people in their 40s and 50s tend to work hard in order to acquire extravagant things they want. Since they grew up in the times when Japan wasn't affluent enough that they could easily buy ordinary things they want, it's said that they have relatively strong desire to lead a better life along with good, favorite products. They are big into overseas trips. Especially when they were young, these desires inspired them to work hard and helped them endure long hours working. Cool cars always attracted them. Many of them preferred to wear name-brand outfits. As this situations show, until recently, young people had driven domestic consumption.
Today, young people no longer play this role, which has resulted in depriving the Japanese market of the driving forces of domestic economy. They basically aren't interested in purchase. They consider it foolish that people spend a lot of money for extravagant things that some of the middle-aged are still willing to buy. It's said that they don't want to have unnecessary things and prefer to lead a simple life. Overseas trips don't provoke their interest, either.
Many of them were born in houses that abounded in material products in affluent Japan. Also, I think they haven't needed to have strong desire for purchase since they have been able to get things they want through their supporters such as their grandparents. Due to fewer children, they have more opportunities to be given things. In addition, the prolong economic stagnation has been discouraging them to spend money on things they consider extra and contributed to their prudent attitudes toward consumption.
Under these circumstances, companies here have been struggling not only with the current economic crisis but also to establish their new business models. Also, the critical challenge of environmental conservation has been also urging them to do so.
Recently, a company that has properly caught young people's needs and adjusted itself to the times has been enjoying its rapid growth and receiving a lot of attention. I'll write about it in my future entry.
Today, young people no longer play this role, which has resulted in depriving the Japanese market of the driving forces of domestic economy. They basically aren't interested in purchase. They consider it foolish that people spend a lot of money for extravagant things that some of the middle-aged are still willing to buy. It's said that they don't want to have unnecessary things and prefer to lead a simple life. Overseas trips don't provoke their interest, either.
Many of them were born in houses that abounded in material products in affluent Japan. Also, I think they haven't needed to have strong desire for purchase since they have been able to get things they want through their supporters such as their grandparents. Due to fewer children, they have more opportunities to be given things. In addition, the prolong economic stagnation has been discouraging them to spend money on things they consider extra and contributed to their prudent attitudes toward consumption.
Under these circumstances, companies here have been struggling not only with the current economic crisis but also to establish their new business models. Also, the critical challenge of environmental conservation has been also urging them to do so.
Recently, a company that has properly caught young people's needs and adjusted itself to the times has been enjoying its rapid growth and receiving a lot of attention. I'll write about it in my future entry.
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In Japan, people in their 40s and 50s tend to work hard in order to fulfill their extravagant desires. (Your text is fine, mine is a little more general but I think more natural.)
Since they grew up in the times when Japan wasn't affluent enough for them to easily buy ordinary things they wanted, it's said that they have a relatively strong desire to lead a better life along with their favourite good-quality products.
They are really into overseas trips. (This sounds quite 'youthful'. I would say "High on their list of desirables is trips abroad.")
Especially when they were young, these desires inspired them to work hard and helped them endure long working hours.
High-end, quality cars always attracted them. (How I would say it.)
Many of them preferred to wear brand-named outfits.
Until recently, it was apparent that young people had been driving domestic consumption.
Today, young people no longer fulfil this role, which has resulted in the Japanese market being deprived of the driving forces of the domestic economy.
They basically aren't interested in making new purchases.
They consider it foolish that people spend a lot of money on extravagant things that some of the middle-aged people are still willing to buy.
Many of them were born in houses that were full of material products acquired in Japan's affluent times.
Also, I think that they haven't developed a strong desire to purchase material items since they have been able to acquire the things that they want with family assistance, such as from their grandparents.
Due to fewer children being born into families, they have more opportunities to be given things.
In addition, the prolonged economic stagnation has been discouraging them to spend money on things that they consider extra and has contributed towards their prudent attitude to product consumption.
Also, the critical challenge of environmental conservation has affected young people's buying habits. (Your sentence was a little ambiguous - is "them" the young people or "the companies"... I assumed the former.)
Recently, companies that have accurately fulfilled young people's needs and adjusted itself to the times have been enjoying its rapid growth and receiving a lot of attention.
お久しぶり！！お元気ですか？
Please don't say sorry. You don't need to feel obligated. I'm really happy if you stop by my page when you have time.
Anyway, thanks very much for your help. Your suggestions and corrections are always very helpful. As you know, I can learn a lot from alternative ways that you show.
>Your sentence was a little ambiguous
Your are right. Actually, I mean that companies are forced to change their business models because they are required to consider environmental conservation more.
Here, many businesses/domestic consumption have been depending on Chinese tourists recently.
I hope that you are fine and everything is going well.
Sorry I haven't been around recently. My new computer stopped working so I've been using my old computer which likes to freeze.
I wish I could say the same thing about where I live....Maybe a small percent feel the need to not purchase things that will only last them like a few years and then get tossed aside.