Research Institute for High-Life

Lately, the figure of the “independent seikatsusha (consumers with individual lifestyles)” has become increasingly well defined.

Seikatsusha—such as young people who not only seek employment but also hope to find desirable positions, salaried workers who welcome the adoption of the merit system, women who choose not to marry, and elderly people working toward becoming independent by using their experience—who used to depend on their families, communities, companies, or country, now hope for a society with a high degree of freedom that permits people to proactively design their own lives.

If a mature society is defined as one with a high demand for self-fulfillment and high levels of potential, Japan’s seikatsusha are living in the focal point of such a society.

However, it seems that we cannot ignore the lack of autonomy and the rarity of symbiotic awareness.

With people’s sense of belonging to their families or communities waning, the fragility of human bonds is palpable, and the absence of a sense of morality or moral fiber, as well as of public spirit, has made human relationships awkward. It appears that the reason we cannot feel any richness, warmth, or balance despite our freedoms is that our mature society has not reached ripening.

Surprisingly, it can be said that the designing of the standards of value for seikatsusha in the twenty-first century will generally involve these areas.

These are the research themes and proposed themes of our research institute, which was established by Yomiko Advertising, Inc., which has pursued affluence for seikatsusha through advertising communications. We appreciate and ask for your continued support in the future.

Yasunori Nakata
Administrative Director of the Research Institute for High-Life Foundation
(President and Representative Director of Yomiko Advertising, Inc.)

Research concerning lifestyle and its proposal activity.

Representation and providing information of the outcome of research.-Publication of the yearly journal: "Research for high-life"
-Publication of books: "Marketing transfer -Rule of 8th-" etc.
-Distribution of information through the web site : http://www.hilife.or.jp

Science Council and research forum

Lectures, seminars, research society, and classes

Gathering information about lifestyle

Our mission is to research the propositions, "Proposal of new lifestyle which we aim for in the 21st century" and "what we can do for the achievement", with the view to enlightening peoples's livelihood in the future through the outcome of the research.

The basic idea is to establish policy through the research and study on purpose to improve in people's life quality.

With the twenty-first century now before us, seikatsusha are seeking the realization of a society in which they can feel both affluence and comfort. It is becoming clear that the dimensions of this realization will be based not only upon the individual level of consumers but also upon the level of local communities and on a more global scale, as well as upon harmony with our natural environment.

Therefore, to realize such a society, what is required is a fundamental change in direction in, as well as improvements of, the various areas of our economic or social systems. Namely, in order for the aims of our national economy to more directly lead to improvements in people’s quality of life, there is a need to immediately reorient concepts of growth and the perceptions toward the application of its results in a direction centered on individual lifestyles.

Profiles of societies and livelihoods based on models of environmental harmony and resource conservation

Example research theme: Efforts toward a sustainable society
The Research Institute for High-Life conducts research and investigations on the concept of a “Sustainable Society” from various viewpoints, with fundamental issues comprising “Breaking away from the civilization of mass production, mass consumption, and disposability,” “Revitalizing the global environment,” and “Recovering our humanity and pursuing happiness as human beings.”

Example findings of our research and investigations
1. Research on environment and city lifestyles
2. Aiming toward a sustainable society
3. Investigative research on cases of environmental advancement

Profiles and livelihoods of aging societies

Example research theme: Research on the baby-boom generation
The Research Institute for High-Life has continuously researched the baby-boom generation.
By researching and investigating the baby-boom generation, which has seen changes to its role over time, we will continue to bring up issues.

Example research theme: Research on the lifestyles of senior generations
The Research Institute for High-Life conducts seminars and research investigations centering on the lifestyles of senior generations, who will be key players in the future of Japanese society.
We will continue to bring up issues related to improvements in the quality of life in today’s aging society.

Example findings of our research and investigations
1. Children and the environment: Toward the construction of play areas for children
2. The lifestyles of families affected by the falling birthrate
3. Research on the “Neo-fifties” generation
4. Women of the baby-boom generation: “Our” resumes
5. Research on views toward marriage amidst the falling birthrate
6. The baby-boom generation and the pre-war/post-war generations: “Portraits of 50- to 54-year-olds”
7. Geographical distribution and lifestyles of the baby-boom generation
8. Whereabouts of the husbands and wives of the baby-boom generation
9. Research investigation on the “light” and “shadow” of retired married couples
10. Research on the baby-boom generation and the second-generation baby boomers
11. Research on hospitality

Profiles of regional societies and livelihoods

Example research theme: Research on urban lifestyles
Based on the theme of “Profiles of regional societies and livelihoods,” we have developed a project to research both the construction of attractive cities and lifestyles in metropolitan areas.

Example findings of our research and investigations
1. Ginza and the high life as viewed by younger generations
2. Transformations of family life caused by informatization (penetration of multimedia)
3. Comparative research on Ginza and Shinsaibashi: Research on Ginza in 1995
4. Research on Yamanote culture: Glossary of keywords
5. The roles and realities of multimedia in the Great Hanshin Earthquake
6. Roundtable talk on Ginza: The future of Ginza
7. Net life in 2000: Toward an affluent community
8. Research on mobile multimedia
9. Issues faced by convenience stores: Based on an investigation on utilization
10. Expectations and actual conditions of multiple residency
11. The diversifying social backgrounds, ownership patterns, and design trends of residences
12. Basic concepts of the comprehensive development plan for Shin-Oemachi
13. Research on the informatization of homes in the high-tech era
14. Research on the metropolitan scene
15. Research on the formation of new communities through the rejuvenation of intergenerational interaction
16. Research on the capital sphere
17. Research on the whereabouts of local societies in an aging society
18. Research on livelihoods in the Ubiquitous Era
19. Area marketing in the Tokyo region: “Tokyo is a mosaic city”
20. Measuring the value of cities
21. Rejuvenating the city of Tokyo, Urban fashion and culture, and the Cultural town: The lineage of Tokyo’s downtown areas

Values and behaviors of human beings in the twenty-first century

Example research theme: Efforts toward research on dietary education, food, and family
Dietary life is a foundation of one’s lifestyle. The Research Institute for High-Life has developed a project to research current strategies for using dietary life to strengthen ties between family members and community members and allow people, from children to senior citizens, to enjoy more affluent and fulfilling social lives.

Example findings of our research and investigations
1. Lifestyle as seen through Japan’s dietary culture
2. Research on reconsidering the desire for self-fulfillment: Prospects after Maslow
3. Investigation for establishing a basic plan for promoting volunteer activities for international contributions
4. Survey on attitudes toward food
5. Changes in dietary lifestyle as seen through brands
6. The trend toward social services for housework
7. Roundtable talk: “New humans, new societies: Responding to the ‘Pleasure value’”
8. Lifestyles and stresses of the modern family
9. Whereabouts of the Japanese family
10. Research on the recovery of dinner-table communication
11. Research on the lifestyles of the rich
12. Educational dietary support at stores: Dietary health and Educational dietary marketing

Board Members and Councilors

Councilor: Takeo Takasu, Board Chairperson of Bandai Namco Holdings, Inc.
Councilor: Gota Morinaga, Board Chairperson of Morinaga Co., Ltd.
Councilor: Yoshiyuki Matsuda, President of Shobi University
Councilor: Toyoki Kozai, Visiting Professor of Chiba University
Councilor: Yukio Kitamura, Lawyer of Toranomon Sogo Law Firm
Councilor: Hiroki Kato, Executive Director of The Distribution Economics Institute of Japan
Councilor: Katsufumi Miyazaki, President and Representative Director of Yomiko Crosscom, Inc.
Councilor: Akira Iwashita, Director and Senior Operation Executive of Yomiko Advertising, Inc.

Representative Director and Administrative Director (part-time): Yasunori Nakata, President and Representative Director of Yomiko Advertising, Inc.
Representative Director and Administrative Vice-Director : Shinji Takatsu
Executive Director and Managing: Haruki Takatsu
Executive Board Member (part-time): Yotaro Hayashi, Advisor of Mitsui Fudosan, Co.
Executive Board Member (part-time): Yasuko Niimura, Auditor of National Archives of Japan (Ex-Councilor of the Research Bureau of the Economic Planning Agency)
Executive Board Member (part-time): Fumio Hasegawa, Professor of Meiji University
Executive Board Member (part-time): Machiko Osawa, Professor of Japan Women's University

Auditor (part-time): Atsushi Hentona, President and Chartered Accountant of Seisen Audit Corporation
Auditor (part-time): Haruyasu Terauchi, Director and Operation Executive of Yomiko Advertising, Inc.

Bureau Chief: Hirohito Hagiwara

Date of Establishment: May 12, 1993
(All basic funds are contributed by Yomiko Advertising, Inc.)

Governmental Authority in Charge: Cabinet Office