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.

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