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夢を見られなくなったのか

小さい頃から


私がまだ小学生だった1960年代後半、万博などで世界に技術力をアピールし、先進国の仲間入りするんだ。と言うような、国が一丸となってのモチベーションが有ったように感じられます。当時一番読んでいたのは少年マガジンや冒険王と言った漫画雑誌や、学研の科学と学習というような、教育的内容の雑誌でした。当時の雑誌で企画された特集ページなどには、21世紀は空飛ぶ自動車や透明なチューブの中を走る列車、宇宙ステーションなど、科学技術が人を豊にし、未来は薔薇色だと鼓舞した特集が沢山ありました。

そんな自分の未来を信じ、豊かな社会生活が待っていると夢を見て社会で働き始め、自分の手で収入を得るようになると、もらったお給料のいくらかは貯蓄に。などはどこ吹く風で、クルマや洋服、旅行などにドンドンと消費されて行き、広告キャンペーンに於いても、ターゲットユーザーはその若い、湯水のようにお金を使う年代に向け発信されていました。




現在20代の人たちが育った環境は


何でもイケイケの80年代後半、バブル期に生まれた子供たちが、二十歳を迎えるようになってきます。90年代前半のバブル崩壊と共に苦労する親の背中を見、破綻する大企業をニュースで見、崩壊した社会保障で自分たちの負担する額に驚愕し、長生きしても報われる事の少ない社会制度を目の当たりにすると、この国に暮らす自分の将来の夢を描けず、自己防衛として守りに入るのは無理も無いのかもしれませんが、少し寂しい気もします。

だいぶ以前からバイクが売れない、バイク雑誌の発行部数も減ってきている、原因は若者の嗜好の多様化と言われてきましたが、それと同じように今クルマが売れていません。売れているのはミニバンやワンボックスタイプのクルマばかりで、昔若者の必需品・デートカーなどと言われたハードトップやクーペ、スポーツカーなど、運転やドレスアップなどでクルマを趣味として楽しむ人たちが減ってきています。

休日の過ごし方もそうです、近場の観光地や繁華街などに足を伸ばす事はあまりせず、自宅に籠もりDVD鑑賞や部屋の掃除をし、食事も外食をせずに自炊して慎ましく暮らす若者が増えているそうです。もちろん少し郊外に目を向ければ、移動の必需品としてクルマが利用されているように、地域での差はあるのでしょうが。




若者層は美味しくなくなったのか


ターゲットユーザー層として美味しくなくなったのかと言えば、そんな事はなく、やはり全体を牽引する層である事に変わりはないと言えますが、ただ流行っているから、雑誌で紹介され面白そうだからなどと新商品に喰い付くユーザーが減少し、今の自分に必要かどうかを吟味し、購入するユーザーが増える傾向にあると言ったところでしょうか。

ユーザー層のこの様な変化から、広告などの表現方法も変化に合わせたシフトが必要になります。またこの世代の従業員を募集する際も、仕事のやり甲斐と賃金だけのインセンティブだけでは、人が集まりにくい傾向にあると考えられます。

この若者事情は首都圏や大都市圏で顕著に表れてきていますが、これからも社会に変化がない限り、この様な考え方を持った若者達が増えてくる事で、一つのユーザー層として台頭してくるでしょう。




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