As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Why do attitudes towards gender and sexuality remain conservative? How is society adapting to an ageing population? And what are people doing for fun in a post-pandemic context? This Cultural Snapshot uses local stats and case studies to explore the behavioural norms shared by Japanese people in 2022.

Dementia, Alzheimer’s, and other neurocognitive conditions are outpacing the US healthcare system, meaning the bulk of care for Older Adults often falls to unpaid relatives. Healthtech start-up Rippl is shaking up the system by providing accessible, round-the-clock care for seniors.

Many Japanese over-65s are avoiding retirement, in part due to factors like the cost of living crisis and falling birth rates. While this shift may benefit firms facing hiring problems, the financial need to work is affecting traditional life stages and surfacing cultural issues in the workplace.

How are Gen Zers ushering in the end for gender binaries? Why might city life change for good? And what might solo living look like in the post-pandemic era? This Cultural Snapshot uses local stats and case studies to explore the behavioural norms shared by Japanese people in 2021.