In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Despite being known for their strong work ethic, Japanese employees are becoming frustrated with outdated workplace values and expectations, leading to more quiet quitting than anywhere else in the world. As younger generations shake up norms, the meaning of work is changing in Japan.

In Japan, flexible "spot worker" side-hustle gigs alongside full-time jobs are gaining popularity. While some people finding joy in optimising spare time, spot workers are largely fuelled by economic pressures, including karoshi hustle culture, with extra work generating stress and anxiety.

Japan’s working culture has a reputation like no other, with long days and little time off being common features. But as Gen Yers start to become the dominant members of the workforce, how will attitudes to overwork shift towards an environment that offers flexibility and a better work-life balance?

The surprise success of a Japanese book proposing degrowth to deal with environmental issues echoes the sentiments of young people eager to break with a status quo of political and economic pessimism. How can brands respond to the needs of this growing cohort and its feelings about the future?