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...

Japan faces one of its most pressing concerns yet – a sinking birth rate. To address this nationwide problem, the country’s government wants to play a more significant role in people’s dating lives and marriage, with children (hopefully) being the ultimate outcome of its efforts.

Japan's birth rate is continuing to decline, but improved work policies could make parenthood more enticing. Local governments have improved paternity leave to empower dads and soothe their fears about salary loss during difficult financial times, boosting equal parenting practices.

Japanese employees have met a push to introduce a four-day workweek with scepticism due to the high social pressure Japanese feel toward work. However, attitudes might be changing with younger generations, and there’s an opportunity for brands to tap into this shift.

Amid economic and societal pressures in Japan, more and more people are choosing not to get married. Many also work as ‘nonregular workers’ and like being alone. What does the future of dating and relationships look like in Japan, and what can brands learn from these shifting preferences?