#Japan #Tokyo #Ponta #Loyalty Marketing #TOTONOID

Examining Well-being: The Role of Drinking Habits and Remote Work

In an intriguing development, Loyalty Marketing (LM), the company behind the popular point service Ponta, has collaborated with Professor Jun Iio from Chuo University's International Information Studies Faculty for groundbreaking research. This collaboration culminated in two presentations at the upcoming 2025 Society of Social Informatics Conference, scheduled for September 27 and 28, 2025. These presentations focus on how drinking habits and remote work dynamics influence well-being among young adults.

Research Overview

Study 1: The Impact of Drinking Frequency on Well-being Among Young Adults

The first study, titled “The Impact of Drinking Frequency on Well-being in Young Adults,” investigates the effects of social drinking habits on various factors of well-being. The findings reveal that young adults who drink outside their homes at least once a week report significantly higher well-being across several measures, including life satisfaction, personal growth, workplace environment, cooperation, and extroversion, compared to those who do not drink outside the home. Moreover, individuals from lower-income backgrounds showed elevated self-satisfaction scores in conjunction with their drinking habits.

To arrive at these findings, 1,022 participants in their 20s were analyzed, taking into account their income levels—specifically, a cutoff of 4 million yen was used to classify them into lower and middle-income groups. The analysis, conducted through variance analysis (ANOVA), highlighted that the “weekly drinkers” demonstrated higher scores in critical areas like extroversion and collaboration. This evidence supports the hypothesis that drinking often correlates with enhanced social interaction and relationship building, thereby boosting psychological and social satisfaction.

Study 2: The Relationship Between Remote Work and Well-being

In the second study, “The Relationship Between Remote Work and Well-being,” the comparison between employees working fully remotely, those working partially, and those in the office daily provided insightful contrasts. The results indicate that remote workers report greater life satisfaction and self-worth compared to their fully on-site counterparts. Yet, challenges such as increased utility costs and communication stresses were also reported.

The analysis involved 6,066 working professionals, revealing that those who worked from home full-time or part-time scored significantly higher in satisfaction, personal growth, and extroversion than those who commuted to the office daily. While office workers maintained better relationships with colleagues, remote working groups showcased superior scores across other well-being metrics. Feedback from remote workers also highlighted unique challenges like rising bills, workspace comfort, and decreased physical activity, which could negatively impact overall well-being.

Implications for Marketing and Well-being

The outcomes from these studies serve as invaluable insights for refining marketing strategies aimed at fostering a well-being oriented consumption society. As values and lifestyles are continually evolving, understanding consumer behavior and consciousness has never been more crucial. LM's new marketing service, TOTONOID—set to launch in July 2025—aims to assess well-being levels using data gathered through Ponta Research. The insights garnered from the research provide a foundation for enhancing brand strategies in the context of consumer wellness.

Chuo University's interdisciplinary iDS program encompasses AI and data science education, blending students from various faculties to tackle real-world issues. This synergistic approach is fundamental in our rapidly digitalizing society, as the demand for skills in these areas continues to rise across all disciplines.

As LM aims to contribute to a sustainable consumption society, their endeavors encompass addressing societal challenges through data-driven business practices, environmental partnerships, and focusing on human well-being. For further information on initiatives, check out LM’s sustainability page and the TOTONOID dashboard, which will soon be publicly available.

With its commitment to research and community-driven initiatives, LM is set to pave the way for elevated consumer experiences rooted in well-being and sustainability. Understanding and adapting to these new insights could redefine marketing strategies for the better, reflecting consumers needs like never before.