Exploring the Future Consumer's Desires at the Upcoming Seminar by Dentsu

Unveiling the Desires of Future Consumers: A Seminar by Dentsu

In an era where consumer demands are evolving at an unprecedented pace, understanding the underlying desires of future consumers has become paramount. On October 22, 2025, the marketing consultant Masanobu Shiraishi from Dentsu's Third Marketing Department will lead a seminar titled “Why Do Future Consumers Have Those Desires?” at the SSK Seminar Room in Tokyo, Japan. This session will provide a fresh perspective on how to anticipate these evolving desires, shaped by factors such as advancements in AI and environmental changes caused by global warming.

Seminar Overview

The seminar promises to be a gateway to grasping the “unidentified desires” that consumers harbor. The FUKAYOMI method, developed by Dentsu, views hit content as a mirror reflecting not only emerging values but also the consumer's unrecognized longings. By combining social listening data and insights from Dentsu’s planners, FUKAYOMI serves as a powerful analytical tool to predict how upcoming societal values will shape and reflect the future desires of consumers.

Key Topics of Discussion

Participants can expect to delve deeply into various aspects of shifting consumer values. The seminar will cover:

1. Introduction to Dentsu's FUKAYOMI Method: A comprehensive understanding of the approach that bridges consumer insights with market trends.
2. Value Change 1: Sharing common emotions within the group - a significant trend in today’s society.
3. Value Change 2: The rise of individualism, where consumers prioritize their paths with confidence.
4. Value Change 3: Balancing personal preferences with altruism, finding connections between what they love and who they can help.
5. Value Change 4: Gaining a “God’s eye view” to understand broader social implications.
6. Value Change 5: Becoming aware of societal discrepancies that shape consumer consciousness.
7. Value Change 6: The passion for pursuing dreams and interests deeply.
8. Predicting Future Desires: Utilizing six identified value changes to forecast three future desires.
9. Solutions by Dentsu’s Desire Design: Exploring actionable insights and recommendations for businesses.
10. Q&A and Networking: An interactive session encouraging exchange between attendees.

In addition, attendees who complete a brief questionnaire will enter a raffle to win a copy of Shiraishi’s book, “What Do Future Consumers Desire? An Analysis of Six Value Changes in Hit Works,” to be released by Nikkei BP in October 2025.

Participation Details

The seminar will be offered both in-person at the SSK Seminar Room located in Tokyo's Minato district and via live streaming through Zoom, with recorded sessions available for two weeks for those unable to attend live. This flexibility ensures that participants can engage at their convenience.

Conclusion

Dentsu’s seminar, organized by the New Social System Research Institute (SSK), is not just another marketing event; it is an essential opportunity to grasp the emerging dynamics of consumer behavior in a changing world. As a pioneer in delivering high-level business strategies, SSK aims to empower attendees with insights that could shape their future marketing tactics and business strategies. With over 28 years of experience in organizing corporate seminars, SSK continues to be a crucial player in the information service sector, creating pathways for businesses to thrive in today's complex environmental landscape.

For more details or inquiries, please visit the SSK website or contact them via email at [email protected].