#Japan #Shibuya, Tokyo #Ponta #Lifestyle Changes #Summer Heat

Lifestyle Changes Due to Record Heat in Summer 2025

In an unprecedented survey conducted in collaboration with the radio program "Mabuchi and Watanabe's #BizTopi," nearly 85% of respondents reported feeling that the summer of 2025 is hotter than ever. The survey, carried out by Loyalty Marketing Inc., the operator of the Ponta point service, targeted individuals aged 20 to 60 and aimed to assess how extreme heat is affecting daily life and consumption habits.

Survey Overview

The survey took place between August 1 and August 4, 2025, and gathered responses from 1,000 members of the "Ponta Research" panel, representing various age groups within Japan. It aimed to collect insights about lifestyle changes in response to the increasing heat during the summer months.

Key Findings

1. Heat Perception

Among the surveyed participants, a striking 84.9% reported that this summer feels hotter than usual. The breakdown reveals that 60.8% described the heat as "very severe," while 24.1% categorized it as "slightly severe." Notably, the perception of heat intensity significantly increases with age; only 46% of those in their twenties felt it to be "very severe," contrasted with a hefty 73% of respondents in their sixties.

2. Changes in Daily Life

When asked how their daily lives have changed, an overwhelming 61.9% indicated an increase in air conditioning usage as a direct response to the heat. Other notable changes included an increased tendency to limit outings, reported by 38.4% of participants, and a rise in consumption of cold foods and beverages, at 31.2%. Particularly, the data shows that 75.5% of respondents aged 60 and above have increased their air conditioning usage, highlighting the stark differences in behavior across age groups.

3. Heat Management Strategies

Hydration emerged as the top method for coping with the heat, with 64.3% of respondents consciously increasing their water intake. Other common strategies included using umbrellas or hats to shield from sunlight (44.3%) and selecting breathable clothing (33.3%). Again, older adults demonstrated a stronger inclination towards hydration, with 75.5% making a conscious effort.

4. Impact on Shopping and Leisure Activities

The searing heat has noticeably influenced shopping and leisure habits. While 43.1% stated there have been no noticeable changes, 36.5% reported that they have started to restrict their outings. Interestingly, over 20% of those in their twenties began to utilize air-conditioned venues like shopping malls and cinemas more frequently, indicating a generational divergence in how individuals are adapting to the high temperatures.

Perspectives from Host Personalities

Mariko Mabuchi, an economic analyst, noted that the extreme heat is fundamentally altering consumer behavior. She emphasized the rising demand for "cool spaces" such as shopping centers and cinemas, especially among younger demographics, while older individuals tend to reduce their outings. For companies, this summer's heat wave could present a unique opportunity to innovate their demand creation strategies, adapting to the circumstances for improved business performance.

Hiroaki Watanabe, a consumer economics analyst, reflected on the shifts caused by climate change in consumer patterns. He pointed out that while traditionally sales of cold beverages and snacks would skyrocket during hot summers, the emergence of home delivery services has led to shifts in purchasing behavior, suggesting that rising temperatures are reshaping more than just everyday life but the entire business landscape.

Conclusion

The extensive survey conducted illustrates the profound impact that increased temperatures are having on lifestyle patterns, particularly in terms of energy consumption and leisure activities. As societies grapple with these changes, businesses must carefully assess and adapt their models to not only survive but also thrive under these new climatic realities.

About the Survey

The survey was conducted via internet and the results reflect the perspectives of a diverse population segment across Japan. For any publications or references, please cite as "Based on the Ponta Research."