Unveiling the Summer Conundrum: How the Heat is Reshaping Our Lives in 2025

As temperatures rise across Japan, a recent study by Japan Information Inc., based in Chuo, Tokyo, found that public perceptions of summer are changing dramatically. Conducted between July 29 and 30, 2025, the survey included 1,180 participants aged 20 to 69, highlighting some alarming realities about the impact of summer heat on daily life.

Key Findings

1. Shifting Perspectives on Summer Duration

Survey results indicate that people now perceive summer as lasting 1.4 months longer than it did a decade ago, extending from June to September. Over 70% of respondents identify summer during this larger span. Conversely, the feelings of dislike towards summer have grown significantly, with about 70% expressing increased dislike compared to ten years ago. Only 23% of participants currently enjoy summer, while over half, 58.4%, report feeling negatively about the season.

2. Tackling the Heat – Popular Heat Prevention Goods

The research identified several widely recognized heat prevention products, such as folding fans, water bottles, hats, and sunscreen. Despite better awareness around parasols, only 12.2% of men have actually used them, with overall usage rates remaining low. The study showed that around 71% have awareness of common heat prevention items, but only about 39% have experience using parasols. Nevertheless, there is a positive sentiment towards using sunscreen among both men and children, with approximately 65.3% of men and around 69.9% of parents advocating for its use.

3. The Impact of Summer Heat on Daily Life

The repercussions of relentless summer heat are evident, with more than half of respondents reporting a reduced willingness to venture outside. Key impacts include narrowed action zones for outdoor activities (55.5%), increased feelings of fatigue (54.6%), and diminished motivation to handle household chores (53.9%). Conversely, while some individuals have adapted by using their microwaves more often, the overall trend is towards maintaining budget-conscious spending in the face of rising living costs.

4. Temperature Sensations

On average, respondents feel comfortable temperatures between 20.5°C to 24.5°C but report discomfort at 28.7°C and particularly unmotivated at 32.2°C. These insights reveal that people are becoming increasingly sensitive to heat in their homes and public spaces.

5. Attitudes toward Sunscreen and Parasols

Men exhibit a growing acceptance of sunscreen use, with over 65% endorsing its necessity. Meanwhile, interest in parasol usage is also low despite a 58.2% positive response to their importance. The research shows a worrying trend of diminished appreciation for summer, particularly as heat waves last longer.

6. Exploring Future Solutions

In light of these findings, companies must adapt to the prolonged and extreme nature of summer by creating products or services that cater to consumer needs. There is an urgent call for innovative solutions that can help mitigate pressures caused by summer's heat, ensuring that individuals can maintain their lifestyle even during the warmest months.

Conclusion

This survey has uncovered a concerning sentiment toward summer in 2025, with 10 years of complaints and struggles leading to a negative outlook for the future. As climate challenges persist, it becomes increasingly important to navigate the changes in lifestyle and leisure activities during the summer months. Engaging responses from businesses and communities could hold the key to making summers more bearable and enjoyable for all.

For those seeking full survey results and detailed analyses, report materials are available upon request.

Contact Information

For detailed survey results, including additional questions and demographic analyses, please feel free to contact us:

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This article highlights essential findings from Japan Information Inc.'s 2025 survey regarding evolving perceptions of summer and recommendations for adapting to these changes.