Japan’s young men seek a new path

Posted on November 7, 2010 

Japan’s young men seek a new path

Japan's young men seek a new path

Something is happening to Japan’s young men. Compared with the generation that came before, they are less optimistic, less ambitious and less willing to take risks. They are less likely to own a car, want a car, or drive fast if they get a car. They are less likely to pursue sex on the first date – or the third. They are, in general, less likely to spend money. They are more likely to spend money on cosmetics and foresake any type of budgeting.

Japan’s young men mystify their girlfriends and their bosses. They confound the advertisers who aim products at them. They’ve been scrutinized and categorized by social commentators, marketing consultants and the government. And they unnerve just about everybody who makes long-term projections about Japan’s flagging birthrate and fading economy. Japan will grow or falter, economists and sociologists say, upon the shoulders of these mild, frugal, sweet-mannered men.

To hear the analysts who study them tell it, Japanese men ages 20 to 34 are staging the most curious of rebellions, rejecting the 70-hour workweeks and purchase-for-status ethos that typified the 1980s economic boom. As the latest class of college graduates struggles to find jobs, a growing number of experts are detecting a problem even broader than unemployment: They see a generation of men who don’t know what they want.

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