When an earthquake of 9.0 magnitude hit the Japan sea and sent created a tsunami that created the Fukushima problem. While the international news blared about this, Nuclear Boy was created. Nuclear Boy was a cartoon helped children understand the nuclear disaster that loomed above a country that was over half submerged in water. Nuclear Boy had an upset tummy that gave him stinky poo and so he was given medicine of sea water and boron. This program also helped adults comprehend the vast number of photos and reports that they came across.
Though the dark days are behind them and Nuclear Boy has become much better, Japan has started to rebuild itself. Densu one of the world’s largest communications and marketing service recently conducted a test on health of the Japanese consumer who have for a decade consumed both local and global brands. However the Japanese have drastically changed their lifestyle and consumption habits.
The Japanese crisis has a given birth to a new type of consumer. They are called New Lifestyle Seekers. At the head of their list is to be more prepared and responsive to disasters and to help victims. They place importance on living with nature and valuing relation with Mother Nature and human beings. Their philosophy is to consume just the basic need and be careful not to waste natural resources. Brands and marketing departments will have to revamp their strategies for such rising number of consumers.
This new take on life is seen traditional Japanese brands. “Do what you can now while looking forward tomorrow” is the new line from Toyota to promote the nation’s recuperation and to promote eco-driving. Panasonic has also come out with a line- “Lets each one of us do what we can” with goal to increase awareness of energy saving methods.
Whatever it is, the Japanese crisis has changed the face of consumers and brands are adapting to that.
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