Hakuhodo explores shifting consumer status and launches new engagement project

Hakuhodo Inc. has released a research report titled ‘Future Evangelist Report vol. 6 Status Shift,’ which analyzes changing consumer perceptions of social status. The report indicates a transition from ‘external standards’ based on ownership and social recognition to ‘internal standards’ centered on the accumulation of time, knowledge, and personal dedication. According to the findings, values such as ‘culture and knowledge’ and ‘language skills’ are now prioritized over traditional assets like savings.

In a separate initiative, Hakuhodo and Braze, Inc. have launched the ‘Coutech Project.’ This joint venture aims to explore next-generation customer understanding by focusing on the consumer’s perspective of ‘buying’ rather than the seller’s perspective of ‘selling.’ By combining Hakuhodo’s consumer research with Braze’s real-time engagement platform and AI capabilities, the project seeks to develop more dynamic and personalized customer experiences that adapt to the shifting contexts and moods of modern consumers.