Z-sedai ka suru shakai (The Z-Generationalization of Society - Young people who are becoming customers)

The demographic often referred to as “Generation Z” may well be the age group that BiblioPlaza anticipates as its target readers. Young people have attracted attention throughout history and across cultures. A widely circulated story—even sometimes presented as fact—claims that ancient Egyptian wall paintings bore the phrase “These days, young people...” In reality, this story is a myth. Research on Generation Z frequently highlights traits such as heightened environmental awareness and a preference for ethical consumption. However, when the author asked undergraduate students about these qualities, few identified with them. This raises the following question: What are the true traits of young people? This book proceeds from the following hypothesis: “If any peculiar traits are observed in young people, they are likely due to external influences from their surroundings.” Furthermore, “if external influences shape young people’s traits, then adults who are not young will eventually acquire the same traits.” For example, it is often said that “Generation Z values cost performance.” This helps explain behaviors such as watching movies at double speed, avoiding “pointless effort” because it seems tedious, or seeking only the answers without giving the question much thought. However, why is it the case that young people really do emphasize cost performance (if true)? Could it be because those around them demand it? Perhaps they were scolded: “If you study only what interests you, it won’t help you on the entrance exams!” Or perhaps they were reprimanded: “If you devote yourself to club activities, what if such useless pursuits interfere with job hunting?” Could it be that young people became this way precisely because adults pushed them toward goal-oriented efficiency? This book focuses on “what makes young people” and examines how external environments—schools, universities, job hunting, and companies—shape young people. What sets this work apart from existing youth studies is its emphasis on the role of business, particularly companies. Job hunting cannot function without agents acting as business entities. Universities, too, face pressure to operate like businesses, regarding students (and their tuition-paying parents) as “customers.” Given that business relationships operate on this premise, how do schools/universities and students, or companies and young employees, influence each other’s behavior? This book analyzes contemporary universities, job-hunting practices, and corporate structures from Book Title (in Roma-ji) Z-sedai ka suru shakai Book Title (in English) The Z-Generationalization of Society (subtitle) Young people who are becoming customers (series) Author/editor Shohei FUNATSU Language Japanese Publisher Toyo Keizai Shimpo Sha this perspective. As a secondary theme, the book also explores how young people become entangled in “shady businesses,” such as multi-level marketing schemes. It considers why even earnest, motivated, and capable students may be drawn into dubious ventures. Through these discussions, this book aims to serve as a useful tool for examining the phenomenon of “youth.
 

(Written by FUNATSU Shohei, Assistant Professor, Graduate School of Economics / 2025)