The true story... behind pets in Japan

This article examines the Japanese relationship with their pets in a country with a low birth rate and ageing demographic.

The true story… behind pets in Japan

Dave McCaughanMcCann WorldGroup Asia Pacific

The simple truth is that Japan is fixated on pets. The low birth rate and aging demographics are real headline makers. However, the number of children being born did level off years ago and the number of people who are reaching middle age with no children has steadily grown. So maybe it's no wonder that a country with one of the highest per capita incomes in the world - and a middle class that, while shrinking, still takes in the great majority of the population - uses...

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