The true story… about expectation on Japanese modern dads
McCann WorldGroup Asia Pacific
Fathers have a hard time. Japanese fathers seem to feel they have an especially hard time.
Over the last eight years, before and after the disaster of 3.11, we have seen consistent patterns among people of all ages when they think of their own lives and their future. We ask people to tell us the three words that best describe their lives now. Across all ages from 15 to 65, we hear terms like "anxiety" and "stability," but we also hear words like "happy" and most commonly "freedom." For men and women from teens to retirees, there is a mix of being anxious about the country and their fitting into the changes it is experiencing and along with a strong feeling that, compared to past generations, they have greater freedom to explore options in life and to try new things. All that is except fathers of families with children 12 years of age and younger.