The true story... about expectation on Japanese modern dads

Dave McCaughan

When asked to describe their lives in three words, Japanese fathers of families with children aged 12 years of age and younger are most likely to use "effort", "striving" and "being tired".

The true story… about expectation on Japanese modern dads

Dave McCaughanMcCann 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...

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