“If it is possible to attribute a dominant mood to an era, ‘cynical’ might be the most suitable adjective to describe Japan in the 21st century.”
Last december Research World released a series of issues about our social values tracking study, Mindvoice®.

7 signs cynicism is growing in Japan – published on Tuesday 11th December
The roots of cynicism in Japan – published on Wednesday 12th December
The implication of the rise of cynicism for brands – published on Friday 15th December

Research World is the leading market research global magazine, exploring the latest trends, innovations and showcasing practical case histories from the world of the data, research and insights industry and beyond.