the proactive consumption awareness of the single generation and adult products

1、 The underlying transformation of consumption consciousness among the single generation

1.1 Refusing to passively wait for others' approval

In traditional marriage and love narratives, many people are accustomed to waiting for others to choose and accept them. However, among the current single generation in Japan, more and more people no longer consider "being chosen by their lover" as a prerequisite for gaining happiness, and prioritize taking control of their own lives.

1.2 Consumption becomes a way of self assertion

The trend of individual consumption and self investment continues to spread. From individual travel and interest consumption to consumption related to physical and mental health, the purchasing behavior itself is an autonomous decision made based on one's own feelings.

2、 The psychological logic behind independent purchasing

2.1 Based on one's own feelings, rather than catering to others

When choosing adult products,吸うやつ, users' judgment criteria only revolve around themselves: whether the material is gentle, whether the operation is simple, and whether the silent storage is suitable for living alone environments. No need to accommodate your partner's preferences, completely based on your own comfort.

2.2 Peel off the stereotypical definition of "filling gaps"

This type of consumption is no longer interpreted as a helpless choice made due to the lack of a partner. It is a choice of actively taking care of oneself, understanding one's own feelings, and has no causal relationship with whether or not one has a lover.

3、 The market needs to match this subjectivity

3.1 Marketing narrative shifts from "compensating for loneliness" to "self selection"

Brands need to avoid sad and sympathetic advertising. Do not exaggerate the shortcomings of being single, but respect the attitude of users who actively decide their lifestyle and independently choose the appropriate maintenance plan for themselves.

3.2 Protecting the dignity of choices with privacy services

Japanese consumers are very concerned about the gaze of others,オナホ. Unlabeled packages, convenience store collection, anonymous customer service, and clear and easy to understand safety instructions reduce psychological pressure during purchase, allowing for independent choice without burden.

Summary

The single generation's awareness of making their own choices is a microcosm of Japan's personalized society. Happiness does not have to come from others' choices, one also has the right to decide how to take care of their body and mind.

For brands, the core is to respect this subjectivity. Setting aside the inherent assumption that 'people need partners' and providing safe and secure options for consumers who want to live independently is necessary to fit the consumption concept of the new era.