Pilot Survey for the Quality of Society Index
5 Key Concepts for a Hopeful Society
June 7, 2021
Identifying “Quality of Society” (QoS) as the guiding theme for its activities, Dentsu Institute has conducted its own quantitative surveys and sought input from experts to carefully gather insights on the prospects and aspirations for the future of society.
In December 2020, Dentsu Institute conducted the “Pilot Survey for the Quality of Society Index,” in which 6,000 men and women aged 18–79 from across Japan were surveyed on their views of current society and predictions for society in 10 years’ time in relation to 21 topics.*1 We drew on the results of the survey to publish a “Health Check-Up for Japanese Society,” an assessment of society’s “state of health” on the basis of the perceptions people have developed from their own experiences.
The risks to society’s health
How do people today perceive the issues faced by society? The diagram below shows the six topics*² that are related to risks to society’s health. The higher the percentage, the higher the risk.
Society’s vulnerability to risk: The measures that are in place and preparations that have been made will not be sufficient in the event of the various crises that may occur, such as major earthquakes, climate change-related disasters, or the deterioration of infrastructure.
Lack of reserves on a national level: Japan has no reserves of human and financial resources.
Lack of reserves on a local community level: My local community has no reserves of human and financial resources.
Lack of reserves in household budgets: I have no reserves in my household budget.
Ongoing decline in the number of births: The number of births in Japan will still be declining in 10 years’ time.
Loss of sense of humanity due to technological progress: With the progress of technology in 10 years’ time, the sense of humanity in the world will have deteriorated.
Check-up results
Health risks are high due to the lack of reserves
Many people perceive a “lack of reserves” at a number of levels, from the national level to themselves as individuals. They appear to sense many risks, such as earthquakes or climate change-related disasters that could occur at any time, the decline in the number of births, or the loss of the sense of humanity due to technological progress.
Health risks are high due to the lack of reserves
Many people perceive a “lack of reserves” at a number of levels, from the national level to themselves as individuals. They appear to sense many risks, such as earthquakes or climate change-related disasters that could occur at any time, the decline in the number of births, or the loss of the sense of humanity due to technological progress.
Preferences for the shape of future society
There are various options regarding how society should look in the future. The graph below sets out the topics related to people’s aspirations for society.
Note: The percentages in the graph were calculated based on the actual numbers of respondents within the total number of respondents and rounded off. As a result, in some cases the sum of the individual percentages does not equal 100%.
Check-up results
“Prescriptions” are divided on the question of how society should ideally develop in the future.
Respondents showed a particularly strong preference for accelerating efforts to resolve global environmental issues, diffused as opposed to concentrated society, and decentralized as opposed to centralized public services, as well as tendencies to support international cooperation and the welfare state. In contrast, opinions are almost equally divided on the topic of social equality versus free competition, and we will look out for any changes in that balance in the future.
“Prescriptions” are divided on the question of how society should ideally develop in the future.
Respondents showed a particularly strong preference for accelerating efforts to resolve global environmental issues, diffused as opposed to concentrated society, and decentralized as opposed to centralized public services, as well as tendencies to support international cooperation and the welfare state. In contrast, opinions are almost equally divided on the topic of social equality versus free competition, and we will look out for any changes in that balance in the future.
Emotional health
What and how do people feel as we seek to overcome the issues and risks facing society and achieve our visions for society? The graph below presents the topics related to people’s emotional states.
Check-up results
We need to ease people’s anxiety and work toward a society of trust and tolerance toward others.
As we seek to improve the innate characteristics of society, we need to observe developments from the perspectives of diversity and inclusion and the social capital generated by human networks. The large numbers of people who lack hope for the future of society constitute a fundamental issue that needs to be closely observed as our top priority.
We need to ease people’s anxiety and work toward a society of trust and tolerance toward others.
As we seek to improve the innate characteristics of society, we need to observe developments from the perspectives of diversity and inclusion and the social capital generated by human networks. The large numbers of people who lack hope for the future of society constitute a fundamental issue that needs to be closely observed as our top priority.
Observations on society’s “state of health”
5 key concepts toward a hopeful society
1) Tolerance toward others, 2) Digitalization as a means of expanding educational opportunities and eradicating inequality, 3) Reserves, 4) Inclusion, and 5) Sense of humanity
The survey showed that the majority of people feel that there are no resources in reserve at a national level, local community level, or in their own household budget. It also revealed that many people are anxious about, and lack hope for, the future of society.
Opinions on the impact of digitalization on education and achieving inclusion are divided almost fifty-fifty. In contrast, in the case of topics related to the society we should aspire to in the future, there was strong support among respondents for approaches such as accelerating efforts to tackle global environmental issues and aspiring to a diffused society filled with diversity.
Cross analysis of trends between the different topics also revealed that people who feel that they “are hopeful” have a stronger tendency to select a positive response for the following 7 topics in comparison with respondents overall.
- I wish to adopt a tolerant attitude toward the behavior of others. (76.1% of all respondents, 81.1% of people who “are hopeful”)
- Digitalization leads to increased educational opportunities and the eradication of inequality. (50.1% of all respondents, 62.4% of people who “are hopeful”)
- I believe that there are resources in reserve in my local community. (41.5% of all respondents, 60.5% of people who “are hopeful”)
- I believe that there are resources in reserve in Japan. (31.2% of all respondents, 53.7% of people who “are hopeful”)
- I believe that there are resources in reserve in my household budget. (38.2% of all respondents, 52.1% of people who “are hopeful”)
- I believe that in 10 years’ time characteristics such as age, nationality, or gender will no longer pose limitations for people in Japanese society. (44.1% of all respondents, 51.1% of people who “are hopeful”)
- I believe that in 10 years’ time, Japan will be a society in which a sense of humanity is more valued due to technological progress. (36.4% of all respondents, 49.2% of people who “are hopeful”)
We were able to use the above results to derive 5 key concepts: “tolerance toward others,” “digitalization as a means of expanding educational opportunities and eradicating inequality,” “reserves,” “inclusion,” and “sense of humanity.” These concepts are necessary for writing a prescription to help develop a society that inspires many people to feel hope.
There are various options regarding how society should look in the future. We need to use the key concepts above as a basis for prompting extensive discussions and developing consensus among people. We believe that ensuring that people share in this process may allow a positive chain reaction to develop and generate hope for the future.
We will draw on the insights that we have gained from this survey to expand and enhance the content of the “Health Check-Up for Japanese Society.” By regularly sharing the check-up results, we aim to contribute to discussions on the sustainability of Japanese society and the process of forming consensus among people.
*1. The 21 topics for assessing the health of society
● Japanese society and your daily life at present
1) Tolerance toward others, 2) The digital divide, 3) Ownership vs. sharing, 4) Trust in people outside the family, 5) Political participation, 6) Society’s vulnerability to risk, 7) Reserves on a national level, 8) Reserves on a local society level, 9) Reserves in household budgets, 10) Anxiety about society, and 11) Hope for society
● Predictions for Japanese society in 10 years’ time
12) Number of births, 13) Achieving inclusion, 14) Trust in others, and 15) Technological progress and a sense of humanity
● The ideal future direction for Japan and international society
16) Pace of response to global environmental issues, 17) International cooperation, 18) Concentrated vs. diffused society, 19) Centralized vs. decentralized public services, 20) Equality vs. results-based shares, and
21) Safety net or limited tax burdens
*2. The 6 topics related to the risks to society’s health
1. Society’s vulnerability to risk
In “Building a Resourced Society with SSX: 20 Keywords to Help Get Us There” published by Dentsu and Dentsu Institute in 2020, we proposed the concept “next crisis.” We have identified this as one of the risks to society’s health, given the necessity of preparing for a wide range of potential crises, such as disaster, war, and famine.
2. Lack of reserves on a national level
3. Lack of reserves on a local community level
4. Lack of reserves in the household budget
In “Building a Resourced Society with SSX: 20 Keywords to Help Get Us There” published by Dentsu and Dentsu Institute in 2020, we proposed the concept of a “resourced society.” We selected these topics given the importance of achieving a “resourced society”—a society with resources in reserve—in order for Japan to resolve various social issues.
5. Ongoing decline in the number of births
Dentsu Institute focuses on the next generation—the generation that will forge the future of Japanese society. We identified Japan’s declining birth rate as one of the issues that poses a risk to society’s health and asked people their views on the number of births in the future.
6. Loss of sense of humanity due to technological progress
What kind of society do we need to aspire to in the AI era? This topic was selected on the basis of our belief at Dentsu Institute that developing a healthy society requires focusing on people—that is, placing emphasis on our sense of humanity.
● Japanese society and your daily life at present
1) Tolerance toward others, 2) The digital divide, 3) Ownership vs. sharing, 4) Trust in people outside the family, 5) Political participation, 6) Society’s vulnerability to risk, 7) Reserves on a national level, 8) Reserves on a local society level, 9) Reserves in household budgets, 10) Anxiety about society, and 11) Hope for society
● Predictions for Japanese society in 10 years’ time
12) Number of births, 13) Achieving inclusion, 14) Trust in others, and 15) Technological progress and a sense of humanity
● The ideal future direction for Japan and international society
16) Pace of response to global environmental issues, 17) International cooperation, 18) Concentrated vs. diffused society, 19) Centralized vs. decentralized public services, 20) Equality vs. results-based shares, and
21) Safety net or limited tax burdens
*2. The 6 topics related to the risks to society’s health
1. Society’s vulnerability to risk
In “Building a Resourced Society with SSX: 20 Keywords to Help Get Us There” published by Dentsu and Dentsu Institute in 2020, we proposed the concept “next crisis.” We have identified this as one of the risks to society’s health, given the necessity of preparing for a wide range of potential crises, such as disaster, war, and famine.
2. Lack of reserves on a national level
3. Lack of reserves on a local community level
4. Lack of reserves in the household budget
In “Building a Resourced Society with SSX: 20 Keywords to Help Get Us There” published by Dentsu and Dentsu Institute in 2020, we proposed the concept of a “resourced society.” We selected these topics given the importance of achieving a “resourced society”—a society with resources in reserve—in order for Japan to resolve various social issues.
5. Ongoing decline in the number of births
Dentsu Institute focuses on the next generation—the generation that will forge the future of Japanese society. We identified Japan’s declining birth rate as one of the issues that poses a risk to society’s health and asked people their views on the number of births in the future.
6. Loss of sense of humanity due to technological progress
What kind of society do we need to aspire to in the AI era? This topic was selected on the basis of our belief at Dentsu Institute that developing a healthy society requires focusing on people—that is, placing emphasis on our sense of humanity.
Methodology
Pilot Survey for the Quality of Society Index
Survey period: December 25–26, 2020
Survey method: Online questionnaire
Survey area: Japan (countrywide)
Subjects: 6,000 men and women aged 18–79 years (excluding high school students)
Conducted by: Dentsu Macromill Insight, Inc.
Survey period: December 25–26, 2020
Survey method: Online questionnaire
Survey area: Japan (countrywide)
Subjects: 6,000 men and women aged 18–79 years (excluding high school students)
Conducted by: Dentsu Macromill Insight, Inc.
Contact
Yamazaki, Yoshida, and Nitto, Dentsu Institue
E-mail：d-ii@dentsu.co.jp
URL：https://institute.dentsu.com
E-mail：d-ii@dentsu.co.jp
URL：https://institute.dentsu.com
Text by Koki Yoshida
Koki Yoshida
Producer, Dentsu Institute
Born in 1981 in Hyuga City, Miyazaki Prefecture. Joined Dentsu Kyushu Inc. in 2017, assigned to the Promotion Design Division. Joined Dentsu Institute in February 2020. Principally pursuing projects on the roles of regional communities and education amid a falling birth rate, aging society, and population decline.
Born in 1981 in Hyuga City, Miyazaki Prefecture. Joined Dentsu Kyushu Inc. in 2017, assigned to the Promotion Design Division. Joined Dentsu Institute in February 2020. Principally pursuing projects on the roles of regional communities and education amid a falling birth rate, aging society, and population decline.