Super Single Society

The author of this book is a market trend expert at Hakuhodo, the second largest advertising company in Japan, and an authority on singles. He takes Japan, a country with a large number of singles, as an example to conduct an in-depth analysis of the causes of the single society, as well as the business opportunities and corresponding strategies for the rise of the "single economy". Regardless of whether you are married, have children, or have a family, everyone is at risk of becoming single. But being single does not mean isolation. As long as you find the ability to survive independently and learn to love yourself well, you can enjoy the happiness of single life even if you are alone. As Japan's economic bubble burst in the early 1990s, the average income of Japanese people began to decline, and the "lifetime unmarried rate" of both men and women began to rise rapidly. In 2014, only 640,000 marriages were registered in Japan, the lowest number in the post-war period. Arakawa Kazuhisa believes that the deterioration of the economic environment and declining income are important reasons why many people do not want to and cannot get married. In particular, the decline in men's income has made many men unable to get married. According to Arakawa Kazuhisa's 2017 expectations, Japan's married population will remain at approximately 52 million in 2035, while the unmarried population will reach 48 million. According to data disclosed by the Japanese government in 2019, the current average number of children per couple is 1.57, Which means that each child will bear the pensions of 2.44 Elderly people on average. Such heavy pressure will inevitably lead to a further reduction in the fertility rate in Japanese society. It may not be too late for Japan's population to fall below the 100 million mark, and the problem of labor shortage will become further serious.