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Generation Y in Japan is a simple linear extension of trends in the existing character among the youth generation. The generation was set up in the 1990s by the brand owners to meet the desires, needs and wants of the youth. At the moment, its main focus was on teenagers ranking from 1974 to 1980 in the society. At the time, there was rise in the teen crime rate, drug abuse and other negative youth activities in the society. Generation Y has been classified with numerous sorts of super-sized characters through the diversity and individualistic traits among the youth. Marketers are facing challenges in meeting the wants and needs of the Gen-Y in response to the changes in the environment. The media is their major tools in understanding the tastes and styles of the Gen-Y. 

According to the CNN Go Asia article, the changes in the Japan Generation Y are highlighted clearly through the famous character of not preferring to purchase anything in the market. The youth at the initial state had a dislike of buying cars; this was followed by their disinteresting in acquiring motorbikes.  The overall sales turnover of 2009 indicated a mere 10%during its peak season in the last 3 years. The generation theory over time suggests that youth are normally affected by values and set ups during their maturity tenure. The environmental settings across the globe bring about different generations with different values and believe that affect the youth generation (Hedrick-Wong, 2006). The marketing and product industry are currently facing challenges in curbing the scenario as its trends are becoming common while shifting from generation to another.

The ever changing needs of the youth in Japan have forced many businesses to change with their wants and needs in order to acquire future growth and revenue as they form a high percentage of the economy.  This brings out the idea that the youth are not necessarily interested in shape, different colour and the size. They have revolutionized the economy through their radical changes on what should be done, hoped and expected. The Japanese use have a negative motive towards the zoom on the streets, this avoidance of zoom in the streets is linked with their foods selectiveness of requesting the chefs to avoid he spicy wasabi horseradish  in their orders n their hotels  (Bramley, 2010). The non-consuming and non-adventurous generation in Japan is bringing out worry on the society as the elderly pop culture has diversified the whole culture thus need for youth to bring change.

Japanese Gen Y inherits nuclear nightmare

In the Japanese history, the generation that existed during the  45 years tenure that lies before and after bombing of Hiroshima and Nagasaki and the time towards the end of the cold War. This brought about the fear of nuclear annihilation in their entire life. The events in Japan in the past time have rekindled the nuclear anxieties that forever remain in their generation thus affecting the current youth generation (CNN Go Asia, 2010). There is a new fear in the Y generation as they contemplate on the memory of mock air, aid drills, backyard bomb shelters and the recollection of the Three Island.  The Y generation has a deep fear on the advancement in the nuclear technology. The knowledge of the existence of dangerous technologies that humans have no control erodes the irrational faith in the Y generation on their thoughts about modern technology. In the 1960s, and 70s, the panic of the nuclear holocaust affected the whole culture. The film footage on televisions, movies and other sources on the aftermath of Hiroshima and Nagasaki show those terrible images. The incredible images on the destruction and skin hanging of people have traumatized the Y generation and he survivors. The scenes still linker on their minds ad it is difficult to forget those terrible pictures. Watching of films like On the Beach, Fail-Safe and the Day After and the comedy on the unplanned nuclear attack have instilled fear in the Y generation.

According to the Generation No Logo, a young Japanese consumer when selected randomly and given 1000 dollars would prefer to spend less on the big brand names products. They would opt for quality stuffs that do not have logo. The Generation Y are not carried away with the prevailing trends in media and fashion. This is evident with their reaction towards the “street luxury” fashion in Tokyo (Stanat, 2005).  The Homma youth generation evaluates products keenly as it comprises of designers and consumers who have affinity to luxury but tends to overlook logos. 

The Japanese companies are facing stiff relation among the youth in relation to the Vutori system relating graduate employees. The youth are working on means of doing away with the old generation in their workplaces. The Japan youths are cautious, risk hesitant and narrow minded according to Will Seed Company. The Vutori generation has implemented the crucible of high economic apprehension, relatively to the perpetual growth of the old generation era.  The myths regarding loyal corporation were shattered of by the 1990s burst and the global financial crisis in 2008 that affected their working psyche.

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