CCC Marketing Research Institute and ifs Knowledge Development Office launch "Unique Data x ifs Original Generation Theory Project"

2021.11.10 Press Releases
CCC Marketing Co., Ltd. / CCC Marketing Research Institute / Itochu Fashion System Co., Ltd. / ifs Knowledge Development Office

-The first marketing seminar will be held on Thursday, December 2nd from 10:30. The first theme is "Unraveling the consumption behavior and approach direction of the digital native generation"

The CCC Marketing Research Institute (hereinafter referred to as "CCC Marketing Research Institute"), a division of CCC Marketing Inc. (Head office: Shibuya-ku, Tokyo; President and CEO: Kitamura Kazuhiko), which operates a marketing solutions business using unique data*1 from over 70 million people, and the ifs Knowledge Development Office at Itochu Fashion System Co., Ltd. (Head office: Minato-ku, Tokyo; President and CEO: Komatani Takaaki), which is responsible for developing and disseminating unique consumer insights, have launched the "Unique Data x ifs Original Generation Theory*2 Project," which visualizes consumer consumption behavior from both quantitative and qualitative perspectives through a collaboration between the unique data held by CCC Marketing and the consumer insights held by Itochu Fashion System. By leveraging the strengths of both companies, we will provide insights into quantitatively understood purchasing behavior, while also linking it with qualitative generational knowledge, providing an opportunity to gain a deeper understanding of consumers.

As the first step of the project, we will hold a marketing seminar on Thursday, December 2, 2021, for companies considering communicating with the digital native generation, who will drive future social and consumption trends.The seminar will classify the digital native generation into the "Hanako Junior Generation," "LINE Generation," and "Instagram Generation," and explain key points of approach based on purchasing data analysis examples.

CCC Marketing Research Institute has worked as a "think tank closest to consumers," collaborating with universities and research institutions to understand changes in society and lifestyles, consumer behavior and awareness, and the characteristics of generations and regions. In October 2021, together with Shufunotomo Co., Ltd., a member of the Culture Convenience Club Co., Ltd. (CCC) Group, we held a session to combine the quantitative and qualitative data held by both companies with direction from editors to uncover insights into the challenges facing women in their daily lives, thereby returning the essential value that consumers desire.

For 25 years, the ifs Knowledge Development Office has been planning and running the members-only marketing community "FA CLUB," which shares market trends from a consumer perspective, based on the concept of "interpreting current and future consumption through generation, mood, and appearance." While issuing analytical reports and hosting forums, the office is also responsible for developing and externally disseminating its own unique consumer insights, including ifs' original generational classifications. ifs' original generation classifications are constantly updated through continuous research into consumer trends and market trends, making it easy to grasp changes in the times and target audiences, and are used by clients as product development and sales promotion strategies.

With the spread of the Internet and changes in the social environment, consumer values and consumption behavior have become increasingly diverse, making it difficult to grasp and approach their true nature. In this context, in order to understand the background to consumer behavior by focusing on the lifestyles of each generation as a perspective for unraveling changes in the times and consumers, this seminar classified the digital native generation into three generations based on the "ifs original generation classification," and organized the characteristics of their values and consumer behavior regarding lifestyle, fashion, beauty, and alcohol, as well as key approaches. Specifically, we will analyze the Hanako Junior Generation (born between 1987 and 1991), the LINE Generation (born between 1992 and 1996), and the Instagram Generation (born between 1997 and 2000), who share the characteristics of being digital natives but have very different values, by generation and gender using purchasing data on books, magazines, cosmetics, and alcoholic beverages held by CCC Marketing, and delve deeper into these generations using the generational insights held by the ifs Knowledge Development Office.

After the seminar, we will sell detailed analysis results as a report, and we hope that this will help companies considering communicating with the digital native generation to consider their marketing strategies.

Going forward, CCC Marketing Research Institute and ifs Knowledge Development Office will continue to utilize each other's knowledge and work together to provide new business solutions.

[Hanako Junior Generation]As the first generation of digital natives, it is important for them to have financial stability, a place to belong, and mental stability.
[LINE generation]As part of the so-called "Yukkuri generation," it is important for them to accept the current situation positively and adapt to it for the time being.
[Instagram generation]It is important that the so-called "Generation Z" can live in a situation where they can coexist without straining themselves, while still accepting diversity as a given.

■ Date, time and location
・December 2, 2021 (Thursday) 10:30-11:45　
・Held online (After registering via the URL below, you will be provided with the participation URL)
・Membership fee: Free

1. After the seminar, we will give you a copy of the projected materials.
2. You can purchase the report "CCC x ifs Generation Consumption Watch: Digital Native Generation" published by the CCC Marketing Research Institute x ifs Knowledge Development Department at a special price (details will be provided at the seminar).

■Applications and inquiries
Please fill in the required information and apply via the link below.

*Please also see the following

■Speakers
CCC Marketing Co., Ltd. Shohei Oyama and Yasuaki Takashima
Itochu Fashion System Co., Ltd. Knowledge Development Office Yui Nakamura, Moe Hirose, Yusuke Maruyama

■Seminar content
1) Introduction: Basic characteristics of the digital native generation as seen in unique data and IFS' original generation theory
2) Analysis example: Best-selling products: Consumption characteristics of digital natives
3) Summary: Key points for the digital native generation's approach going forward

*1 Unique data refers to over 70 million single IDs, over 5 billion purchasing transactions per year, 6 billion types of product data handled by a network of 200,000 stores, thousands of items of customer DNA persona data, offline and online movement and behavior data, media contact data, and CCCMK Group's original enhanced data.
*2 ifs' original generation classification is the basic perspective of consumer and consumption analysis by Itochu Fashion System, which has accumulated experience over 25 years.

Materials related to this matter

CCC Marketing Research Institute and ifs Knowledge Development Office launch "Unique Data x ifs Original Generation Theory Project"

Inquiries regarding this matter
CCC Marketing Co., Ltd.
Public Relations Officer: Nakagawa / TEL: 03-6800-4464

Itochu Fashion System Co., Ltd.
Contact: Maruyama, Hirose / Email: knowledge＠ifs.co.jp