CCC Marketing Research Institute's "Marketing in the Age of Possession - Subscriptions and Sharing Services" will be released on Thursday, May 12th!

2022.04.26 Press Releases
CCC Marketing Co., Ltd. CCC Marketing Research Institute

-Co-authored with Professor Hiroyuki Takahashi of Doshisha University. Considering consumption in the new era from the consumer's perspective

CCC Marketing Research Institute (Director: Minoru Niihashi, hereinafter referred to as "CCC Marketing Research Institute"), a part of CCC Marketing Inc. (Head office: Shibuya-ku, Tokyo; President and CEO: Makoto Tashiro), which strives to understand consumer awareness as a "think tank that walks and thinks together with consumers," is pleased to announce that it will be releasing a book, "Marketing in the Age of Possessions: Subscriptions and Sharing Services (Published by Dobunkan Publishing)," co-authored with Professor Hiroyuki Takahashi of the Faculty of Commerce at Doshisha University, who has been researching marketing and consumer behavior from a wide range of perspectives, at bookstores nationwide and online from Thursday, May 12, 2022 (URL:https://shop.tsutaya.co.jp/book/product/9784495650155/).

In addition, to commemorate the publication, we will be holding an event and networking event on Friday, May 20th at the SHARE LOUNGE in Daikanyama T-Site, where we will be inviting Professor Takahashi Hiroyuki and Air Closet Co., Ltd. President and CEO Satoshi Amanuma to talk about things that could not be covered in the book. The event will also be streamed online (application URL:https://eventmanager-plus.jp/get/24f720fd342acecd446a0179350d45639887410cb06c9181dbdf7a70850d5cc2), and we look forward to your participation.

Since its establishment in 2020, CCC Marketing Research Institute has been working in collaboration with universities and research institutions to carry out various initiatives as a "think tank closest to consumers," including investigating changes in society and lifestyles, changes in consumer behavior and awareness, understanding the characteristics of generations and regions, and publishing industry trend reports. Professor Takahashi, on the other hand, specializes in research into consumer behavior as a base, focusing on the nature of contact points with consumers in retail distribution and engagement between brands and consumers.

CCC Marketing Research Institute and Professor Takahashi began joint research on "Understanding consumers, utilizing digital technology, and lifestyle research in the post-COVID era" in September 2020, and have presented papers at the Japan Marketing Association. In publishing this book, we combined the knowledge of Professor Takahashi, who studies marketing and consumer behavior from a wide range of perspectives, with the know-how that CCC Marketing Research Institute has cultivated as a think tank closest to consumers, and conducted joint research on consumption in the new era from the consumer's perspective.

While this is often overlooked in today's digital age, the most important aspect is the "feelings of consumers," so how should companies and services be able to understand and empathize with them? Through online surveys and in-depth interviews targeting 70 million T members, as well as case studies of various companies, the book delves into the realities and values of consumers behind the widespread adoption of "consumption without possessions," such as subscriptions and sharing services, and explores the current state and future outlook for consumers. This book will be released as a useful resource for marketers and researchers.

CCC Marketing believes that "unique data can be used to solve problems."" is our key message, and we aim to be a company that uses technology, communication skills, and proposal capabilities to solve the problems faced by a wide range of companies, based on the valuable and diverse data we receive from consumers.

Book Overview

Subscription and sharing services are a new way of consuming, allowing people to consume without owning things. In other words, it is a form of consumption that values "experience consumption," which places more importance on experiences than on owning things. This book focuses on subscription and sharing services, explains the value they provide through understanding consumers in an age of "having less" and provides examples of companies that are growing through these services, and proposes a form of marketing that is suited to the new era.
There are already several books out there about subscription and sharing services. However, the current situation is that there are not many studies that have looked at this from a consumer perspective, such as what kind of consumers are being served and what kind of value is being provided. In both business and academic research, it seems highly significant to consider from a marketing perspective how these new services, which respond to the "age of possessions" (the "age of less"), can support consumers.
This is a book that should be read by many marketers who are driving the "age of not having," including those involved in subscription and sharing services, as well as those in charge of corporate marketing and new business divisions, and researchers.

Structure of this book

Part 1: Understanding consumers in the "age of possessions"
Chapter 1: "Consumption without possessions" and the environment surrounding it
Chapter 2: Market size and definition of "non-possession consumption"
Chapter 3: Actual usage of subscriptions
Chapter 4: Actual usage of sharing services
Chapter 5: Values that influence "non-possession consumption"
Chapter 6: Distinctive People (Personas)

Part 2: Examples of corporate initiatives (consider what value they are providing)
Chapter 7: Providing Experience Value: Airbnb
Chapter 8: The value of "ease of access": Careco
Chapter 9: Making travel comfortable and happy: Aikasa
Chapter 10: Providing time value: airCloset
Chapter 11: Towards a society where good things are recycled: Subscription Life
Chapter 12: Establishing the foundations of life: MUJI

Part 3: Marketing in the "age of possessions"
Chapter 13: The value of subscription and sharing services
Chapter 14: Marketing in the Age of Possession

Bibliographic information

Authors: Hiroyuki Takahashi, Ryoko Zaitsu, Shohei Oyama Release date: Thursday, May 12, 2022
Book title: Marketing in the Age of "Having Less" - Subscription and Sharing Services
Price: 2,420 yen (2,200 yen + tax) Format: A5 variant Number of pages: 272
Published by: Dobunkan Publishing Co., Ltd. ISBN-10:4495650157 ISBN-13:9784495650155

Overview of the publication commemorative event

Date and time: Friday, May 20, 2022, 7:00 PM to 9:00 PM (online streaming 7:00 PM to 8:30 PM)
・Speakers: Hiroyuki Takahashi, Ryoko Zaitsu, Shohei Oyama
　　　　 Mr. Satoshi Amanuma, President and CEO of Air Closet Co., Ltd.
Venue: Daikanyama T-Site SHARE LOUNGE (2nd floor, Daikanyama T-Site Building 3) + online streaming (via Zoom)
・Ticket types and prices (tax included)
①Event participation ticket: 3,300 yen (tax included)
②Event participation ticket + book included 4,620 yen (tax included)
③ Online participation ticket: Free
*Tickets ① and ② include free soft drinks and food, and you can also participate in the networking event after the talk session.
*Ticket ② includes a book and allows you to participate at a discount (1,100 yen off). Books will be available in store on the day.
*For tickets (3), a viewing URL will be sent to you upon application.
・Number of seats
①② In-store participation: 30 people (first come, first served)
③Online participation: 400 people (first come, first served)
・Application deadline:
Tickets for ①, ②, and ③ will be valid until one hour before the event date and time.
・Participation application URL:

*In order to minimize the risk of infection with COVID-19, infection prevention measures will be taken at this event.
In the future, the content, including whether the event will be held or not, may be changed depending on the policies of the government and local governments and the spread of the virus.

Author Information

Name: CCC Marketing Research Institute (CCC Marketing Research Institute)
URL:https://www.cccmk.co.jp/thinktanks
Established: July 21, 2020
It was launched in 2020 to realize consumers' "slightly nice" goals, based on consumer consumption data, insights, changes in mindset, as well as the social and economic environment. As a "think tank that walks and thinks together with consumers," we strive to understand consumers' awareness, and based on their opinions, we will accompany you in creating your future through the power of "data," "creativity," and "consulting."

*1 Unique data refers to over 70 million single IDs, over 3.5 billion purchase transactions per year, 6 billion types of product data handled by a network of 200,000 stores, customer DNA persona data consisting of thousands of items, offline and online movement and behavior data, media contact data, and CCCMK Group's original enhanced data.
*The company names and product/service names mentioned in this press release are trademarks or registered trademarks of the respective companies.

Materials related to this matter
CCC Marketing Research Institute's "Marketing in the Age of Possession - Subscriptions and Sharing Services" will be released on Thursday, May 12th!

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