Gen Z × SUNNY SIDE UP! A Report on the Values of the SNS Generation Living in the SDGs Era from a Gen Z Perspective | Poached Egg Special Edition
Hello! I’m Iguchi from the Social Good Promotion Office!
🌎 What is Social Good?
A collective term for activities, products, and services that have a positive impact on “society,” including the global environment and local communities.
The Social Good Promotion Office, newly established at SUNNY SIDE UP GROUP in July, is advancing various activities through PR under the concept “Something Good—one thing we can do.”
At the monthly “Poached Egg” sessions where you can become a “know-it-all,” we held a special edition titled “Poached Egg meets Z,” welcoming members of Gen Z creative teams making wonderful contributions with positive social impact both domestically and internationally—”Team Dot” and “Z Rakugo.”
This time, it was a brainstorming session to create “the next exciting buzz (exciting project)” with Gen Z × SSU Group! What can be created through this new combination of Gen Z × SSU Group? We conducted a relaxed brainstorming session and thought about “new seeds of excitement” we could create together!
Graphic recording of Poached Egg meets Z created by Team Dot’s Nimo-chan
We discussed everything from how Gen Z uses SNS to their thoughts on SDGs, including Gen Z members from SUNNY SIDE UP!
Perspectives on SNS, SDGs, and Gen Z Language
Regarding SNS, opinions emerged such as “Since this is a generation that rarely watches TV news, there’s a tendency to view the world by focusing on information from people they find ‘credible,’ such as influencers and experts.”
Regarding SDGs, many opinions included: “The wave of trending katakana terms like #NewNormal #PostCorona #Sustainable is already a given,” “However, the active segment within Gen Z seems to be only a portion,” and “Among the many SDGs actions, if the story of why a company is engaging in SDGs now doesn’t resonate, I don’t think it will gain ’empathy’ from Gen Z either.”
Regarding language, all participants were deeply impacted by the profound thinking of Edanoshin-kun from “Z Rakugo,” who breaks down youth culture into output, such as “how to verbalize ’emoi’ (emotional).”
Also, something I personally noticed was the phrase “#high consciousness” that appeared here and there as a compliment toward Gen Z members. For the recipient, there’s a gap where it might sound the same as “#high consciousness type” (with nuances of irony or mockery). Simply rephrasing it as “#deep thinking” or “#I see” might convey it more positively.
Rather than each stepping back because we’re Z, X, or Y, I want to live with a mindset of tuning in to each other and bridging the nuances of language across generations!
This session’s participants were:
・Special Guests
Team Dot Sayaka Nemoto (Nimo-chan), Takeshi Tsuchiya (Take-chan)
Z Rakugo Katsura Edanoshin (Eda-chan)
・SUNNY SIDE UP Gen Z Members
Social Good Promotion Office: Arisa Iguchi
Account Planning Department: Yumi Oku
Division 3 Sports: Yurika Mizutani
Division 2: Maya Nicole Hayashi
In addition, approximately 20 people participated, including the president, executive officers, and group affiliates!
In this era when companies are eagerly seeking ideas from Gen Z, Gen Z—who have never experienced a booming economy after the bubble burst and have faced earthquakes, disasters, and COVID-19—are not necessarily full of expectations for adults and society.
This session made me feel that it’s important for companies not to approach Gen Z from above with a “let’s market to Gen Z!” attitude, but rather to adopt a stance of thinking together as partners at the same level, with a “let’s support what Gen Z wants to achieve!” mindset.
We look forward to the future success of Team Dot and Z Rakugo members who created so much synergy, and we will fully empower them!
On Sunday, August 29, a rakugo performance “Shingeki no Kai – Tokyo” featuring Katsura Edanoshin-kun from Z Rakugo is scheduled. Please check it out here.
Look forward to next month’s Poached Egg!
Past articles can also be read here. Please take a look!
