[Jeon Youngsoo's Population Prism] New Customers in the Future Market: Women Like Men vs. Men Like Women

Population change is a complex phenomenon. The decisive factor is the economy. In other words, job opportunities have a direct impact on the birth environment. "Low growth equals low birth rate." This is a natural transition into a mature economy. The environmental changes surrounding the survival game are intensifying. During periods of high growth, the rules of the game were different, but in an era of low growth, new operating logics take hold. This is why the family model is shifting from "four-person households" to "single-person households." Gender roles are also changing. The gender roles that were relevant in family models based on marriage and childbirth are losing their significance. Even if gender traits are maintained, there are fewer places to express or welcome them. The employment environment, which once favored men over women, is being restructured. Gender discrimination in the consumer market is also being abolished. Women who are like men and men who are like women are becoming new trends. The traditional distinction and appeal of male and female products is losing meaning. In Japan, which is ahead of Korea in this regard, market restructuring is already underway.

Low birth rates shift family model to single-person households
Traditional distinctions between male and female products lose meaning

First, there is the emergence of muscular women who are interested in traditionally male products. As women's economic power grows, the desire among women to adopt masculine traits is becoming more common. Changes in work patterns and status in the workplace, as well as in the consumer market, are driving changes in gender expression. To survive in a workplace environment tailored to men, women increasingly adopt masculine traits. To increase their chances of survival in a male-dominated society, women have little choice but to become more like men. Younger people are more likely to reject the stereotypical "masculine" or "feminine" image. In Japan, a new term, "masculinization," has even emerged, reflecting the increase in women with higher levels of male hormones. This is attributed to the breakdown of lifestyle habits and increased stress resulting from expanded social and economic activity. One survey found that 60% of unmarried women aged 25 to 35 reported feeling "masculinized" (Tokyo Shimbun, 2019). This includes growing coarse facial hair, using rough language, and even ignoring others' opinions, with less interest in romantic relationships.

Most muscular women are characterized by high career orientation and active consumption. In 2018, the market size (economic impact) of women's groups-activity clubs for women in their 20s to 40s focused on dining, drinking, and travel-was 3.7 trillion yen (approximately 40.88 trillion won at the March exchange rate). Even women's groups targeting housewives accounted for 1.7 trillion yen (about 18.78 trillion won). Their main interests include: ▲ work style reform ▲ promotion of women's participation ▲ lifelong employment ▲ the era of 100-year lifespans ▲ unmarried women ▲ late marriage and childbirth (Womans Love, 2019). Most of these reflect a desire to break away from traditional femininity. To fully express themselves, differentiated strategies are essential. Women-only spaces and services are becoming mainstream. In society, these women are sometimes described as "bachelor-like maidens." Everyday consumption patterns are expanding into areas once dominated by middle-aged men, such as drinking a health beverage every morning, having a drink with dinner, and enjoying hiking as a hobby. Active outdoor activities are popular, as are "2.5-generation homes" that reflect the trend of single, successful women living with their parents. The increase in elderly women obtaining driver's licenses is also creating new consumer markets in travel and transportation.

Youngsoo Jeon, Professor, Graduate School of International Studies, Hanyang University

The future society is heading toward a "matriarchal society." In reality, the quality of life in old age depends on matriarchal power. The clue is found in the new family style called "proximity living," where practical family functions and benefits are more often found on the maternal side than the paternal. The matrilineal line-grandmother, mother, and daughter-enhances the stability and support of life in old age. To avoid conflicts from cohabitation and to maintain the family functions of care and child-rearing, proximity living is optimal, and in this, the influence of women is decisive. In supporting elderly life, daughters are more important than sons. Among elderly couples, daughters are more likely than sons to live within an hour's distance (75% for daughters, 55% for sons). The frequency of conversation is self-explanatory. Opportunities for interaction between grandparents and grandchildren are also centered on the maternal side. Grandchildren have more frequent contact with maternal grandparents living within an hour (43%) than with paternal grandparents (21.8%). Intergenerational leisure and consumption activities such as outings and travel are also being reorganized around the maternal line (Daiichi Research Institute, 2010).

Increase in women with higher male hormone levels
Market restructuring around female-centered consumption patterns

Meanwhile, men entering the women's market is also becoming a trend. This is largely due to the decline in men's economic power. "Long-term stagnation equals male recession." There is plenty of circumstantial evidence. Modern young men are often described with terms such as "herbivore men," "lunchbox men," and "water bottle men," labels that would not have been applied to the muscular men of the past. The common thread is male poverty. The decline of manufacturing has led young men to fall into the traps of unemployment and irregular work, prompting more frugal consumption. Recently, there is also a noticeable trend of men actively engaging in consumption that is traditionally considered feminine. The rise of "doll men," "cosmetic pouch men," and "parasol men" are examples. These are typically female-oriented products now meeting male demand. Beyond the "herbivore" men, there are even "fasting men" who have lost interest in romantic relationships altogether. As a result, male customers are increasingly entering traditionally female-preferred markets such as cosmetics, esthetics, cooking, and gourmet food exploration. Even baby boomer men are likely to choose a smile over muscles as a survival strategy in future society, suggesting significant market potential.

The most striking example is the growth of the men's cosmetics market. The shipment value of men's skincare products doubled from 12.1 billion yen in 2003 to 22.2 billion yen in 2014 (Chemical Industry Statistics Yearbook). This stands in contrast to the overall market downturn, highlighting the resilience of men's cosmetics. 82% of men are accustomed to skincare, and 54% agree that the better they perform at work, the better their skin looks (Brashina, 2015). Skincare is now considered as important as basic makeup. The perception that appearance is important in the workplace also plays a role. What was once a way to overcome personal complexes has now become a daily beauty management trend. The distribution market is proactive. At the Isetan Shinjuku store, the eighth floor is dedicated to men's day spas, flower arranging, cafes, hair care, skincare, and perfume shops. This is a new store strategy conscious of the changing male consumer. Marketing to these more feminine male customers is characterized by ▲ high dependence on experts ▲ active acceptance of female evaluations ▲ preference for original limited-edition products (Japan Research Institute, 2018).

"Stagnation equals male recession" and the emergence of herbivore men
Female-oriented consumption in cosmetics and cooking
Preparing for a future market without gender boundaries

Changes in gender expression are becoming pronounced among young people. In Japan, this is referred to as "youth departure from tradition." The traditional youth market is facing a virtual shutdown. High-priced durable goods, which young people once bought for the first time in their lives, are no longer on their shopping lists. For example, consider cars: 60% of young people in their 20s without a car have no plans to buy one (Japan Automobile Manufacturers Association, 2016). The purpose of purchase has also changed-practicality is now more important than showing off. In contrast, 70% of car buyers in 2015 were over 40 (Nikkei Shimbun). It's not just cars. 45% of people in their 20s hardly drink alcohol, especially those with lower self-confidence. Outings are also decreasing. People in their 20s go out less frequently than those in their 70s (Ministry of Land, Infrastructure, Transport and Tourism). The reason is simple: going out costs money. For them, staying at home is the most economical choice.

Korea will follow suit; it's only a matter of time. In some areas, Korea is already keeping pace with or even ahead of Japan. Although the domestic service sector is still weak, under the pressure of low growth and population change, the emergence of hidden desires and new market proposals is inevitable. The consumer market that breaks down gender boundaries is a promising blue ocean. Related companies have already explored the possibilities. With the exception of certain fields, the distinction between products for women and men is now limited. Unisex products, such as beauty items that eliminate gender boundaries, are gaining popularity. Genderless marketing is emerging in earnest. The disappearance of gender boundaries in product categories is both a challenge and a survival hint for existing markets. It is, in essence, a form of universal design that should be readily accepted. Gendered consumption is a logic of high growth, but it does not fit the future market where gender boundaries are broken down. New customers seek new markets.

This content was produced with the assistance of AI translation services.