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INDEX

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3

Outline of the Survey

4Survey Content and Perspective for Analysis

5ChapterⅠ
Changemakers*In this survey, “Changemakers” are defined as those who "engage in activities that would benefit
society and the future.”6

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Social Issues that require fundamental improvement*Top 10 responses in each country8Rate of engaging in activities that would benefit society and the future(*) Those who engage in activities that would benefit society and the future
Those who responded that they ‘took the lead in taking action and encourage others to join in’ or they ‘regularly participate or engage in activities, and communicate information’.
• Collecting signatures on line or off• Organizing or participating in events themed on social issues (including film festivals, parades and live concerts)• Donating money or items (including cloud funding)• Purchase/use of products that have low environmental burden• Expressing one’s will on social media, such as hash tags (#)• Purchase/use of products that support fair trade, human rights, and protection of animals• Belonging to a group or team that engages in social activities• Volunteer activities• Participation in demonstrations or protests (only for respondents in Tokyo/Osaka)• Expressing one’s will by boycotting certain products

Q: Do you engage in any activities that would benefit society and the future, such as the following? Give the closest response. (SA)9

Specific activities that would benefit society and the future
In every city surveyed, the top responses were sustainability-related actions, such as purchasing or using products that have low environmental burden or products that support fair trade,human rights, and protection of animals. In Paris and Beijing/Shanghai, ‘expressing one’s will by boycotting certain products’ was also relatively high. It suggests consumer awareness of issues
when buying products. Generation Z in Tokyo/Osaka shows more people engaged in new style activities, such as ‘organizing or participating in events themed on social issues”. Or ‘expressing
one’s will on social media’.
【Base: Active respondents who engage in any activity that would benefit society and the future 】*The scores are based on how many responded to each action in which they either ‘took the lead and encouraged others
to join in’ or ‘regularly participated or engaged in, and communicated information’.

10Profile of Generation Z changemakers (active respondents) in Tokyo/Osaka*Values obtained by adding the responses, ‘I fully agree’ and ‘I tend to agree’

11Image of a ‘changemaker’Tokyo/Osaka

I want to be involved

Generation Z (age 18-25）

Millennials（age 26-42）

58.4％

49.0％

Generation X and older(age 43 and older)

41.0％【Base: Respondents in Tokyo/Osaka】‘Changemakers’ are defined as those who ‘engage in activities that would benefit society and the future’ in this survey.

12Connection with changemakers in Tokyo/Osaka
The younger generations have a higher rate of having changemakers around them.
In Tokyo/Osaka 28.5 percent of Generation Z respondents have some kind of connection with people who is engaged in volunteer activities, whereas the rate is a little below 20 per
cent among Generation X or older respondents. There are quite a few activities where Generation Z scored about twice as higher than the Generation X and older group, such ascollecting signatures, expressing one’s will through social media, express one’s will by boycotting certain products, and involvement in events themed on social issues. Also, we cansee that changemakers among Generation Z also expand their human relationship network wider than other generation groups in all activities.

Q: Do you have someone around you who is engaged in activities that would benefit society and the future? Choose all corresponding responses from the following. (MA)‘I have a friend that I engage in activities with’ / ‘I have a close friend I am in contact with who is active (although we don’t engage in activities together)’ / ‘I have an acquaintance I am in contact with who is active’ / ‘I am in contact with someone online who is active’13

Image of changemakers
Respondents in all cities surveyed had a positive impression towards ‘people who take action to change society and the future’ (changemakers).
Compared to other cities, however, in Tokyo/Osaka a psychological distance was found. The majority responded that they ‘do not care to be involved’ and 70% said they ‘do not feelclose’. This indifference towards changemakers could be affected by the low rate of people engaged in social activities.

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Image of changemakers in Tokyo/Osaka by generation
Generation Z in Tokyo/Osaka feels closer to changemakers than any other generation. Less than half of all generations responded, ‘I want to be involved’ and ‘Anybody can beone’, but over half of Generation Z respondents gave the same responses. Generation Z also had a higher rate of those responding, ‘I feel close to them’.

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Relationship between activities and happinessTokyo/Osaka

I felt happierI think I will feel happierRespondents with activity experience

Respondents without experience

55.9%

31.9%

Tokyo/Osaka
Respondents with experience (n=1757): Regarding the following activities, answer if you ‘lead in taking action and encourage others to join in’, ‘regularly participate or engage in activities, and communicate information’, or ‘don’t
engage in any of the activities now but have experience in the past’.
Respondents without experience (n=1937): Regarding the following activities, answer if you ‘never engaged in any of the activities, but want to get involved in some way in the future’ or ‘never engaged in any of the activities, anddo not plan nor intend to in the future’.
• Collecting signatures on line or off.
• Donating money or items (including cloud funding)• Expressing one’s will on social media, such as hash tags (#)• Volunteer activities• Expressing one’s will by boycotting certain products• Organizing or participating in events themed on social issues (including film festivals, parades and live concerts)• Purchase/use of products that have low environmental burden• Purchase/use of products that support fair trade, human rights, and protection of animals• Belonging to a group or team that engages in social activities• Participation in demonstrations or protests (only for respondents in Tokyo/Osaka)

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What changemakers value
Changemakers tend to value cultural and social capital. Compared to those without activity experience, people who engage in activities to bring about change place less importance on
increasing cash or savings, but place more importance on cultural capital, such as acquiring cultural grounding, communication skills, and multi-lingual ability. They also showed higher interestin connecting with the local community and connecting online.

17Relationship between changemakers and society
Whether we take action for society and the future seems to be related to how attached we are to the world that surrounds us.
Compared to those with no activity experience, people who engage in activities and those with activity experience(changemakers) are more attached to their work, thecompany or organization they work for, the town or city they live in, the country they live in, humanity, and all living matters on earth. This is a common trend shared in all
the surveyed cities.

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Relationship between society and people who engage in activities that would benefit society and the future
Changemakers feel that they too are supported by society. In each of the surveyed cities, active respondents compared to respondents without activity experience have many responses that‘have someone to turn to besides family when they are in need’ or ‘feel they are part of a team or organization that they can trust’. There is also a higher tendency of embracing different cultures,as seen from the responses, ‘I have been educated in international amity’ and ‘I actively seek friendship with people of different cultures’.

By activity experience – Feelings regarding society and living[Base: Respondents who engage in any of the activities that benefit society and the future /Respondents who have experience in any of the activities / Respondents who have never engaged in any of the activities](%)

Q: Regarding the following, give the answer closest to how you feel. (SA)19

What was gained through the activities
People who engage in activities that would benefit society and the future have much to gain. By city, in Tokyo/Osaka the top responses were that ‘it opened up a new world forme’, “I think of the society more” and ‘I learned from people with different backgrounds or beliefs’, indicating that the activities lead to learning and growth. Meanwhile, in Parisand Beijing/Shanghai the top response was ‘the activity was fun’, showing that the experience itself motivated them to take action.

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Tokyo/Osaka What would be gained or expected from the activities
What can be gained from engaging in activities that would benefit society and the future is more than what people with no activity experience may expect. In Tokyo/Osaka there is about a 20point difference between what the active respondents actually felt and what the people without activity experience expect. The gap was especially big for ‘it was fun’ and ‘better
understanding and sympathy for people and society’. It can be assumed that the feeling of fulfillment gained from the activities is not yet sufficiently known among people without activity
experience.

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Internet promotes sympathy and solidarity
The Internet promotes sympathy and solidarity among people and helps spread the participation in activities that would benefit society and the future.
In every city surveyed, respondents who engage in activities that would benefit society and the future felt that the Internet helped spread participation in activities, as seen in their responses
such as ‘social media helped spread and gain sympathy towards my opinion and afterthoughts’ and ‘cloud funding made it easier to collect donations’.
In Paris and Beijing/Shanghai the score for the response, ‘Live events in the Metaverse and other events have enabled us to enjoy and be enlightened’, was nearly three times more than inTokyo/Osaka.
Internet use for activities that would benefit society and the future

Q: Regarding Internet use in the activities you do that would benefit society and the future, choose all responses that correspond to what you think. (MA)22

Chapter Ⅱ

The Ideal Social Change

23How social change would spread

Tokyo/Osaka

Paris

Beijing/Shanghai

A single leader guides the way

Many individuals connect andchange spreads across society

2.3%
7.9%

39.1%
37.3%

13.9%

38.6%
【Base: All respondents】

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Three types of social change
As a hypothesis, we considered the following three types as the way social change would spread.

A single leader guides the way

Multiple leaders sympathize with eachother and change spreads across society

Multiple individuals with similar ideas
connect with each other and change
spreads across society

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The form of social change in the future
We asked the respondents how they predict social change will spread in the future. In all cities surveyed, nearly 40% answered ‘many individuals with similar ideas bond, and change spreads
across society. In Tokyo/Osaka the top response was ‘don’t know’, indicating that they have some difficulty picturing the future.

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What brings about social change
What brings about change in society? We asked the respondents to choose either ‘a single leader guiding the way’ or ‘individuals creating a bond and spreading change’.
In Tokyo/Osaka the majority favored individuals in their responses. ‘Every individual consumes products based on how it would benefit society’ and ‘bond created among every citizen’ marked
over 60%. Meanwhile, in Paris and Beijing/Shanghai, many also favored a leader guiding social change movements, as seen in their responses, ‘major corporations and large investors conductbusiness that benefit society’ and ‘bond crated among socially influential individuals’.

27Chapter Ⅲ

The Role Corporations are Expected to Fulfill

28Companies with a good impression <Business activities>
We asked the respondents to choose one of two responses regarding the type of company they admire.
Regarding the balance between business growth and social contribution, about 60% in Tokyo/Osaka answered ‘continue to grow the business and invest in sustainability’ and ‘contribute tosolving social issues through business’, showing a unique trend of an admiration for achieving both business and social contribution.

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Companies with a good impression <Communicating information>
Regarding the communication of sustainability-related information by companies, all cities had high expectations towards ‘providing general education for society’ and ‘communicating
information that is easy for anyone to understand’.

■: Close to A (close or rather close to A total) / ■: Close to B (close or rather close to B total)

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Expectation towards corporations <At place of work>
Compared to other cities surveyed, there are exceptionally high expectations in Tokyo/Osaka for achieving work-life balance. Responses such as ‘easy to take vacations and little overtime work’and ‘sufficient support and measures for employees raising a family’ marked 10 – 20 points more than in other cities.
Meanwhile, Paris and Beijing/Shanghai scored higher than Tokyo/Osaka in ‘support and policy towards participation in volunteer activities and approval of volunteer vacations’, showing highexpectations towards company support for employees engaging in social activities.

Q: Give all responses that correspond to what you expect from companies in their activities that would benefit society and the future. (MA)31Expectations towards corporations <Environmental consideration / social contribution>
In Paris and Beijing/Shanghai expectations towards companies for environmental consideration and local contribution in their activities that would benefit society and the future were stronger
than in Tokyo/Osaka.

Q: Give all responses that correspond to what you expect from companies in their activities that would benefit society and the future. (MA)32

Impression of companies that actively promote sustainability
Companies that carry out sustainability-related measures are rated higher in cities other than Tokyo/Osaka. Many feel that it is ‘a matter of fact’.
Not only do people trust and admire such companies, many wish to actively get involved with these companies as a consumer/employee/investor.

Q: How do you feel about companies that are keen on activities that contribute to environmental and social sustainability? (SA)33

Impression of companies that actively promote sustainability

Tokyo/Osaka by generation

Comparing responses from different generation groups in Tokyo/Osaka, Generation Z leads in almost all the responses and showed a high rating for companies that are keen on sustainabilityrelated activities. Compared to overall average, Generation Z marked higher scores on ‘want to participate in or cooperate with their activities’, ‘work for such companies as an employee’, and‘considering investing in such companies’. They show a positive willingness to become involved with such companies.

[Base: Respondents in Tokyo/Osaka]

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SUMMARY

People joining hands with corporations and governments to bring about change
The Internet increases the possible emergence of ‘changemakers’

The survey results show that in Paris and Beijing/Shanghai there are over 60%of ‘changemakers’ who engage in activities to change society and the future, and
19% in Tokyo/Osaka, though the numbers are far less.
What we found common to all cities was that Generation Z stood out compared toother generations, even in Tokyo/Osaka where they marked close to 30%.
Exchanging information via the Internet promotes sympathy in people’s minds,
making it comparatively easier to take part in activities and influencing theyounger generation.

Image of changemakers and the euphoria generated from theactivities

In Paris and Beijing/Shanghai the majority of feedbacks for all responses werepositive, such as ‘I am interested’, ‘I have a good impression’, ‘I want to be
involved’, ‘anyone can do it’, ‘it is a worthy act’, ‘I have respect’, and ‘I feel close
to them’.
In comparison, close to half of the respondents in Tokyo/Osaka answered ‘notinterested’, the majority said they did not ‘ want to get involved’ or ‘it is for
special people only’, and 70 percent felt distant. People in Tokyo/Osaka are very
conscious about social issues, but their low level of involvement in activities may
be why they are not very familiar with changermakers. However, even inTokyo/Osaka, Generation Z respondents showed more familiarity withchangemakers than other generation respondents.
In addition, all five cities had over 60 per cent of respondents that said they ‘felt
happier’ through their activities that would benefit society and the future.

With the power of each individual at the core, collaboration withcorporations and governments can bring about change

We presented three different patterns of how the social change movement canspread in the future, and we found that in all five cities surveyed, people’s
expectations were highest for the pattern, ‘many individuals with the same idea
connect, and change spreads across society’. We also found that people hadhigh expectations for corporations and governments to take the leadership role.
In every city surveyed, people had high expectations for social change led bycorporations and governments as well as for the power of each and every
individual. In Tokyo/Osaka the younger generations had higher expectations forcorporate and government leadership. Corporations and governments are
expected to lead the way and present specific options toward solving issues sothat many people can make choices and act with a clear intention.
Every individual will make social issues their personal challenge and theirpersonal agenda will be to change society and the future. Corporations andgovernments will work together with more people and will take action together.
If there will be more changemakers in the world, not only will each person feelhappier, but our society and our future will surely change.

Changemaker Project Team
Dentsu Institute / Dentsu Inc. Global Business Center
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APPENDIX

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Characteristics by City
Characteristics of Tokyo/Osaka
People place more emphasis on economy and work style as social issues and have low involvement in environmental issues. They also expect corporations to provide
employees with an environment that is comfortable to work in more than to solve social issues. Compared to other cities, there is a lower rate of people engaged in social
activities, and there is a low level of solidarity with other activity participants. Their impression of ‘changemakers’ tends to be special people who they do not feel very close to.
More than in other cities, people in Tokyo/Osaka strongly wish to bring about change in society by many individuals with the same idea connecting and spreading change
across society, showing a gap between expectations and reality.

Tokyo/Osaka

Paris

Beijing/ShanghaiSocial issues that are important

Economic and labor issues

Environmental issues

Environmental issues

Expectations towards corporations

Comfortable work environment
Balance between business growth andsocial contribution

Solving social issues

Solving social issues

Rate of ‘activities that would benefit
society and the future’

19.0%

66.1%

76.6%

Impression of changemakers

I want to be involved 45.6％
Anyone can be one 47.6％
I feel close 27.5％

I want to be involved 61.1％
Anyone can be one 61.9％
I feel close 60.9％

I want to be involved 74.1％
Anyone can be one 59.8％
I feel close 72.0％

Bearers of social change

Many individuals

Many individuals+
A single leader

Many individuals+
A single leader

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Characteristics in Tokyo/Osaka by Generation
Characteristic of Generation Z in Tokyo/Osaka
They have a high participation rate in social activities and form a network with other activity participants. They tend to think that anyone can become a changemaker.
They wish to participate in, work for, or be deeply involved with companies that engage in activities to promote sustainability.

Generation X and older(age 43 and older)Tokyo/Osaka

Generation Z(age 18 – 25)

Rate of ‘activities that would benefit
society and the future’

27.5％

19.2%

17.3％

Relationship with people who are
engaged in activities

Largest proportion among the generation groups

Between Generation Z and Generation X

Lowest proportion among the generation groups

I want to be involved 58.4％
Anyone can be one 58.4％
I feel close 37.5％

I want to be involved 49.0％
Anyone can be one 52.0％
I feel close 31.5％

I want to be involved 41.0％
Anyone can be one 42.8％
I feel close 23.0％

I want to participate inor cooperate with the activity 55.7％

I want to participate inor cooperate with the activity 46.8％

I want to participate inor cooperate with the activity 41.8％

Impression of changemakers

Impression of companies that engage inactivities that promote sustainability

I would like to work as an employee 49.6％

Millennials (age 26 – 42)

I would like to work as an employee

45.7％

I would like to work as an employee

36.9％

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■When comparing Tokyo/Osaka or Beijing/Shanghai (4,000 ss) with Paris (2,000 ss), the variability in the sample size isapproximately ±2.7, calculated with a 95% confidence interval and using the 50% response scores that represent the maximum
variability. When the variability of the two groups exceed ±2.7 points are considered a significant difference.
■When comparing Tokyo/Osaka and Beijing/Shanghai (each with 4,000 ss), the variability in the sample size is approximately ±2.2,
calculated with a 95% confidence interval and using the 50% response scores that represent the maximum variability. When thevariability of the two groups exceed ±2.2 points are considered a significant difference.
■Each proportion in the survey results were calculated based on the actual number of responses from the respondents and rounded,
so the simple addition of the proportions may not always equal 100%.

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Changemaker Survey Report(5 cities in 3 countries)
Issued April 2023

Changemaker Project Team
［Dentsu Institute］Seiko Yamazaki, Akane Wakasugi, Fumito Nitto［Dentsu Global Business Center］Rie Tanaka
For further information, please contact:［Dentsu Institute］Email : d-ii@dentsu.co.jp
https: //institute.dentsu.com/
Unauthorized copying or reproduction of any text or image contained in this report is strictly forbidden.

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