ありのままでいいよ (Just be yourself): Designing for the Individual in Japan’s Collectivist Society

Final Thesis Project

INSIGHT:

Japan is known to have a collectivist culture, which has been demonstrated through centuries of enforcing harmony, fulfilling societal obligations, and prioritizing the group over the individual. Whether it is family dynamics, work culture, or relationships, there are certain expectations that have come from Japanese traditions on how they must act according to their role. Deviant behavior toward the norm tends to be seen as unconventional, and may be rejected. Consequently, the Japanese individual may feel pressure to conform in order to avoid conflict, creating an environment where people hide their true selves in order to fit into the homogenous culture.

IDEA:

The campaign will be based on three main messages and themes: speaking one’s mind, embracing one’s true self, and creating a coexistence between individualism and collectivism. The focus on the first theme, speaking your true mind, comes from the concept of honne and tatemae , where people mask their raw opinions and thoughts in order to fit into the norm. Through speaking one’s mind, one can begin to be honest with themself. The second theme, embracing yourself, is a challenge towards conforming to society. That it is okay to display individuality, although one’s goals and opinions do not fit the standard. Lastly, there will be an emphasis on creating a balance between individualism and collectivism.