Asahi Soft Drinks Survey: 90% of Gen Z Admire People Who Can Say 'NO'
Asahi Soft Drinks conducted a survey among 1,000 Gen Z adults, revealing that nearly 90% view the ability to say 'NO' to unnecessary things as a positive and 'smart' behavior. The results highlight a rejection of anonymous toxicity and age-based stereotypes.
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- 📰 Published: April 28, 2026 at 18:00
- 🔍 Collected: April 28, 2026 at 10:01
- 🤖 AI Analyzed: April 28, 2026 at 17:04 (7h 2m after Collected)
## Awareness Survey on Young People’s Ability to Say "NO"
Asahi Soft Drinks Co., Ltd. (Headquarters: Tokyo, President: Kayoko Kondo) conducted the "Awareness Survey on Young People's Ability to Say 'NO'" among 1,000 men and women in their 20s (Gen Z) to clarify how modern youth perceive the option of saying "NO" and how they view it as a "smart" (smart) behavior.
### Survey Summary
In the survey, approximately 90% of respondents answered "I think it's very cool (47.7%)" or "I think it's somewhat cool (41.8%)," revealing that a positive image of being able to say "NO" has permeated Gen Z. The "habits that cause discomfort or frustration" among Gen Z were ranked as follows: 1. Anonymous toxicity; 2. Assumptions based on age; 3. Making excuses using personality tests; 4. Pre-determined paths; and 5. Superficial entry sheets.
### Expert Comments
**Shohei Funatsu (Management Scholar / Lecturer, Graduate School of Economics, The University of Tokyo)**
I focused on the items where young people are not saying "NO" as much. This means many are accepting of these things. "Prejudice against matching apps," "furisode for coming-of-age ceremonies," and "cash-only policies" all had discomfort rates below 50%. A mix of relatively new habits and old-fashioned traditional customs. It is important to understand the diverse sensitivities of young people, rather than simply labeling new as good and old as bad.
**Kento Ishizaki (Researcher, Institute for Youth / CEO, Biden House Co., Ltd.)**
The result that about 90% of Gen Z said "people who can say NO to unnecessary things are cool" was surprising. While they are generally considered to have high cooperativeness, it is suggestive that they actually feel discomfort in daily life and want to say "NO." According to a survey by our "Institute for Youth," the recent popularity of rap among young people is backed by an admiration for those who assert their opinions without fear of risk. Expressing a "NO" involves the risk of being criticized, but it is also an expression of their important individuality.
### Background and Detailed Results
Gen Z is said to value being themselves without fearing new choices. This survey was conducted to clarify whether speaking out "NO" without yielding to unconscious pressure from others or society serves as proof of existence as an autonomous individual.
**Q1. Do you think people who can identify what is truly necessary for themselves and say "NO" to what is unnecessary are cool?**
89.5% responded "I think it's very cool" or "I think it's somewhat cool." Comparing by gender, 93.5% of women and 85.8% of men responded positively.
**Q2. To what extent do you feel "uncomfortable or frustrated" with various trends and habits?**
Specific targets that Gen Z feels are "unnecessary (NO)" and cause discomfort:
1st: Anonymous toxicity (78.5%)
2nd: Assumptions based on age (75.4%)
3rd: Making excuses using personality tests (74.9%)
4th: Pre-determined paths (73.4%)
5th: Superficial entry sheets (73.2%)
The awareness that Gen Z feels resistance to opaque communication that disregards the "individual" was highlighted.
Asahi Soft Drinks Co., Ltd. (Headquarters: Tokyo, President: Kayoko Kondo) conducted the "Awareness Survey on Young People's Ability to Say 'NO'" among 1,000 men and women in their 20s (Gen Z) to clarify how modern youth perceive the option of saying "NO" and how they view it as a "smart" (smart) behavior.
### Survey Summary
In the survey, approximately 90% of respondents answered "I think it's very cool (47.7%)" or "I think it's somewhat cool (41.8%)," revealing that a positive image of being able to say "NO" has permeated Gen Z. The "habits that cause discomfort or frustration" among Gen Z were ranked as follows: 1. Anonymous toxicity; 2. Assumptions based on age; 3. Making excuses using personality tests; 4. Pre-determined paths; and 5. Superficial entry sheets.
### Expert Comments
**Shohei Funatsu (Management Scholar / Lecturer, Graduate School of Economics, The University of Tokyo)**
I focused on the items where young people are not saying "NO" as much. This means many are accepting of these things. "Prejudice against matching apps," "furisode for coming-of-age ceremonies," and "cash-only policies" all had discomfort rates below 50%. A mix of relatively new habits and old-fashioned traditional customs. It is important to understand the diverse sensitivities of young people, rather than simply labeling new as good and old as bad.
**Kento Ishizaki (Researcher, Institute for Youth / CEO, Biden House Co., Ltd.)**
The result that about 90% of Gen Z said "people who can say NO to unnecessary things are cool" was surprising. While they are generally considered to have high cooperativeness, it is suggestive that they actually feel discomfort in daily life and want to say "NO." According to a survey by our "Institute for Youth," the recent popularity of rap among young people is backed by an admiration for those who assert their opinions without fear of risk. Expressing a "NO" involves the risk of being criticized, but it is also an expression of their important individuality.
### Background and Detailed Results
Gen Z is said to value being themselves without fearing new choices. This survey was conducted to clarify whether speaking out "NO" without yielding to unconscious pressure from others or society serves as proof of existence as an autonomous individual.
**Q1. Do you think people who can identify what is truly necessary for themselves and say "NO" to what is unnecessary are cool?**
89.5% responded "I think it's very cool" or "I think it's somewhat cool." Comparing by gender, 93.5% of women and 85.8% of men responded positively.
**Q2. To what extent do you feel "uncomfortable or frustrated" with various trends and habits?**
Specific targets that Gen Z feels are "unnecessary (NO)" and cause discomfort:
1st: Anonymous toxicity (78.5%)
2nd: Assumptions based on age (75.4%)
3rd: Making excuses using personality tests (74.9%)
4th: Pre-determined paths (73.4%)
5th: Superficial entry sheets (73.2%)
The awareness that Gen Z feels resistance to opaque communication that disregards the "individual" was highlighted.