'Compatibility of Personality' and 'Economic Power' are Keys to Long-Term Marriage; 'Desire for Children' at 37%, Slightly Down from Last Year

Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Miki Igarashi) conducted the 'Survey on Marriage and Family Views (April 2026 Kokoro Style Research)' in April 2026, targeting 3,000 men and women aged 18 to 79 nationwide. This survey aims to capture signs of changes in consumer awareness and lifestyles through fixed-point research. This edition focuses on views on marriage and family, family communication, thoughts on spouses, key points for long-term relationships, and feelings about having children. ■ Survey Results 【Views on Marriage/Family & Communication】 When asked for opinions on marriage and family on a 4-point scale, the top responses (Very much + Somewhat agree) were: 'Protect privacy even within family' (80%), 'No need for a wedding ceremony even after registration' (73%), and 'It is natural to take leave or leave early due to a child's illness' (72%). 'Anxiety about having children given the current era' and 'Lack of confidence in raising children' were particularly high among those aged 18-29 and in their 30s. Regarding communication, 43% 'Exchange greetings within family,' and in the 30% range were 'Engage in casual conversation/contact often' and 'Talk in person or by phone for important matters.' The use of 'family group chats daily' was highest among people in their 70s. 【Opinions on Spouses & Key Points for Longevity】 The top three opinions on spouses were: 'Want to remain mentally independent even as a couple' (83%), 'Intend to stay together for a lifetime' (79%), and 'Always feel grateful toward my spouse' (78%). Respondents in their 20s and 30s showed significantly higher rates for 'Celebrating wedding anniversaries' and 'Giving birthday presents' compared to other generations. The top factors for staying with a spouse long-term were 'Good personality compatibility,' 'Stable income/economic power,' and 'Resolving issues through discussion.' The emphasis on income/economic power and discussion was higher among women. 【Desire for Marriage / Thoughts on Having Children】 Among unmarried individuals, 46% 'Want to marry,' while 32% 'Still have no intention of marrying,' showing no change from last year. Among those aged 18-29, 23% stated they 'Want to marry someday but are not taking spontaneous action.' Overall marriage intent was 60% for those 18-29 and 54% for those in their 30s. Regarding children, for all genders and ages, 'Do not want children' outnumbered 'Want children.' The percentage of those who 'Want children' has decreased compared to last year. ■ About the Company Company Name: Cross Marketing Inc. https://www.cross-m.co.jp/ Location: 24F Tokyo Opera City Tower, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo Established: April 1, 2003 Representative: President and CEO Miki Igarashi