Dentsu Macro Mill Intage and Dentsu Announce Latest "Desire Future Index" - Desire for Consumption, Which Had Remained at a High Level, Shows a Downward Trend

Dentsu Macro Mill Intage Inc. (Headquarters: Chuo-ku, Tokyo; President and Representative Director: Naoyuki Manabe, hereinafter "Dentsu Macro Mill Intage") and Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Chisato Matsumoto, hereinafter "Dentsu") have compiled the latest version of the "Desire Future Index," which predicts increases and decreases in "Desire" for consumption, through their joint project team "DENTSU DESIRE DESIGN" (hereinafter "DDD")*1. Compared to the results of the previous three periods, which had maintained a high level, the latest figures show a lower numerical value due to factors such as rising prices and concerns about the Middle East situation, indicating a downward trend in consumer spending intent. Details are as follows:

<Diagram of the "Desire Future Index">

1. About the Latest "Desire Future Index"

(1) "Mind-Moving Consumption Survey" and Latest "Desire Future Index" Results

The "Desire Future Index" visualizes the increase and decrease in consumers' feelings of "wanting/doing," based on the "Mind-Moving Consumption Survey"*2 conducted by DDD since May 2021, rather than external factors like prices, economic conditions, or the economic situation. It is calculated based on 43 types of "fundamental desires" and 105 types of "value bases" held by modern consumers, as well as specific intentions leading to consumption such as "what they want to buy/do from now on."

The latest "Desire Future Index," based on the "Mind-Moving Consumption Survey" conducted in May 2026, is 234.0, a decrease of 16.0 points from the previous period and a decrease of 19.9 points from the same month last year. Compared to the results of the previous three periods, there is a downward trend, indicating signs of change in the active consumption intent that had been maintained at a high level. It is believed that the overall psychological state of society, influenced by economic and international situations, is also affecting the total volume of consumer desire and the direction of those desires.

<Trend of the "Desire Future Index">

(2) About the "11 Desires"

The "11 Desires"*3 visualizes the emotions that drive human consumption behavior as "11 Desires," based on data obtained from the "Mind-Moving Consumption Survey." In the latest version, a total of six desires decreased, becoming major factors in the downward trend of the Desire Future Index. These include "2. Desire for freedom without constraint" (desire for freedom & ease) and "3. Desire for normal operation of mind and body" (desire for health & peace), both of which decreased by more than 40 points compared to the previous period. These two desires have consistently remained at higher points than other desires since the survey began in May 2021, and have been central to Japanese desires, especially since the COVID-19 pandemic. Given their large proportion of the total, it is thought that their decrease was significant as the total volume of desires declined.

Conversely, four desires increased, revealing the shifting desires of consumers. These include "5. Desire to test skills after honing them" (desire for exploration & creation), which increased by 18 points from the previous period, and "1. Desire reflected in the mirror of others" (desire for recognition & superiority), which increased by 5 points from the previous period. Notably, "5. Desire to test skills after honing them," which relates to desires for skill improvement and self-investment such as "wanting to challenge myself/grow" and "wanting to create something," has turned upward after a continuous downward trend until the previous period, and has surpassed "3. Desire for normal operation of mind and body" for the first time in four years since May 2022. It is attracting attention as a desire that will drive future consumption.

Desires such as "wanting to be free/unbound" and "wanting to be healthy/become healthy" have driven consumption behavior after the COVID-19 pandemic. However, the latest results suggest that consumers now want to spend money on things and experiences that enrich their lives, such as exploration and recognition, rather than on building a foundation to protect their lives and daily routines. For example, the current trend of sticker collecting can be interpreted not simply as a goal of collecting, but as a means of self-expression, editing one's own sensibilities, exchanging with friends, and displaying on social media.

<Trends of the "Desire Future Index" and "11 Desires" in the May 2026 Survey> (Changes from the previous period are in parentheses)

Our company will continue to pursue consumer understanding by incorporating the perspective of "desire" that drives people's consumption behavior, and contribute to the sophistication and efficiency of corporate marketing activities through support for deeper customer journey design and PDCA cycle development.

Dentsu Macro Mill Intage and Dentsu will decipher the changes in consumer behavior observed from past survey data and will hold a free webinar titled "5 Years of Change in Consumption and Desire: Insights from the Mind-Moving Consumption Survey" on July 8 (Wed), 13:00-14:00, to consider how to grasp "desire" that truly moves people and the current state and future outlook of consumer "desire," especially in an era where efficiency and optimization are advanced by AI. For details and registration, please see below. (Application deadline: July 6 (Mon) 14:00) https://www.dm-insight.jp/seminar/ddd260708/

<Overview of the 12th "Mind-Moving Consumption Survey">

- Target Area: All of Japan

- Target Respondent Conditions: Ages 15-74

- Number of Samples: 3,000 samples in total (allocated according to the population ratio of ages 15-19, 20s-60s, and 70-74)

- Survey Method: Internet survey

- Survey Period: May 13, 2026 (Wed) - May 16, 2026 (Sat)

- Survey Organization: Dentsu Inc. DENTSU DESIRE DESIGN

- Survey Contractor: Dentsu Macro Mill Intage Inc.

*1 A project that defines emotions that strongly influence human consumption behavior as "desire," and provides insights gained from research on consumer motivations and behaviors leading to consumption as solutions to partner companies. *2 At DDD, "mind-moving consumption" is defined as consumption that provides positive feelings, such as satisfaction, excitement, or inspiration, from purchased goods or experiences. This survey periodically investigates what "desires" people have behind "mind-moving consumption," how these desires influence people's consumption behavior, and how they lead to subsequent consumption. *3 Announced March 22, 2024: DENTSU DESIRE DESIGN Announces 2024 Version of "11 Desires" Influencing Human Consumption Behavior https://www.dentsu.co.jp/news/business/2024/0322-010704.html

[Contact for Inquiries Regarding This Release]

Dentsu Macro Mill Intage Inc. Public Relations Team Email: dmi_pr@ml.dm-insight.jp