Gratitude without Action? The 'Gap in Real Intentions' Seen on Mother's Day

For It Co., Ltd. conducted a survey on Mother's Day 2026, revealing that over 40% of people plan to 'do nothing' despite feeling grateful. The study highlights significant differences in attitudes based on age and marital status, showing a gap between social expectations and actual behavior.
調査NQ 42/100出典：PR Times

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  • 📰 Published: April 28, 2026 at 17:10
  • 🔍 Collected: April 28, 2026 at 08:31
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For It Co., Ltd., developer and operator of the affiliate platform 'afb' (), conducted a survey on Mother's Day targeting 500 people aged 20 to 60 nationwide and summarized the characteristics by age group. [Survey Background] In the past, expressing gratitude on Mother's Day was commonly done through in-person visits, phone calls, or letters. In recent years, the use of email and LINE may be increasing. Therefore, we conducted a survey for both senders and receivers regarding how gratitude is conveyed for Mother's Day. [Survey Overview - Senders] Target: Men and women aged 10-59 Sample size: 500 people Location: Nationwide Method: Internet research Date: March 2, 2026 Question: How do you plan to express gratitude this Mother's Day? [Survey Overview - Receivers] Target: Women with children aged 20-69 Sample size: 500 people Location: Nationwide Method: Internet research Date: March 2, 2026 Question: How would you like to have gratitude expressed this Mother's Day? "Intention but No Action": The Reality of Mother's Day In a survey of men and women aged 10-50 nationwide on "How do you plan to express gratitude this Mother's Day?", the most common response was "Meet in person" at 40.4%. This was followed by "Express via email, LINE, SNS, etc." at 13.2% and "Phone" at 3.2%. Additionally, 40.6% of respondents answered "Do nothing." Furthermore, in a survey of women with children aged 20-60 on "How would you like to have gratitude expressed this Mother's Day?", the most common response was "Meet in person" at 38.0%. This was followed by "Express via email, LINE, SNS, etc." at 15.2% and "Letter" at 7.0%. Also, 34.8% of respondents answered "I don't particularly need anything." Changing Awareness by Age: Youth Value Feelings, Middle-aged Mind Market Price, Seniors Have Little Preference Looking at the results by age group, a clear gap exists between the "way of expressing gratitude" and the "desired way of receiving it." While "Meeting in person" was the most common for all ages on the sending side, the proportion of "Do nothing" increases as age rises, reaching more than half in the 50s. On the receiving side, while the desire to "Meet in person" is high, there were equally many or more responses of "I don't particularly need anything," especially among those in their 30s and older, suggesting a preference for daily relationships over formal events. However, in the 20s, expectations for "Meeting in person" and "Receiving contact" are relatively high, as they see Mother's Day as an opportunity for communication with children. Also, contact via "Email, LINE, SNS" is higher among younger generations and decreases as age rises. Overall, younger generations tend to "show it through action," while middle-aged and older generations tend to "not have excessive expectations," resulting in a gap where actions decrease on the sending side while the receiving side values feelings. Married People are Active, Unmarried People are Passive: Temperature Difference Toward Mother's Day Looking at the results by marital status, differences were seen in engagement and expectations. On the sending side, married people had a higher rate of actions such as "Meeting in person" or "Contacting," showing that they recognize Mother's Day as a family event. On the other hand, 43.7% of unmarried people answered "Do nothing," which is significantly higher and more passive compared to married people. This is thought to be influenced by the relatively low priority of Mother's Day in their lives and the hurdle of taking action alone. On the receiving side, married women had a higher desire to "Meet in person" compared to unmarried women. However, for both groups, over 30% answered "I don't particularly need anything," suggesting that rather than monetary or physical gifts, they value sentiment more.

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