[New Fiscal Year Work Attitudes] 1 in 3 Mid-career Workers Face Motivation Slump; Veterans Show 'Reignited' Interest; Generational Gaps in Motivation, Reasons for Working, and Fashion Awareness Revealed

Onward Kashiyama Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Michinobu Yasumoto)'s Marketing Group conducted a 'Survey on Awareness of Work and Clothing Based on Years of Experience' targeting working professionals.

This survey investigated how awareness of work and clothing changes depending on the number of years in the workforce among 468 full-time and contract employees currently employed. Respondents were classified into three groups based on their career length for comparative analysis.

### About the 'Survey on Awareness of Work and Clothing Based on Years of Experience'

#### Survey Results Summary

**[Motivation for Work]**
- Motivation is 'Highest among young workers → Declines among mid-career → Reignites among veterans.'
- The most common motivation for working across all generations is 'Salary/Evaluation.'

**[Positioning of Work]**
- From the 9th year onwards, there is a shift from 'Work = Center of Life' to 'Work = A Means to an End.'

**[Clothing and Work Awareness]**
- Younger workers are more likely to perceive 'Dress codes as vague' (39.9%).
- The criteria for choosing clothes shift from 'External perception/Workplace rules' for young workers to 'Comfort/Individuality' for veterans.
- Acceptance of casual attire is highest among veterans. Young and mid-career workers still feel 'hesitation and resistance.'

#### [Motivation for Work]
**TOPIC 1: Shorter career length correlates with a more 'Positive New Fiscal Year'; 9–19 year workers show the highest rates of feeling depressed or heavy-hearted.**
Motivation scores were highest for young workers and lowest for mid-career workers. The decline in motivation among the 9–19 year group likely coincides with a sense of stagnation in promotions/raises and a decrease in stimulation due to work becoming routine. Conversely, veterans with 20+ years had the second-highest positive response rate after young workers. The 'Young (Up) → Mid-career (Down) → Veteran (Up)' pattern is the key takeaway of this survey regarding motivation.

**TOPIC 2: Regardless of generation, 'Reflection in Salary/Evaluation' is the overwhelming No. 1; all generations agree on seeking 'Practical Benefits' over praise.**
The trend is almost identical across all generations. The preference for concrete, tangible returns like 'Salary/Evaluation' over verbal praise or internal awards is a consistent sentiment across ages.

#### [Positioning of Work]
**TOPIC 3: From the 9th year onwards, more people view work as a 'Means for Private Life'; younger workers are more likely to call work the 'Center of Life' or 'Most Important.'**
A significant portion of those with 9+ years of experience work for their private lives. Considering TOPIC 2, this turning point likely overlaps with life stage changes such as marriage, childcare, or caregiving. It reflects a conscious design of work-life balance rather than a drop in passion. The results followed the 'Young (Up) → Mid-career (Down) → Veteran (Up)' pattern seen in TOPIC 1.

#### [Clothing and Work Awareness]
**TOPIC 4: Dress code standards become clearer with experience; young workers see workplace dress codes as vague.**
For those in years 1–8, 'There is a vague atmosphere but it's not clear' was a common response. Veterans with 20+ years were more likely to respond that there are 'Clear rules/regulations' or it is 'Completely free with no specific rules.' Younger workers perceive rules as vague not necessarily because they don't exist, but because they are still in the stage of learning the workplace's 'implicit rules.'

**TOPIC 5: Young workers focus on 'External Perception/Rules,' while veterans focus on 'Comfort/Individuality.'**
The shift in criteria for choosing clothes mirrors growth in professional confidence. While young workers value external standards like 'others and rules,' veterans shift toward internal standards like 'comfort and being true to oneself.'

**TOPIC 6: Acceptance of casual attire is highest among veterans; young and mid-career workers feel strong 'Hesitation/Resistance.'**
Those with 20+ years showed high rates of 'Very thankful' or 'Happy,' expressing a desire to wear what they want or avoid rigid styles. In contrast, those with 1–8 years and 9–19 years had stronger negative impressions, such as 'Feeling lost' or 'Resistance.' This reflects veterans' confidence in their own style versus the anxiety of younger generations not knowing what the 'correct answer' is.

### Survey Overview
- **Survey Subject:** Onward Kashiyama Marketing Group
- **Method:** Internet Questionnaire
- **System:** Knowns
- **Target:** 468 professionals nationwide (Full-time or contract employees, excluding part-time)
- **Period:** Friday, April 10, 2026