Consumer Insight Report #019: 'Dignified Slacking' is the New Trend. Redefining 'Slacking Off' in a Serious Society has been Released.
QO Co., Ltd. has released its Consumer Insight Report #019, titled "'Dignified Slacking' is the New Trend: Redefining 'Slacking Off' in a Serious Society." This report analyzes the insights of consumers who, against the backdrop of modern 'difficulty of living,' are reinterpreting 'slacking off' positively to seek mental space and stimulation in their daily lives.
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- 📰 Published: April 28, 2026 at 20:00
- 🔍 Collected: April 28, 2026 at 11:31
- 🤖 AI Analyzed: April 28, 2026 at 12:56 (1h 24m after Collected)
QO Co., Ltd. (Representative Director: Yu Tsunefuji / Headquarters: Chuo-ku, Tokyo, hereinafter "QO"), which specializes in research and planning, released the 19th edition of its Consumer Insight Report, "'Dignified Slacking' is the New Trend: Redefining 'Slacking Off' in a Serious Society," on April 28, 2026.
The Consumer Insight Report is a report primarily aimed at those involved in marketing strategy development, offering insights into market trends and consumer behaviors. It provides hints for marketing activities through QO planners' unique 'Mitate' (insight-driven perspective).
The report can be viewed from the link below.
[Download Report] Consumer Insight Report #019
*If you are interested in marketing support using QO's insights, please contact us via the inquiry form below.
Inquiry Form
[Overview] Consumer Insight Report #019: "'Dignified Slacking' is the New Trend: Redefining 'Slacking Off' in a Serious Society"
■ Consumer Trends of Focus
① Increase in difficulty and oppressiveness of living
According to a survey by robamimi, 72.4% of respondents answered "strongly/somewhat agree" (TOP2) to the question, "Do you think society has become more difficult to live in compared to the past?" This trend is attributed to economic anxieties, diversification of values, fatigue from the internet society, and oppressiveness due to strengthened compliance, making the environment surrounding consumers increasingly complex. *¹
② Movement to positively reframe "slacking off"
Amidst these circumstances, there is a growing movement to positively reinterpret the act of "slacking off." Initiatives such as "SABO LABO (Sabo Labo) Institute" *² and "OSABORI STUDIO" *³ are re-envisioning "slacking off" not as a negative act, but as a way to create mental space and leeway in one's work style and daily life.
Furthermore, a survey by Ikoyo Soken shows that approximately 70% (TOP2) of respondents agree with "children taking time off school for outings or travel," indicating that flexible judgments not bound by traditional norms are gaining acceptance. *⁴
■ QO Planner's Insight: Temporarily pause the 'good child' mode. Audaciously unleash 'slacking off' to add a little spice to life.
Based on these consumer trends, QO planners have interpreted the underlying insights as follows:
This insight suggests that in the invisible, continuously oppressive modern era, consumers are seeking release from their overly diligent selves and a moment of small stimulation in their daily lives by audaciously embracing "slacking off."
Indeed, movements that find value in deliberately stepping outside of roles and daily routines are emerging. Examples include experiences that temporarily detach from social roles, like "Adult KidZania" *⁵, and events where value is placed on "doing nothing" itself, such as "Boredom Competition" *⁶, where people can temporarily let go of daily tasks and thoughts.
In a verification survey *⁷ conducted by QO regarding this insight, it received high evaluations not only from young people in their 10s and 20s but also from those in their 30s. Empathy rates were 75.8% for teens, 67.9% for those in their 20s, and 66.5% for those in their 30s. Free responses also showed empathetic voices, such as, "In today's information-overloaded, stressful society, one will break down without an appropriate sense of liberation."
■ QO Planner's Comments
Mr. Yamamoto, Mr. Machii, and Mr. Teshima, who were in charge this time, commented on these consumer trends, underlying insights, and interpretations as follows:
"With the rising awareness of compliance and the spread of social media, consumers seem to be placed in a state of 'trying to be correct' in every aspect of their daily lives. Amidst this, economic anxieties, diversification of values, and fatigue from the internet society all contribute to an increasing number of people feeling 'difficulty of living.'
On the other hand, movements to positively re-interpret 'slacking off' and growing interest in experiences that temporarily detach from daily life indicate an acceptance of new options beyond just continuously working diligently.
Consumers may feel a certain oppressiveness in always behaving 'correctly' as they have until now. Therefore, it is an expression of the insight that by deliberately choosing to 'slack off,' they seek release from their overly serious selves and wish to reclaim a little stimulation and mental space in their daily lives."
Further details of the Consumer Insight Report can be viewed from the link below.
[Download Report] Consumer Insight Report #019
*If you are interested in marketing support using QO's insights, please contact us via the inquiry form below.
Inquiry Form
*1 Source: Excrea Inc., robamimi, 2022, "Economy, surveillance society, COVID... Approximately 3 out of 4 people think 'society has become more difficult to live in than before.'"
Keywords:
The Consumer Insight Report is a report primarily aimed at those involved in marketing strategy development, offering insights into market trends and consumer behaviors. It provides hints for marketing activities through QO planners' unique 'Mitate' (insight-driven perspective).
The report can be viewed from the link below.
[Download Report] Consumer Insight Report #019
*If you are interested in marketing support using QO's insights, please contact us via the inquiry form below.
Inquiry Form
[Overview] Consumer Insight Report #019: "'Dignified Slacking' is the New Trend: Redefining 'Slacking Off' in a Serious Society"
■ Consumer Trends of Focus
① Increase in difficulty and oppressiveness of living
According to a survey by robamimi, 72.4% of respondents answered "strongly/somewhat agree" (TOP2) to the question, "Do you think society has become more difficult to live in compared to the past?" This trend is attributed to economic anxieties, diversification of values, fatigue from the internet society, and oppressiveness due to strengthened compliance, making the environment surrounding consumers increasingly complex. *¹
② Movement to positively reframe "slacking off"
Amidst these circumstances, there is a growing movement to positively reinterpret the act of "slacking off." Initiatives such as "SABO LABO (Sabo Labo) Institute" *² and "OSABORI STUDIO" *³ are re-envisioning "slacking off" not as a negative act, but as a way to create mental space and leeway in one's work style and daily life.
Furthermore, a survey by Ikoyo Soken shows that approximately 70% (TOP2) of respondents agree with "children taking time off school for outings or travel," indicating that flexible judgments not bound by traditional norms are gaining acceptance. *⁴
■ QO Planner's Insight: Temporarily pause the 'good child' mode. Audaciously unleash 'slacking off' to add a little spice to life.
Based on these consumer trends, QO planners have interpreted the underlying insights as follows:
This insight suggests that in the invisible, continuously oppressive modern era, consumers are seeking release from their overly diligent selves and a moment of small stimulation in their daily lives by audaciously embracing "slacking off."
Indeed, movements that find value in deliberately stepping outside of roles and daily routines are emerging. Examples include experiences that temporarily detach from social roles, like "Adult KidZania" *⁵, and events where value is placed on "doing nothing" itself, such as "Boredom Competition" *⁶, where people can temporarily let go of daily tasks and thoughts.
In a verification survey *⁷ conducted by QO regarding this insight, it received high evaluations not only from young people in their 10s and 20s but also from those in their 30s. Empathy rates were 75.8% for teens, 67.9% for those in their 20s, and 66.5% for those in their 30s. Free responses also showed empathetic voices, such as, "In today's information-overloaded, stressful society, one will break down without an appropriate sense of liberation."
■ QO Planner's Comments
Mr. Yamamoto, Mr. Machii, and Mr. Teshima, who were in charge this time, commented on these consumer trends, underlying insights, and interpretations as follows:
"With the rising awareness of compliance and the spread of social media, consumers seem to be placed in a state of 'trying to be correct' in every aspect of their daily lives. Amidst this, economic anxieties, diversification of values, and fatigue from the internet society all contribute to an increasing number of people feeling 'difficulty of living.'
On the other hand, movements to positively re-interpret 'slacking off' and growing interest in experiences that temporarily detach from daily life indicate an acceptance of new options beyond just continuously working diligently.
Consumers may feel a certain oppressiveness in always behaving 'correctly' as they have until now. Therefore, it is an expression of the insight that by deliberately choosing to 'slack off,' they seek release from their overly serious selves and wish to reclaim a little stimulation and mental space in their daily lives."
Further details of the Consumer Insight Report can be viewed from the link below.
[Download Report] Consumer Insight Report #019
*If you are interested in marketing support using QO's insights, please contact us via the inquiry form below.
Inquiry Form
*1 Source: Excrea Inc., robamimi, 2022, "Economy, surveillance society, COVID... Approximately 3 out of 4 people think 'society has become more difficult to live in than before.'"
Keywords: