QO to Speak at 'Sendenkaigi Summit' on 'Consumer Macro Trends 2026 and Their Application'

QO Inc. (President: Yu Tsudo; Headquarters: Chuo-ku, Tokyo; hereinafter 'QO'), which supports marketing through research and planning, will speak at the 'Sendenkaigi Summit' hosted by Sendenkaigi Co., Ltd. on Wednesday, June 17, 2026, under the theme 'Consumer Macro Trends 2026 and Their Application.'

In this seminar, we will decode the changes in consumer values that marketers and product planners should focus on in a market environment where product/service functions and convenience have been fully improved, making it difficult to choose based on performance alone.

In recent years, consumer values have changed significantly, and consumption behaviors that cannot be explained solely by 'efficiency' or 'rationality' are spreading. For example, there is a growing trend, especially among the younger generation, to support values different from 'convenience,' such as experiential consumption that enjoys the effort involved, and support for brands that offer a sense of incompleteness or 'white space.'

In this session, based on two years of survey data from 12,000 people, we will analyze the background of these value changes and introduce the social trends that companies should grasp toward 2026, and how to incorporate them into product development, brand strategy, and communication measures.

Furthermore, for marketing challenges such as 'research results staying within expectations' or 'becoming a temporary topic on SNS but not leading to continuous purchase or brand support,' we will provide hints for new strategy formulation through the 'perspective of assessment' that increases the resolution of social trends.

[Recommended for] - Those involved in product planning, marketing strategy, advertising, and new business development - Those who find that research results remain 'within expectations' and cannot find a breakthrough for planning - Those who feel it is difficult to differentiate based on function and convenience alone and cannot escape price competition - Those who want to identify essential changes in a fast-changing trend environment - Those who aim to build a brand that is supported long-term, not just talked about on SNS - Those who want to learn the 'perspective of assessment' to overlook social trends and apply them to marketing measures

[Event Overview] Title: 'Consumer Macro Trends 2026 and Their Application' Date and Time: June 17, 2026 (Fri) 15:30–16:00 Speaker: Shinsuke Kumano (Executive Officer and General Manager, Marketing Planning Division, QO Inc.) Venue: Hamamatsucho Convention Hall (Offline) Fee: Free

Shinsuke Kumano Executive Officer, QO Inc. General Manager, Marketing Planning Division <Biography> Joined Macromill, Inc. in 2009. Held positions including Kansai Branch Manager and Sales Department Manager. Seconded to H.M Marketing Research, Inc. in 2022. Assumed current position in 2024. Supports brand strategy, product development, and communication design across a wide range of industries including consumer goods, services, and B2B, focusing on consumer insight analysis and social trend analysis.

[Company Overview of QO Inc.] QO Inc. is a research and planning company that explores questions for people and society. As a joint venture combining Hakuhodo's strategic planning expertise with Macromill's data assets and research capabilities, we accompany a series of marketing activities from discovering marketing opportunities, strategy formulation, concept development, to PDCA of measure execution. President: Yu Tsudo Headquarters: 9F Kyobashi East Bldg., 2-7-19 Kyobashi, Chuo-ku, Tokyo Established: June 1965 Business: Research solution business, marketing planning business URL: https://www.q4one.co.jp/ [Inquiries regarding this matter] QO Inc. Public Relations Office MAIL: corporate.info@q4one.co.jp