在经历了通货紧缩、市场不景气的“失落的二十年”之后,许多日本年轻人都不愿意结婚生子、不愿贷款买房买车,不想出人头地,对物质更是没有强烈的欲望。这样的情况不但是消费市场的硬伤,也给现有的各种商业模式带来天翻地覆的变化。大前研一并非指责年轻人欲望低落。因为低欲望社会是经济所面临的根本问题,不单单只是不景气的缘故。他认为 After experiencing deflation and a depressed market, many of the young people in Japan are unwilling to marry and have children. They are reluctant to buy a house and buy a car for loans. They do not want to make headway and have no strong desire for materialism. Such a situation is not only flawed in the consumer market, but also brings about overturning changes to various existing business models. Big research does not accuse young people of low desire. Because a society of low desires is a fundamental problem facing the economy, it is not merely a downturn. he thinks