"The Religious Transformation of Economics"

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"The Era of Story-Driven Consumption and a New Approach to Business"

In recent years, consumer trends have shifted from “selling products” to “selling experiences.” This shift has given rise to the concept of "story-driven consumption."

Story-driven consumption focuses on appealing to the heart of the consumer by saying things like, “If you buy this, you’ll have an amazing experience” or “You’ll enjoy a unique experience unlike anyone else.” Rather than simply offering a product, it is a business strategy that delivers a compelling narrative and emotional value through the act of consumption.

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Modern Business and Its Parallels to Japan’s Postwar Religious Movements

Interestingly, this concept of “story-driven consumption” shares similarities with the recruitment tactics employed by some new religious movements in Japan during the postwar period.

For example, phrases like, “Buy this amulet, and you will find happiness,” or “This talisman will protect you from misfortune,” resemble modern-day marketing messages that convince consumers to believe in the value of a product. In this sense, the product serves as a gateway to the “faith” offered by companies and brands, with consumers acting as followers or adherents of this belief.

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“Oshi-Katsu” as a Modern Faith?

The concept of "oshi-katsu" (activities to support one’s favorite idol or character) can also be understood through this lens. In essence, the “oshi” serves as a “guru,” while their fans play the role of “devotees.” The joy, fulfillment, and sense of belonging derived from supporting one’s “oshi” can be likened to the spiritual experiences historically associated with religious faith.

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The Key to Business Success in the 21st Century

Taking these insights into account, it becomes clear that the keys to success in the 21st century boil down to two main points:

1. Positioning yourself or your company as a “guru” or central figure of influence.
2. Gathering a devoted following from around the world.

In today’s terminology, this essentially translates to “becoming an influencer.” Building a following of thousands of people creates a base of loyal supporters—“followers” who, in essence, function as “believers.” This system forms a sustainable income model that aligns closely with the subscription-based business model.

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Using This Framework to Support Individuals with Developmental Disabilities

This concept of "story-driven consumption" and the influencer-driven business model could be leveraged to support individuals with developmental disabilities in Japan.

By creating a structure that draws empathy and support for the challenges faced by individuals with developmental disabilities, we can cultivate a community of “followers” who contribute to meaningful change. This approach has the potential to amplify the influence of both individuals and organizations, enabling them to enact tangible support and solutions. Harnessing the power of story-driven consumption, we can aim to make a positive societal impact.

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