Dentsu Institute for Human Studies (Chief Executive Officer: Shinji Fukukawa), a research arm of Dentsu Inc. (President: Yutaka Narita; Head Office: Tokyo; Capital: 54,929.6 million yen) has implemented its sixth Comparative Analysis of Global Values in Japan and four Western countries, and has compiled the survey results. The report, titled "People's Values in Challenge of Terrorism and Economic Stagnation —Japan sets out to structural reforms while the West strengthens social ties—" was conducted during October and November 2001. The survey was carried out in 5 cities: Tokyo, New York, London, Paris and Berlin, targeting men and women between the ages of 18 and 69, with a valid sample size of 3,569.

The results of the survey are summarized below:

(1) Japanese grow ready to accept structural reforms
In Japan, the Mori administration was replaced by the Koizumi cabinet and people's evaluation of political parties and politicians grew more favorable. A shift to a society where wealth is distributed according to individual achievement was seen as suggesting a gradual acceptance of structural reforms in the minds of the people.

(2) With a sense of nationalism, Americans have faith in their country's future
In the US, a sense of nationalism and belonging as well as confidence in the characteristics and qualities of the American people rose significantly. In addition, people are optimistic about their future. Their evaluation of government administration rose considerably reflecting people's attitude after the terror attack.

(3) Americans hold favorable ideas about globalization
Americans hold favorable and optimistic views towards globalization, while the Germans tend to regard it with a certain amount of anxiety.

(4) Japanese less positive about volunteer activities, environmental awareness and recycling-oriented society
Japanese people seem to have lost their generosity for volunteer activities in the midst of stagnant depression and growing fear of unemployment. They are less positive about environmental concerns and a recycling-oriented society.

(5) Recognition of increasing juvenile delinquency extremely high in Japan, high in Europe, "home discipline and training" the best prevention in all countries
Recognition of increasing juvenile delinquency is extremely high in both Japan and Europe. Home discipline and training was voted in many countries as the most effective preventative suggesting that prevention of juvenile delinquency begins at home.

(6) Westerners and Asians seek opportunities for promotion, Japanese prefer good human relations in work
Westerners and Asians seek opportunities for promotion in their companies while the Japanese prefer good human relations to promotions.

(7) "Payoff" widely recognized in Japan
"Payoff" was most widely recognized in Japan and the percentage of people who think public funds should not be used to guarantee deposits at all was also the highest. When purchasing financial products for savings, a tendency to avoid risk was found in Japan and Germany while high investment return was the most important criteria in the US, the UK and France.

(8) Japanese products enjoy high evaluation in Europe and US
Japanese products were rated extremely high in Europe and the US, especially in such aspects as "good quality," "innovative" and "good value for money." German products enjoyed high evaluation for "durability" and "good quality", French and Italian products for "good design."

(9) "Baseball" the most popular sport in Japan and US, "soccer" in UK and Germany, "tennis" in France
Baseball was the most popular sport in Japan and the US, soccer in the UK and Germany and tennis in France. The Olympic Games and World Cup Soccer are popular sporting events people like to attend or watch in all countries.

The survey results will be posted on the Dentsu Institute for Human Studies website (http://www.dihs.dentsu.co.jp) on March 20th.