seamint. Inc. (Headquarters: Koto-ku, Tokyo; Representative Director: Hikari Ebisu) conducted a survey on "Changes in Summer Heat and Lifestyles" targeting 103 individuals, primarily those in their teens and 30s.

The survey results revealed that over 94% responded that "summers are hotter than when they were children." Furthermore, it highlighted that over half (54%) of respondents routinely change or cancel outings and plans due to the summer heat.

Increases in expenses caused by extreme heat are not limited to electricity bills, but also extend to "transportation costs" to avoid the scorching sun and "recreational expenses" due to changes in plans. The survey clarified that extreme heat is altering not only the behavior patterns of young people but also the consumption structure of household finances.

◾️ Survey Results Summary

Over 90% feel that "summers are hotter than when they were children."

Over half respond that changing plans due to summer heat is "common"; over 80% have experienced it.

"Air conditioning" and "parasols" are the mainstream heat countermeasures, with a gender-neutral spread.

Expenses due to extreme heat extend beyond electricity bills to include food and drink, cooling goods, recreation, and transportation costs.

Expectations from society include "strengthening measures in workplaces and schools" and "developing cool spots in urban areas."

◾️ Survey Overview

Survey Period: April 22 - April 24, 2026

Target Audience: Men and women aged 10-39 nationwide

Survey Method: Internet-based questionnaire survey

Number of Valid Responses: 103

Implementing Organization: seamint. Inc.

◾️ 94.4% Feel Summers Are Hotter Than in Childhood; About Half Change Outings/Plans Due to Heat

This survey delved into how recent extreme heat is affecting the behavior, awareness, and consumption of young people, primarily those in their teens and 30s.

The "abnormal heat" felt by over 90% is no longer a temporary phenomenon; it has drastically changed lifestyles to the extent that over half of people are restricting their daily activities and experiencing increased household burdens such as transportation and recreational expenses.

⚫︎ 94.4% Feel Summers Are Hotter Than in Childhood; Strong Sense of Crisis About the Shift from "Four Seasons" to "Two Seasons"

First, when asked, "Do you feel that the summer heat has changed compared to when you were a child?" over 90% (94.4%) responded that they feel a change in the heat.

Felt it has become considerably hotter: 77.5%

Felt it has become somewhat hotter: 16.9%

Felt it has not changed much: 2.2%

Don't know: 3.4%

The combined total of those who felt it has "become considerably hotter" and "become somewhat hotter" is 94.4%, indicating a clear difference from the past.

Free responses included many comments such as, "It starts getting hot earlier each year, and it starts getting cold later," and "There's no spring or autumn; the hot period is longer."

Even Gen Z, who grew up in an era where "hottest on record" is mentioned almost every year, harbors a strong sense of crisis about the reality that Japan's sense of seasons itself is transforming and summers are becoming longer.

⚫︎ Changing Summer Plans is a "Daily Occurrence" for 54.0%; Over 80% Have Experienced Restrictions on Activities

Next, when asked, "Have you ever canceled or changed your outings or plans due to the summer heat?" over half (54.0%) responded "often."

When combining "often" and "sometimes," the number of people who have had to change or cancel pre-made plans or activities due to the heat reaches 82.8%.

Often: 54.0%

Sometimes: 28.7%

Rarely: 13.8%

Never: 3.4%

Free responses included comments like, "It became very daunting to go out because it was too hot. Summer used to be a season for active play and movement, but it has become a season for staying home," and "It's sad that I can't go to summer festivals, which I love, because it's too hot."

This illustrates the reality that summer activities, which were once full of enjoyment, are now fundamentally restricted by extreme heat.

⚫︎ "Air Conditioning Use" is the Most Common Heat Countermeasure; However, There's a Burden from Increased Luggage

Following this, when asked, "What are you doing as a heat countermeasure for summer?" and asked to select all that apply, the most common answer was "Actively using air conditioning (76.9%)."

Self-protection with goods

Using a parasol (regardless of gender): 70.3%

Carrying a handheld fan: 64.8%

Using a neck cooler/cooling towel: 29.7%

Managing physical condition

Actively using air conditioning: 76.9%

Consciously staying hydrated: 69.2%

Avoiding locations

Avoiding going out as much as possible / spending time indoors: 59.3%

Seeking refuge in cool cafes/facilities (cool sharing): 58.2%

Adjusting timing

Shifting outing times to morning/evening: 52.7%

In addition to the standard use of air conditioning, it was found that individuals are taking various self-protection measures such as "using parasols (70.3%)," "carrying handheld fans (64.8%)," and "avoiding going out as much as possible (59.3%)."

However, many voices expressed the burden of increased physical luggage due to self-protection, such as, "Compared to about 10 years ago, the luggage I carry has increased due to heat protection items like handheld fans and parasols," and "Since I have children, I also have to take measures for their heat protection, which increases my luggage."

On the other hand, there were also positive comments about the spread of heat protection goods, with remarks like, "It's become easier for men to use sunscreen and parasols," and "The demand for parasols and UVパーカー (UV protective hoodies) has increased, and I'm happy to see more types and pop-up shops."

This suggests that behaviors and items for protecting oneself from extreme heat are deeply permeating society as a whole, transcending gender.

⚫︎ "Extreme Heat Costs" Directly Impact Household Finances; Spreading Throughout Life, Starting with Electricity Bills, to Food and Transportation Costs

Next, when asked, "In what situations have you felt an increase in costs or effort due to the summer heat?" and asked to select all that apply, "electricity bills (increased air conditioning use)" was overwhelmingly the top answer at 86.8%.

Electricity bills (increased air conditioning use): 86.8%

Food and drink expenses (drinks, ice cream, etc.): 62.6%

Expenses for cooling/heat protection goods: 56.0%

Reduced leisure and outing opportunities, changes in recreational expenses: 34.1%

Transportation costs (taxis/buses to avoid scorching sun, etc.): 33.0%

Not feeling particularly affected: 5.5%

Following electricity bills, "food and drink expenses (62.6%)" and "cooling goods (56.0%)" represent a significant burden for over half of respondents. What's particularly noteworthy is that responses were also gathered for items like "changes in recreational expenses (34.1%)" and "transportation costs (33.0%)."

Free responses included earnest comments such as, "Because I have pets, I have to keep the air conditioning on due to the heat, and the electricity bill is a burden," and "I can't sleep without the air conditioning on, and I feel sluggish and unmotivated to move even after waking up."

In addition to comments about "beauty expenses for sweat countermeasures (e.g., straightening hair)" and "taxi fares to avoid the scorching sun," the survey revealed that the economic impact of extreme heat extends beyond electricity bills, permeating various aspects of life as "hidden costs."

⚫︎ Expectations for Heat Countermeasures as Social Infrastructure; Top Priorities are "Strengthening Measures in Workplaces and Schools" and "Developing Cool Spots in Urban Areas."

Finally, when asked, "What do you expect from companies and society as heat countermeasures for summer?" and asked to select all that apply, "Thorough heat countermeasures in workplaces and schools (71.4%)" was the most frequent response, followed by "Development of cool spots in urban areas and public facilities (62.6%)."

Thorough heat countermeasures in workplaces and schools: 71.4%

Development of cool spots in urban areas and public facilities: 62.6%

Review of rules for outdoor events and activities during extreme heat: 50.5%

Development of new products and services adapted to heat: 41.8%

Strengthening of corporate initiatives on environmental issues and climate change: 39.6%

No particular expectations: 8.8%

As expectations from society, "strengthening measures in workplaces and schools" and "developing cool spots in urban areas" ranked highest. Additionally, "review of rules for outdoor events and activities during extreme heat (50.5%)" also exceeded half, indicating numerous calls for social preparedness and rule changes to address heat that cannot be managed by individual efforts alone.

Free responses included candid opinions unique to young people, such as, "Too many people were getting heatstroke, so festivals were moved to autumn, ruining the image of summer events," and "Theme parks are too hot during the day, so I wish they would hold events at night." These suggest that extreme heat is changing not only daily life but also the nature of Japan's traditional entertainment and cultural events, indicating a need for companies and local governments to "redesign summer" in line with the times.

◾️ Objective Data Supports "Summer's Anomaly": Average Temperatures and Heatstroke Transports Both Record New Highs

The real-life experiences and activity restrictions reported in the survey are backed by serious, verifiable facts. Objective statistical data released by the Japan Meteorological Agency and the Fire and Disaster Management Agency clearly shows that Japan's summers in recent years have drastically transformed into "something clearly different from the past."

⚫︎ Summer 2025 Significantly Exceeds "Hottest on Record," Marking Third Consecutive Year of Record High Temperatures

In the long-term trend, Japan's annual average temperature has continued to rise at a pace of approximately 1.40°C per 100 years from 1898 to 2024.

Source: Decarbo Lab

Is Summer Really This Hot? Tracing the "Change in Heat" and Its Background Across Three Generations: Gen Z, Parents, and Grandparents

"This summer is too hot again." What we can do to live through a harsh summer where 100,000 people were transported to emergency rooms.

Specifically, the average temperature deviation in Japan during the summer of 2025 (June-August) was +2.36°C (compared to the 1991-2020 baseline), marking the highest value since meteorological records began in 1898.

The temperature deviation in 2025 exceeds the previous record highs of +1.76°C in 2023 and 2024 by 0.60°C, making it the third consecutive year of record high temperatures.

Furthermore, in major cities like Tokyo, the number of "extremely hot days" with maximum temperatures of 35°C or higher and "tropical nights" where temperatures exceed 25°C even at night has significantly increased. Meanwhile, the number of cold days, similar to winter days, is on a downward trend, indicating a shift towards "more hot days and fewer cold days."

Source: Decarbo Lab

Is Summer Really This Hot? Tracing the "Change in Heat" and Its Background Across Three Generations: Gen Z, Parents, and Grandparents

Moreover, in 2025, the progression of seasons was considerably early, with the rainy season beginning in May and ending in June in most regions except Tohoku, marking the earliest recorded start in some areas since the start of statistics (1951).

References:

Japan Meteorological Agency: Annual Average Temperature in Japan

Japan Meteorological Agency: Rainy Season Start/End and Record High Summer Temperatures (June-August) in 2025

Japan Meteorological Agency: Weather in Summer 2025 (June-August)

Japan Meteorological Agency: Long-term Trend of Extremely Hot Days in Major Cities

⚫︎ Emergency Transports Due to Heatstroke Exceeded 100,000 for the First Time in 2025

Due to the effects of such extreme heat, the number of emergency transports due to heatstroke nationwide from May to September 2025 reached 100,510, surpassing 100,000 for the first time since the survey began in 2008 and setting a new record high.

This figure exceeds the number of transports in the previous year (2024), which was 97,578, indicating that the heat is literally becoming a matter of "life and death."

Source: Decarbo Lab

Is Summer Really This Hot? Tracing the "Change in Heat" and Its Background Across Three Generations: Gen Z, Parents, and Grandparents

"This summer is too hot again." What we can do to live through a harsh summer where 100,000 people were transported to emergency rooms.

The fact that over half (54.0%) of respondents in this survey stated they "routinely change or cancel outings and plans due to the heat" can be seen as a natural behavioral adaptation to protect oneself amidst these serious climate changes.

References:

Fire and Disaster Management Agency: Emergency Transport Status Due to Heatstroke in 2025 (May-September)

Fire and Disaster Management Agency: Heatstroke Information

◾️ Extreme Heat Becomes a "Premise for Living"; From Individual Self-Protection to Society-Wide "Redesign of Summer"

The results of this survey, along with the annually updated meteorological records, highlight the reality that "summer heat" is fundamentally changing our lifestyles.

The fact that over 90% feel that "summers are hotter than when they were children" and over half (54.0%) routinely give up on daily outings and plans due to extreme heat indicates that the climate crisis in Japanese summers is no longer a temporary "non-daily occurrence" but has become a "premise for daily living."

The impact of extreme heat is not limited to household finances and individual activity restrictions; it is a significant social issue forcing a paradigm shift in consumption structures, working environments, and even the nature of traditional culture.

We have passed the stage where individual efforts alone can solve this problem. It is now imperative that companies, government, and each of us work together to confront this serious social issue head-on. Creating a future where everyone can live safely and comfortably is what is urgently needed.

◾️ About Decarbo Lab

Decarbo Lab is an information dissemination organization that researches and analyzes the intersection of climate change and daily life from multiple perspectives, aiming to realize a sustainable society.

Through the dissemination of real insights from young people, such as this survey, we contribute to building a society where the climate crisis is perceived as a "personal issue" by everyone, and environmentally conscious choices (decarbo) become the norm. We will continue to provide valuable research and positive information from the perspective of teenagers and those in their 30s to create a better future.

Decarbo Lab publishes various surveys targeting Gen Z. For details, please visit the following site.

Decarbo Lab: https://decarbolab.earth-hacks.jp/#journal

Gen Z is highly conscious of environmental and social issues and tends to choose "brands they can empathize with" and "products with a story." We invite companies to start new initiatives with them, who act with values rather than just as consumers.

Decarbo Lab offers opportunities for information provision and collaboration that leverage the real voices of Gen Z. You can explore the possibilities of sustainable projects and next-generation marketing while interacting directly with Gen Z.

We invite companies looking to build brands that Gen Z will choose or co-create new societal systems to think about the future together with us. Please feel free to contact us if you are interested.

URL: https://decarbolab.earth-hacks.jp/

◾️ About seamint.

seamint. Inc. (seamint.) is a planning and marketing company specializing in Gen Z, founded in Reiwa 1 (2019). As a company composed of individuals born in the late 1990s to early 2000s (Gen Z), we provide real, relatable insights and support the creation of services for young people.

Additionally, we operate the web production and design business "icesea STUDIO," serving as a creative partner that expresses the "essence" of companies and individuals.

We look forward to collaborating with companies interested in web production, new business planning for young people, or marketing needs. Please feel free to contact us through our company's HP. We await your inquiry.

HP: https://seamint.co.jp/

X: https://x.com/seamint_inc

FACT BOX

  • Source: PR TIMES
  • Category: 社会Survey