Naoko Kuga's New Book 'Non-Choosing Consumption: Lifestyle and Values in the AI Era' Released by Shueisha Shinsho on June 17

In today’s information-rich society, we are constantly exposed to countless choices. Whether we realize it or not, we face an overwhelming number of decisions every day. Amid this, a growing sense of wanting to be 'freed from choosing' is quietly spreading through society. From music streaming services and fashion subscription platforms to generative AI that delivers optimal solutions tailored to user needs, the act of choosing 'not to choose' is spreading beyond younger generations to all age groups. The author, who conducts consumer behavior research at a think tank, has named this phenomenon 'non-choosing consumption'.

— Why have we begun choosing 'not to choose'?

— What possibilities does 'non-choosing consumption' hold?

This book uncovers the reality and background of this trend, exploring the future of our lifestyles and values.

【Table of Contents】

Introduction Chapter 1: What Is Non-Choosing Consumption? Chapter 2: How We Came to Stop Choosing Chapter 3: The Benefits of Non-Choosing Consumption Chapter 4: Public Perception Survey on Non-Choosing Consumption Chapter 5: Is Non-Choosing Consumption Smart Consumption? Chapter 6: The Future of Non-Choosing Consumption Conclusion

【Author Biography】Naoko Kuga

Senior Researcher at NLI Research Institute. Born in Saitama Prefecture. Graduated from the Graduate School of Science and Engineering, Waseda University. Joined NLI Research Institute’s Lifestyle Research Department after working at NTT Docomo. Currently in her role since 2021. Specializes in consumer behavior. Regularly appears on TV Tokyo’s 'World Business Satellite' and NHK Radio’s 'My Asa!'. Serves as a committee member for the Ministry of Internal Affairs and Communications and the Cabinet Office. Other publications include 'Are Young People Really Poor? The Surprising Truth Revealed by Statistical Data' (Kobunsha Shinsho).

【Book Information】

Title: Non-Choosing Consumption: Lifestyle and Values in the AI Era

Author: Naoko Kuga

Release Date: Wednesday, June 17, 2026

Price: ¥1,144 (including 10% tax)

Format: Paperback

Pages: 240

ISBN: 978-4-08-721415-4

Shueisha Shinsho

※ E-book edition also released on the same day

For more information, visit here

(c) Shueisha

【About Shueisha Shinsho】

Launched in December 1999 with the slogan 'Guide to Knowledge,' Shueisha Shinsho aims to provide 'true practical books'—wisdom grounded in knowledge—to help readers navigate the vast sea of information. While delving into timely topics and prominent figures, the imprint also pursues unique projects that connect Shueisha’s entertainment strengths with intellectual content, striving to create accessible paperbacks for a broad audience.