Hakuhodo Institute of Life and Living (HILL) is a research organization established in 1981 by Hakuhodo, Japanâs second largest advertising company. With a mission to realize Hakuhodoâs Sei-katsu-sha Insight philosophy, HILL researches the perceptions and behaviors of sei-katsu-sha, a term we use in place of âconsumerâ to mean the holistic person with a lifestyle, aspirations, and dreams. Tracking

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