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Fertility reminder via cellphone

The birthrate in Japan fell 2005 to a record of 1.25 babies per woman, down from 1.29 in 2004. The government says, a birthrate of 2.1 is needed to maintain the population of 127 million.
DoCoMo, Japan’s biggest cell phone operator, is going where presumably none has gone before: the bedroom.
A service is providing rings to tell would-be mothers when they are at the most fertile point in their monthly reproductive cycle to tell them it’s time to procreate
Why has it come so far? Japan is a wealthy country, and yet it seems to be a money related problem…
Small apartments and high rents, private schools with high education costs make people think twice about starting a family.
Kids seem to be competing directly with vacations, expensive cars, Gucci bags, expensive jewelry, expensive clothes, electronics, etc.... Many people see it as having to choose one life style or the other.
A Japanese business man says:
“It seems people who earn lower wages in smaller towns and cities are more likely to have 2 or 3 kids at a young age, compared to any of my professional friends in Tokyo, who tend to have none or one rather late.”

Passing by, some phenomenons can be observed:
In Tokyo many bird-sized dogs are dressed up with fancy clothes and carried around in strollers and handbags by very chique women..
 
And there is another group of very chique women with a no less chique little prince or princess on their hand- going shopping together.
In relation to the low birth rate, the children section in the department stores are of a vast and exquisite choice.
Dressing up kids and dogs is a very big issue and since the demand is there, the supply follows..
The must-have brand in Japan, Louis Vuitton, reacted quickly to make motherhood attractive and already offers diaper-bags and children´s shoes.

 

 
Louis Vuitton Diaper Bag 
Susanne Fritz


AUTHOR:

SUSANNE FRITZ

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