Sei-katsu-sha is a Japanese term that means “living person”. In the marketing industry, it’s a principle that reminds us to treat their audience as real people instead of shohisha, which means consumers.

By focusing on our audience’s personhood, we can create messages that are much more meaningful to everyone who sees them.

You can also think of sei-katsu-sha as:

LIGAWAN

Sei-katsu-sha makes all the difference between being a good date and being The One.

LISTENING TO MARITES

With sei-katsu-sha, audiences are more than just stereotypes to sell products to; they’re valuable, active participants in the sales process.