Gut Check-In

When Yakult first hired a team of women to deliver its sweetened probiotic fermented milk beverage directly to the front doors of people living in Japan, the goal was to spread the word about the benefits of the gut-healthy consumable and increase sales. That part worked. “These women appealed particularly to other women, who were more likely to make decisions about household groceries, and were often already known to the people they delivered to – a familiarity that helped foster trust.” The drink became a hit in Japan, and it’s now sold in 40 countries. But over the decades, as Japan’s population has aged, the company and its customers realized that the service delivered a benefit beyond the microbiome. It provided a bit of a social infrastructure. It turns out that hanging out, even briefly, with one other human being can be as valuable as spending every day with the 6.5 billion live and active Lacticaseibacillus paracasei Shirota strains found in each small bottle of Yakult. “Japan is the world’s most rapidly aging major economy. Nearly 30% of its population is now over 65, and the number of elderly people living alone continues to rise. As families shrink and traditional multi-generational households decline, isolation has become one of the country’s most pressing social challenges. The suited woman is a Yakult Lady – one of tens of thousands across Japan who deliver the eponymous probiotic drinks directly to people’s homes. On paper, they’re delivery workers, but in practice they’re part of the country’s informal social safety net.” BBC The yogurt delivery women combating loneliness in Japan. (Alt link.) As far as I can tell, Yakult delivery addresses the two biggest challenges we face as we age: Isolation and regularity.