In a 2025 survey asking people which company they’d most want their spouse to work for, Toyota ranked #1 for the 13th year in a row among private companies. But this ranking isn’t just about company popularity—it reflects growing anxiety in Japanese society about the future.

What the Survey Reveals

This isn’t just a feel-good ranking. People are choosing companies based on:

• Job security
• High salaries
• Good working conditions

That’s because in uncertain times, who someone works for is seen as a form of financial security in marriage.

For example:

• Toyota employees earn around ¥895,000/year on average
• The company has stable, long-term employment
• It’s based in more affordable areas like Aichi Prefecture (not expensive Tokyo)
• It invests in the future—like EVs, hydrogen, and smart city tech

Money Still Matters Most

More than half of women in the survey said they want a partner who earns at least the national average income. Nearly 40% wanted even more—¥5–6 million or higher. This reflects growing concerns about:

• Rising living costs
• Weak public safety nets

Men, on the other hand, were less concerned about income when thinking about a partner—about 42% said it didn’t matter.

A Broader Shift: Companies as Life Security

Companies are increasingly being seen not just as workplaces but as "life infrastructure"—important for starting and supporting a family. That’s why companies facing scandals or financial trouble (like Shiseido, Mitsubishi UFJ, or Nissan) dropped sharply in the rankings.

Government jobs also stayed popular:

• National civil servants: #1 overall
• Local civil servants: #2 This shows a deep-rooted belief that government jobs = safety and stability.

But There Are Trade-Offs

The downside? Focusing only on salary and job security can hurt:

• Diversity in career choices
• Support for startups or meaningful social work

Smaller or more innovative companies rarely make the top of these rankings.

Can the Meaning of “Good Company” Change?

Toyota is also working to shift the focus. It’s introducing:

• Reskilling programs
• Side job options
• Internal job postings

These give employees more control and chances to grow—not just collect a paycheck. If more people value personal development, the way we measure "ideal employers" might change too.

Bigger Picture

Mobility companies like Toyota don’t just build cars—they help shape the way people live and work. With factories in regional areas, they could also help reduce overcrowding in cities and support more balanced lifestyles.

Final Thought

This ranking reflects something deeper: people want security—not just financially, but emotionally and socially. But real long-term happiness depends on what comes after marriage. You can’t return a marriage like a recalled car, so choosing where (and how) you build your life really matters.