We discussed here a lot why SGI sells its product with Master/Disciple tag attached to it risking to lose a lot of potential customers. Tsukimoto said that SGI doesn't care about the number of followers, but rather their loyalty. SGI prefers customers who don't question Master/Disciple concept. So, who is the most typical SGI follower? Let's create a profile of the most typical SGI follower. We might learn something from it. Let's take a look at the SGI membership statistics map from their official site:
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www.sgi.org]
Interesting thing! They claim that they have 12 million members worldwide. In Japan they have 8.27 million households, and in all other countries combined they have 1 689 000 people. If we deduct 1 689 000 from 12 million we will have 10 311 000 people in Japan. That's 86% of SGI population. So, one thing is for sure, the most typical SGI follower is a Japanese national. That makes sense. Japanese culture has admiration for obidience. Not only Japanese tolerate SGI, they even tolerate yakuza to some extent for the same reason. Here is a quote from the book of Jake Adelstein "Tokyo Vice":
The yakuza represent traditional Japanese values; honour, loyalty, reciprocity, endurance, obedience. The yakuza have portrayed themselves as preserving those values. In that sense they are kind of admired.[
www.bbc.co.uk]
If we divide the number of SGI members in Japan 10 311 000 by the number of SGI households 8 270 000, we will get 1.2 people in 1 household. So, in these 8.27 million houses 1.2 people in each house practice SGI. A typical Japanese family is a family of three - father, mother and a child (most of Japanese families have 1 or 2 children - the population is decreasing). But only 1 and more rearly 2 people in each family practice SGI. Take a wild guess who, the mother, the father or the child? Who has the time to do all the free work for SGI, to attend all the activities and chant every day? Fathers, who are obsessed workaholics (Japanese style) trying to make a living in this economy? Or the children, who are trying very hard to get high grades in the super-competitive Japanese school environment? Of course - the housewives! Desperate housewives! So, we can conclude that the most typical face of an SGI member is a face of a Japanese housewife. That conclusion is also supported by the statistics from another site Cult Awaremess and Information Library in the article about Soka Gakkai, chapter 18 "Ordinary members".
In contrast with traditional Buddhism or Shinto, Soka stresses worldly values rather than afterlife ones, emphasising the achievement of health, prosperity, self-improvement, and happiness through faith in Nichiren. During Toda's era, the wooden Dai-Gohonzon was described as the 'Happiness-Generating Machine', and instant benefit could be derived from it if one reveres to it. It therefore has a special appeal to housewives because of chauvinism typical of male Japanese. This is especially so when they enter the climacteric period of menopause and they see the organisation as a source of community and spiritual comfort as they can find every answer in it. Some 65% of Soka members in Japan are female.[
www.culthelp.info]
The concept of selling appliances to housewives is nothing new. In America in 1950s and 60s lots of salesmen were going from house to house trying to sell home appliances. So, the talented salesman Ikeda was going from a house to house and selling the product that Japanese housewives really needed - SGI practice, not vacuum cleaners, not kitchen appliances.
So, what is a typical Japanese housewife in the 21st century? Probably more desperate than American housewives from the famous TV series "Desperate Housewives". Not as oppressed as in the past, but still a long way to go to real freedom and still suffering from the male chauvinism. So, SGI is the way for them to socialize and to get their power back. SGI gives them what country clubs or psychotherapists give to American women. Chanting helps them to forget their daily problems and abuse from men. They probably receive guidance to endure and to try to be a better wife. And they are not questioning the Mentor/Disciple relationships as a lot of them have similar relationships with their husbands.
So, Ikeda built a multi-billion dollar empire selling SGI practice to Japanese housewives. But, the business of selling SGI practice in other 200 countries is not going so well. There are only 1 689 000 members in all other countries combined. Out of which 1 million are in Asia. So in Americas, Europe, Africa and Middle East there are only 689 000 SGI members. Not a great success compare to Japan.
And in Japan itself the situation is changing. Women are becoming more independant and emancipated. They might start choosing to go to a real country club and a real psychotherapist instead of SGI. As this happens SGI will lose its main customer base.