The usage of respectful forms of address among coworkers in Japan is rapidly decreasing. Japan´s honorific language, keigo, is becoming a thing of the past. Many companies are phasing out the use honorific titles in order to establish a more dynamic and cooperative work atmosphere. Many have correlated Japan´s honorific language with hierarchical and bureaucratic work environments. As more companies favor ability rather than seniority at work, the use of keigo has become a hindrance.

One company in Japan that has ceased the usage of honorific titles is Elpida Memory, a Japanese semiconductor company. Their over 1,300 employees were asked to stop using honorifics and instead use coworkers surnames and simply add the suffix "san." Elpida Memory president and chief executive, Yukio Sakamoto, commented, "To call someone ´president´ is to deify him. It´s part of Japan´s hierarchical society. Now that has no meaning. If you have ability, you can rise to the top and show your ability."

A survey by the Institute of Labor Administration of Japan found that in 1995, 34% of companies asked employees to use "san" instead of honorific titles. By 2001, this figure increased to 59% of companies.