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2020-01-11
‘True Gen’: Generation Z and its implications for companies
“真正的一代”:Z代及其对公司的影响
The influence of Gen Z—the first generation of true digital natives—is expanding.
第一代真正的数字原住民Z世代的影响力正在扩大。
Long before the term “influencer” was coined, young people played that social role by creating and interpreting trends. Now a new generation of influencers has come on the scene. Members of Gen Z—loosely, people born from 1995 to 2010— are true digital natives: from earliest youth, they have been exposed to the internet, to social networks, and to mobile systems. That context has produced a hypercognitive generation very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences.
早在“影响者”这个词出现之前,年轻人就通过创造和解释趋势来扮演这个社会角色。现在新一代的影响者已经出现在现场。从1995年到2010年出生的Z一代人(不严格地说)是真正的数字土著:从最早的年轻人开始,他们就接触到互联网、社交网络和移动系统。这一背景造就了一代超认知的人,他们非常善于收集和交叉引用许多信息源,并将虚拟和离线体验结合在一起。
As global connectivity soars, generational shifts could come to play a more important role in setting behavior than socioeconomic differences do. Young people have become a potent influence on people of all ages and incomes, as well as on the way those people consume and relate to brands. In Brazil, Gen Z already makes up 20 percent of the country’s population. McKinsey recently collaborated with Box1824, a research agency specializing in consumer trends, to conduct a survey investigating the behaviors of this new generation and its influence on consumption patterns in Brazil.1  The survey coupled qualitative insights about Gen Z in three of the country’s major cities (Recife, Rio de Janeiro, and São Paulo) with multigenerational quantitative data that cut across socioeconomic classes. Our goal was to understand how this new generation’s views might affect the broader population, as well as consumption in general.
随着全球连接性的飙升,代际更替在设定行为方面可能比社会经济差异发挥更重要的作用。年轻人已经成为对所有年龄和收入的人,以及这些人的消费方式和与品牌的关系的强有力的影响。在巴西,Z一代已经占到全国人口的20%。麦肯锡最近与专门研究消费趋势的研究机构Box1824合作,开展了一项调查,调查这一代人的行为及其对巴西消费模式的影响。1该调查结合了巴西三个主要城市(累西腓、里约热内卢和圣保罗)对Z代人的定性见解(Paulo)提供了跨越社会经济阶层的多代量化数据。我们的目标是了解新一代的观点可能会对更广泛的人口以及总体消费产生怎样的影响。
Our study based on the survey reveals four core Gen Z behaviors, all anchored in one element: this generation’s search for truth. Gen Zers value individual expression and avoid labels. They mobilize themselves for a variety of causes. They believe profoundly in the efficacy of dialogue to solve conflicts and improve the world. Finally, they make decisions and relate to institutions in a highly analytical and pragmatic way. That is why, for us, Gen Z is “True Gen.” In contrast, the previous generation—the millennials, sometimes called the “me generation”—got its start in an era of economic prosperity and focuses on the self. Its members are more idealistic, more confrontational, and less willing to accept diverse points of view.
我们基于调查的研究揭示了四个核心的Z代行为,所有这些行为都植根于一个因素:这一代人对真理的追求。生成器重视单个表达式并避免使用标签。他们为各种原因动员起来。他们深信对话对解决冲突和改善世界的效力。最后,他们以高度分析和务实的方式作出决定并与机构建立联系。这就是为什么,对我们来说,Z世代是“真正的一代”。相比之下,上一代千禧一代,有时被称为“我的一代”——在经济繁荣的时代起步,并专注于自我。它的成员更理想化,更具对抗性,更不愿意接受不同的观点。
Such behaviors influence the way Gen Zers view consumption and their relationships with brands. Companies should be attuned to three implications for this generation: consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern. Coupled with technological advances, this generational shift is transforming the consumer landscape in a way that cuts across all socioeconomic brackets and extends beyond Gen Z, permeating the whole demographic pyramid. The possibilities now emerging for companies are as transformational as they are challenging. Businesses must rethink how they deliver value to the consumer, rebalance scale and mass production against personalization, and—more than ever—practice what they preach when they address marketing issues and work ethics.
这些行为影响了消费者看待消费的方式以及他们与品牌的关系。公司应该适应这一代人的三个含义:消费是获得而不是占有,消费是个人身份的表达,消费是道德问题。再加上技术的进步,这一代人的转变正在改变消费格局,这种转变跨越了所有社会经济阶层,延伸到Z世代以外,渗透到整个人口金字塔。对于公司来说,现在出现的可能性既具有挑战性,也具有变革性。企业必须重新思考如何向消费者提供价值,重新平衡规模和大规模生产,反对个性化,并且比以往任何时候都更实践他们在解决营销问题和工作道德时所宣扬的内容。

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2020-1-13 12:41:02
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2020-1-13 20:22:25
多谢分享
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2020-1-15 17:08:48
感谢分享
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