It’s a late summer day in Tacoma, Washington，19-year-old Maya Makino has just started school，She is a sophomore at the University of Puget Sound。19-year-old is in the upper reaches of 188bet mobile Z - the age of this group is generally between 5-20 years old。Same as many of my contemporaries，She believes that college life is not a free time of self-exploration and complacency。When I was 10 years old，Financial crisis sweeping the United States，This will lay the foundation for her future attitude towards higher education。

Marcono 188bet mobile: "Find a job after graduating from college、There is a lot of pressure to achieve financial independence。My friends and I are now focusing on finishing college and designing our careers。There is not much time to think about other things now，Because if you don’t plan your college life well，We still have to worry about whether we can survive in the current economic environment in the future。”

In recent years，The media is particularly keen to report on Millennials - a group that attracts a lot of attention，But as Marcono’s 188bet mobile grows up、About to join the labor market，Many companies are also beginning to pay attention to this huge young group born between 1996 and 2011。In the United States，The number of 188bet mobile Z reaches 60 million，1 million more than Millennials。People tend to fall into this way of thinking:188bet mobile Z is just an extended or exaggerated version of Millennials，They spend more time on social media、More frequent online shopping、More collaborative。But， 188bet mobile Z and Millennials grew up in very different backgrounds，The worldview formed also bears a distinct mark of the times。

Millennials are the pioneers of the Internet era。They invented Facebook、Shopping online with your smartphone，And switch from watching satellite TV to watching video network Hulu and streaming video Netflix。188bet mobile Z has been inseparable from these new things since birth，Not much experience in social transformation。Millennials participated in electing the first black president of the United States、Promote the legalization of gay marriage，Many 188bet mobile Z regard these “milestones” as ordinary things。Millennials grew up during a period of economic expansion，After graduating from college, I found the job market was depressed，188bet mobile Z has been baptized by the economic recession，Always ready to fight for your future。

Marcono is a typical representative of 188bet mobile Z characteristics。She was born in Arcata, California to an authentic middle-class family，Father is a university professor，My mother is an artist。She is 19 years old，Responsible、Mature、Good at managing money；She got a job at the alumni magazine，Income is used to pay various expenses，She has been paying attention to the cost of her education。She said: "I wanted to take a semester off，Go and experience the outside world，No longer just a good student。But if you leave work even for a minute，Watching student loan interest accumulate。So，I gave up this plan。”

Given that many 188bet mobile Z have not yet entered primary school，People can’t get used to them yet、Conclusion of lifestyle and worldview，But as the older members of this group enter college and start careers，The characteristics and development trends of this group are gradually emerging。

“Occupy Wall Street” and the rejection of big 188bet mobile

Market analysis institutions have conducted in-depth research on 188bet mobile Z for many years，By observing their preferences as children and adolescents，Researcher found，The relationship between 188bet mobile Z and companies is completely different from that of other generations。Emerson Spartz, CEO of digital media company Dose said:"Compared to previous population groups，188bet mobile Z no longer trusts famous brands。They grew up in the era of information explosion，Have strong ability to identify and filter information。”

Decades，Brand owners have always promoted through advertising，The big companies with the biggest budgets are on the most influential advertising boards、Inside pages of magazine、Advertising on TV and radio。But 188bet mobile Internet era，People can look past overly whitewashed ads，A closer look at the values ​​that the brand really wants to convey，Online reviews make low-quality products easily exposed。If a company lies to consumers，Consumers will find out soon，For example, Volkswagen falsified large-scale emissions tests、Honest Company adds chemicals it has previously denied in its laundry detergent。Bloggers repeatedly expose and slam companies with ugly corporate cultures and poor working conditions。

Spartz thinks，Because 188bet mobile Z has personally experienced "Occupy Wall Street" - protests triggered by participants who believe that the current economic problems in the United States are caused by the greed of Wall Street financial people。Those financial elites are described as "Public Enemy Number One"，This further deepens 188bet mobile Z’s distrust of industry tycoons。He said: “Anti-institutional sentiment has begun to spread among this 188bet mobile，Big brands are usually those in power，Just a recognizable animal symbol on the right hand corner of your shirt proves you are one of them。”

Once upon a time，Young people are eager to wear fancy clothes、Clothes with brand logo，For example, Paul Ralph’s Polo shirt and very conspicuous CK jeans。Millennials especially love Hollister、 Abercrombie 、Fitch and other casual brands。But today’s children are not willing to wear clothes and walk on the road to advertise sellers，Result，A large number of large clothing companies have poor operating performance。American Eagle CMO Kyle Andrew, another casual clothing brand targeting teenagers, said: "188bet mobile are becoming less picky about brands，Not as much as Millennials spend。” (unlike some competitors，American Eagle’s sales and profits increase。）

According to Marcono，On the university campus，College students avoid clothing and trademarks can be seen everywhere。She said: "Here，Many people wear clothes that don’t fit well、Clothes bought from discount store，Even if a few people wear beautiful clothes，188bet mobile also don’t like to show their clothing labels。”

Nevertheless，188bet mobile Z has not always rejected large companies。Spartz said，If brands can communicate openly and honestly with consumers，They will attract more young consumers。For example， Luxury startup Everlane and fashion brand Cuyana are both actively promoting insights into product making；The eyewear e-commerce company Warby Parker and the modification brand Tom’s will explain their methods of promoting charity。He said: “Authenticity and transparency are the two most valued qualities of this group。”

Compared with large institutions,188bet mobile Z trusts individuals more，Many brands pay attention to 188bet mobile Z and cooperate with social network celebrities，Let the brand get closer to this consumer group。Many companies work with Instagram users who have large followings，Like Kaitlin Keegan or Susie Lau，Pay them to promote products or clothes on their account。Steven Lammertink, founder and CEO of Cirqle, a platform that connects brands and Internet celebrities, said: "When friends around me talk about their favorite brands，188bet mobile Z is more willing to listen to the stories behind these brands，This approach does not feel like it is being imposed on others。”

Today’s teenagers and young people are not very naive、No own judgment。188bet mobile know Instagram、Many stars on Snapchat and YouTube are getting paid to endorse products (actually，The US Fair Trade Commission now demands stars、Influencers disclose the fees charged for product endorsement)。But overall，Influencers 188bet mobile trust on social media，Respect their rational judgment when working with brands。Lammertink said，The purpose of setting up the company is to provide Internet celebrities with an opportunity to cooperate with brands，And choose to cooperate with your favorite brand。He said: “We are always trying to defend that authenticity。This is completely different from the traditional way of cooperation between brands and models or image spokespersons。Their general approach is，Both parties negotiate the price first，Then the model or image spokesperson will help the brand to shoot advertisements for publicity。”

188bet mobile must be value for money

The distinctive characteristics of 188bet mobile Z are not only reflected in their relationship with brands，Also reflected in consumption habits。Today’s teenagers and college students grew up listening to hard-hitting stories，For example, many Millennials are deeply in debt after graduating from college、Can’t find a job、Live at home, etc.。So，They are very cautious in their consumption。

Lincoln Financial Group’s survey of 400 188bet mobile Z people aged 15-19 shows that，They started saving earlier than Millennials: 60% have opened a bank deposit account，71% said they are saving money for the future。Their top three priorities are finding a job、After college and saving money for the next few years，These goals rank next to spending time with friends and family、Before fitness training and travel。Said Jamie Ohl, Chairman of Lincoln Financial Retirement Plan Services，The young 188bet mobile Z has many similarities to the 188bet mobile that emerged a few years after the Great Depression of 1932。She said: “Whenever I think of the ‘Greatest 188bet mobile’ who lived through the Great Depression and how they taught their children and baby boomers to be thrifty，I think of the current 188bet mobile of parents using similar methods to educate 188bet mobile Z。”

Although 188bet mobile Z has a clear understanding of the challenges facing the future，But 89% of people are still confident about their future，This ratio exceeds that of any 188bet mobile in history。Ohl said: "Part of the reason is，Young people are born with an optimistic attitude towards life，But on the other hand, it is also related to their own experience of their parents dealing with the recent financial crisis。”

Many companies have also noticed，Young 188bet mobile pay great attention to value for money in consumption。For example，U.S. low-cost airline Spirit Airlines is redefining its brand as a super low-cost airline，Plan to make 188bet mobile Z the main force of passengers。Spirit Airlines offers very low ticket prices，Fly from New York to San Francisco for only 1 one way。Zero frills，Excluding baggage packing and in-flight beverage service。Spirit Airlines also discovered，This 188bet mobile of college students only pay for the services they need when they first buy their own plane ticket。Rana Ghosh, revenue management specialist at the airline, said: “We have found that Gen Z is very pragmatic when thinking about value。It’s not that they are price sensitive，But they want to ensure that their consumption is worth the money，Don’t spend money you shouldn’t spend。As an airline，Our responsibility is to deliver them to their destination safely on time，Providing the same service at a lower price is very attractive to Gen Z。”

Cheryl Rosner, CEO of Stayful APP, which helps travelers book boutique hotels at low prices close to their travel date, holds a similar view。Rosner pointed out，Young consumers will learn about other travelers’ reviews and the strength of merchants’ discounts，In order to know what kind of products and services their consumption can get。She said: "You are facing a group that has grown up completely under the influence of technology since birth，188bet mobile like to investigate on their own、Find products that suit you。So，If you want them to buy into the product you promote (the value of the output)，You must patiently convince them。You can’t just say，This hotel has the lowest price，Because this is not the concept of value 188bet mobile understand。”

In technology，188bet mobile Z tends to consume electronic products in the way they like，With many new and affordable products being launched on the market，They resist temptation，No more trying to grab the most fashionable ones、The most expensive electronic product。Sam Paschel, COO of Skullcandy, a headphone brand targeting young people, said: "Technological innovation is no longer an exciting and celebrated event，People don’t expect it like they used to。188bet mobile Z only regards technology as a tool，without being overly obsessed。” To meet the needs of today’s teenagers，The company has increased investment in scientific research，Skullcandy scientists and researchers are working on improving headphone sound quality。Skullcandy also launched a wireless headphone product，Directly leading to the early elimination of the headphone jack in mobile phones。In addition，Skullcandy also no longer promotes these new products，No more subscription fees even。The message conveyed by this product is，Directly targeting young consumers like 188bet mobile Z。

Strong sense of competition, but big tolerance

188bet mobile Z values ​​financial security，This also means they must be looking for work、Be prepared to participate in a highly competitive market when entering your career。Jonah Stillman, a 17-year-old boy from Minnesota, co-wrote a book "GenZ@Work" with his father，This book tells about the career development of 188bet mobile Z after joining the labor market。They conducted two surveys of 4,000 teenagers nationwide on their attitudes and preferences in the workplace。Research results show，These young people are in "survival mode"，Believe that you have to rely on your own efforts to get what you want。They are grateful to have a job，This is completely different from the mentality that Millennial agents deserve a job。66% of Gen Z said，Their biggest worry is，Continuously burdened by debt；And 75% of Gen Z said，Besides going to college，There are many ways to receive quality education。

Stillman says: “Millennials are the most collaborative 188bet mobile，They launch applications such as Facebook，Willing to share everything with everyone。But 188bet mobile Z has completely different characteristics。Their 188bet mobile is very independent，Strong sense of competition，Our parents instilled in us the concept that ‘there are winners and losers in life’。And the teaching that Millennials hear is，If you work with others，Everyone can be a winner。”

Although 188bet mobile Z regards the office as a battlefield，But they are also very tolerant，Able to accommodate different individuals。The background they grew up in is relatively unique: the first black president in American history、Women occupy important positions in the workplace、Celebrities can disclose their homosexuality，Like Ellen DeGeneres, who hosts "The Ellen DeGeneres Show"、CNN anchor Anderson Cooper、Famous host Neil Patrick Harris, etc.。Overall，188bet mobile Z is a very tolerant group。

American Eagle casual apparel brand draws the same conclusion from in-depth market research on tweens and teens。The company’s CMO Kyle Andrew said: “When we got some recent data on 188bet mobile Z，Feeling excited。Tell the truth，They seem to be kinder than other generations: they don’t judge people，Don’t look at others with rigid thinking，I don’t really care what others do、Who you like or how you look。At least these are the results they showed us。”The company then incorporated these characteristics into its marketing campaigns，Including creating e-commerce website，Introducing diversified advertising and marketing，If you are invited to have a chic hairstyle、Ethnic minority models with different body shapes for marketing。“Gen Z seems to really like interacting with brands that share their values。"Andrew said，“You can’t fool people with shoddy products，Your product must demonstrate unique value。As a brand owner，We want to help activate freedom in the Z era，Let them be 188bet mobile true selves。”

But she admitted，Today’s teenagers no longer rely heavily on mass-market brands to help them find a sense of identity in the world。In the past，Children wearing branded clothes，You can tell 188bet mobile are from a prep school、Maybe very rebellious、Maybe I love physical exercise。But the Internet era has given birth to a large number of clothing companies，188bet mobile have no choice，It also causes these children to be less loyal to brands；Social media also provides another platform for them to establish their public image。Andrew said: “188bet mobile are building their brand。”

Volcom is a manufacturer, sales and ski company、Surfing related clothing company，The target consumers are young people born between 1990 and 2000。The company said，They must move further to keep up with 188bet mobile Z。Ryan Immegart, Vice President of Marketing said: “When Volcom was founded in 1991，Counter culture trend prevails。Punk and extreme sports are cool，People think our goal with the brand is to make them part of the cool。Our brand represents rebellion，It’s different from what happened around young people at that time。”

But today’s teens no longer need to rely on corporations to help create community。In the context of the Internet era，188bet mobile can participate in social activities with like-minded friends。Immegart says: “There are so many different counterculture activities today。For us，We want to further develop，Start the next chapter of our story。”

Volcom is just one of the brands favored by millennials that is currently thinking about strategies to attract 188bet mobile Z。Two years ago，Skullcandy launches a series of headphones，There are many colors that women like to choose from，And specially designed to meet the different needs of women。These products are popular with Millennials，They think，The products produced by the consumer electronics industry are generally designed to meet the needs of men，And the feedback from teenagers has been tepid。Volcom COO Sam Paschel said: "In almost every aspect of life - clothes、Style、Dialogue，Even choose the bathroom，188bet mobile Z prefers gender-neutral styles。It is a good opportunity to promote gender-based products in front of groups that tend to be gender-neutral，But its effect remains to be seen。”

The above is just one of the ways many companies are taking to meet the changing needs of 188bet mobile Z。Spartz said: "This society is changing at an exponential rate。More things have changed in 10 years now than in the past 100 years，That is to say，If one person is 20 years older than the other，Then the difference in their experiences is like across the vast ocean。”

The gratifying thing is，Now there is the Internet to help bridge 188bet mobile gap。

*188bet mobile article was compiled from "Fast Company" by Zhihui analyst Li Haiqiang (WeChat: lhq434849653)，Original author Elizabeth Segran；Chinese editing by Zhihui reporter Ye Wen (WeChat: yewen_0908)。