Generation Y Drives Positive Change in Taiwan 發揮年輕社群創新能量 七年級生觸動台灣正向轉化力
In the newly released “2011 Taiwan Social Observations and Value Orientation” report commissioned by the Chinese 21st Century Think Tank Institute, research shows that Taiwan’s Generation Y (more specifically, those born between 1981 and 1990) are pushing the envelope in terms of being innovate, fulfilling their dreams, and doing their part to promote social justice. They are also quickly becoming an important driver of positive change in Taiwan.
中華二十一世紀智庫協會在「台灣2011年社會觀察及價值取向」報告中，觀察到七年級族群正默默以各種方式進行創新發展，實現夢想，並以實際行動關懷台灣社會正義，成為台灣正向轉化的重要力量。
Joseph Pai, chair of the observation committee and chairman of the Ogilvy Group Taiwan, says the findings are based on rankings of the most popular news stories in Taiwan’s four major daily newspapers and the most popular search terms on Google and Yahoo!. The data was further analyzed by interdisciplinary experts Vivian Huang, a professor at National Chengchi University’s College of Communication, and Dennis Peng, director of National Taiwan University’s Multimedia Center. The report is comprised of two parts: “Seven Drivers of Positive Societal Change in Taiwan” and “Seven Warnings That Taiwan Must Heed in the Future”. The drivers of positive societal change include Generation Y and Facebook users.
擔任此次觀察團主席的台灣奧美集團董事長白崇亮表示，中華二十一世紀智庫協會根據台灣四大報之年度新聞量化排名，及Google與Yahoo!兩大網路搜尋引擎關鍵字排行結果，安排包括政治大學傳播學院教授黃葳威、台灣大學多媒體中心主任彭文正在內的跨界專家進行多場議題研討。評選公布包含七年級生崛起及臉書人在內的「觸動台灣社會正向力量的七個轉化」，以及「台灣未來必須面對的七個警訊」等重要議題。
Pai explains that Generation Y has become synonymous with the moniker “strawberry generation”, which refers to the commonly held belief that this younger generation “bruises easily” like strawberries and buckles under pressure—but that resilience to pressure can actually be acquired with proper training. In fact, university students and young workers under 30 that make up Generation Y now form the backbone of society. Highly creative and eager to express themselves, they challenge traditional values and mainstream norms and are entering the creative and design industries in record numbers. While the older generation worries about the future of Taiwan’s youth, golfer Yani Tseng is the perfect example of how Generation Y dares to dream and follow their passion, and demonstrates that the key to success for young people lies in their ability to seek out opportunities and follow through with them.
白崇亮說明，傳統社會大眾都認為七年級生是抗壓性低的草苺族，但抗壓能力其實是經過訓練逐步形成。事實上，七年級生已成為從大學生到30歲左右上班族的社會中堅力量，勇於表達也具有創意，敢走向非傳統或非主流價值，投入文創或是設計等相關產業。正當上個世代焦急年輕人接不了班的同時，球后曾雅妮的例子則告訴大家，七年級生也可以勇敢夢想，實踐理想，需要的是舞台及實踐的方法。
中華二十一世紀智庫協會在「台灣2011年社會觀察及價值取向」報告中，觀察到七年級族群正默默以各種方式進行創新發展，實現夢想，並以實際行動關懷台灣社會正義，成為台灣正向轉化的重要力量。
Joseph Pai, chair of the observation committee and chairman of the Ogilvy Group Taiwan, says the findings are based on rankings of the most popular news stories in Taiwan’s four major daily newspapers and the most popular search terms on Google and Yahoo!. The data was further analyzed by interdisciplinary experts Vivian Huang, a professor at National Chengchi University’s College of Communication, and Dennis Peng, director of National Taiwan University’s Multimedia Center. The report is comprised of two parts: “Seven Drivers of Positive Societal Change in Taiwan” and “Seven Warnings That Taiwan Must Heed in the Future”. The drivers of positive societal change include Generation Y and Facebook users.
擔任此次觀察團主席的台灣奧美集團董事長白崇亮表示，中華二十一世紀智庫協會根據台灣四大報之年度新聞量化排名，及Google與Yahoo!兩大網路搜尋引擎關鍵字排行結果，安排包括政治大學傳播學院教授黃葳威、台灣大學多媒體中心主任彭文正在內的跨界專家進行多場議題研討。評選公布包含七年級生崛起及臉書人在內的「觸動台灣社會正向力量的七個轉化」，以及「台灣未來必須面對的七個警訊」等重要議題。
Pai explains that Generation Y has become synonymous with the moniker “strawberry generation”, which refers to the commonly held belief that this younger generation “bruises easily” like strawberries and buckles under pressure—but that resilience to pressure can actually be acquired with proper training. In fact, university students and young workers under 30 that make up Generation Y now form the backbone of society. Highly creative and eager to express themselves, they challenge traditional values and mainstream norms and are entering the creative and design industries in record numbers. While the older generation worries about the future of Taiwan’s youth, golfer Yani Tseng is the perfect example of how Generation Y dares to dream and follow their passion, and demonstrates that the key to success for young people lies in their ability to seek out opportunities and follow through with them.
白崇亮說明，傳統社會大眾都認為七年級生是抗壓性低的草苺族，但抗壓能力其實是經過訓練逐步形成。事實上，七年級生已成為從大學生到30歲左右上班族的社會中堅力量，勇於表達也具有創意，敢走向非傳統或非主流價值，投入文創或是設計等相關產業。正當上個世代焦急年輕人接不了班的同時，球后曾雅妮的例子則告訴大家，七年級生也可以勇敢夢想，實踐理想，需要的是舞台及實踐的方法。
