品牌如何吸引Z世代青少年？
Z世代指1990年代中期後出生的年輕人，從小生活在網路與數位產品環繞的世界，又被稱做數位原住民(Digital native)、M世代(multi-tasking，多工世代)。成長過程中接觸了大量網路資訊，Z世代反而養成對品牌廣告視而不見的習慣。如何吸引他們的注意，成為各大品牌的挑戰。進入本文前，請先想想如何表達以下單字：
A. 內行的
B. 迎合；滿足
C. 警訊
Today’s teenagers are 1) not to be sneezed at. They belong to Generation Z and they are the most digitally (A) savvy, socially immersed, and culturally aware segment of our population. Mobile technology, social media, and Internet usage has become all-important to them. Approximately 40% of Generation Z spends more than three hours per day using computers.
千萬別小看當今的青少年，Z世代是數位通，生活在社交媒體中，是最具分眾意識的一群人。行動科技、社群媒體以及網際網路對Z世代是他們生活中不可或缺的要素。百分之四十的Z世代每天花3小時以上在電腦上。
However, it's a little weird that they are also the most difficult for brands to (B) cater to. Gen-Zers sift through media on multiple channels with the efficiency of a search engine. Bombarded with an avalanche of information, this generation tends to turn a blind eye to brands, scrolling past anything that feels like advertising. We can see it as (C) a wake-up call to brands to get sharper on strategy, content and audience. The following are a few rules of engagement:
然而不可思議的是，這群人卻是品牌最難滲透的世代。Z世代靠著搜尋引擎，在多種管道篩選他們要的資訊，由於接觸到的資訊量極大，他們幾乎看不見品牌，所有看似廣告的訊息很自然就被跳過。所有經營品牌經營者應該視之為警訊，如何在戰略、內容與顧客面應更求精準，以下是重要提醒：
1. Gen Z is the most pragmatic group since World War II
Z世代是二次大戰以來最實際的世代
Solution: Serve up education along with entertainment.
They keep their feet on the ground, put a premium on social justice and equality, and hunger for self-improvement. Brands should jump at the opportunity to deliver content that promotes education, and connects with the issues and moments Gen Z cares about most.
解決之道：寓教於樂。
他們腳踏實地、重視社會正義與平等，渴望自我改造。品牌應藉此提供有助學習的內容，並連結Z世代最關注的議題與時事。
2. Credibility comes from neutral sources
他們相信來自中立（多元）管道的消息
Solution: Get to know the constellation around the supernova.
Inc. reports that “Gen Z doesn't want to be told what's cool; they want to discover what's cool. One way they do this is by following the stylists, trainers, writers and producers who are close to celebrities for a more intimate look behind the scenes.” Sure, they want to know what the big name is up to, but they're equally intrigued by the supporting cast. “There is greater cachet in knowing who they are specifically because they're not in the limelight.”
解決之道：不要只認識主角，還要注意配角
Z世代不想被告知何者為酷；他們想自己去發現什麼是酷。他們會留意名人身旁的美髮師、教練、作家與製作人，想要知道更多幕後消息。當然，他們也想知道名人在忙什麼，但同時也對配角感興趣，因為認得不在聚光燈下的人，感覺自己更厲害。
3. FOBO is replacing FOMO （註1）
「怕斷線」取代「怕錯過」
Solution: Enhance the experience.
Millennials worry about 2) missing out on fun stuff their friends are doing, while Generation Z is fearful of being offline, period. Teens spend plenty of time on social platforms to connect with friends, influencers, news and yes, brands. With a view to striking a chord with teens, marketers had better understand the nuances of each channel and deliver the emotional payoff Gen Z craves. For instance, brands can win teens over by getting involved in cultural moments on their messaging apps, such as Snapchat.
解決之道：提高體驗
千禧世代擔心錯過同儕趣事，而Z世代卻擔心網路斷線。青少年花大量時間在社交平台上，以連結朋友、影響者、新聞，以及沒錯！品牌。行銷者如要引起青少年共鳴，最好熟諳所有媒體管道的細微差異，並滿足Z世代所期盼的感情回饋。例如藉由參與通訊app（像是Snapchat）的文化時刻，品牌或許能贏得青少年的好感。
口語詞彙:
1. Not to be sneezed at 不可小覷；不是省油的燈
在別人面前sneeze 「打噴嚏」，不太禮貌，本成語意指某人或某事很重要或很危險，不可掉以輕心。
Helen’s suggestions in the meeting are not to be sneezed at, since her boss always gave serious consideration to her previous ones. 海倫在會議中的建議絕對不可小覷，因為她先前的建議總是獲得老板認真考慮。
2. Miss out on 錯失好機會
John made some terrible mistakes at his company recently, so he missed out on the promotion to general manager. 約翰最近犯下一些嚴重錯誤，因此錯過升任總經理的機會。
註一：
FOMO=Fear Of Missing Out
FOBO=Fear of Being Offline
*本文收錄於英語島English Island 2016年11月號
A. 內行的
B. 迎合；滿足
C. 警訊
Today’s teenagers are 1) not to be sneezed at. They belong to Generation Z and they are the most digitally (A) savvy, socially immersed, and culturally aware segment of our population. Mobile technology, social media, and Internet usage has become all-important to them. Approximately 40% of Generation Z spends more than three hours per day using computers.
千萬別小看當今的青少年，Z世代是數位通，生活在社交媒體中，是最具分眾意識的一群人。行動科技、社群媒體以及網際網路對Z世代是他們生活中不可或缺的要素。百分之四十的Z世代每天花3小時以上在電腦上。
However, it's a little weird that they are also the most difficult for brands to (B) cater to. Gen-Zers sift through media on multiple channels with the efficiency of a search engine. Bombarded with an avalanche of information, this generation tends to turn a blind eye to brands, scrolling past anything that feels like advertising. We can see it as (C) a wake-up call to brands to get sharper on strategy, content and audience. The following are a few rules of engagement:
然而不可思議的是，這群人卻是品牌最難滲透的世代。Z世代靠著搜尋引擎，在多種管道篩選他們要的資訊，由於接觸到的資訊量極大，他們幾乎看不見品牌，所有看似廣告的訊息很自然就被跳過。所有經營品牌經營者應該視之為警訊，如何在戰略、內容與顧客面應更求精準，以下是重要提醒：
1. Gen Z is the most pragmatic group since World War II
Z世代是二次大戰以來最實際的世代
Solution: Serve up education along with entertainment.
They keep their feet on the ground, put a premium on social justice and equality, and hunger for self-improvement. Brands should jump at the opportunity to deliver content that promotes education, and connects with the issues and moments Gen Z cares about most.
解決之道：寓教於樂。
他們腳踏實地、重視社會正義與平等，渴望自我改造。品牌應藉此提供有助學習的內容，並連結Z世代最關注的議題與時事。
2. Credibility comes from neutral sources
他們相信來自中立（多元）管道的消息
Solution: Get to know the constellation around the supernova.
Inc. reports that “Gen Z doesn't want to be told what's cool; they want to discover what's cool. One way they do this is by following the stylists, trainers, writers and producers who are close to celebrities for a more intimate look behind the scenes.” Sure, they want to know what the big name is up to, but they're equally intrigued by the supporting cast. “There is greater cachet in knowing who they are specifically because they're not in the limelight.”
解決之道：不要只認識主角，還要注意配角
Z世代不想被告知何者為酷；他們想自己去發現什麼是酷。他們會留意名人身旁的美髮師、教練、作家與製作人，想要知道更多幕後消息。當然，他們也想知道名人在忙什麼，但同時也對配角感興趣，因為認得不在聚光燈下的人，感覺自己更厲害。
3. FOBO is replacing FOMO （註1）
「怕斷線」取代「怕錯過」
Solution: Enhance the experience.
Millennials worry about 2) missing out on fun stuff their friends are doing, while Generation Z is fearful of being offline, period. Teens spend plenty of time on social platforms to connect with friends, influencers, news and yes, brands. With a view to striking a chord with teens, marketers had better understand the nuances of each channel and deliver the emotional payoff Gen Z craves. For instance, brands can win teens over by getting involved in cultural moments on their messaging apps, such as Snapchat.
解決之道：提高體驗
千禧世代擔心錯過同儕趣事，而Z世代卻擔心網路斷線。青少年花大量時間在社交平台上，以連結朋友、影響者、新聞，以及沒錯！品牌。行銷者如要引起青少年共鳴，最好熟諳所有媒體管道的細微差異，並滿足Z世代所期盼的感情回饋。例如藉由參與通訊app（像是Snapchat）的文化時刻，品牌或許能贏得青少年的好感。
口語詞彙:
1. Not to be sneezed at 不可小覷；不是省油的燈
在別人面前sneeze 「打噴嚏」，不太禮貌，本成語意指某人或某事很重要或很危險，不可掉以輕心。
Helen’s suggestions in the meeting are not to be sneezed at, since her boss always gave serious consideration to her previous ones. 海倫在會議中的建議絕對不可小覷，因為她先前的建議總是獲得老板認真考慮。
2. Miss out on 錯失好機會
John made some terrible mistakes at his company recently, so he missed out on the promotion to general manager. 約翰最近犯下一些嚴重錯誤，因此錯過升任總經理的機會。
註一：
FOMO=Fear Of Missing Out
FOBO=Fear of Being Offline
*本文收錄於英語島English Island 2016年11月號