对Z一代的描述Describing Generation Z

Hello. Welcome to 6 Minute English, I’m Neil.
大家好。欢迎来到六分钟英语，我是尼尔。
And I’m Rob.
我是罗伯。
Rob, what generation are you?
罗伯，你是哪一代人？
Well, what are my choices?
好吧，我有什么选择？
You can’t choose what generation you are, it depends on when you were born.
你无法选择你是哪一代人，它取决于你出生时间。
Oh, OK then, what are the different generations?
哦，好吧，各异的每代人是哪些？
Well, there are baby boomers, who were born in between the 1940s and the early 1960s. Then there was Generation X, born between the mid 1960s and the early 1980s. Then there is Generation Y, also known as millennials, born mid 1980s to late 1990s, and ...
好的，有婴儿潮一代，他们出生于20世纪40年代和20世纪60年代初之间。然后就是X一代（被遗忘的一代），出生于60年代中期和80年代初之间的人。然后是Y一代（年轻一代），同样被称作千禧一代，出生于80年代中期和90年代末之间。还有……
OK, let me guess, Generation Z?Born in the late nineties or early noughties?
好的，让我猜一下，Z一代？出生于90年代末或者是21世纪头十年？
You’re very smart. So, which one are you?
你真聪明。所以你是哪一代？
Ah, that would give away my age, wouldn’t it? But, OK, I have to confess I am Generation X. And what about you, Neil?
啊，那会暴露我的年龄，不是吗？好吧，我不得不承认，我是X一代。你呢，尼尔？
Yes, me too, Generation X. But today we’re going to focus on Generation Z, also known as Gen Z. What marks Gen Z in particular is that they are the social media generation. They have never known a time without social media.
是的，我也是， X一代。但是今天我们将要把焦点放在Z一代上来，他们同样被称作Z世代。使Z世代特殊的是他们是社交媒体的一代。他们还不知道之前那个没有社交媒体的时代。
Oh, poor them!
哦，他们真可怜！
Mmm, well, that’s one view. Other opinions are available. Before we look at Gen Z in more detail, a question though. No one can quite agree on who first used the term ’social media’.But we do know from which decade it came. Was it: a) the 1980s b) the 1990s c) the noughties, that is the first decade of the 21st Century.Rob, what’s your answer?
额，好吧，那是一种观点。其它的观点是存在的。然而在我们了解Z世代更多内容之前有一个问题。对于谁首先使用“社交媒体”这个词未能达成完全一致 。但是我们确实知道从哪个年代开始它出现了 。是a) 20世纪80年代 b) 20世纪90年代 c) 21世纪初十年即21世纪头十年？罗伯，你的答案是什么？
Well, come on, it’s quite a recent thing. So it’s got to be c) the noughties.
好吧，它是相当近的一个东西。所以它肯定是c) 21世纪头十年。
Well, we’ll find out the answer later in the programme. Now we’re going to hear from Hiral Patel who is an analyst for Barclays. She appeared on BBC Radio 4’s You and Yours programme and was asked whether there was much difference between millennials and Generation Z. Does she think they are the same or different?
好点，稍后我们将会在节目中找出答案。现在我们要听一下巴克莱银行分析员西莱尔?帕特尔是怎么说的。她做客BBC广播4频道You and Yours节目，并被问到千禧一代和Z一代是否有很大区别。她觉得它们相同还是不同？
Most people view Generation Z as mini-millennials. And that’s because there is an obsession with the word ’millennial’. Our research shows that Gen Z are different and that they have their own set of values and preferences which consumer brands need to cater for. Our research found that Gen Z are tech-innate, hyper-informed consumers, and extremely savvy. This hyper-connected world that we live in today is a new norm for them.
大多数人把Z一代看做迷你千禧一代。那是因为“千禧一代”这个词对他们有所困扰。我们的研究表明Z世代是不一样的，而且他们有自己的一套价值观以及偏好，那需要消费品牌去迎合。我们的研究发现Z世代是有科技天赋 ，消息超灵通的消费者，而且他们极其聪明。我们而今生活的这个超连接世界对他们来说是常态。
So Rob, does Hiral Patel think there is much difference between the two generations?
所以罗伯，西莱尔?帕特尔认为那两代人之间有很大不同吗？
Yes, she does. But she comments that not everyone does. Millennial’ is a term that is used so frequently that many people think it refers to all young people. Gen Z, she says are not mini-millennials, they are quite different and have their own values and preferences.
是的，她认为有。但是评论称不是每个人都这样认为。“千禧一代”是一个使用如此频繁的单词，以至于许多人认为它指的是所有年轻人。她说Z世代不是迷你千禧一代，他们相当不同而且他们有自己的价值观和偏好。
And this is important for consumer brands, for companies who want to sell to this generation. They need to cater for that generation, which means they need to provide goods that Gen Z want.
而且这对消费品牌来说非常重要，对想要卖东西给这一代人的公司来说非常重要。他们需要迎合那一代人，那指的是他们需要提供Z世代想要的商品。
And she describes Gen Z as being tech-innate, hyper-informed consumers.
而且他形容Z世代是有科技天赋 ，消息超灵通的消费者。
It’s a bit of a mouthful but essentially it means that they are extremely comfortable with modern technology and social media.And as a result have a lot of information about what’s going on in the world. This makes them savvy.
它有点拗口，但是本质上它指的是拥有现代科技和社交媒体,他们非常舒服。而且作为结果，他们拥有众多关于世界发生了什么的信息。这使得他们非常聪明。
And being savvy means being able to understand situations well and make clever decisions because of this knowledge.
而且聪明指的是可以很好地了解情况并通过该种知识作出明智的选择。
Now I think I’m pretty savvy when it comes to modern connected technology and media. But I didn’t grow up with it, it’s new. For Gen Z, this level of technology is what is normal, it’s all around and always has been. It’s their norm, as Hiral Patel put it. Here she is again.
现在当说到现代科技和媒体时我觉得自己非常聪明。但是我不是和它共同成长起来的，它是新出现的。对于Z世代来说，这个层次的科技是常态，到处都是，而且一直都是这样。正如西莱尔?帕特尔所说，那是他们的常态。再听一遍她所说的。
Most people view Generation Z as mini-millennials. And that’s because there is an obsession with the word ’millennial’. Our research shows that Gen Z are different and that they have their own set of values and preferences which consumer brands need to cater for. Our research found that Gen Z are tech-innate, hyper-informed consumers, and extremely savvy. This hyper-connected world that we live in today is a new norm for them.
大多数人把Z一代看做迷你千禧一代。那是因为“千禧一代”这个词对他们有所困扰。我们的研究表明Z世代是不一样的，而且它们有自己的一套价值观以及偏好，那需要消费品牌去迎合。我们的研究发现Z世代是有科技天赋 ，消息超灵通的消费者，而且他们极其聪明。我们而今生活的这个超连接世界对他们来说是常态。
Right, time to review this week’s vocabulary, but first let’s have an answer to that quiz. In what decade was the term ’social media’ first coined? Was it: a) the 1980s b) the 1990s or c) the noughties?What did you say, Rob?
好的，是时候回顾这周的单词了，但是首先让我们揭晓那个测试问题的答案。在哪个年代，“社交媒体”这个词首次被创造出来？是a) 20世纪80年代 b) 20世纪90年代 还是c) 21世纪头十年？你说是什么，罗伯？
Yeah, well I said c) the noughties.
恩，好吧，我说是c)21世纪头十年。
You’re wrong. Perhaps unsurprisingly, the 1990s is the answer. I’m sure most of you got that one correct. Right now, the vocabulary.
你错了。或许不出所料，答案是20世纪90年代。我确定你们大多数都选择了正确答案。现在到词汇了。
Yes, this week we’ve been talking about generations. This is a term used to describe people born in a particular period of time, usually, but not always a period of about 18 to 20 years.
是的，这周我们一直在讨论某代人。这是用来描述出生于特定时期的人的一个词，通常是18年到20年的时间范围，但不总是。
And we were focussing on Generation Z or Gen Z which includes those born in the early noughties, which is the first decade of the 21st Century from 2000 to 2009.
而且我们将焦点放在Z一代或者Z世代，那包括出生于21世纪早期的那些人，也就是21世纪从2000年到2009年的第一个十年。
The next expression was ’to cater for’. This means to provide something that is needed or wanted for a particular group. And if you are trying to sell something, you need to cater for your target market.
下一个表达是“迎合”。这指的是提供特定群体所需或者想要的某事物。而且如果你设法卖某些东西，你需要迎合你的目标市场。
And if your market is Gen Z you need to be aware that they are tech innate, hyper-informed. They have grown up with connected technology and are very knowledgeable.
而且如果你的市场是Z世代，你需要了解他们有科技天赋，消息超灵通。他们和连通科技共同成长，而且他们非常有见识。
And this makes them extremely savvy. This adjective means smart and intelligent. In this context it means they are able to make smart decisions about what to buy. Because they are connected so many sources of information. And for Gen Z, this level of interaction and connectivity is the norm. It’s what is normal, what is usual for them. So where I struggle sometimes with modern life and technology - for Gen Z, it’s easy.
这使得他们极其聪明。这个形容词指的是聪明与智慧。在这个背景下它指的是他们能够做出明智的选择要买什么。因为他们连接着如此多的信息源。而且对Z世代来说，这个层次的交流和联系是常态。它是正常的东西，对他们来说平常的东西。所以有时候现代生活与科技对我来说有困难的地方，对Z世代来说是简单的。
Well, that may be true, but I‘m savvy enough to know that it‘s time to end the programme.Do join us again next time. And remember you can find us on Instagram, Facebook, Twitter, YouTube and of course our website bbclearningenglish.com. And let’s not forget our app, Rob!
好吧，那或许是真的，但是我足够聪明到知道是时候结束节目了。下次再加入我们。而且记得你可以在Instagram，Facebook，Twitter，YouTube，当然还有我们的网站bbclearningenglish.com上找到我们。而且不要忘记我们的应用，罗伯!
Download it now. It’s free!
现在就下载它吧，它是免费的！
Join us again next time. Goodbye.
下次再加入我们。再见。
Bye!
拜！