Itisdifficulttodefinethemillennials(bornbetweenthe1980sandearly2000)andthegenerationZ(bornafter1995),butthosewhohaveemergedasthecenterofthecurrentconsumermarkethavedifferentvaluesandculturaltastesfromthepreviousgeneration.Theyshowtheconsumptioncharacteristicthatemphasizesindividualhappinessratherthangroup,sharingratherthanownership,andexperienceratherthanproduct.Theytendtoexpressestheirbeliefbypurchasingthingscontainingsocialvaluesandmessages,notjustpurchasingthings.Theyalsoenjoythe'flex'culturethatshowsofftheirsuccessorwealth,andinvesteasilyinexpensiveluxurygoods.Unliketheoldergenerationwhosacrificedthepresentforaguaranteeddistantfuture,theyareconcentratingonthepresent.
千禧一代：在美国，千禧一代通常指的是出生于1980到21世纪初的人。对于千禧一代的界限有很多分歧，但2018年3月1日，《纽约时报》宣布，美国皮尤研究中心对1981年至1996年的千禧一代进行了定义。千禧一代也被称为Y一代，意思是他们是X一代的下一代。因为熟悉IT技术,这一代人也被称为技术一代。在《时代》杂志上，他们把这一代人称为“自我一代”，因为这一代人的思考和行动以自我为主。
Z世代：指的是1995年后出生，在全球和美国市场上已占据最高人口比例，超过了千禧一代的人。目前，Z世代处于十几岁到二十多岁的年龄段，他们被称为数字原住民，不像千禧一代生长在模拟和数字文化的混合环境中，他们从小就接触到数字环境。
GenerationZ:Itisawordthatreferstobirthssince1995andalreadyaccountsforthehighestproportionofthepopulationintheglobalandUSmarkets,surpassingthemillennialgeneration.Currently,thegenerationZareintheirearlyteensandmid-20swhicharecalleddigitalnativeswhohavebeenexposedtothedigitalenvironmentsincechildhood,unlikethemillennialswhogrewupinamixedenvironmentofanaloganddigitalculture.
首先，我们将用6个能代表千禧一代和z世代的关键词来总结他们的特征。其目的是了解处于趋势中心的他们，解读流动的变化，并预测未来。我们将以匹配每个关键词的例子来研究年轻一代的特点。
Firstofall,wewillsummarizethecharacteristicsofmillennialsandgenerationZwithsixkeywordsthatcanrepresentthethem.Thepurposeistounderstandthesegenerationsthatarethecenteroftrends,readtheflowofchange,andpredictthefuture.Wewilllookatthecharacteristicsoftheyoungergenerationwithexamplesthatmatcheachkeyword.
对于千禧一代和Z一代来说，被认为是某一特定阶层的专有财产的文化，如向公众传播的游戏、动画和科幻电影等，已经成为他们生活的一部分。奢侈品牌历来在战略上排斥流行文化，但他们目前正试图通过针对千禧一代和z世代的各种合作以反映年轻一代的品味和文化。
Theculturethatwasregardedastheexclusivepropertyofaspecificclass,suchasgames,animation,andSFmoviesspreadtothepublic.ForthemillennialandgenerationZ,thesecultureshasbecomepartoflife.Traditionally,luxurybrandshavestrategicallyexcludedpopularculturebuttheyarecurrentlytryingtoreflectyoungergeneration’stastesandculture,byconductingvariouscollaborationstargetingthemillennialandgenerationZ.
#Supreme#StreetBrand#Drop
嘻哈和滑板在过去只是亚文化，现在成为谈论潮流不可或缺的因素。拥有滑板运动员感性和理念的街头品牌Supreme，受到全世界年轻人的支持。他们与许多奢侈品牌合作，激发年轻一代的收集欲望。千禧一代和Z世代毫不犹豫地将资金投入到他们喜欢的东西上。许多具有亚文化精神的公司和品牌正在引领这一潮流。
Hip-hopandskateboardculturewhichwereonlysubculturesinthepastarenowanindispensablefactorintalkingabouttrends.ThestreetbrandSupreme,whichhasthesensibilityandphilosophyofskateboarders,issupportedbyyoungpeoplearoundtheworld.Theycollaboratewithmanyluxurybrandswhichstimulatesthedesireofyounggenerationtocollectthem.ThemillennialsandgenerationZdoesnothesitatetoinvestonthethingstheylike.Manycompaniesandbrandswhichhasthespiritofsubculturesareleadingthetrend.
#Popmart#ArtToy#Blindbox#Unboxing
Anarttoyisakindoffigurewhichisproducedin3Dformbasedonartist'sworkwithanartisticsenseaddedtothetoy,unliketheanimationormoviecharacterfigure.ThisarttoyfigureisthehottestshoppingiteminChina,andthismarketisgrowingrapidlywiththedemandofthemillennialsandgenerationZ,whichlikestoenjoyhobbiesandexpresstheirpersonality.Inthepast,arttoywasaculturewhichonlyafewpeopleenjoyedbutmillennialsandgenerationZwhodoesnotsparemoneyforhobbies,hasspreadthiscultureofcollectingarttoystopublic.
复古是一种持续数年的潮流，如今，年轻一代更注重将旧的潮流创造诠释为新事物，而不仅仅是发现旧的东西。千禧一代和z世代不怀念过去，但过去本身对他们很有吸引力。比起始终如一的文化，他们认为多样性和原创性是时髦的，他们没有经历过的内容是新出现的。
Retroisatrendthatlastingforseveralyears,andthesedaystheyoungergenerationfocusesmoreoncreatingandinterpretingtheoldtrendtoanewthingbeyondjustdiscoveringolditems.MillennialsandgenerationZarenotnostalgicinthepast,but'past'itselfcanbeattractivetothem.Theythinkthatdiversityandoriginalityaretrendyratherthanconsistentcultureandthecontentstheyhavenotexperiencedarecomingupnewly.
#UglyShoes#Balenciaga#Sneakers
Balenciaga在2017年发布了一款名为tripleS的运动鞋，这是他们品牌之前从未见过的设计。它包含一个大的外底，一个不同成分的多层鞋帮，并被至少设计了3-4种颜色。tripleS打开了uglyshoes的时代，因为设计得很像爸爸会穿的运动鞋，这种鞋也被称为“老爹鞋”。在不同品牌中，他们发布了代表“uglyshoes”的运动鞋，并变得非常流行。90年代是运动服装的全盛时期，许多品牌都使用最新技术重新推出当时热销的产品。这些款式不是根据铁杆趋势匆忙制造的，它蕴含着品牌悠久的传统。年轻一代对这些品牌的设计和故事充满热情。
BalenciagareleasedasneakercalledtripleSin2017,whichwasadesignthathadnotbeenseenintheirbrandbefore.Itwasconsistwithalargeoutsole,anupperwithvariouspartsinlayers,andatleastdesignedwith3-4colors.ThistripleSopenedtheeraofuglyshoes,whichalsocalleddaddyshoessincedesignresembledthesneakersthatdadswore.Invariousbrands,theyreleasedsneakersrepresentinguglyshoesandbecameverypopular.The90swastheheydayofsportswear,andmanybrandsarerelaunchingpopularproductssoldatthetimewithaddedcurrenttechnology.Thesemodelsarenotmadeinahurryaccordingtotheirontrend,containingthebrand'slong-standingheritage.Theyounggenerationsareenthusiasticaboutthedesignsandstoriesofthesebrands.
#RetroRadio#RetroProduct#RetroInterior
千禧一代和Z世代在物质丰富的生活环境中长大，他们倾向于追求有价值的生活。在购买产品时，除了实用性，他们更喜欢独特性或故事化的产品。收音机曾经是记忆的产物，但最近又形成了以年轻消费者为中心的，复古收音机的新的消费趋势。集感性设计、故事性和多种功能于一体的复古收音机，成为年轻消费者喜爱的礼物，也是年轻一代想要拥有的室内配饰。
MillennialsandgenerationZwhogrewupinamateriallyrichlivingenvironment,tendstopursueaworthylife.Theypreferproductsthatareuniqueorstory-likeinadditiontopracticalitywhenpurchasingproducts.Radiowasonceaproductofmemories,butrecentlyanewconsumptiontrendforretroradiohasbeenformed,centeringonyoungconsumers.Retroradio,whichcontainssensualdesign,storyandvariousfunctions,becameagiftthatyoungconsumersenjoyandaninterioraccessorieswhichyounggenerationwouldwantintheirhome.
在认为环保就是性感的态度下，千禧一代和Z世代喜欢素食主义，觉得假皮草很新潮，甚至会考虑制作过程来购买化妆品。现在，企业已经读懂了这些市场趋势，并开始改变营销方式，只有注重可持续性而不是追求简单美的公司才能生存下来。
Intheattitudeofconsideringeco-friendlyassexy,themillennialsandgenerationZenjoysvegetarianism,considersfakefurtrendy,andevenbuyscosmeticproductsbyconsideringtheprocessofmakingit.Now,companieshavereadthesemarkettrendsandstartedtochangemarketing,andonlycompanieswithsustainabilityinmindratherthanpursuingsimplebeautysurvive.
#Patagonia#DoNotBuyThisJacket#Eco-friendly
Patagoniaiswellknownasacompanythathasbeenleadingtheenvironmentalprotectionandnatureconservationactivities.Theypostedanadvertisementcalled'Donotbuythisjacket'andsalesincreasedby40%intwoyears.Insteadofadvertisingtobuytheirproducts,younggenerationssympathizewithPatagonia'sphilosophyofminimizingenvironmentaldamage,pursuingfairtrade,andpreservingtheenvironmentthroughbusinessbynotifyinghowtheprocessofmakingonejacketaffectstheenvironment.
#Freitag#UpCycling#Sustainability
Freitag品牌包包由卡车防水布、汽车安全带、废弃自行车橡胶管制作而成，是环境保护和循环再造的代表。它回收现有的废弃品，并通过添加不同的价值进行再创造。尽管售价高达200-600美元，但它目前有400家商店，去年的收入为10亿美元。
ThebrandFreitagrepresentseco-friendlyandup-cyclingbymakingbagswithtruckwaterprooffabrics,seatbeltsforcars,andrubbertubesforwastebicycles.Itisarepresentativebrandofup-cyclingthatrecyclesexistingdiscardedproductsandre-createsthembyaddingdifferentvalues.Despitethehigh-pricedbagof200-600USD,itcurrentlyhas400storesandrevenueof1billionUSDlastyear.
我们称这些年轻人为“中性”的一代，他们接受不同的种族、性别和文化背景，并承认其价值观。与上一代相比，千禧一代和Z世代更了解和熟悉那些与自己不同的人，他们对同性恋和跨性别问题也很感兴趣。他们没有按照别人设定的标准去调整自己，而是有一种接受和肯定现状的意识。
Wecallthisyoungpeopleas‘genderneutral'generationwhorecognizevariousraces,genders,andculturalbackgroundsandadmittheirvalues.ThemillennialsandgenerationZaremorefamiliarwithpeoplewhoaredifferentfromthemselvesthanthepreviousgeneration,andtheyareinterestedinhomosexualityandtransgenderissues.Ratherthanadjustingthemselvestothestandardssetbyothers,theyhaveasenseofacceptingandaffirmingthewayitis.
#GlobalPrideCrossing#AnimalCrossing
AcampaignforsexminoritieswasheldattheNintendogame'AnimalForest',whichbecameverypopularthisyear.Becauseofthelimitationsofspaceandtime,peoplewhodidnothavechancetoparticipateinthecampaignbefore,wereabletoeasilygetinvolvedinthecampaigninthevirtualspace.
#Non-BinaryEmoji#Memoji#Apple
苹果在其系统为每个表情符号添加了“性别中立”的选项。区分男人和女人的视觉元素被排除在外，比如头发的长度变为中等长度，并使用灰色，这样衣服的颜色就不会让人想起特定的性别。肤色也拓宽了选择范围，让用户选择与自己相似的颜色。苹果2019年推出的表情符号功能为更多种族和性别提供了多种选择，包括脸型、肤色、发型等，人们可以对苹果的性别和种族问题一目了然。
Appleaddeda'genderneutral'optionstoeveryhumanemojiinitssystem.Thevisualelementsthatdistinguishmenandwomenwereexcluded,suchasthelengthofthehaircomingmidlengthandusinggraycolorsothatthecoloroftheclotheswouldnotberemindedofaspecificgender.Theskincoloralsobroadenedtherangeofchoiceswhichmadeuserschoosecolorssimilartothemselves.TheMemojifeaturewhichApplelaunchedin2019,offersavarietyofoptionsformoreracesandgenders,includingfaceshape,skincolor,andhairstyles,givingaglimpseofApple’sgenderandracialissues.
Digitalnativesareoftencalled'generationsbornwithsmartphones',andthedevelopmentofsmartphonesdominatesthelifeofdigitalnativesmorethananyothertechnology.TheyarefamiliarwiththeinternetandIT,andpreferimagesandvideocontentthantexts,smartphonesratherthanTVsandcomputers.ThemostprominentcommunicationtoolformillennialsandgenerationZisthevideo.TheyspendmostoftheirtimeonYouTubeinsearching,learning,consumingandcommunicating.YouTubehasbecomeanindispensableserviceforthem.Sincetheyareagenerationthatlearnsandcommunicatesthroughvideo,manycompaniesinvestalotofmoneyinvideocontentsmarketingusinginfluencers.Theyjudgethevalueoftheproductbasedontheinformationandexperiencecollectedthroughvariouschannelsratherthanadvertisementwhendecidingthepurchase.Whilepreviousgenerationsweremainlyinfluencedbyoldergenerations,thisgenerationisinfluencedbysimilaragesofinfluencers.Inaddition,theyarefamiliarwithsharingtheirinterestandproducingcontents,andtheycanbeseenasaconsumerofcultureandaproducer.
#GucciGang#Youtube#Influencer
17岁的说唱歌手LilPump穿Gucci产品演唱的GucciGang，在Billboard排行榜上名列第三。他通过Facebook，Instagram和YouTube对这首歌进行各种视频营销。2017年，以“Gucci”和“Gucci-ish”为关键词的谷歌搜索量也高居时尚类榜首。当其他奢侈品牌担心自己的品牌形象会在网络空间受损时，Gucci在网络进行投资，使Gucci成为千禧一代和Z世代喜爱的品牌。
A17-year-oldrapperLilPumpwhoiswearingGucciproductsalloverhisbodysangGucciGangandhasreachednumber3ontheBillboardcharts.HeconductedvariousvideomarketingthroughFacebook,InstagramandYouTubewiththissong.ThenumberofGooglesearcheswiththekeyword'Gucci'or'Gucci-ish'alsotoppedthefashioncategoryin2017.Whenotherluxurybrandsworrythattheirbrandimagewillbedamagedintheonlinespace,GucciinvestinonlinebrandingandmadeGucciabrandlovedbymillennialsandgenerationZ.
#Meme#TikTok#Challenge#Remix
Thememe,whichiscreatedbyexcerpts,parody,andreprocessingsomeoftheexistingcontent,isconsumedasaplayculturethatamateursandfansvoluntarilymakeandspreadtoSNS.Itspreadsrapidlylikevirusesandgivesastrongsenseofhomogeneitytogroupsthatsharethesamememes.Recently,ithasbeengettingattentionasadigitalplayculturerepresentingthemillennialandgenerationZ.TheAmericanmagazineNewYorkeralsocalledtheTikTokamemefactory,whichthe60%ofTiktokusersinUSare16to24yearsold.TikTokisanappoptimizedtoconsumeshortvideosofabout15secondsortoproducecontentbyoneself.YoungpeoplecanreproducememesorcreatenewmemesbyusingTiktok.TherearemanyremixesoftwodifferentvideosofTiktok,andnewimagesarerecreatedinadifferentfeelingdependingonthepersonwhoeditsthesameimages.Inaddition,the'challenge'culturehasrecentlybecomepopularinTiktok.Varioustypesofchallengesarebeingheld,rangingfromtoperformaspecificmissionordancechallengetodancetothesongsofidols.Assuch,themillennialsandgenerationZisactivelyleadingthecontentmarketthroughTiktok.
千禧一代和z世代把消费看成是当前的满足感，而不是未来的储蓄，新的体验是必须的投资。即使减少了其他方面的开支，他们也会根据自己的心情和目的，投资消费一种不同寻常的、更加现实的体验。
ThemillennialsandgenerationZwhofocusonconsumptionforcurrentsatisfactionratherthansavingsforthefuture,newexperiencesareamust-investment.Eveniftheyreducetheexpenditureonotherparts,theyinvestinconsuminganunusualandmorerealisticexperiencedependingontheirmoodandpurpose.
#GentleMonster#CultureExperience#RetailExperience
创造与众不同的概念空间，引导用户体验和购买眼镜产品，GentleMonster在空间上充了产品购买与体验价值的空间策略，给千禧一代和Z世代带来好感。针对线上线下，他们同时有效满足了这几代人的体验型消费倾向。
GentleMonster'sspatialstrategy,whichmadeaspaceofunusualconceptandleadtoexperienceandpurchasedglassesproductsinit,filledtheexperientialvalueofproductpurchasesinthespaceandledtothefavorablefeelingofthemillennialsandgenerationZ.Itiseffectivetomeettheexperience-orientedconsumptiontendencyofthesegenerationsbysimultaneouslytargetingon-lineandoff-line.
#NRC#Nike+RunClub#SNS#BrandExperience
Nike通过各种营销活动，提供令人愉悦的跑步体验，引领跑步趋势。在每年都举办高水平跑步活动，并且可以与专业教练和参与者一起训练的Nike+RunClub上，根据不同的距离、速度和水平等技能，Nike为跑步者提供定制的跑步程序。Nike的营销策略注重运动的难忘体验，而不仅仅是销售运动鞋，因为那些体验到跑步乐趣的年轻消费者会在社交媒体上，不断上传展示自己跑步记录的照片。
Nikeisleadingtherunningtrendthroughvariousmarketingactivitiesthatprovideapleasantrunningexperience.Nike+RunClub,whichhoststhehighestlevelofrunningeventseveryyearandcantrainwithprofessionaltrainersandparticipants,providescustomizedrunningprogramsforvariousrunnersaccordingtotheirskillssuchasdistance,speedandlevel.Nike'smarketingstrategyisfocusedontheunforgettableexperienceofsports,notjustsellingsneakers,asyoungconsumerswhohaveexperiencedthepleasureofrunningonsocialmediaeverydayareconstantlyuploadedwithphotosthatboasttheirrunningrecords.
千禧一代和Z世代追求理性消费，并首先倾向于投资自己。接受一个品牌的方式也取决于品牌所追求的价值，它所具有的风格，以及它与自身的契合程度。过去，奢侈品牌在战略上排斥流行文化，但现在他们正在针对年轻一代进行各种尝试。千禧一代和Z世代正在成为最有影响力的消费者，品牌需要的是能够直接吸引他们品味并带来乐趣的营销，而不是他们过去所追求的优雅的品牌战略。
ThemillennialsandgenerationZpursuesrationalconsumptionandtendtoputinvestmentontheirselvesfirst.Thewayofacceptingabrandisalsoselectivelydonedependingonwhatvaluethebrandpursues,whatstyleithas,andhowmuchitfitswiththemselves.Inthepast,luxurybrandshavestrategicallyexcludedpopculture,butnowtheyareshowingvariousattemptstargetingtheyounggeneration.ForthemillennialsandgenerationZ,whoareemergingasthemostinfluentialconsumernow,brandswillneedmarketingthatcandirectlyattracttheirtasteandgivefunratherthantheelegantbrandstrategythattheyhavepursuedinthepast.
ChromeHeartsxConverseChuckTaylors
ChromeHearts和Converse合作打造的全明星运动鞋已经发布。这款联名运动鞋世上仅有一双，用ChromeHearts的识别标志-金属十字徽标紧密地贴在匡威运动鞋中设计而成。这款运动鞋在BamMargiela的Instagram上发布，他一直在发穿着联名运动鞋进行滑板运动的视频。
Theall-starsneakerswhichiscreatedthroughacollaborationbetweenChromeHeartsandConversehavebeenreleased.Thecollaborationsneakersareonlyonepairexistsintheworldanddesignedinaformthatmetalcrosslogo,whichisthesignatureofChromeHearts,istightlyattachedinConversesneakers.ThesneakerwasreleasedontheInstagramofBamMargiela,whohasbeenreleasingvideosofhisskateboardingwearingcollaborationsneakers.
ChanelGameCenter
奢侈品牌Chanel开了一家游戏中心，当你进入这个游戏中心，你会发现一个化妆品与娱乐共存的世界。以游戏机为概念，Chanel的目的是购物+娱乐。比起引诱人们对品牌进行单次性购买，重要的是让他们体验品牌并塑造一个年轻的形象。质量和苛性比固然重要，但是针对千禧一代和Z世代，品牌体验是否有吸引力和是否有乐趣更重要。
LuxurybrandChanelopenedagamecenter.Whenyouenterthisgamecenter,youwillfindaninterestingworldwherecosmeticsandentertainmentcoexist.Chanelaimedattheeffectofshoppertainment(shopping+entertainment)withtheconceptofagamearcade.Ratherthaninducingone-dimensionalpurchaseofabrandproduct,itisimportanttomakepeopleexperiencethebrandandtomakeayoungimage.Thequalityandcausticratioareimportant,butitismoreimportantwhetherthebrandexperienceisattractiveandfuntotargetthemillennialsandgenerationZ.
LouisVuittonxNIGO
LouisVuitton设计师VirgilAbloh和NIGO（日本街头时尚的传奇人物和HumanMade的创始人）进行了一次合作。NIGO曾为日本代表性街头品牌Bape工作，Humanmade是NIGO于2010年创立的服装品牌，正在推出基于日常主题的美国复古休闲服装。这一合作，是通过LouisVuitton2020年秋季前系列外观手册公布的，由标题为LV2的设计产品组成，用Nigo的风格表达LouisVuitton的特征。当这两个在高级时装和街头品牌领域处于领先地位的品牌打破界限，展现出前所未有的融合，千禧一代和Z一代都非常喜欢。
LouisVuitton'sdesignerVirgilAbloandNIGO,thelegendofJapanesestreetfashionandthefounderofHumanmade,havecollaboratedtogether.Humanmadeisaclothingbrandfoundedin2010byNIGO,whoworkedforarepresentativestreetbrandinJapan,Bape.HumanmadeisintroducingAmericanvintagecasualstylecostumesthatarebasedoneverydaythemes.Thiscollaboration,whichwasunveiledthroughLouisVuitton's2020pre-fallcollectionlook-book,consistsofdesignproductswiththetitleofLV2andexpressingLouisVuitton'ssignatureinNigo'sstyle.Whenthetwobrandsthatwereleadingthewayineachareaofhighfashionandstreetbrandbrokedowntheboundaryandshowedthefusionwhichhasneverbeenbefore,themillennialsandgenerationZloveit.
Burberry
掉落式销售策略是指，通过一些商店或社交网络以惊人的方式销售限量版或小批量生产的产品。受Supreme等街头品牌投放策略的启发，Burberry每月17日推出一款针对年轻一代口味，仅限于线上销售的新产品。掉落式销售策略是一种能够满足千禧一代和Z世代渴望拥有特殊产品需求的策略。
Thesalesstrategycalleddropreferstothewayinwhichlimitededitionsorproductsmadeinsmallquantitiesaresoldinasurprisemannerthroughsomestoresorsocialnetworks.Burberryhaslaunchedanewproductthattargetsthetastesofyoungergenerationsonthe17thofeachmonth,whichislimitedtoonline,inspiredbystreetwearbranddropstrategiessuchasSupreme.Thedrop-typesalesstrategyisastrategythatcansatisfytheneedsofthemillennialsandgenerationZ,whichhasadesiretoownspecialproducts.
PALACE
PALACE是一个以滑板服装为主，对年轻人有很大影响的英国街头品牌，在英国被称为“Superme”。PALACE使用街头文化经常引用的复古元素来打造品牌形象。PALACE公司有意通过模拟VHC(家庭视频系统)的拍摄方式进行市场营销。他们还通过模仿不同的品牌或制作看起来像是开玩笑的产品说明页，来迎合想要独特和新鲜事物的，年轻一代的口味。通过这些营销，PALACE得到了喜欢复古和街头文化的年轻一代的好评。
PALACEisaBritishstreetbrandwhichmainlyhasskateboardclothingandhasagreatinfluenceonyoungpeoplethatitiscalledSupermeinUK.Asastreetbrand,PALACEusesretroelementsthatareoftencitedinstreetculturetocreatethebrandimage.PALACEhasintentionallyattemptedmarketingthroughanalogueVHS(videohomesystem)shooting.Theyalsotrytotargetthetastesofyoungergenerationswhowantuniqueandnewthings,byparodyingdifferentbrandsormakingproductdescriptionpagesthatseemtobewrittenasajoke.Throughthesemarketing,PALACEhasgotagoodresponsefromtheyoungergenerationwholikeretroandstreetculture.
Lululemon
与其他时尚品牌不同，Lululemon强调通过品牌而不是产品本身获得体验。Lululemon有各种各样的项目，如瑜伽、冥想、现代舞和跑步，顾客可以定期参加，并一起享受锻炼和文化。Lululemon的核心哲学是汗水生活，这是一种喜欢流汗，热爱生活的人的生活方式。千禧一代和Z世代更喜欢穿能让自己满意的衣服，而不是穿衣服给别人看，Lululemon品牌本身就能吸引到他们。现有的时尚服装市场总体呈下降趋势，但运动休闲服装市场在年轻一代中稳步增长。
Differentfromotherfashionbrands,Lululemonemphasizestheexperiencethatcanbegainedthroughthebrandthantheproductitself.Lululemonhasvariousprogramssuchasyoga,meditation,moderndanceandrunningthatcustomerscanregularlyparticipatein,andenjoysexerciseandculturetogether.AttheheartofLululemon’sphilosophyissweatlife,whichmeansalifestyleofpeoplewholovesweatingandlovetheirlives.ThebrandingofLululemonalonecouldappealtothemillennialsandgenerationZwhoprefertowearwhichcansatisfythemselvesratherthantowearclothestoshowothers.Theexistingfashionapparelmarketisdecliningoverall,buttheathleisurewearmarketissteadilygrowingintheyounggeneration.
AlexanderWangxMcDonalds
InNovemberlastyear,AlexanderWangreleasedanewproduct,thesatinlunchbagclutch.ThisproductgotsomeattentionbecausetheshaperesembledMcDonald'slunchbag.AlexanderWanglaterreleasedMcDonald'slunchbagandpicnicbasketthroughcollaborationwithMcDonald's.Hesaid"TheMcDonald'sbrandisalwaystheclosesttopopcultureandishonoredtoparticipateincreativeprojects,".McDonald'sChinaCMO,ChristineXualsomentionedthat"ThecollaborationwithAlexanderWangreflectsthestrongdesireofChineseconsumersfornewideasandinnovations.Ihopethiscollaborationwillmakepeoplesmileandgivethemasmallbutamazingpleasureintheirdailylives."
CocaColaNewCokexStrangerThings
1985年，可口可乐推出一种新配方赢得了百事可乐的竞争，但由于现有消费者的强烈反对，新配方在上市三个月后就停止了生产。30年后，这款新可乐随Netflix电视剧《怪奇物语3》回归。30年前没体验过新可乐的年轻一代通过这部剧对新可乐的味道产生了好奇，可口可乐通过一家特殊的弹出式商店复制了新可乐的配方以及设计，并对这款限量版新可乐进行销售。
In1985,Coca-ColalaunchedanewrecipetowintheircompetitorPepsi,butitstoppedproductioninthreemonthsafteritslaunchduetostrongoppositionfromexistingconsumers.TheNewCoke,returnedwithNetflixdrama‘StrangerThings3’in30years.YounggenerationswhohavenotexperiencedNewCoke30yearsagohavebeencuriousaboutthetasteofNewCokethroughthisdrama,andCoca-Colahasreproducedtherecipeaswellasthedesignthroughaspecialpop-upstore,andsoldthislimitededitionNewCoke.
GompyoFlour
Gompyo最初是韩国磨坊公司具有代表性的面粉品牌，但现在，它与LG家居&保健、RunRabbit、Swanicoco和4XR等各种品牌合作，以复古概念展示了厨房清洁剂、化妆品、服装、啤酒等各种产品。虽然“面粉等于Gompyo”在中年人中根深蒂固，但它被认为是适合年轻一代的，新颖而有趣的品牌。这种激进而富有挑战性的变化使其成为最受欢迎的复古品牌。
GompyowasoriginallyarepresentativeflourbrandofcompanycalledKoreanmill,butnowitisshowingvariousproductssuchaskitchendetergent,cosmetics,clothing,beerthroughcollaborationwithvariousbrandssuchasLGHousehold&HealthCare,RunRabbit,Swanicocoand4XRinretroconcept.ThefactthatflourequalsGompyoisastereotypethathasbeendeeplyrootedinmiddle-agedpeople,butitisrecognizedasanewandfunbrandsuitableforthetheyoungergenerations.ThisradicalandchallengingchangeinGompyohasmadethemthemostpopularretrobrand.
JinroSoju
Jinro是最近随着newtro潮流而更新的品牌之一。Jinro透露了“Jinroisback”的logo和浅蓝色瓶包装。这款重新诠释了他们原来品牌形象的产品在推出后两个月内就实现了销售目标。Jinro正通过与Obey，Covernat等街头时尚品牌合作，与户外品牌Helinox发行野餐装等方式，努力吸引年轻一代。
Jinroisoneofthebrandsthathaverecentlyrenewedwiththenewtrotrend.Jinrorevealedthe'Jinroisback'logoandlightbluebottlepackage,whichreinterpretedtheiroriginalbrandidentityhasachievedthetargetsalesamountwithintwomonthsafterlaunching.JinroismakingeffortstoappealtotheyoungergenerationbycollaboratingwithstreetfashionbrandslikeObey,CovernatandreleasingpicnicsetswithoutdoorbrandHelinox.
LouisVuittonxLOL
积极抓住年轻消费者的LouisVuitton也将数字营销扩展到了电子竞技领域。LouisVuitton与英雄联盟合作的特别目标似乎是中国消费者，因为他们希望利用LoldCup(英雄联盟+世界杯）在中国的流行来扩展消费者的体验。
LouisVuitton,whichisaggressivelymarketingyoungconsumers,hasalsoexpandeditsdigitalmarketingtoe-sports.TheLouisVuitton'sLeagueofLegendpartnershipseemstohaveespeciallytargetedforChineseconsumerssincetheyexpecttoexpandcustomerexperiencebyutilizingthepopularityofLoldCup(LeagueofLegend+Worldcup)inChina.
PUBGxBAPE
韩国皇室游戏PUBG与日本街头品牌BAPE合作。通过这次合作，BAPE发布了含有PUBG品牌元素的标志性产品，比如鲨鱼迷彩拉链风帽、短袖衬衫、背包和其他物品。如果用户在现实中购买这些产品，他们将获得可以在游戏中使用的代码，这些代码可以获取BAPE的物品。通过这款合作产品，PUBG的用户不仅可以在现实，还可以在游戏中看起来独特而时尚。
AKoreanbattleroyalgamePUBGandaJapanesestreetbrandBAPEcollaboratedtogether.Throughthiscollaboration,BAPE'siconicproductssuchassharkcamozip-uphood,short-sleevedshirts,backpacks,andotheritemswithPUBGbrandelementswerereleased.Iftheuserbuytheseproductsinreality,theywillbegivencodetogetBAPEitemsthatcanbeusedinthegame.Throughthiscollaborationproduct,PUBGuserscanlookuniqueandtrendynotonlyinrealitybutalsointhegame.
Animalcrossing
与被新冠疫情捆住了手和脚的现实世界不同，动物之森允许人们在虚拟空间中享受日常生活，它给那些不得不呆在家里的人带来了满足感。在这个游戏中，你可以通过换几件在现实中很难穿的奢侈衣服来展示你的时尚感。随着游戏对时尚越来越感兴趣，奢侈品牌也进入了虚拟世界。Valentino在动物之森中发布了二十种风格的衣服，MarkJacobs免费发布了6套，AnnaSui和GCDS也有参与。对于追求个性和自我满足的千禧一代与Z世代来说，游戏中的奢侈服饰和配饰成为了一种很好的推广品牌的方式。
Unliketherealworld,whereCoronahastiedpeople’shandsandfeet,theAnimalForestallowspeopletoenjoyeverydaylifeinthevirtualspacewhichhasprovidedsurrogatesatisfactiontothosewhohavetospendtimeathome.Inthisgame,youcanshowoffyourfashionsensebychangingseveralluxuryclothesthatarehardtowearinreality.Astheinterestinfashioninthegamegrew,luxurybrandsalsoenteredthevirtualworld.Valentinointroducedtwentystylesofclothesinanimalforests,andMarkJacobsdistributedsixnewclothingfreeofchargeinthegame.AnnaSuiandGCDSalsoparticipated.TheluxurycostumesandaccessoriesinthegamehavebecomeagreatwaytopromotethepowerbrandforthemillennialsandgenerationZwhopursuespersonalityandself-satisfaction.
ZepetoxBlackpink
GlobalARavatarserviceZepetohaspresentedcollaborationwithKoreanpopidolBlackPink.SincetherearenorestrictionintimeandspacewithinZepetoapp,fanscantakepictureswithavatarizedBlackPinkmembersorenjoyavarietyofactivitiestogether.Thesedays,youngpeopleenjoycreatingtheirowncharacter(multipersona)intheonlinespace,livingintheonlinespacethatcanhavemorefreedomthanreality.
FortnitexTravisScott
TravisScott在《堡垒之夜》的游戏世界中举办演唱会并发布新歌。1230万用户在世界第五大游戏中同时观看了这场show。他们实时演出，用户则在游戏中交流和享受这场演唱会。在因为新冠疫情无法举办演唱会的情况下，通过游戏进行的虚拟演唱会给年轻一代带来了特别的乐趣。
TravisScottheldaconcertattheFortniteGamesandalsoreleasedthenewsong.12.3millionpeoplewatchedtheshowatthesametimeinthisfifthlargestgameoftheworld.Theyperformedinrealtimeandtheuserscommunicatedandenjoyedtheconcertinthegame.InasituationwhereCoronacannothavearealconcert,virtualconcertsthroughgameshavegivenspecialfuntoyoungergenerations.
PeaceElitexTesla
PeaceEliteisabattleroyalmobilegamemadebyTencentGames.PeaceElitehasincludedTeslacarsthatcanbedrivendirectlywithinthegamethroughcollaborationwithTesla,awell-knownAmericanelectriccarbrand.Previously,whenPeaceElitelaunchedaMaseraticarthatcanbeplayedinthegame,thenumberofgameusersincreasedto27million.ThecollaborationwithTeslaisalsoexpectedtohaveahugeadvertisingeffect.
SnapchatxDemianHirst
当代最著名的英国艺术家DamienHirst发明了一种Snapchat镜头，任何人都可以在SnapchatAPP中使用AR技术来体验他的旋转作品。有了这个镜头，人们可以用DemianHirst完成作品的方式在APP上作画。DamienHirst和Snapchat建议通过这个项目，向那些致力于为弱势群体提供现代医学科学的非盈利组织捐款。这项捐赠政策使Snapchat得到了不大会为社会或环境花钱的，千禧一代和Z世代的巨大反响。
OneofthemostnotableBritishartistofcontemporaryartistsDamienHirstcreatedaSnapchatlensthatallowsanyonetoexperiencehisspinworksusingaugmentedrealitywithintheSnapchatapp.Withthislens,peoplecanpaintontheappthewaytheactualDemianHirstcompleteshiswork.Throughtheproject,DamienHirstandSnapchatarerecommendingdonationstonon-profitsocialorganizationsthatstrivetoprovidemodernmedicalsciencetovulnerablecommunities.Throughthisdonationpolicy,SnapchatwasabletogetagreatresponsefromthemillennialsandgenerationZwhodoesnotsparemoneyforsocialorenvironmentalsignificance.
KAWSVirtualGallery
Withthecoronavirusincreasingspatialconstraints,severalgalleriesandmuseumsaroundtheworldareallowingpeopletoviewtheirexhibitionsonline.Recently,theNationalGalleryofMelbourneopenedavirtualexhibitionwithKAWS,theartistwhoislovedbyyoungergenerations.EnteringtheNGVwebsite,peoplecanenjoyarealisticexhibitioninaspacecomposedof3D.Inaddition,KAWShascreatedARsculpturesthatcanbeexperiencedin12citiesaroundtheworldbycollaboratingwithAcuteArt,whichintroducesnewformsofvisualartbyactivelyutilizingcutting-edgetechnologiessuchasVRandAR.ThroughtheARtechnologyofthemobilephone,theusercanfreelyviewtheKAWSsculptureimplementedin3D.Theexhibitionusingthisadvancedtechnologytranscendedtheconstraintsofexhibitionspaceandtime,andatthesametimeshowedthepossibilityofeco-friendlyexhibition.
Apple[AR]T
Applehasreleasedanexperienceseriesusingaugmentedrealitycalled[AR]T.This[AR]Tseriesconsistsofinteractive[AR]TWalk,whichincludesARworksbyworld-renownedcontemporaryartists,and[AR]TattheAppleStore,whereyoucanexperienceARworksinallApplestoresaroundtheworld.[[AR]TWalkhastheconceptofexperiencingcitiessuchasSanFrancisco,London,HongKong,andTokyo,andenjoyingartthroughtheARtechnologyofiPhonewhilewalkingthestreetsofeachcity.[AR]TattheAppleStore,whichcanbeexperiencedintheAppleStore,canenjoyNickCave'saugmentedrealityartworkintheAppleStorestore.Apple'sARtechnologypromotionfocusingtoshareinterestingexperiencestothedigitalnativegenerationhasbeensuccessful.
ThemillennialsandgenerationZaredigitalnativeswhousemobiledevicesoverwhelminglyhigherthananyothergeneration.Theseyoungergenerationswhocancommunicatebeyondthespatialandtemporallimitsthroughmobiledevices,enjoycommunicatingwithpeersthroughimagesandvideos,getnewsandinformationthroughthecommunity,andrevealtheirindividualitymorefreely.Thesecharacteristicsofthisgenerationshavealsobeenappliedtomobileapppreferences.ForthemillennialsandgenerationZ,mobileappsareusedalmosteverypartoftheirdailylives,fromcommunicationtosocializing,shoppingandbanking.Inthissection,wewillshareaboutthemobileservicesthatareemergingamongtheyounggenerationmarket.
Theyoungergenerationsenjoysfinding,editing,andsharinginformationtheywantbasedonimagesorvideos.Theyenjoyshowingoffthemselvesbyproducingandconsumingonlinecontentswithoutrepulsion.Also,themillennialsandgenerationZareenthusiasticaboutshortvideosoflessthanaminute,notlongbreathing.LikeInstagramandTikTok,appsthatusersmaketheirownshort-formvideoshavegainedpopularitybecauseyoungpeoplehadagreatdesiretomakeandsharetheireverydaystoriesinasimpleandeasyway.
Tiktok
TikTokprovidesavarietyoftoolsthathelpspeopletocreateashortformvideocontents.ThefiltersthatdecoratefacesthroughARtechnology,variousstickers,speedcontroler,reverseplaybackandslowmotionfunctioncanbeappliedtotheuser’svideojustbypressingseveralbuttons.Unlikeothervideoplatforms,userscanbeeasilyedittheirvideosandsharetohavefun.
Instagramstory
InstagramStoryisafunctionthatallowsuserstouploadphotosandvideostotheirfeedandsharetheirdailylivesinrealtime.TheInstagramStoryhasaspecialfeaturethatcontentsdisappearsafter24hours.Peoplecanshowtheirdailylivesinrealtime,inamorecasualwaysincetheyknowthecontentwilldisappearsoon.InstagramstoriesgainedpopularityfrommillennialsandgenerationZwhoenjoyreceivingattentionandenjoyingrevealingandshowingoffthemselves.
IGTV
Instagram还推出IGTV，一个新的，允许用户上传长达一小时视频的视频平台。IGTV开通移动优化视频频道，降低了新影响者的门槛。虽然在YouTube上发布内容的用户比例要远远低于使用它的用户，通过在IGTV的个人账户上发布内容，Instagram有让用户成为内容生产商的潜力，而不仅仅是使用者。
InstagramalsolaunchedIGTV,anewvideoplatformthatallowsuserstouploadvideosuptoanhourlong.IGTVopenedmobile-optimizedvideochannelsandloweredthethresholdfornewinfluencers.WhileYouTubehasasignificantlylowerpercentageofYouTuberswhopublishcontentthanconsumers,InstagramhasmorepotentialforuserstobecomeaproviderthanjustalconsumersbypostingcontentontheirpersonalaccountsusingIGTV.
与前几代人在书籍或门户网站上搜索信息不同，千禧一代和Z世代喜欢通过在基于视频内容的手机应用或社交媒体上提问来获取答案，它们可以提供即时的反馈和交流。
Unlikepreviousgenerationswhosearchedbooksorportalsitesforinformation,millennialsandgenerationZliketogetanswersbyaskingquestionsonvideocontentsbasedmobileappsorsocialmediathatcanprovideimmediatefeedbackandcommunication.
Youtube
YouTube是千禧一代和Z世代用来获取信息的最大移动APP。例如当年轻一代想知道如何烹饪时，他们会搜索YouTube而不是阅读书籍或在门户网站上搜索。根据最近的一项研究，59%的千禧一代和Z世代更喜欢从YouTube视频中学习，55%的人说他们在YouTube上学到的东西实际上很有帮助。对于这几代人来说，YouTube已经成为教育和娱乐的平台。
YouTubeisthelargestmobileappusedbymillennialsandgenerationZtoacquireinformation.Forexample,whentheywanttoknowhowtocook,youngergenerationsearchYouTubeinsteadofreadingbooksorsearchonportalsites.Accordingtoarecentstudy,59%ofmillennialsandgenerationZprefertolearnfromYouTubevideosand55%saidwhattheylearnedonYouTubewasactuallyhelpful.Forthesegenerations,YouTubehasbecomeaplatformforeducationaswellasentertainment.
Twitch
Twitchisagame-specificstreamingservicewhichmillennialsandgenerationZlike.Twitchistargetedforgamefanswhowantstoactivelycommunicateinsidethegameculture.GamefansfeelconnectedwithinTwitch,voluntarilymanageandexpandTwitch'scultureasacommunitymemberandenjoyseeingandcommunicatingwiththeirfavoritestarstreamers.
RedditisanAmericansocialnewscommunitysite.Basically,itisahugecommunitysite,butitfocusesonsharinginterestinginformationandnews,ratherthanoncommunicationamongmemberslikesocialnetworkservices.ThemillennialsandgenerationZvisitsRedditcommunitytolearnaboutcertaintopicstheyareinterestedin.Accordingtothesurvey,87%ofthemillennialsandgenerationZsaidtherearecommunitiesinRedditthatcontainalltheinformationtheywant.
AsthetastesofthemillennialsandgenerationZarebecomingmorepersonalizedandsubdivided,theywantcontentthatsuitstheirowntastes.Curationserviceanalyzesindividualtastesandrecommendssuitablecontent.Recently,AItechnologyhasallowedforuserstogetrecommendationofcontentstheywantmoredelicately.
Spotify
Spotify的每周发现功能，可以自动分析用户听过的，并推荐适合他们口味的音乐。用户听得越多，越能得到更好的推荐。通过这个功能，Spotify已经成为世界上最好的音乐流媒体平台，它满足了许多千禧一代和Z世代的口味。
Spotify'sdiscoverweeklyfeatureisafunctionthatautomaticallyanalyzesthemusicthatusershavelistenedtoandrecommendsmusicwhichsuitstheirtastes.Moreandmoretheylistento,thetheycangetbetterrecommendation.Throughthisfunction,Spotifyhasbecometheworld'sbestmusicstreamingplatform,satisfyingthetastesofmanymillennialsandgenerationZ.
Zamface
ZamfaceisaservicethatrecommendsmakeupvideossuitableforusersbysearchingthevideocontentsofbeautyYouTuberswithAItechnology.Zamfaceisgaininghugepopularityamongyoungergenerationthat95%ofallsubscribersareaged13to24.ThisistheresultofaccuratelyreadingtheneedsofgenerationZtofollowandlearnmakeupmethodsthroughthebeautyYoutubervideoandcontinuouslyinnovatingtheserviceusingAItechnology."
TherearealotofmessagingservicesbutfewofthemarelovedbythemillennialsandgenerationZ.Youngergenerationsometimesfeelmorecomfortablecommunicatingonlinethanmeetingfacetofaceandtheyarefamiliartosharetheironlinestatusinrealtime.Therearesomeserviceswhichfocusedontheircharacteristics.
FacebookMessenger
Facebookmessenger在用户界面只留下两个按钮，将功能最小化，并特别强调社交功能。Facebookmessenger带来了Instagramstory的功能，用户可以在messenger中查看朋友的故事，也可以随时查看朋友的连接状态。千禧一代和Z世代通过移动设备与每个人建立联系是自然而然的。对于他们来说，不需要与真正的朋友见面，就能感觉到彼此在一起，因为这样，facebook的messenger收获了巨大的人气。
FacebookmessengerminimizedthefunctionbyleavingonlytwobuttonsonUIandparticularlyemphasizedthesocializingfunctions.FacebookmessengerbringstheInstagramstoryfunctiontocheckthefriend'sstoryinthemessengerandtheusercanalwayscheckthefriend'sconnectionstatus.ItisnaturalthatmillennialsandgenerationZareconnectedtoeveryonethroughmobiledevices.Forthem,Facebookmessengersaregaininghugepopularitybymakingthemfeeliftheywerenexttoeachotherwithoutactuallyhavingtomeetfriendsinreal.
Zenly
ZenlyisasocialnetworkmessengerservicebasedonGoogleMapsandispopularamongteenagers.Ithascuteandsimpleinterfacesandvariousfunctionswhichyoungergenerationlikes.Zenlyhasuniquefunctionsthatarenotavailableinordinarymessengerservices.IfyouuseZenly,youareabletoknowthelocation,speed,andremainingbatteryamountofregisteredfriends,andwhenyoumeetfriends,theappalarmshowsthefactthatyoumetthem.ThereasonwhyZenlyissopopularamonggenerationZwasthatothergenerationsoftenthoughtthatsharingone'slocationisaninvasionofprivacy,whileyoungergenerationreckonsharingthelocationisconsideredfunandconfirmtherelationshipwithfriends.
考虑到千禧一代和Z世代强调概念和故事的性格特征，许多公司为之创造了新的角色，并通过年轻人可以共情的故事与他们进行交流。年轻人现在熟悉图像或视频而不是文字，他们通过创建自己的角色内容来引领新文化，并通过将自己喜欢的角色转化为“文化因子”来自愿推广。此外，虚拟网红已经成为一种新的营销工具，以热衷于网红的年轻人为营销对象。
ConsideringthecharacteristicsofthemillennialsandgenerationZwhoemphasizeconceptandstory,companiescreatenewcharactersandcommunicatewithyoungpeoplethroughstoriesthattheycansympathizewith.Thesegenerations,whoarefamiliarwithimagesorvideosratherthantexts,leadanewculturebycreatingtheirowncharactercontentsandvoluntarilypromotethecharacterswhichtheyhaveaffectionbymakingitintomemes.Inaddition,virtualinfluencershavebecomeanewmarketingtooltotargetyounggenerationswhoareenthusiasticaboutinfluencers.
许多公司根据年轻一代的口味，使用角色IP内容来制作短视频。最近，可以实时反馈用户响应并可以在社交平台上快速传播和轻松消费的短视频内容，已成为一种有效的营销工具。它以机智的短片而不是长篇故事片吸引年轻的消费者。
ManycompaniesusecharacterIPcontentstoproduceshortformsofvideoaccordingtothetasteofyoungergenerations.Recently,theshortvideocontentthatcanchecktheuser'sresponseinreal-timeandcanberapidlyspreadandconsumedeasilyonSNShasbecomeaneffectivemarketingtool.Itattractsyoungconsumerswithawittyshortvideoratherthanalongstoryvideo.
InthecaseoftheBT21characterbrand,byproducingaparodytheformatinTiktokusingtheircharacterIP,theyproducecontentsthatmatchthetastesoftheyoungergenerationsandgettheirfavorablefeeling.Inaddition,theyprovidecharacterstickerstobeusedforeditingTiktocvideocontentsthatallowuserstonaturallypromotethecharactersinthecontentstheymake.InthecaseofSpotifyandHuawei,thenewbrandimagewasconveyedtothesegenerationsbysharingshortvideosusingsometrendyartist’scharacterIPthatsuitsthetasteoftheyoungergeneration.
ThemillennialsandgenerationZarefamiliarwithITdevicesthattheyeasilydrawthingsinadigitalform.ThesegenerationstendtodrawabouttheirdailylivesintoashortcartoonanduploaditintheirownSNS.Theyproducethisshortformcartoontoexpresstheirpersonality.CassandracalinandMin4rindrawtheirdailylivesbasedonexperiencesasawoman.Theircartoonshadgainedalotofsupportandsympathyfromwomenandcameoutasabook.ThesecasesbecomethestartforInstagramtoberecognizedasanotherwebtoonplatform.InthecaseofYangchikii,hehumorouslypublishedashortcartoononhisSNSaboutanirrationalsituationatwork.AlongwiththemillennialsandgenerationZ,hisstorieshavebecomealotofissuesamongworkers,andthesecontentshavebeenconsumedthroughbooks,onlinestickers,goods,andadvertisements.
千禧一代和Z世代人认为，表情包是一种新型的交流工具。表情包是数字世界中独特的交流工具，可帮助清晰直观地表达情感并理解信息。对于那些喜欢在不面对面的情况下进行交流的人来说，表情包已成为一种超越语言障碍的强大交流工具。如今，千禧一代和Z世代使用表情包多于书写，他们甚至只使用表情包交谈。
MillennialsandGenerationZthinksemojiasanewwayofcommunicationtool.Emojiisauniquecommunicationtoolinthedigitalworldthathelpstoexpressemotionsclearlyandintuitivelyunderstandthemessage.Forthosewhoprefertocommunicatewithoutmeetingface-to-face,emojiisemergingasapowerfulcommunicationtoolbeyondthebarriersoflanguage.Nowadays,millennialsandgenerationZuseemojimorethanwriting.Theyeventalkthroughusingemojisonly.
随着表情包成为一种新的交流工具，头像表情包通过将千禧一代及Z世代的个性和自我表达，而让AR技术进一步发展。年轻一代使用他们自己的头像表情包来表达自己并创造新的文化。
Asemojibecameanewcommunicationtool,avataremojievolvedonestepfurtherbyapplyingthepersonalityandself-expressionofthemillennialsandgenerationZtoARtechnology.Theyoungergenerationusestheirownavataremojisinvariouscontentstoexpressthemselvesandcreateanewculture.
千禧一代和Z世代使用的在线表情包包含了小众情感的表达，而且他们更喜欢轻便且大致带有直观信息的表情包。随着小众情绪表达的在线表情包变得流行，习惯了数字绘图的年轻一代倾向于自己制作在线表情包。即使它不那么精致，但如果年轻人能够共情这个概念，它也会受到年轻人的喜爱。
TheonlinestickersusedbythemillennialsandgenerationZcontainB-classemotions.Andtheypreferthestickerswhicharelightandroughlydrawnwithintuitivemessages.AsB-classstyleonlinestickerbecomespopular,theyoungergenerationswhoareaccustomedtodigitaldrawingtendtomakeonlinestickersthemselves.Evenifitisnotawell-drawn,itcanbelovedbyyoungpeopleiftheycansympathizewiththeconcept.
随着在线表情包在年轻一代中的流行，它已成为角色行业的重要组成部分。由于个人可以在社交平台上出售在线表情包，因此出现了各种角色，受欢迎的角色则扩展到了角色商品业务。这些角色IP可以通过快闪店、在线商店，甚至可以直接与各种品牌进行合作。
Asonlinestickersbecamepopularamongtheyoungergeneration,itbecameabigpartofthecharacterindustry.AsindividualswereabletosellonlinestickersontheSNSplatform,variouscharactersappearedandpopularcharactersexpandedtothecharactergoodsbusiness.Pop-upstores,onlinestores,andevencollaborationswithvariousbrandsarebeingdonewiththesecharacterIPs.
ThewebtoonmarkethasgrownsteeplybasedonthesupportofthemillennialsandgenerationZ.Webtoonhasrecentlybecomemainstreamcontentthatwasmadeintomovies,dramas,andgames.AstheglobalOTTmarketexpanded,webtooncontentswithgoodstoriesandideasbecameanopportunityintheIPcontentsbusiness.ThetowerofGodandtheGodofHighSchoolwasmadeintoananimationaccordingtothepopularityofWebtoon.Ithasbeenreleasedallovertheworld,includingAsia,theUnitedStates,andEurope,andhasmanyfansintheoverseasmarket.ItaewonclasswasalsoproducedonNetflixbasedonWebtoon.ItwasrankedtopintheAsiamarketandwasagreatsuccess.
网络卡通IP在角色IP行业中占据很大一部分。使用网络卡通IP设计的角色商品受到年轻一代的喜爱。另外，各家公司与网络卡通IP进行合作以推广其品牌，因为它们可以自然地推广其产品并为消费者（尤其是年轻人）带来乐趣。
WebtoonIPsoccupyalargeportioninthecharacterIPindustry.ThecharactergoodsdesignedwithwebtoonIPsarelovedbytheyounggeneration.Inaddition,variouscompaniescollaboratewithwebtoonIPstopromotetheirbrandsbecausetheycanpromotetheirproductsnaturallyandfuntoconsumers,especiallytoyoungpeople.
VirtualinfluencersareanewdigitalIPtrendcreatedbythechangesinthemainconsumergroupandthedevelopmentofscienceandtechnology.TheyaremainlyactiveonSNSsuchasInstagram,Twitter,Facebook,andSnapchat.Eventhoughtheyarenottherealpersontheyactonebycommunicatingwithfansandhaveasignificantnumberofsocialmediafollowers.ThisfictionalcharacterhasbecomeanewmajortrendinthePRmarketutilizingsocialmedia.
Thesevirtualinfluencersarecollaboratingwithseveralbrands.Thereisnofactorthatwillhurttheimageofthebrandbecausetheyarefreefromtherestrictionofplaceandtimeandtherewillbenopersonalprivacyissuesthateasilyhappenwiththerealinfluencers.Thisisthemainreasonalotofbrandsareinterestedinvirtualinfluencermarketing.
在某些情况下，品牌会自己创造虚拟网红。肯德基（KFC）创造的桑德斯上校（ColonelSanders）使人想起了该公司的创始人形象，只不过看着更年轻一些。韩国老牌饮料公司Binggrae创建了虚拟角色“Binggraeus”。Binggraeus有一个概念，他是做Instagram推广Binggrae品牌的王子，该品牌反映了年轻人喜欢的小众文化。Binggraeus能够通过制作具有个性的各种文化因子，并通过与年轻人积极沟通，来自然地推广他们的产品。这些有影响力的人显然正在将品牌推广给年轻一代，也被用作各种品牌活动的主要典范。
图形设计趋势不断变化，以反映千禧一代和Z世代的特征。年轻的一代更喜欢他们能够直接体会到的机智或感性的图像，而不是精心打磨和精致的图像。针对年轻人，可以快速应用于各种媒体的设计正在引领潮流。
GraphicdesigntrendskeepchangingtoreflectthecharacteristicsofmillennialsandgenerationZ.Thisyoungergenerationwhopreferwittyorsensualimagesthattheycanempathizewithratherthanwell-polishedandrefinedimages.Targetingyoungpeople,designsthatcanbeappliedquicklytovariousmediaareleadingthetrend.
过去，品牌标识设计更加精致和不变，通常应用于印刷和应用程序。但如今，媒体变得越来越多样化，品牌标识也正在转变为一种灵活的形式，可以适应这种变化。许多品牌正在进行多种尝试，以在千禧一代和Z世代人身上打上烙印。
Inthepast,brandidentitydesignwasmorerefinedandimmutableandusuallyappliedtoprintandapplications.Butthesedays,themediaisbecomingmorediverseandbrandidentityisalsochangingintoaflexibleformthatcanbeadaptedtothischange.AlotofbrandsaretryingvariousattemptstoimprintidentityonmillennialsandgenerationZgeneration.
Alotofbrandstendtomakeshortlogoanimationwiththeirbrandlogos.Thebrandlogosarenotanunchangeableelementinbrandidentityanymore.ThebrandidentitycangiveafunandeasyimpressiontoappealtomillennialsandGenerationZ.
许多品牌倾向于使用其品牌logo制作简短的logo动画。品牌logo已不再是品牌标识中不可更改的元素。品牌形象可以给千禧一代和Z世代一个有趣轻松的印象。
Withthedevelopmentofdigitalplatforms,postersarealsoevolvingintomovingposters.SincemillennialsandgenerationZarefamiliarwithvideocontent,theyaremoreinterestedinmovinggraphicsthanrefinedimages.Andunlikeinthepastwhenwehadtoprinteverythingononepage,itiseasiertoshowmoreinformationinaninterestingwaythroughmotiongraphicswhichisalsoapointthatyounggenerationsareattractedto.
艾米莉·洛佩斯（EmilyLópez）的动态海报是由字体和复古图形组成的，感觉粗糙而怪诞。罗伯托·华纳（RobertoWarner）的海报采用简单的版式和图纸制作而成，突出了艺术家希望使用动态图形显示的内容。许多图形海报倾向于具有复古风格或由年轻一代喜欢的简单有趣的图形元素组成。
EmilyLópez'smovingposteriscomposedoftypeandretrographicswhichfeelsroughandgrotesque.RobertoWarner'sposteriscreatedwithsimpletypographyanddrawingswhichhighlightswhattheartistwantstoshowusingmotiongraphics.Alotofgraphicposterstendtohavearetrostyleorcomposedofsimpleandfungraphicelementsthatyounggenerationswilllike.
千禧一代和Z世代宁愿主动参与并独自体验新事物，而不是单方面看到信息。许多设计师或艺术家试图通过使用诸如AR之类的新技术，使年轻一代参与他们的作品。年轻一代对与他们互动的图形更感兴趣。
MillennialsandGenerationZprefertoparticipateactivelyandexperiencenewthingsontheirownratherthanseeinginformationunilaterally.ManydesignersorartiststrytomaketheyounggenerationparticipateintheirworksbyusingnewtechnologiessuchasAR.Theyounggenerationfeelmoreattractedtothegraphicswhichtheycaninteractwith.
Agenda2020和后印刷时代都是使观众参与到使用AR观看展览的项目，并且有很多使用AR技术的图形实验，使人们可以通过图形海报体验三维技术。通过让人们积极参与该项目，自然地将品牌形象烙印于热衷有趣和新体验的年轻一代中。
Agenda2020andpost-printarebothprojectsthatinvolveaudiencestoviewexhibitionsusingAR.AndtherearealotofgraphicexperimentsusingARtechnologytoletpeopleexperiencethree-dimensionalexperiencethroughgraphicposters.Bylettingpeopleactivelyparticipateintheproject,itcannaturallyimprintthebrandimageontheyoungergenerationswholoveinterestingandnewexperiences.
过去，似乎只是由儿童绘制的类似涂鸦的图像往往不被认为是不错的图形。但是，千禧一代和Z世代更喜欢以一种轻松自由的方式表达自己的情感和个性，他们倾向于将“涂鸦式的插画”视为一种时髦的图形。有一点可以证明这种说法，许多希望得到千禧一代和Z世代支持的时装品牌都渴望与绘制涂鸦风格图形的插画家合作。
Inthepast,doodle-likeimagesthatseemtohavejustbeendrawnbyachildcouldnotberecognizedasanicegraphic.However,themillennialsandgenerationZwhoprefertoexpresstheiremotionsandindividualityinaneasyandfreewaytendtoseedoodlestyleIllustrationasatrendygraphic.Asproofofthat,manyfashionbrandsthatwanttobesupportedbythemillennialsandgenerationZareeagertocollaboratewithillustratorswhodrawdoodlestylegraphics.
Margonzalesisaprofessionalskateboarderandartist.Hehadbeenaskateboarderforalongtimeandbecameanartistwhenhecameupwithhisartworkwherehegotinspirationfromstreetandskateboardscenes.Hisfree-spiritedandindividualisticillustrationswereenjoyedbymanyyoungpeopleandbecameknownallovertheworldwhenhereleasedacollaborationproductwithSupreme.
萨姆·考克斯（SamCox）是一位来自英格兰的艺术家，比杜奇先生更著名。他的作品的特征在于图案、角色和对象像病毒传播一般不断扩展。乍一看，他的作品看上去很幼稚，但气氛明亮，受到很多人的喜爱。他最近还与芬迪开展了有趣的合作。
SamCoxisanartistfromEnglandwhoismorefamousthanMr.Doodle.Hisworkischaracterizedbytheconstantexpansionofpatterns,characters,andobjectsjustasvirusesspread.Hisworklookschildishatfirstglancebuthasabrightatmospherethatseemstobelovedbymanypeople.HealsorecentlyconductedaninterestingcollaborationwithFendi.
DanielJohnston,whopassedawayin2019,wasasinger-songwriterandvisualartist.Hehadstruggledwithmentalillnessformuchofhislifewhichhadbeeninfluencedhisgraphicstyle.In2020,streetbrandSupremelaunchedacollaborationproductwithhim.
俗话说，潮流在变，复古风格如今却风行一时。现在，可以使人联想起80年代和90年代游戏和动画的图形重新成为一种时尚风格。复古风格对某些人来说可能是怀旧的，或者对某些人来说是新鲜的。
Asthereisasayingthattrendisgoingaround,retrostylesarenowalltherage.Graphicsthatremindyouofgamesandanimationsfromthe'80sand'90sarenowrecreatedintoatrendystyle.Retrostylescanbenostalgicforsomepeople,orfreshandnewforsome.
Hanavbara是一个受欢迎的Instagram使用者，拥有24万追随者，主要绘制以K-pop偶像为主题的插图。他的插图使人们觉得自己正在观看90年代的动画场景。另外，Pixeljeff的插图让人想起90年代游戏中的场景。过去由于技术限制而制作的粗糙且简单的虚线游戏图形现在被当成了表达个性的一种方式。随着这种复古趋势，许多艺术家倾向于从过去的文化中获得启发。
HanavbarawhoisapopularInstagrammerwith240,000followers,mainlydrawsillustrationswiththethemeofK-popidols.Hisillustrationmakespeoplefeelliketheyarewatchingascenefromanimationinthe90s.Also,Pixeljeff'sillustrationremindspeopleofascenefroma90sgame.Roughandsimpledottedgamegraphicswhichusedtobemadebecauseoftechnologyconstraintsarenowusedasawaytoexpressindividuality.Manyartiststendtogetinspiredbythepastculturefollowingthisretrotrend.
路易威登最近发布了一个有趣的视频。维吉尔·阿布洛（VirgilAbloh）制作了一个动画，名为“与朋友的动物园大冒险”，这是路易威登男装系列的新概念视频。他们正在根据千禧一代和Z世代的需求，做出独特的新尝试，以摆脱传统时装秀的形式。另外，最近包含了老式动画图形的Toon-out等动画过滤器在年轻人中也很流行。包括DojaCat在内的许多艺术家都制作了复古音乐录影带。这种复古风格已成为针对千禧一代和Z世代的新趋势。
LouisVuittonrecentlypostedaninterestingvideo.VirgilAblohcreatedananimationcalled"TheAdventuresofZoooomwithFriends"whichisanewconceptvideoforLouisVuitton'smen'scollection.TheyaremakingauniqueandnewattempttochangeinaccordancewiththeneedsofmillennialsandgenerationZ,awayfromtheformatoftraditionalfashionshows.Also,animationfilterssuchasToon-outwhichcontainsold-styleanimationgraphicswererecentlypopularamongyoungpeople.ManyartistsincludingDojaCat,madearetro-stylemusicvideo.ThisretrostylehasbecomeanewtrendtargetingmillennialsandgenerationZ.
Themillennialsconsistof31.5%ofthepopulationandgenerationZisnow32%.MillennialsarealreadychangingtheworldandgenerationZisalsoopeninganewparadigm.Theyaretherealconsumersofthepresentandthecoreofthefuture.Thisresearcharticleexaminedthecaseswherethesegenerations,whichhavemoredistinctpersonalitiesthananyothergeneration,areemergingasfuturepower,andchangesaretakingplacetounderstandandreflectthecultureandtastesofthesegenerationsintermsofdesignandmarketing.Wehopethisarticlewillhelppeopleunderstandthecharacteristicsofthesegenerationsandknowthetrendstheyareleading.