Rob: And I'm Rob.

我是 Rob

Neil: Rob, what generation are you?

Rob，你是哪個世代的？

Rob: Well what are my choices?

Rob: 有哪些可以選啊？

Neil: You can't choose what generation you are,

Neil: 你不能選擇你的世代啦！

it depends on when you were born.

它取決於你出生的年代

Rob: Oh, OK then, what are the different generations?

Rob: 喔，那好吧，有哪些不同的世代呢？

Neil: Well, there are baby boomers, who

Neil: 有嬰兒潮代

were born in between the 1940s and the early

生於 1940 年到 1960 年初之間的

60s. Then there was Generation X, born

再來是 X 世代

between the mid 1960s and the early

生於 1960 年到 1980 年初之間

1980s. Then there is Generation Y,

然後是 Y 世代

also known as millennials, born mid

也是大家都知道的千禧世代

1980s to late 1990s, and ...

生於 1980 年到 1990 年之間

Rob: OK, let me guess, Generation Z? Born

Rob: OK，讓我猜猜，Z 世代是出生於

in the late nineties or early noughties?

90 年後或是 2000 年初

Neil: You're very smart. So, which one are you?

Neil: 您真聰明，所以你是哪個世代呢?

Rob: Ah, that would give away my age,

Rob: 呃，那會透露出我的年齡，對吧？

wouldn't it! OK, I have to confess I am

好吧，我要坦白說我是

Generation X. And what about you, Neil?

X 世代，Neil 那你呢？

Neil: Yes me too, Generation X. But today

Neil: 我也是 X 世代的，但今天

we're going to focus on Generation Z, also

我們今天要討論的是 Z 這個世代

known as Gen Z. What marks Gen Z in

也是俗稱的 Z 世代，Z 世代比較特別的是

particular is that they are the social media

它是個社群媒體的世代

generation. They have never known a time

他們沒有經歷過

without social media.

沒有社群媒體的年代

Rob: Oh, poor them!

噢，可憐的他們!

Neil: Mmm, well, that's one view. Other

Neil: 嗯，那只是一個看法

opinions are available. Before we look at

還有其他的意見，在我們

Gen Z in more detail, a question though.

進一部探討 Z 世代前，先考一個問題

No one can quite agree on who first used

沒有人可以確定誰先使用了

the term 'social media', but we do know

『社群媒體』這個詞，但是我們知道

from which decade it came. Was it...

它在哪個年代誕生的，它是在

a) the 1980s, b) the 1990s, c) the noughties,

(A) 1980 年 (B) 1990 年 (C) 2000 年

that is the first decade of the 21st Century.

同時也是 21 世紀的第一個年代

Rob, what's your answer?

Rob，你的答案是什麼?

Rob: Well, come on, it's quite a recent

Rob: 拜託，它是個近期的東西

thing. It's got to be c) the noughties.

一定是 (C) 2000 年

Neil: We'll find out the answer later in the

Neil: 我們晚點在節目會找到答案

programme. Now we're going to hear

那我們現在先聽

from Hiral Patel who is an analyst for

來自 Barclays 銀行的分析師 Hiral Patel

Barclays. She appeared on BBC Radio 4's

她來到 BBC 第 4 電台的

You and Yours programme and was

You and Yours 節目

asked whether there was much difference

被問到千禧與 Z 世代

between millennials and Generation Z.

有很多不同的地方嗎?

Does she think they are the same or different?

她會認為是一樣的還是不同的呢?

Hiral Patel: Most people view Generation

Hiral Patel: 多數人認為 Z 世代

Z as mini-millennials - and that's because

是迷你版的千禧世代 - 是因為

there is an obsession with the word

對千禧這詞的認定

'millennial'. Our research shows

我們的研究指出

that Gen Z are different and that they have

Z 世代比較不一樣，他們有自己的

their own set of values and preferences

一套的價值觀與偏好

which consumer brands need to cater for.

也是消費品牌需要迎合的部分

Our research found that Gen Z are

研究發現 Z 世代都是

tech-innate, hyper-informed consumers,

天生的科技通以及消息靈通的消費者

and extremely savvy. This hyper-connected

且非常的精明，現今活在這高度連結的世界

world that we live in today is a new norm for them.

對他們來說是一個新的準則

Neil: So Rob, does Hiral Patel think there

Neil: Rob，Hiral Patel 認為

is much difference between the two generations?

這兩個世代有不同之處嗎?

Rob: Yes, she does. But she comments

Rob: 有，她認為有的

that not everyone does. 'Millennial' is a

但她也說到不是每個人都這麼認為

term that is used so frequently that many

千禧這詞常被泛指

people think it refers to all young people.

所有的年輕人

Gen Z, she says are not mini-millennials,

Z 世代表示不是迷你的千禧世代

they are quite different and have their own

他們不太一樣且有自己的

values and preferences.

價值觀與偏好

Neil: And this is important for consumer brands,

Neil: 這對消費品牌是很重要的

for companies who want to sell to this

想要賣東西他們的公司

generation. They need to cater for that

他們需要去迎合這世代

generation, which means they need to

意味著他們需要提供

provide goods that Gen Z want.

Z 世代會想要的東西

Rob: And she describes Gen Z as being

Rob: 還有她形容 Z 世代是個

tech-innate, hyper-informed consumers.

天生的科技通、消息靈通的消費者

Neil: It's a bit of a mouthful but essentially

Neil: 講的還滿多的但基本上

it means that they are extremely

是說他們非常

comfortable with modern technology and

的能接受現代科技

social media and as a result have a lot of

還有社群媒體，結果擁有了

information about what's going on in the

世界各地的資訊

world. This makes them savvy.

這也使他們變得精明

Rob: And being 'savvy' means being able

Rob: 精明意味著能夠

to understand situations well and make

充分了解行情並做出明智的決定

clever decisions because of this knowledge.

多虧於有科技面知識

Neil: Now I think I'm pretty savvy when it

Neil: 現在我認為我非常的精通

comes to modern connected technology

對於現代連結的科技

and media, but I didn't grow up with it, it's

與社群媒體，雖然我的成長過程沒有它們，

new. For Gen Z, this level of technology is

他們是新東西。這等級的科技

what is normal, it's all around and always

對 Z 是代的人來說一直都是很普通的東西

has been, it's their norm, as Hiral Patel put

這是他們基本的知識，就像 Hiral Pate 所說的

it. Here she is again:

又換她了

Hiral Patel: Most people view Generation Z

Hiral Patel: 多數人視 Z 世代

as mini-millennials - and that's because

為迷你千禧 - 那是因為

there is an obsession with the word

對『千禧』這一詞的認定

'millennial'. Our research shows that Gen Z

我們的研究指出 Z 世代

are different and that they have their

有不同之處，他們有自己

own set of values and preferences which

一套的價值觀與偏好

consumer brands need to cater for. Our

使得消費者品牌要去迎合他們

research found that Gen Z are tech-innate,

研究也指出 Z 世代的人是天生的科技通

hyper-informed consumers, and

也是消息也靈通、又非常精明的

extremely savvy. This hyper-connected

消費者。現今我們所活在的

world that we live in today is a new norm for them.

高連結世界，對他們來說是新的準則

Neil: Right time to review this week's

Neil: 到了複習本周單詞的時間

vocabulary, but first let's have an

首先我們要來解答

answer to that quiz. In what decade was

前面的問題，社群媒體

the term 'social media' first coined? Was it:

是在哪的年代發明的? 它是在

a) the 1980s, b) the 1990s, c) the noughties

(A) 1980 年代 (B) 1990 年代 (C) 2000 年代

What did you say, Rob?

你選那個，Rob?

Rob: Yeah, well I said c) the noughties.

Rob: 我選 (C) 2000 年代

Neil: You're wrong. Perhaps unsurprisingly,

Neil: 你答錯了，不出所料

the 1990s is the answer. I'm sure most of

1990 年代才是正確的，我非常確定

you got that one correct. Right, now, the vocabulary.

大多數的你們都會答對這題，現在來討論單詞

Rob: Yes this week we've been talking

Rob: 這周我們一直在討論

about 'generations'.

『世代』

This is a term used to describe people born

這詞通常是用來形容在特定時代

in a particular period of time, usually, but

出生的人們

not always a period of about 18 to 20 years.

但不總是在 18 到 20 年間

Neil: And we were focussing on

Neil: 我們也有討論到

Generation Z or Gen Z which includes

Z 的世代或是 Z 世代

those born in the early noughties,

包括了 2000 年初的

which is the first decade of the 21st

2000 到 2009 年，這也是 21 世紀

Century from 2000 to 2009.

的第一個年代

Rob: The next expression was 'to cater for'.

Rob: 下一個詞是『迎合』

This means to provide something that is

它的解釋是提供特定族群

needed or wanted for a particular group.

需要或是想要的東西

And if you are trying to sell something,

如果你想要賣東西的話

you need 'to cater for' your target market.

你需要去迎合你的目標市場

Neil: And if your market is Gen Z you need

Neil: 如果你的市場是 Z 世代的話

to be aware that they are tech innate,

你需要注意到他們是天生的科技通

hyper-informed. They have grown up with

且消息靈通。他們從小就開始

connected technology and are very knowledgeable.

使用科技產品，懂得東西比較多

Rob: This makes them extremely 'savvy'.

Rob: 這使的他們很精明

This adjective means 'smart and

這詞是表示聰明與智慧

intelligent'. In this context it means they

在這段對話裡表示他們

are able to make smart decisions

對於買東西

about what to buy because they are

能夠做出明智的決定

connected so many sources of information.

因為他們知道很多資訊

And for Gen Z, this level of interaction and

至於 Z 世代，他們互動與連結的程度

connectivity is 'the norm'. It's what is

是個準則，

normal, what is usual for them. So where I

對他們來說是沒什麼的

struggle sometimes with modern life and

但這現代生活與科技對我來說有點吃力

technology - for Gen Z, it's easy.

對 Z 世代卻很輕鬆

Neil: Well that may be true but I'm savvy

Neil: 儘管如此，我還是很精明的知道

enough to know that it's time to end the

該要結束今天的節目了

programme. Do join us again next time

下次在收聽我們的頻道

and remember you can find us on

還有可以在 Instagram、Facebook、

Instagram, Facebook, Twitter, YouTube

Twitter、 YouTube 頻道找到我們

and of course our website bbclearningenglish.com.

當然還有我們的網站 bbclearningenglish.com.

And let's not forget our app Rob!

還有別忘了我們的 App， Rob!

Rob: Download it now. It's free!

現在就下載，是免費的

Neil: Join us again next time. Goodbye.

Neil: 歡迎下次收聽，再見

Rob: Bye!

拜！