What do you think of us in the 1980s?

This is a generation that is moving forward rapidly and is eager to grow. The girls wear sexy lingerie and provocative make-up, complete from head to toe in what some parents call a Lolita look. The boys put on a tough-guy look - while worrying about changing their voices. In many ways, this generation is a happy one. The economy was booming for much of their era. They have friends from all different cultures and races. They are computer savvy and can immerse themselves in a world of information at the click of a mouse. They communicate by email. They may also be the best-educated generation in history

I. A unique generation

in the era in which they were born. A unique culture is changing correspondingly with them - movable tables appear in the bathroom, warning signs of "children in the car" and minivans appear. However, at the same time, compared with previous generations, those born in the 1980s People appear to be more independent in their lives.

They are not all inseparable from their friends. They live in a world of the Internet and video games. This world is personal and free from adult interference. 16-year-old Yamina McKini hopes to work in a computer company in the future. She said she was not "going around". "I shop online, I look for jobs online, I do homework, do research, write emails, and chat with friends online." She is not unique. According to data released last year, teenagers spend 9% of their non-sleeping time with friends outside of school, and 20% of their non-sleeping time is spent alone. "

The degree of isolation among teenagers is unprecedented," said Damon of Stanford University. "There is a popular concept among adults that 'children want to be independent and don't interfere.'"

< p>At the same time, people born in the 1980s are greatly influenced by people in the same circle. "This generation prefers to hang out in groups," said William Strauss, co-author of the 1997 book "The Fourth Turning." “If the baby boomers played bowling alone, the Millennium generation played football in teams.” Sometimes the sense of belonging to a team is so severe that it can lead to life or death. A year ago at Littleton's Columbine High School, isolation from their peer group turned two teenagers into killers. However, researchers found through a study of 7,000 teenagers that teenagers' social circles are as changeable and unstable as mercury beads. "Students often move from one circle to another, and friendships change every few weeks or months."

As a group, the optimism of those born in the 1980s is still there. Nor has it been the case in the past few decades. "I think today's teenagers are taught to be the generation that can innovate," said 15-year-old Sophie Mazurocki. "Our generation hopes so. I'm very optimistic."

With the advent of an era of interracial marriage, many people are abandoning old-fashioned racial concepts; they are maturing at the speed of the Internet, faster than any other generation People are more connected to each other. Perhaps both are indicative of a tolerant heart.

What do they hope to gain from life? They are considered to be the "most ambitious generation in career and education" in history. Many people plan to go to college, and many are eager to do professional work. Most people define "happiness" as: a happy life with goals, love, and time. However, many people doubt whether marriage and work can bring such happiness, so they allocate their energy to wider areas. About half of the teenagers serve the community every month through things like delivering food to the homeless or reading to the elderly.

Some sociologists believe that the social roles played by each generation will soon disappear in the next generation, just as the spirit of the times bows to young people and tells them what they have lost and what responsibilities they have to fulfill. Today, teenagers wear tattoos and baggy pants and look very different from their predecessors. But every generation has its own opportunities to create extraordinary things. Let’s wait and see for this generation!

II. The new consumer force

They are the most powerful economic driving force in the retail market. (“It’s a little weird.”) Look at these girls enjoying themselves in the discount aisle.

Girl: I like shopping, I always go shopping.

Bringing their debit cards and shopping bags, they turned the entire United States into a nightless sky. Why? Because they are Generation Y. Today, teenagers from kindergarten through high school form the largest young generation in American history. The Internet has made them the most well-informed generation.

Although not yet independent, they are expected to have higher knowledge and income levels than their baby boomer parents, and the business world is already taking notice.

Retailers:

I think retailers and everyone is finally realizing that the teen market is very profitable. In fact, today's group of teenagers will grow to be the largest group of teenagers in the history of the United States.

Of the approximately 79 million young people, 30 million are teenagers, but these numbers are not the most astonishing. Last year alone, these teenagers spent $153 billion on clothing, food, entertainment and technology, more than Australia's national government budget. Younger generations have a combined impact of $250 billion on purchases made by their parents.

Mother:

They will express a lot of opinions on what we buy. Because if they don't like it, you're bound to hear complaints. Moreover, Generation Y hears and spends things that were not available in our generation: CDs, MP3 players, computers and various electronic products.

Retailers:

We mainly sell the latest technology products, and we are indeed trying hard to focus on this aspect. They have a general understanding of the new product before it comes out and wait for it to be launched. They seem to have much more pocket money than when we were young.

Go to a shopping mall and you will see how fierce the competition is for teenage customers. Merchants use various means to attract buyers by playing music, videos, and displaying fashionable goods. These are tricks that some store owners did not want to use in the past. Yesterday's unwelcome customer is now a lucky boy. (Store owner: "You can check your e-mail here if you want." Customer: "Store owner: "Yes.") Retailers were prescient and targeted the piggy banks of Generation Y. Ford now The automaker markets cars to kids still in their car seats by sponsoring car safety ads on the website of Bruce Cruz, a cartoon character beloved by three-year-olds.

< p>Retailers:

This market is huge, providing Ford with the possibility of establishing long-term relationships with these buyers

The spending habits of young buyers indicate that they are very Pay attention to your appearance.

Girls:

I like to buy clothes and shoes

Girls

I like to wear famous brands. I find that many people wear famous brands.

Retailer:

Our business is basically driven by young people, if they start to follow the fashion from the age of five. It's exciting.

Businessmen may be happy, but parents have to worry about their children being encouraged to consume too much.

I think that's the case. This is not a good situation, because as a mother, I spend too much money to keep up with trends. This puts pressure on my child to dress fashionably, otherwise she will not be teased.

Selena:

They are more mature, more independent, and have a higher level of knowledge. Market researcher Selena Cooper said in her book that these characteristics make children more enthusiastic about famous brands and make them more popular. The reason why merchants are so interested in them

Selena:

I think retailers are beginning to realize that they need to seize the money of these young people as soon as possible.

< p>Reporter:

Are you aware that many people are taking your money?

Girl:

Yes, because there are many stores, many Advertisements, publicity everywhere. With this new attention, they find a way to make money and buy themselves self-esteem.

Girl:

Now they start to take you seriously again. , because they know that you, like everyone else, have money in your pocket

Businessmen hope to seize this new purchasing power and potential market.

III. It is better to stop in moderation.

According to market researchers, teenagers spend an average of about $82 a week on clothing, food and entertainment. But not all children shop at the same time. In fact, in the past few years, children. There has been about 16% less leisure time in what many call overload syndrome

Over the past few years, there has been a real shift in the American national mindset where kids used to learn ballet easily and casually. , gymnastics or football.

Now these children are under tremendous pressure to be painstakingly groomed to become experts. Children are expected to excel in whatever extracurricular activity they choose to pursue.

Is this necessary to send your children to key universities? Harvard’s admissions office said no. Only one-third of the students they admit are exceptionally gifted academically or in extracurricular activities. The remaining two-thirds are students with "solid foundation" and comprehensive development.

We found that many parents now say "enough" and begin to reduce the pressure on their children. Some parents let their children They are freed from activities. Children are too stressed, spend too much time outside of schoolwork, have too little time to sleep, and have too little time to eat. Nowadays, many parents say that they should not let their children go. This goes on.