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Hello. Welcome to 6 Minute English, I’m Neil.

大家好。歡迎來到六分鐘英語，我是尼爾。

And I’m Rob.

我是羅伯。

Rob, what generation are you?

羅伯，你是哪一代人？

Well, what are my choices?

好吧，我有什么選擇？

You can’t choose what generation you are, it depends on when you were born.

你無法選擇你是哪一代人，它取決于你出生時(shí)間。

Oh, OK then, what are the different generations?

哦，好吧，各異的每代人是哪些？

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，有嬰兒潮一代，他們出生于20世紀(jì)40年代和20世紀(jì)60年代初之間。然后就是X一代（被遺忘的一代），出生于60年代中期和80年代初之間的人。然后是Y一代（年輕一代），同樣被稱作千禧一代，出生于80年代中期和90年代末之間。還有……

OK, let me guess, Generation Z?Born in the late nineties or early noughties?

好的，讓我猜一下，Z一代？出生于90年代末或者是21世紀(jì)頭十年？

You’re very smart. So, which one are you?

你真聰明。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，那會(huì)暴露我的年齡，不是嗎？好吧，我不得不承認(rèn)，我是X一代。你呢，尼爾？

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。但是今天我們將要把焦點(diǎn)放在Z一代上來，他們同樣被稱作Z世代。使Z世代特殊的是他們是社交媒體的一代。他們還不知道之前那個(gè)沒有社交媒體的時(shí)代。

Oh, poor them!

哦，他們真可憐！

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?

額，好吧，那是一種觀點(diǎn)。其它的觀點(diǎn)是存在的。然而在我們了解Z世代更多內(nèi)容之前有一個(gè)問題。對(duì)于誰首先使用“社交媒體”這個(gè)詞未能達(dá)成完全一致 。但是我們確實(shí)知道從哪個(gè)年代開始它出現(xiàn)了 。是a) 20世紀(jì)80年代 b) 20世紀(jì)90年代 c) 21世紀(jì)初十年即21世紀(jì)頭十年？羅伯，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，它是相當(dāng)近的一個(gè)東西。所以它肯定是c) 21世紀(jì)頭十年。

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?

好點(diǎn)，稍后我們將會(huì)在節(jié)目中找出答案。現(xiàn)在我們要聽一下巴克萊銀行分析員西萊爾?帕特爾是怎么說的。她做客BBC廣播4頻道You and Yours節(jié)目，并被問到千禧一代和Z一代是否有很大區(qū)別。她覺得它們相同還是不同？

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.

大多數(shù)人把Z一代看做迷你千禧一代。那是因?yàn)椤扒ъ淮边@個(gè)詞對(duì)他們有所困擾。我們的研究表明Z世代是不一樣的，而且他們有自己的一套價(jià)值觀以及偏好，那需要消費(fèi)品牌去迎合。我們的研究發(fā)現(xiàn)Z世代是有科技天賦 ，消息超靈通的消費(fèi)者，而且他們極其聰明。我們而今生活的這個(gè)超連接世界對(duì)他們來說是常態(tài)。

So Rob, does Hiral Patel think there is much difference between the two generations?

所以羅伯，西萊爾?帕特爾認(rèn)為那兩代人之間有很大不同嗎？

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，她認(rèn)為有。但是評(píng)論稱不是每個(gè)人都這樣認(rèn)為?！扒ъ淮笔且粋€(gè)使用如此頻繁的單詞，以至于許多人認(rèn)為它指的是所有年輕人。她說Z世代不是迷你千禧一代，他們相當(dāng)不同而且他們有自己的價(jià)值觀和偏好。

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.

而且這對(duì)消費(fèi)品牌來說非常重要，對(duì)想要賣東西給這一代人的公司來說非常重要。他們需要迎合那一代人，那指的是他們需要提供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世代是有科技天賦 ，消息超靈通的消費(fèi)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.

它有點(diǎn)拗口，但是本質(zhì)上它指的是擁有現(xiàn)代科技和社交媒體,他們非常舒服。而且作為結(jié)果，他們擁有眾多關(guān)于世界發(fā)生了什么的信息。這使得他們非常聰明。

And being savvy means being able to understand situations well and make clever decisions because of this knowledge.

而且聰明指的是可以很好地了解情況并通過該種知識(shí)作出明智的選擇。

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.

現(xiàn)在當(dāng)說到現(xiàn)代科技和媒體時(shí)我覺得自己非常聰明。但是我不是和它共同成長(zhǎng)起來的，它是新出現(xiàn)的。對(duì)于Z世代來說，這個(gè)層次的科技是常態(tài)，到處都是，而且一直都是這樣。正如西萊爾?帕特爾所說，那是他們的常態(tài)。再聽一遍她所說的。

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.

大多數(shù)人把Z一代看做迷你千禧一代。那是因?yàn)椤扒ъ淮边@個(gè)詞對(duì)他們有所困擾。我們的研究表明Z世代是不一樣的，而且它們有自己的一套價(jià)值觀以及偏好，那需要消費(fèi)品牌去迎合。我們的研究發(fā)現(xiàn)Z世代是有科技天賦 ，消息超靈通的消費(fèi)者，而且他們極其聰明。我們而今生活的這個(gè)超連接世界對(duì)他們來說是常態(tài)。

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，是時(shí)候回顧這周的單詞了，但是首先讓我們揭曉那個(gè)測(cè)試問題的答案。在哪個(gè)年代，“社交媒體”這個(gè)詞首次被創(chuàng)造出來？是a) 20世紀(jì)80年代 b) 20世紀(jì)90年代 還是c) 21世紀(jì)頭十年？你說是什么，羅伯？

Yeah, well I said c) the noughties.

恩，好吧，我說是c)21世紀(jì)頭十年。

You’re wrong. Perhaps unsurprisingly, the 1990s is the answer. I’m sure most of you got that one correct. Right now, the vocabulary.

你錯(cuò)了?；蛟S不出所料，答案是20世紀(jì)90年代。我確定你們大多數(shù)都選擇了正確答案。現(xiàn)在到詞匯了。

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，這周我們一直在討論某代人。這是用來描述出生于特定時(shí)期的人的一個(gè)詞，通常是18年到20年的時(shí)間范圍，但不總是。

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.

而且我們將焦點(diǎn)放在Z一代或者Z世代，那包括出生于21世紀(jì)早期的那些人，也就是21世紀(jì)從2000年到2009年的第一個(gè)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.

下一個(gè)表達(dá)是“迎合”。這指的是提供特定群體所需或者想要的某事物。而且如果你設(shè)法賣某些東西，你需要迎合你的目標(biāo)市場(chǎng)。

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.

而且如果你的市場(chǎng)是Z世代，你需要了解他們有科技天賦，消息超靈通。他們和連通科技共同成長(zhǎng)，而且他們非常有見識(shí)。

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.

這使得他們極其聰明。這個(gè)形容詞指的是聰明與智慧。在這個(gè)背景下它指的是他們能夠做出明智的選擇要買什么。因?yàn)樗麄冞B接著如此多的信息源。而且對(duì)Z世代來說，這個(gè)層次的交流和聯(lián)系是常態(tài)。它是正常的東西，對(duì)他們來說平常的東西。所以有時(shí)候現(xiàn)代生活與科技對(duì)我來說有困難的地方，對(duì)Z世代來說是簡(jiǎn)單的。

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，那或許是真的，但是我足夠聰明到知道是時(shí)候結(jié)束節(jié)目了。下次再加入我們。而且記得你可以在Instagram，F(xiàn)acebook，Twitter，YouTube，當(dāng)然還有我們的網(wǎng)站bbclearningenglish.com上找到我們。而且不要忘記我們的應(yīng)用，羅伯!

Download it now. It’s free!

現(xiàn)在就下載它吧，它是免費(fèi)的！

Join us again next time. Goodbye.

下次再加入我們。再見。

Bye!

拜！