評論
打印
Some large companies have made dramatic changes.
一些大型公司做出了巨大改變。
ConAgra, an American food giant, has simplified its recipes and eliminated all artificial ingredients from many of its snacks and ready meals.
美國食品巨頭ConAgra簡化了其配方，剔除了多數小吃和即食餐中的人工原料。
After years of falling sales, it is growing again; millennials now account for 80% of its customer growth.
在經歷多年銷售額下降后，其銷售額再次增長；現在千禧一代占他們顧客增長的80%。
"Bringing in these folks has been absolutely critical to growing the brands," says Bob Nolan, ConAgra's senior vice-president of insights and analytics.
“吸引這一代人對品牌增長非常關鍵，”ConAgra公司洞察分析高級副總裁鮑勃·諾蘭說到。
Millennials' appreciation of experiences over "stuff" is also real.
千禧一代對“事物”經歷的喜好也是真實的。
Online platforms such as Airbnb have capitalised on youngsters' taste for splurging on holidays, dinners and other Instagrammable activities,
網上平臺，如愛彼迎，利用了年輕人對度假、吃大餐和參加值得拍照分享活動的喜好，
but so too have some older bricks-and mortar firms.
但一些老牌房產公司也是如此。
In 2016 JPMorgan Chase, a bank, launched Sapphire Reserve, a premium credit card that offers generous rewards for spending on travel and dining.
2016年，摩根大通推出Sapphire Reserve信用卡，在旅游和進餐時刷這種卡就可以獲得優厚獎勵。
Touted as "a card for accumulating experiences", the $450-a-year product has been a hit with well-off millennials, who represent more than half of cardholders.
這種450美元每年的產品，被捧稱為“用于積累經歷的卡”，該產品頗受富裕千禧一代的歡迎，他們占了持卡人的一大半。
Younger consumers also have more debt, fewer assets and less job security than previous generations. In this regard, flexibility matters.
相比上幾代人，年輕消費者背的債更多，所持資產更少，工作安全感也更低。就這一點而言，靈活性很重要。
Ally Bank, a subsidiary of Ally Financial, the former financial wing of General Motors, for example,
例如，前通用汽車金融分支，聯合汽車金融公司子公司Ally Bank就
does not charge its current-account customers any maintenance fees or require them to hold minimum balances.
沒有向其往來帳戶客戶的收取管理費或是要求他們在卡中留有最低余額。
Such features have earned it the loyalty of millennials.
這樣的特點為公司贏得了千禧一代顧客的忠誠。
Business models are being revamped to serve commitment-phobic millennials.
商業模式被修改只為迎合恐懼承諾的千禧一代。
Big carmakers, including GM, Volvo and BMW, offer subscription services for their cars,
包括通用、沃爾沃、寶馬在內的汽車制造商推出了訂閱式租車，
offering access to new vehicles without lengthy financial obligations.
不用背負沉重的債務就能開上新車。
Yet many firms still have too homogeneous a view of millennials, says Laura Beaudin, a partner at Bain & Company, a consultancy.
但很多公司仍對千禧一代有著同種看法，貝恩咨詢公司合伙人勞拉表示。
"If you want to resonate with a group that prides itself on diversity, having a one-size-fits all solution does not make sense," she says.
“千禧一代以自己的多元化而自豪，如果你想和這樣一群人產生共鳴，那么這樣一刀切的觀念根本行不通，”她說。
Some firms do embrace customers' individuality—in May, Gucci, an Italian fashion house,
一些公司確實接受了顧客的個人特性—五月，一家意大利時裝商店Gucci就在其
introduced customised versions of a popular tote bag and pair of sneakers as part of a campaign called Gucci DIY.
在Gucci DIY活動中推出了定制版手提袋以及一款運動鞋。
Gucci reportedly maintains a cadre of under-30 staffers to advise its boss. Expect more companies of a certain age to hark back to youth.
據報道稱，Gucci保留了一批30歲以下的骨干員工，為老板提供建議。期待有更多老牌公司能夠重返青春。
譯文由可可原創，僅供學習交流使用，未經許可請勿轉載。
