Gen Z: A snowflake generation?
Z 世代：一个雪花一代？

Adults have constructed an image of this young generation, based on our own conceptions and experiences of the "what should be" that we had at that stage of life. This adult-centric view makes it possible to understand why they have been unfairly named the "crystal” or “snowflake” generation. 
成年人根据我们在那个生命阶段的“应该是什么”的观念和经验，构建了对这一年轻一代的形象。这种以成年人为中心的观点使我们能够理解他们为何被不公正地称为“水晶”或“雪花”一代。

All new generations have to carry the stigma attached to them by past generations: that they are lazy, that they are too idealistic, that they don't want to grow up, and so on.
所有新一代都必须承受过去几代人对他们的污名：他们懒惰，他们过于理想主义，他们不想长大，等等。

Even today, many adults still repeat what they think about Generation Z; phrases such as "they are not like us, because we overcame our problems without anyone taking us to a psychologist". Remnants of a time when the adult's word was not questioned, when bullying had no name and everyone celebrated the funny classmate who picked on the weakest, when we solved our problems on our own, when we faced our sorrows without crying.     
即使在今天，许多成年人仍然重复他们对 Z 世代的看法；诸如“他们与我们不同，因为我们在没有人带我们去看心理医生的情况下克服了自己的问题”这样的短语。那是一个成年人说的话不被质疑的时代，那时欺凌没有名字，大家都庆祝那个取笑最弱者的搞笑同学，那时我们独自解决问题，面对悲伤时不哭泣。
What is said of today's young people? That they are flimsy, fragile and delicate; that at the slightest conflict they break down, fall apart, exaggerate; that they are extremely sensitive, with no tolerance for frustration. A generation of the immediate, the disposable, the fleeting, the visual; an exhibitionist generation that needs to live its life through the showcase of social networks. A generation unwilling to wait, unwilling to persevere, less willing to make an effort.
今天的年轻人被说成什么？他们被认为脆弱、纤细和娇嫩；在最轻微的冲突中就崩溃、分崩离析、夸大其词；他们极其敏感，对挫折没有容忍度。一个追求即时、一次性、短暂和视觉的世代；一个需要通过社交网络的展示来生活的自恋世代。一个不愿意等待、不愿意坚持、也不太愿意付出努力的世代。

Children of their time
他们时代的孩子

To understand this generation, we must place them in the context in which they are being brought up and trained: they are the children of parents who are in a process of trial and error, based on new paradigms they have adopted regarding parenting. They are new mothers and fathers who are trying to leave behind older and more rigid parenting models in order to try out more flexible formulas, relating to each other by listening and giving space for dialogue. In addition to the above, we must also add other factors that are relevant to the development of Generation Z, such as being digital natives and the accelerated social and cultural changes that force them to deal with uncertainty.
要理解这一代人，我们必须将他们置于他们成长和接受教育的背景中：他们是处于试错过程中的父母的孩子，这些父母基于他们所采纳的新育儿范式进行育儿。他们是新的母亲和父亲，试图抛弃旧的、更加僵化的育儿模式，以尝试更灵活的方式，通过倾听和给予对话空间来相互交流。除了上述因素，我们还必须添加其他与 Z 世代发展相关的因素，例如作为数字原住民以及加速的社会和文化变革，这些变革迫使他们应对不确定性。

Young people today face these new paradigms at a time when they are shaping their own identity, which allows them to incorporate social and cultural changes with less resistance than at older ages. In this sense, they feel freer to explore, to believe in different ideas and where consumption is increasingly liquid.
当今的年轻人在塑造自己身份的同时面临这些新范式，这使他们能够以比年长者更少的抵抗力融入社会和文化变化。在这个意义上，他们感到更自由去探索、相信不同的想法，而消费也变得越来越流动。

If I don't wear a bra, it's a way of rebelling. I don't have to hide my nipples. If you get caught up in it, learn to govern yourself, I don't have to repress myself.
如果我不穿胸罩，那是一种反叛的方式。我不必隐藏我的乳头。如果你被卷入其中，学会自我管理，我不必压抑自己。

Female, university student, C3^[ii]
女性，大学生，C3 ^[ii]

They have a strong awareness of the future, but from a realistic and more hopeless point of view, which sometimes depresses them as they feel they can do little individually. They adhere to causes that resonate with them and are capable of sacrificing for them, such as going vegan not only for the sake of animal welfare, but as a concrete way of protecting the planet from the erosion caused by meat production and the consequent damage to the ecosystem.
他们对未来有强烈的意识，但从现实和更绝望的角度来看，这有时会让他们感到沮丧，因为他们觉得自己个体上能做的很少。他们坚持与自己产生共鸣的事业，并愿意为此做出牺牲，例如选择素食，不仅是出于动物福利的考虑，也是作为保护地球免受肉类生产造成的侵蚀和随之而来的生态系统损害的一种具体方式。

There was the documentary Cowspiracy, and I remember I was always very concerned about the environment, but I didn't know the damage I was doing by eating meat. I used to recycle and stuff, but with that documentary I realised that I was still a super harmful person for the planet. I saw it and the second I saw it, I was like, "wow! I was shocked and I never ate meat again.
有一部纪录片叫《Cowspiracy》，我记得我一直非常关心环境，但我不知道吃肉对环境造成的伤害。我以前会回收垃圾之类的，但看了那部纪录片后，我意识到我仍然是对地球非常有害的人。我看完后，第一时间我就想，“哇！我很震惊，从那以后我再也没有吃过肉。”

Male, university student, C2^[iii]
男性，大学生，C2 ^[iii]

They are a generation connected to others, to their environment and, above all, to themselves. The pandemic was a turning point for them in the sense that it connected them to their deepest vulnerabilities. It led them to isolation, but also to reflection on their own existence.
他们是一个与他人、与环境以及最重要的是与自己相连的世代。疫情对他们来说是一个转折点，因为它让他们意识到自己最深层的脆弱性。它使他们陷入孤立，但也促使他们反思自己的存在。

Masculinity, we still question even that. I don't like that word very much, it's full of stereotypes: big-haired, hairy-chested, bearded
男性气概，我们甚至对此仍然有疑问。我不太喜欢这个词，它充满了刻板印象：大头发、多毛的胸部、留胡子的。

Male, university student, C1
男性，大学生，C1

With the crisis lingering 
危机持续存在

Our children and adolescents have been the protagonists of some of the most relevant phenomena of our history in this century, in Chile and across the world. They have had to grow up in the midst of one of the most important health crises in the history of the last hundred years, undergone great social changes (some not exempt from violence) and are witnessing an economic crisis that is already being felt in homes everywhere.
我们的孩子和青少年在本世纪的历史中，尤其是在智利和全球范围内，成为了一些最重要现象的主角。他们不得不在过去一百年历史上最重要的健康危机之一中成长，经历了巨大的社会变革（有些变革并非没有暴力），并目睹了一场已经在各地家庭中感受到的经济危机。

According to UNICEF, at least one in seven children and young people during the pandemic suffered anxiety, depression and isolation^[iv] . How does one survive childhood and youth in the midst of this context? It is not surprising that this is a generation more willing to talk about what they feel, to be vulnerable and to ask for help.
根据联合国儿童基金会的数据，在疫情期间，至少有七分之一的儿童和年轻人经历了焦虑、抑郁和孤立 ^[iv] 。在这种背景下，如何度过童年和青春期并不令人惊讶。这一代人更愿意谈论他们的感受，展现脆弱并寻求帮助。

They feel disenchanted and deeply distressed by a future that looks increasingly uncertain and grey. All these difficult experiences have left Generation Z with a certain air of melancholy and lack of hope for what is to come. How could they not be the ones who are most sensitive to what is happening?
他们对未来感到失望和深深的痛苦，未来看起来越来越不确定和灰暗。所有这些艰难的经历使得 Z 世代带着一种忧郁的气息，对未来缺乏希望。他们怎么可能不是对发生的事情最敏感的人呢？

The curious thing is that while in the intimate sphere they recognise themselves as more vulnerable, in the social sphere they have been the architects of relevant transformations, which shows that they are a generation willing to fight for the changes they feel are necessary and just: gender equality, defence of sexual diversity, defence of the ecosystem, social justice, and opportunities for the most vulnerable. The recent experience in our country shows us, moreover, that by mobilising they managed to overcome the barrier of the impossible and felt empowered about what they can achieve together. And this greater honesty with which they live their lives is also beginning to be demanded of society as a whole, from institutions, businesses, church, family, or friends.
有趣的是，尽管在亲密领域他们承认自己更脆弱，但在社会领域他们却是相关变革的设计者，这表明他们是一个愿意为自己认为必要和公正的变化而奋斗的世代：性别平等、捍卫性多样性、保护生态系统、社会正义以及为最脆弱群体提供机会。此外，我们国家最近的经历向我们展示，通过动员，他们成功地克服了不可能的障碍，并对自己能够共同实现的目标感到自信。而这种更大的诚实感也开始被社会整体所要求，包括机构、企业、教会、家庭或朋友。

They are a generation that demands consistency and coherence between discourse and action, traceability in processes, transparency and honesty in storytelling. This leads them to take action against industries or institutions that do not have a credible storytelling that matches their storydoing.
他们是一个要求话语与行动之间一致性和连贯性、过程可追溯性、故事讲述透明度和诚实性的世代。这使他们对那些没有与其故事实践相匹配的可信故事讲述的行业或机构采取行动。

The role of brands 
品牌的角色

So, what do we need to do if we want Generation Z to consider and choose us? Let's ask ourselves: are we listening to them, how much do we know about what really concerns and matters to them, what stresses them, and how do we accompany them on the road to being happier?
那么，如果我们希望 Z 世代考虑并选择我们，我们需要做些什么呢？让我们问问自己：我们是否在倾听他们，我们对他们真正关心和重要的事情了解多少，他们的压力是什么，我们如何陪伴他们走向更快乐的道路？

We must start by accepting them in their differences, validating their emotions; but also sharing our own learning, which is still valuable, even more so in this world of immediacy. What we learned the hard way, today we can teach with love: resilience, the value of effort and patience, the idea that behind every sacrifice does not always come success and recognition.
我们必须首先接受他们的差异，验证他们的情感；同时也分享我们自己的学习，这在这个即时的世界中仍然是有价值的。我们以艰难的方式学到的东西，今天可以用爱来传授：韧性、努力和耐心的价值，以及每一个牺牲背后并不总是伴随着成功和认可的理念。

We must stop forcing children and young people into our moulds and allow them to teach us about their values, what we call reverse education: it is the children and young people of today who teach us adults about the new paradigms of society, and education is no longer a vertical model that is transmitted from the top (adults) to the bottom (young people).
我们必须停止强迫儿童和年轻人适应我们的模式，让他们教我们他们的价值观，这就是我们所称的反向教育：今天的儿童和年轻人教会我们成年人社会的新范式，教育不再是从上到下（成年人到年轻人）传递的垂直模式。

We must begin this journey by debunking myths. And for this, qualitative research plays a crucial role: let children and young people tell us about their dreams and failures, their joys and fears, their doubts, fun and sadness. Today more than ever we need brands committed to society, because accompanying this generation in their growth allows us to understand their needs as a group, to respond with solutions and messages that accompany them on this hard road of personal and collective development.
我们必须通过揭穿神话来开始这段旅程。为此，定性研究发挥着至关重要的作用：让儿童和年轻人告诉我们他们的梦想和失败，他们的快乐和恐惧，他们的疑虑、乐趣和悲伤。今天，比以往任何时候我们都需要致力于社会的品牌，因为陪伴这一代人成长使我们能够理解他们作为一个群体的需求，以便用解决方案和信息回应他们，陪伴他们走过个人和集体发展的艰难道路。

Table of content  目录

1. An introduction to Flair Chile 2023: A historic year?
   Flair Chile 2023 简介：历史性的一年？
2. Global view of Chile
   智利的全球视角
3. Gen Z: A snowflake generation?
   Z 世代：一个雪花一代？
4. Feminism in Chile: A movement that is progressing, albeit slowly
   智利的女性主义：一个正在进步的运动，尽管进展缓慢
5. The chilean route to sustainable development
   智利可持续发展的道路
6. Is it possible to innovate in a disruptive way in Chile?
   在智利以颠覆性的方式进行创新是否可能？