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Sorting out the changes in the overall environment in Taiwan in the past 60 years, taking people as the core, incorporating the influence of family, education, and external factors on the shaping of values, to have a clear context for thinking about Z generation. Playing for real is the outlook on life of Z generation, and it is more reflected in every consumption decision. Brands must respond to play with them, play for real: to achieve transparency, sincerity, fairness, daring to play, openness, feedback and other 6 key elements.