2 . Imagine this: You walk into a place and the atmosphere is light and airy. The subtle scent of coffee beans fills the air and everyone that approaches you is friendly and welcoming. You’re comfortable and feel like you belong. As in most cities, it’s a place where people meet, discuss ideas, and conduct business. After taking a few sips of that Caramel Macchiato, you immediately get that feeling of energy and optimism. Perhaps it’s partly due to the caffeine and sugar rush, or maybe it’s that the presence of a Starbucks typically indicates a city on the rise.

In December of 2017, Trenton’s first Starbuck’s café was opened to the public at 102 Warren Street. Walking in, people living in Trenton scream at everything about this café, from the diverse but local stuff to the Trenton themed décor (室内装饰) and art. To make things better, this Starbucks also serves as an “opportunity café” which essentially means the young people in our communities are recruited and offered job training and employment. This program not only uplifts our youth, but also increases the amount of minority business in the city.

In the interviews with customers, a trend in responses arose. To many, the Starbucks was a “favorite place to stop in after work” and provided “a very relaxing environment.” The staff were often highly praised, noted as being friendly, helpful, and working in harmony. The interior décor of the café struck a lot of people’s attention, given the familiarity of the atmosphere. Painted on the walls, all around the store, are murals (壁画) with bright, colorful, graffiti-like designs very sui generis in Trenton, showcasing local monuments like the State House and the famous “Trenton Makes” bridge.

This new Starbucks brings a sense of modernity to Downtown Trenton and reminds us that our city is always developing. Open from 6 a. m. until 7 p.m. every day, the building is hardly ever empty. This space is made for everyone in Trenton, even the non-coffee lovers.

3 . Dear boss — You have always tried to attract young and youngish consumers, and our consultants have always come up with new ways to label them. I don’t need to remind you that “millennials” and, increasingly, “Gen Z” are our most important markets. The trouble is that coming up with rules to define a swathe of humanity is more art than science. It is liable to apply stereotypes. Luckily you have me, and I’m here to tell you that much of what is written about marketing to today’s most prized consumers is a myth.

Social media has just changed the ways people discover brands from viewing television, newspapers and magazines to surfing Instagram and TikTok; it has weakened the power of marketing as a whole. Such is the ease with which digital natives can fact-check our tricky marketing claims that it is getting harder to build brand loyalty. Online, communication is cheap and prices are readily Googled.

There is a similar temptation to think that physical shops no longer matter. Young consumers love their Amazon deliveries. But what works best is the seamless combination of the digital and physical worlds. Remember those online-only influencer-backed beauty brands like Glossier, which took the world by storm during the pandemic? It turns out that they struggle to get repeat business and have had to pair up with physical retailers. If we want to succeed, we need to offer the best of both physical and virtual worlds.

Gen Z will consider a brand’s sustainability and social impact, but considering something isn’t surrendering to it. They are never brand-slaved. It is chiefly youngsters who buy cheap “fast-fashion” outfits to wear once and then send to landfill. Also, youngsters care less for consumer boycotts than its virtue-signaling parents, thus open to various brands. No wonder, most brands originate from youngsters with duel identities of producers and consumers.

What determines the shopping mode of a generation is their mindset. In Gen Z, lies are easily exposed online, where everyone loves a takedown and hates hypocrisy. We are people just as our young customers are and people will always buy sincerity.

5 . The halo effect is a cognitive bias (认知偏见) that affects our opinions of quality in products, brands, businesses or people. It describes our tendency to judge a wider concept on our experience of a single moment or interaction. That is, your experience of using a product may colour your impression of an entire brand.

This is a very surface-level, quick-fire response that’s deep in our mind. If we see a good or bad quality, we really can’t help thinking this “thing” must flow through to the rest of the person, business or brand. Marketers understand this and have been using it against you for years.

Advertisers want to back winners, especially those on big stages. The Olympics, the World Cup and the Super Bowl all attract huge amounts of advertising spend. Why? Because when sports stars win big, they create huge amounts of feel-good factors and a brand can use the halo effect to project some of those feel-good factors onto themselves.

Studies have shown that when a product has a label that it is either fair trade, sustainably sourced or organic in nature, it will receive higher ratings in customer satisfaction and people will pay more for it. In a blind taste test though, that’s not necessarily the case. The product could be considered poor in taste or quality, but the act of adding a certain label to the packaging increases people’s liking for it.

The halo effect is a bias we cannot escape. It is in action everywhere in the modern world. Every high-end product you experience leaves a lasting impression and every advertisement that catches your eye is looking to direct your attention towards something you may not have otherwise been interested in. As a consumer, be careful. There are businesses that will go to any extent to influence your behaviour. Next time you find yourself really wanting something, stop and ask yourself why.

6 . The law of supply and demand (需求) explains how the prices of goods and services are determined. Prices rise when there is an increase in demand. When there is an increase in supply, prices go down.

When the amount of goods being demanded is the same as the amount of goods being supplied, it stabilizes prices. However, if either side increases too much, it can create economic (经济的) problems. Tulip Mania was a period in the Dutch Golden Age when the prices of tulips rose and dropped rapidly. In the 1630s, the demand for these flowers increased so much that prices went out of control.

After tulips were introduced to the Netherlands, they became a symbol of wealth and position. As a result, the rare types were seen as valuable things and were trade at high prices. Soon, they grew in popularity as a trading product, and traders bought them to make a lot of money. Even ordinary people started to believe it was an easy way to make money and got involved (参与) in the trade of the tulips.

Prices kept on rising as more people wanted tulips. Some people began selling all of their possessions (财产) in order to buy them. And the prices became unbelievably higher than the value of the actual things. As the supply increased, however, some people thought the demand for tulips would not last and began to sell their tulips. Finally, prices dropped, and many were left poor with worthless tulips.

7 . Potential end to sales of gasoline cars in China could benefit makers of electric cars, and suppliers of spare parts and power management solutions in the long run, analysts said.

Policymakers have been suggesting a possible timetable soon for getting rid of cars that use gasoline as fuel from the China market. For instance, Xin Guobin, deputy head of the Ministry of Industry and Information Technology, said at a news conference in early September that authorities are studying a timetable for stopping sales of gasoline cars in China.

At another conference on power and battery development, Xin said that the development of high-efficiency special batteries is key to the development of e-vehicles in China.

Wang Chuanfu, president of BYD, China’s largest e-car maker, said in a recent interview that he estimated sales of gasoline cars will likely end in 2030.

According to a report by China International Capital Corporation Limited or CICC, large-scale production of e-vehicles and a bigger market share in the overall mobility market are inevitable in the next few years.

“Ending sales of gasoline cars is a global trend, and China is not going to fall behind,” the report said.

Norway and the Netherlands have announced they will end sales of gasoline cars in 2025. Germany and India will do so in 2030, and the UK and France in 2040.

Policies will encourage purchase and use of e-vehicles in China. For example, buyers would be offered free car plates in cities. In contrast, gasoline car owners may need to pay more than 80,000 yuan for a plate at auctions (拍卖) in Shanghai.

In the longer term, however, development of e-vehicles in China depends on battery technology improvements and charging networks, said the paper.

In recent years, China    1    (see) a boom in “new tea beverages (饮料)” that combine brewed tea, fresh fruits and vegetables, sometimes laced with (加入) dairy products or juice, which are    2    (particular) popular among young people.

As new tea beverages, a    3    (vary) of tea drinks help meet young people’s desire for relaxation and social sharing, and have even become a part for social life. Now, when a new flavor of drink    4    (appear), plenty of young people would line up in front of beverage shops    5    crowd in online takeaway platforms    6    (look) forward to a freshly made cup and then cannot wait to post it on social media.

According to data from iMedia Research,     7     market scale of China’s tea-based drinks increased to 279 billion yuan ($39 billion in 2021) and is expected    8    (reach) about 375 billion yuan by 2025. “Previous popular beverages like milk tea used to be brewed with tea powder and creamer. With living standards improved, customers are now demanding    9    (high) quality food and drinks than before,” said Wang Jingyuan, founder of LINLEE, a brand    10    focuses on novel tea-based lemon drink.