During my time as a journalist, I had several opportunities to meet and talk with today’s youth, often referred to as the MZ generation (college students). Most conversations revolved around their interest in social values .   What I noticed was that young people are more concerned with social values than I had expected. While not every individual behaves this way, in general, youth don’t just buy products because they are cheap or aesthetically pleasing. Instead, they consider the values and philosophy behind a brand, as well as the meaning their purchase carries.   👉Consumption as a Language of Personal Values   Young people who own pets are concerned about animal welfare . Those who are disabled or have disabled friends are attentive to disability-related issues. Residents of specific regions care about regional decline and depopulation.   In other words, concerns like animal welfare, human rights, regional sustainability, and environmenta...