Looking at the news and the market these days, it's not an exaggeration to say we are in big trouble.

The MZ generation is overturning the very rules of the market. In the past, brand traditions, logos, and history mattered, but now if you bring those up, the response is often, "So what does that have to do with me?" What matters to this generation is whether it fits them, whether it's real, and whether it aligns with their worldview.

The term MZ generation, which became popular in Korea, refers to the combined group of Millennials (born 1981-1996) and Generation Z (born 1997-2010). They are accustomed to the internet, smartphones, and social media, consume information quickly, and have a strong desire for self-expression.

First, the fashion industry has seen the end of the era where logos were flaunted. Nowadays, young people prefer 'value for self-expression' over 'value for money', meaning they want clothes that reflect their identity. In fact, plain t-shirts or vintage clothing and second-hand brands are considered cooler. Logos, once symbols of luxury, are now seen as 'tacky'. If a young person carries a luxury bag, they are often viewed as flaunting their wealth and being 'out of touch'.

The automotive industry will also face challenges. The saying "a car is a man's dream" no longer holds true. They know they can move around without owning a car. When needed, they can use car-sharing, scooters, or Uber. Car dealers are seeing less than half the customers they used to have. With parking fees, insurance, and taxes all considered, the thought of 'do I really need to buy a car?' has become natural.

Large shopping malls are in the same boat. In the past, visiting a mall every weekend was an event, but now with just a click, products arrive at your doorstep. The MZ generation spends money on 'experiences' rather than goods. They are much more attracted to emotional concept stores or pop-up shops seen on social media. The phrase "big and flashy shopping mall" has already become outdated.

As for cable TV, it goes without saying. The era of memorizing channel numbers is over. This generation consumes content on smartphones rather than TV. YouTube, Netflix, and TikTok are everything. While broadcasters try to survive on advertising revenue, ads have already shifted to YouTubers. We are now in an era where personal vlogs are more interesting than variety shows.

The real estate brokerage industry is also at risk. With AI automatically providing market prices and the ability to tour homes in the metaverse, who would willingly pay brokerage fees? The logic of the MZ generation is, "I can just do this myself, right?" Ultimately, they trust algorithms more than people.

The wedding industry is already collapsing. The perception that "you can be happy without a wedding" has spread. Nowadays, many young couples live together without even registering their marriage. Small weddings are the norm, and venues, studios, and planners have seen their clientele cut in half. 'Proof of love' no longer ends with a white dress.

Academies are struggling too. In the past, it was essential to attend an academy to get into a good university, but now everything can be learned on YouTube. Self-directed learning is the norm, so there's no need to attend expensive academies. Even AI tutors provide personalized instruction, making offline academies increasingly obsolete.

The insurance and finance industries are no exception. If you try to sell over the phone, you'll be blocked immediately. The MZ generation compares on apps, learns on YouTube, and trusts data-driven recommendations more. Phrases like "this product is perfect for you~" no longer work. The moment such words are spoken, distrust begins.

Franchise restaurants are also stagnant. The same taste anywhere in the country? That's the problem. Nowadays, it's cooler to find and post about "hidden gems" on social media. As a result, large chains have become 'popular but boring places'.

Finally, high-end office-centered businesses are affected. After COVID, the MZ generation has experienced the benefits of remote work. The question "do I really need to go to the city to work?" is shaking the office rental market. With the rise of digital nomads and freelancers, industries like office maintenance, management, and security services are also being disrupted.

Ultimately, the MZ generation is shouting "authentically, rationally, flexibly", breaking down the 'systems' of the older generation.

In their eyes, brands, traditions, and authority no longer hold weight. Therefore, the current market is seeing the collapse of companies with outdated thinking first. The places that will survive in the future will not be those that make good products, but those that truly understand philosophy.

The world has now changed into a 'war of values'. If you don't understand that, the future of your business is already over.