Asun Soriano, CEO of the global Communication and Strategic Positioning company ATREVIA, and Iñaki Ortega, professor at the International University of La Rioja, presented their co-authored book, De los Zeta a los Silver, yesterday afternoon, Wednesday, October 20th. The book aims to serve as a reference manual for understanding two previously hidden generations who will be the main driving force behind this ever-changing society.
The book comprehensively addresses the potential of young individuals (Generation Z, born between 1994 and 2010) and older adults (55 to 75 years old) acting as leaders of an unprecedented social and economic transformation, which is only possible through collaboration among the two generations.
As part of the presentation, the authors led an intergenerational debate between Beatriz Fanjul, President of Nuevas Generaciones (NN.GG). of PP, and Miguel Sebastián, professor and former Minister of Industry, Tourism, and Trade, as the respective generation Z and Silver generation representatives.
When highlighting generation Z’s positive attributes, Fanjul emphasized that «this generation’s best quality is, undoubtedly, its irreverence. We must embrace this irreverence as an opportunity, seeing that it is precisely this which encourages young individuals with limited experience and fewer accumulated mistakes to fearlessly take risks with less worry about failing. »
Meanwhile, Sebastián wanted to highlight “a native mastery of technology and heightened awareness regarding important issues like the environment” as some of the main characteristics to praise in these young individuals. However, from his perspective as a professor for over 35 years, the former Minister of Industry, Tourism, and Trade does not consider this generation to be more rebellious or better prepared than previous ones, nor does he agree with the theory that they are worse off than their parents.
As for the Silver generation, both representatives acknowledged their «resilience and capacity to countlessly re-invent themselves and their ability to adapt to new living and working styles, as changing times have forced them to do so, » added Sebastián. Fanjul, who did not hesitate to praise these abilities, which the Silver generation has admirably demonstrated, also recognized that “generation Z will need seniors’ experience and composure but not their fear of change.”
The authors’ stance, coinciding with the book’s perspective, favors intergenerational agreeance. Asun Soriano wanted to emphasize “the need to radically change communication norms with generation Z, who represent 25% of the world’s population,” advocating that “it is crucial to establish an effective emotional connection with young individuals who, as consumers, are more demanding than ever.”
In the words of Iñaki Ortega, “intergenerational understanding is the only feasible means. Diversity is synonymous with wealth in all aspects: politics, business, and society in general. Generation Z and the Silver generation have enough in common to form a spectacular partnership, banishing confrontation and demonstrating how collaboration is the true key to success.”
The event, hosted by Jordi Nadal, editor and founder of Plataforma Editorial – which published the book – was held in the Ámbito Cultural in El Corte Inglés located in Callao, Madrid, and was attended by more than 80 people, as well as broadcasted live YouTube.