Nuria Vilanova, founder and president of ATREVIA and Iñaki Ortega, director of Deusto Business School, unveiled the book Generation Z: Everything you need to know about young people who are making Millennials feel old at El Corte Ingles in La Castellana, Madrid, they were accompanied by the Retail CEO of El Corte Inglés, Víctor del Pozo, and the president of Mapfre, Antonio Huertas. The book is a guide to understanding who these young people are and what differentiates them from previous generations.
How do young people who where born in a digital age relate to each other? What concerns do they have? How do they see their future and what skills do they have? How do they differ from other generations and why is this generational jump not comparable to the previous ones? These are some of the questions that the book aims at answering, with the collaboration of Dolors Montserrat, Minister of Health Services, Social Services and Equality and Antonio Huertas, president of Mapfre. Furthermore, Begoña Sese, Generation Z and CEO for Adecco’s one-month initiative, attended the presentation accompanied by Jordi Nadal, editor of the book and founder of Plataforma Editorial.
Generation Z is made up of those born after 1994 and they represent almost 8 million people in the country and more than 25% of the world population, according to Spanish statistics.
The generation of the I’s
The book, which includes some of the conclusions collected by the qualitative study developed by ATREVIA and Deusto Business School, Generation Z: The Dilemma, details in depth the main characteristics of Young Z’s: Digital, Entrepreneurs, Committed, Structural and Nonconformist. “They’re starting leave their universities in order to join labor force and claim their place in the world. They’re the first generation that has incorporated the Internet in the earliest phases of learning and socialization; it’s a generation in which the crisis has most directly marked their personality. Thanks to the democratization of the Internet, they have this powerful possibility to change their environment or their calling” explained Nuria Vilanova.
Moreover, if something defines this generation are the so-called four ‘I’s, which, together with the Internet, would be: irreverence, inclusion, immediacy and inquietude. As Mr. Iñaki Ortega, would explain, “they are irreverent because they do not hesitate challenge their parents, teachers or seniors, they have been from the beginning very self-sufficient. Immediacy, that which they learn from the social networks that they frequent, where everything is fast and fleeting. The collaborative economy and the diversity that they embrace make them inclusive. The liquid world in which they were born, in the words of the philosopher Bauman, “where nothing is stable and everything changes”, uncertainty it’s their companion ever since they were born in the middle of a global crisis “.