Generation Z is going strong and ATREVIA already anticipated this a while ago. The International Kids Festival El Chupete echoes the new behavior pattern of the Young Z’s that define the social, labor and education framework of our country. The edition of El Chupete this year was presented under the title Generation Z: The future for Communication and it established the key aspects to understand Generation Z from different approaches: cultural, social, educational… This takes into account the technological aspects that define this cohort of young people.
Isabel Lara, vice-president of ATREVIA was responsible for telling us about this and many more themes in the speech that she shared together with Iñaki Ortega, professor and director of the Deusto Business School in Madrid titled “What is Generation Z. A sociological study”. During that period, both of them shared with the attendants the main conclusions of the report Generation Z: The latest generation gap, published recently by ATREVIA and the Deusto Business School. The differentiator characteristics of the new Generation Z are defined as a new model of worker, consumer and citizen that is changing the immediate future of companies and also society as a whole.
In relation to Generation Z and the new communication models that it brings with it, Isabel Lara shared with us the Communication trends that mark the sector: real time Marketing, talking “like you” at the moment of managing consumer relationships, participative communication, the concept of “spherical brands” and “imperfect brands”… All of them are key in order to understand the new type of consumer and become closer to them.
El Chupete is the First International Kids Communication Festival whose objective is to award annually the best creative works created from values aimed at children. In this way, the recognition of advertisers, advertising agencies and production companies who encourage, work and firmly believe in responsible communication is sought.
