Núria Vilanova, founder and president of ATREVIA, and Iñaki Ortega, director of Deusto Business School, presented the book Generation Z: Everything you need to know about young people who have left millennials old at El Corte Inglés in Plaça de Catalunya, accompanied by Mikel Palomera, CEO of SEAT, Antonio Gassó, CEO of GAES, and José Manuel Leceta, CEO of Red.es. The book is a guide to understand 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.
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.
