The emergence of the youth from Generation Z in the labor world will foster a radical change in the way in which companies, politics and education functions. They are digital natives who were born in the economic crisis with lower salaries, which implies a change in their relationship with money. As the founder of ATREVIA, Núria Vilanova highlighted “they are boys and girls that have changed having for using”, who no longer show any interest in buying a car or a holiday home but instead opt to travel in shared vehicles with other people and exchange homes. “This has been converted into something positive”, Vilanova pointed out.
These are some of the key facts that the report Generation Z: the latest generational gap revealed which was elaborated by ATREVIA and Deusto Business School. This new way of looking at and understanding life can be illustrated with the acronym SEIS: Singularity, Entrepreneurship, Irreverence and new Social values according to Iñali Ortega, director of Deusto Business School in Madrid and coauthor of the report. They are young people that for example have grown up with an African-American president in the United States and with same sex marriage. These values for them are not a pose but instead a reality.
The Generation Z study, presented recently in Madrid, is backed by institutions such as Fundación Ashoka, Fundación Créate, Fundación Promete, Telefónica Open Future, Junior Achievement and personalities like the philosopher José Antonio Marina.
In ATREVIA, besides from Núria Vilanova (coauthor of the study) is supported with expertise from Asun Soriano, CEO of ATREVIA; Isabel Lara, vice-president of ATREVIA Madrid; and Gema Román, director of Consumer Goods Communications in ATREVIA Madrid.