As a global megatrend, Generation Z is concentrating new players in the world of consumption, with obviously social and political implications. This is a group that was born between about 1995 and 2010, that is, the age group from 12 to 27 years old, and this is the first generation of digital natives.

At Costão do Santinho, big boss Fernando Marcondes tells me, before that the focus was on children and the elderly.

young people from South Carolina are on the Forbes “under 30” list – Photo: Reproduction / Internet / ND

Now, Generation Z has entered the scene with power, as everyone knows, generally dominate technology and have urgency and plurality in their relationships with people, brands, products and services. They tend to live in a universe that, while individual and personalized, is also collective and smartphone-mediated collective.

The incredible thing is that this generation – according to the Report Web Summit 2022 – corresponds to 2.6 million people, who account for about 30% of the world’s power, and who by the end of the decade will already make up half of the world’s power. purchasing power, becoming a great driving force behind the business strategies of companies and governments.

For this generation, in the words of Marcondes, always focused on the new, “being is more important than having.” I mean, less work and more freedom. Type of creative leisure Domenico De Masi. In my 65 years of professional life, I have done just the opposite. And today I’m wondering.”

Floripa, thanks to its conditions – it’s nice to live, enjoy nature, play sports, history, a smart city – has everything to successfully get on this wave.