As a society, we often tend to consider that the future of humanity lies in the hands and minds of youth. Over the past two years, we have looked at the role Generation Z plays in modern societies. Although at first glance it seems like a generational analysis similar to the one we did between Generations X and the so-called Millennials at the time, the global scenario that Generation Z faces is radically different. They have had to deal with a global pandemic, climate crises and increasingly recurring geopolitical tensions.

Additionally, they face a new wave of technological disruption driven by artificial intelligence and a constantly evolving economic future. All of this suggests that this generation's consumption patterns, interpersonal relationships, and interests are not only unique, but may also lay the groundwork for the most significant social changes of the past 100 years.

It is important to highlight that, on this occasion, the statement that the future is in the hands of youth is not only valid, but becomes critical. For those who are part of Generation Z, the time to make important decisions begins in 2023, as it is the year in which the highest percentage of them will come of age in different regions of the world.

In the United States, for example, although only 20% of the population belongs to Generation Z, their purchasing potential and impact will experience exponential growth this year. The vast majority of this percentage (almost 40 million) are already adults and close to 70% are in the age range of 20 to 24 years. According to data from the U.S. Bureau of Labor Statistics, it is expected that by 2025, three in ten workers will be Generation Z, outnumbering Generation X in digital shoppers. For countries like Mexico, this change could be even more significant due to the high percentage of young people. According to recent figures from INEGI, more than 25% of the total population in the country is in this age range and it is expected that in the next two years, close to four out of every five employees in the workplace will be zoomers (members of Generation Z).

It is not that in previous years there were no members of Generation Z who came of age, but rather the change lies in the volume of young people who are beginning to come of age. Their desire for change will not be a novelty or a minority, but rather their presence will be the new norm in the workplace, political, social and economic spheres.

Part of these changes will undoubtedly occur on digital platforms like YouTube, where millions of young people spend most of their time on the internet. A recent YouTube study of the "Vibes" series has identified three core aspects that this generation is beginning to influence through creation. First, there is the development of a new form of activism driven by its interest in creators and communities that advocate for various issues, such as environmental impact or that connect with their spirit of change.

The study also highlights that they have become the first generation that not only consumes content, but also uses video as a tool to face times of uncertainty, exploring personal well-being or neurostimulant content. The report indicates that 53% of young people in Latin America say that YouTube helps them expand their mental horizons.

Finally, the "Vibes" report offers a look at what phenomena like the metaverse could mean for them, since 50% of young people from Generation Z in Mexico and Peru have the possibility of having virtual avatars that allow them perform physically impossible actions to transform your environment, lifestyle, and even your physical appearance. This is clearly reflected in the exponential growth of figures like VTubers, who have built communities of millions of followers who closely follow the lives of these synthetic celebrities, as if it were a scene from the science fiction movie, "Ready Player." "One".

We cannot simply delegate to new generations the responsibility of solving the problems we face today. Now, more than ever, it is crucial to understand and collaborate with Generation Z, as they could hold the key to advancing the great challenges facing society.