Darwin & Verne, together with the generational consulting firm Mazzin, we present in January "Spoilers for understanding Generation Z in 2022", the first trend study co-created with more than 200 young people belonging to the Z community, taking into account their testimonials and requests to the brands. The working group is a sample of the Crew, the community of "Z's" with which Mazinn is constantly working on its purpose: to transform zombie organizations.

What trends are going to surprise us in 2022? What are the behavioral changes that will affect communication? What does generation Z think about all this?

The only way to understand and connect with a generation is to work one-on-one with them, listening with an open mind and a willingness to change. It makes no sense for us to do otherwise. Adrián Ballester, Co-founder and Crew Director of Mazinn, tells us.

According to "Spoilers for Understanding Generation Z" these are some of the main trends we will see among young people in 2022

Spoiler #1: “Playing" in the new market: NFTs, cryptos and games play-to-earn.

In 2022, young people are going to explore this concern, both from the leisure aspect, as well as in the gaming, como desde el desarrollo profesional, generando NFTs para su venta, como ya está pasando con artistas y páginas como Foundation.

One of the big challenges of this trend will be the lack of financial education and the instability that surrounds these markets. And of course, sustainability. The technology that underpins many of these transactions generates very high CO2 levels that contradict the environmental responsibility so closely linked to our generation.

Recommendations: Positioning in the field of financial education. Create educational content, act as a guide. First listen and understand the different financing options, and then see how to help young people. And above all, change the mindset now; Generation Z has purchasing power and more options than ever to invest it.