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They are digital natives, purpose-driven consumers, and reshaping the future of work. But for many, Gen Z remains a mystery—how they engage with brands, collaborate across generations, and leverage AI in their daily lives is redefining industries at lightning speed. This session unpacks the Gen Z mindset, from how they build and interact with brands to how they work in intergenerational teams within fast-growing environments. What makes them tick, and how should companies adapt?

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16:50 - 17:20 Fireside Chat:��No Filter: Building Brands Gen Z Care About��

Speaker:

Bruno Casanovas, Co-founder and Creative Director, Nude Project����

Moderated by��Paula Clemente, Journalist, El Periodico

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17:20 - 17:30 Solo Presentation:��AI meets Gen Z����

Speaker:

Hanne Jesca Bax,��Global Vice Chair – Markets,��EY��

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17:30 - 17:50 Fireside Chat: From Boomers to Zoomers: Cracking the Code of Growing Teams��

Speakers:

Jordi Romero, CEO & Co-Founder, Factorial

Helena Guardans, President Spain, Concentrix

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17:50-18:00 Solo Presentation:��User engagement in the Metaverse��

Speaker:

Cai Felip, Co-Founder, Union Avatars