El Corte Inglés Málaga will host the conference "Conociendo al futuro consumidor del comercio: la Generación Z" on Tuesday 13 at 6:00 p.m., presented by Carmen Escribá Pérez, Professor at the Faculty of Business Administration and Management of the Polytechnic University of Valencia, member of the sSMART Research Center research group and the Department of Economics and Social Sciences.

The conference is part of the XVIII Conference Series "El comercio que viene: tendencias, mercados y nuevos modelos", organised by the Cátedra de Comercio y Transformación Digital.

The session will explore the increasingly important role that Generation Z is expected to play in the commerce of the coming years, as well as the importance of understanding their habits, expectations and consumer behaviour in order to anticipate changes in commercial activity.

The presentation will showcase the results of different studies conducted with young people from this generation, combining traditional methodologies, such as surveys, with other approaches that offer new perspectives on this consumer segment. One of these is the use of hackathons as a tool to gain deeper insights into Generation Z and explore their views and attitudes as consumers from a different perspective.

The session will provide an opportunity to reflect on who some of the key consumers of the future will be and on the importance for companies, brands and retailers of understanding them beyond conventional research approaches.

The event will be introduced by Dr Sebastián Molinillo Jiménez, Director of the Cátedra de Comercio y Transformación Digital.