Generation Z members are the future adults consumers called to reorient business and society through the sustainability paradigm. This paper aims to critically review the literature characterizing Gen Zs and advance their conceptual and contextual understanding within some thematic dimensions such as Gen Z characteristics and perceptions, sustainability in education, soft-skill development and digital tools supporting educational processes.
This study employs a mixed-methods research design, combining a comprehensive literature review with empirical analysis. The literature review synthesizes existing studies on educational service consumption and Gen Z characteristics. The empirical component involves a self-assessment project conducted among a sample of tertiary education students in Italy, complemented by qualitative interviews with eight coordinators of advanced management curricula. The thematic analysis of interview data highlights key insights into the evolving landscape of higher education and its alignment with Gen Z's expectations and needs.
The findings underscore the potential of emerging technologies, including generative AI and virtual reality, in enhancing students' sustainable learning experiences as well as stronger partnerships between educational institutions and businesses or international institutions, enabling students to engage with real-world dynamics early in their academic careers.
In response to these insights, we propose a novel educational model designed to cultivate new teaching skills in the management field by bridging theoretical knowledge with practical application.

Authors:
Barbara Barabaschi, Università Cattolica del Sacro Cuore, Italy
Roberta Virtuani, Università Cattolica del Sacro Cuore, Italy

About the Presenter(s)
Professor Barbara Barabaschi is a University Associate Professor/Senior Lecturer at Università Cattolica del Sacro Cuore in Italy

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