There are around 2 billion people worldwide who represent one third of global consumers: those who will have the greatest influence on company sales and digital marketing strategies in the near future: in a word, Generation Z, star of the webinar "Meet the Generation Z Bride", organized by Sì Sposaitalia Collezioni which aims to define the values and purchasing behaviour of the first mobile first generation in history, in order to provide useful data to guide corporate and brand strategies.

Born after the second half of the '90s, they are protagonists of the generation that is revolutionising the entire market, including the bridal one, to such an extent that has dedicated a series of in-depth studies to them; aimed not only at outlining their macroscopic characteristics but, above all, at placing them in the wider context of weddings.

Interpreting the aesthetic desires of this generation is a challenge that many players are already facing, in an attractive evolutionary path, but always in the name of heritage. Elisabetta Polignano, one of the main protagonists of Italian-made bridal couture, is well aware of this. She confesses that she has been inspired by Generation Z for some time now for her creations because "everything evolves, everything changes, nothing stands still and this change must be faced with confidence and enthusiasm. This starts with the aesthetic codes affecting clothing, in which couture and technology must establish a continuous dialogue. Its absolute value and beauty is the direct emanation of a savoir faire that must be perpetuated, preserved and protected without compromise," concludes Dario Mongioy, General Manager of the brand.

It is important to point out those differences that are inexorably destined to change the future scenario. First and foremost is sustainability, which derives from the thoughtful and conscious attitude that Gen Z has repeatedly shown to have: from clothing to wedding planning, everything is centred on respect for the environment, the real discriminating factor and the only wealth that this generation looks to, to whom we will leave "a debt as an inheritance", as Giorgio Ravasio, Country Manager Italy for Vivienne Westwood , comments, and continues "this is why acting and really acting now is no longer a choice but a moral duty that we can no longer avoid: sustainability is a delicate issue, not like a flower but like a bomb and as such it needs competence, attention, responsibility and an absolute instinct for survival to be handled properly. Doing less and doing it better is only one of many possible choices in this direction. 

But what will the economic scenario be like for companies? The outlook, apart from the current situation, appears more than comforting, especially if it includes the recovery that everyone is hoping for but which is delayed, even if it is accompanied by real optimism.

If the downturn is expected to ease in the second quarter of this year, we will only be able to talk about a recovery from the third quarter onwards, hopefully with a gradual return to normality, possibly with the spread of planned vaccination in the final months of the year," says Gianfranco Di Natale, General Director of Confindustria Moda and SMI.

This means that companies are reacting, that sentiment is positive, that all the necessary tools are being put in place to move forward and to turn deadlock into an opportunity. While it is undeniable that we cannot yet speak of a recovery per se, a certain dynamism is visible in international markets, especially looking eastwards.

These comforting considerations give us hope that, by the time they reach the altar, Gen Zs will have left the difficulties of the pandemic behind them and will be able to live through their "I do" day to the full in an unforgettable way, as it should be.