Gen Z and communication: key takeaways from #ComunicareDomani2026

On June 11, the 2026 edition of #ComunicareDomani took place. The event, organized by UNA – Aziende della Comunicazione Unite, brings together more than 200 communication agencies across Italy, including MiRò Comunicazione.

The starting point of the day was a question far from straightforward: how is value created in communication today?

At a time when artificial intelligence and cultural shifts are reshaping the rules and tools of the industry, this year’s edition chose to put people back at the center, with a particular focus on younger generations. The common thread running through the event was the relationship between Generation Z and the communication industry: how young people perceive the sector, what they expect from their professional future, and how ready agencies are to listen to them.

The Gen Z panel: six young professionals share their perspectives

The first session featured six Gen Z professionals, including Martina Li Vigni, Team Assistant at MiRò Comunicazione, in a discussion moderated by journalist and TV host Marco Carrara. The conversation brought together a variety of perspectives: some participants had realized that agency life was not the right fit for them, while others had been pleasantly surprised by the experience.

Among the questions posed to the panelists, one in particular sparked an engaging discussion: “Are you afraid of being used by agencies as a mere ‘jukebox’ of content to deliver to clients?”

For Martina, the question provided an opportunity to explain what working in an agency really means: “A jukebox is a machine that impersonally reproduces whatever is requested, without adding anything of its own. What I am learning in an agency is something very different: I am learning how to turn critical thinking into tailor-made strategies, how to use data to understand where to focus, but always with a personal and, above all, creative approach.”

Her reflection captured the essence of the entire panel: creativity is not an accessory, but a fundamental element of the industry—one that distinguishes communication professionals from machines that simply execute tasks.

Kantar data: how Gen Z views the industry

The event continued with the presentation of Kantar’s research on the attractiveness of the communication sector, delivered by Federico Capeci, CEO of Kantar Italy. The study provided a snapshot of young people’s attitudes toward the industry, highlighting their expectations, perceptions, concerns, and aspirations as they enter the profession.

The findings painted a picture consistent with what had emerged during the first panel: young people are curious about the communication industry, but they also approach it with a critical mindset. They are looking for workplaces where professional growth, personal well-being, and the opportunity to express creativity are not mutually exclusive.

The companies’ perspective: enhancing human capital

The final session featured a roundtable discussion with managers and experts who work closely with younger generations within their organizations. The discussion focused on the challenges and opportunities involved in creating new approaches to human capital development: how to attract talent, nurture it, and retain it in an increasingly competitive job market.

From this perspective as well, the same awareness emerged throughout the day: the future of the communication industry will depend on agencies’ ability to listen to, train, and empower the people who make up the sector—especially younger generations.

Looking ahead

Closing the event, projections from UNA’s Media Hub confirmed the resilience and growth potential of the communication industry, despite—or perhaps thanks to—the profound transformations currently underway.

For MiRò Comunicazione, having Martina represent the agency on such an important stage was a source of pride. Not only because of the opportunity itself, but because of what it symbolizes: giving younger generations the chance to bring their voices, questions, and ideas into an industry that, now more than ever, needs to hear them.

Because, as Martina emphasized during her speech, creativity and personal perspective remain the qualities that no machine can replicate—and they will continue to make the difference.