Abstract:

Society is rapidly changing, as we are in the middle of a new industrial-digital revolution, and riding the Internet on a no return trip toward the future. Is not disputed that the Internet is changing the world. Consumers and society, are continuing to evolve as this revolution goes on. Business concepts, tools, and marketing strategies that were taught and successfully applied during the last century are quickly proving to be obsolete. Societal consumers and clients habits have shifted since the 21st Century. A new kind of social category and consumer is arriving: the Wikiproducer. Consumers are on the crux of becoming producers and marketing experts in and of themselves. These future producer and consumer experts, the Digital-Space Cowboys, the Wikiproducers, are today´s Millennials and Z-Generation, currently averaging about 25 years of age. Digital Space Cowboys are posted to become leaders in companies, but also in other prominent institutions within society. Understanding the thinking, concerns and their behavior and presenting them with relevant and updated education, thinking and tools to understanding and shaping the future environment is important. In order to deal with Wikiproducers, new professional skills & profiles are needed, people that can create the strategies for the 21st Century society. Understanding the future of society and business alike, is at times, unpredictable. Thanks to the research and experience like of the professionals, millennials’ and faculty members with whom Prof. Arce has worked with, the profile of future professionals can be envisioned. More importantly, with the proper resources, future educational training and skills can be managed and successfully implemented. The development of a modern educational model based on good ethical values, social justice, and sustainability, articulated in every step of the student’s education,will highlight the skills and values that positively influence society, and cultivate the future of a better marketing dynamic, civilization and environment.

This research is the result of a six-year research project, and almost two years field work, and clearly shows that the Millennials behavior and expectatives are quite similar, regardless what the millennial background or origin is (USA or Europe).The research envision what the business future may be like, and how their attitude might be like toward it, and in addition, an updated understanding of how the main major actors in the future, today´s Millennials, picture and may manage it. Observing and teaching today´s Millennials on the best practices in sustainability, ethics, also helps to understand what the real needs are. With this awareness, new educational concepts, training and skills are proposed and applied, to help create a better modern-day and future society. This paper pictures a new society, a new kind of producer-consumer, and an updated proposal about what skills, values and training might be necessary to teach in the short term, for building a better society

Keywords:

Education, training, Millennials, z-Generation, Digital Space Cowboys, Behavior & Skills, Wikiproducers, Disruptive training, 21st Century working force.