33 MAGAZINE “There is nothing more powerful than an idea whose time has come.” Or, with Victor Hugo’s permission, a generation whose time has come to change the status quo. 2020 is a #TurningPoint, one that brings complex challenges with it, but many opportunities as well. The time is now, and tomorrow we will feel the repercussions. This is why we focus our discussion on future leaders, a generation of young people with a cause whose influence is giving rise to new forms of leadership. The unavoidable message these future leaders are sending is that the shape of companies themselves, and even industry at large, is subject to change. What are future leaders talking about? What do they write about? What are they thinking? What are their values? At LLYC, our goal is to anticipate who the Spanish- and Portuguese-speaking world’s future leaders will be, as well as what they will be like. To this end, we partnered with Trivu, a global system that promotes opportunities for young talent, to carry out an innovative study. Across 12 countries, we used NLP (natural language processing) technology and artificial intelligence to psychosocially analyze young Spanish- and Portuguese-speaking leaders born after 1990. These discursive and digital footprint analyses further allowed us to pinpoint the elements of this younger generation’s evolution, comparing it to leaders from the current generation. Activists for the Common Good These young people have become social activism’s standard-bearers. The new generation’s discourse includes many more calls for collective benefit and the common good. Future leaders use adjectives such as “public,” “climate,” “educational,” “global,” and “social” much more often. Their dialogue paints a picture of a disciplined generation, with a greater tendency toward action. Younger leaders use the verb “do” more often than the verb “say,” the exact opposite of current leaders. Miguel Lucas Data Business Leader at LLYC / Spain 2020 is a #TurningPoint, one that brings complex challenges with it, but many opportunities as well. The time is now, and tomorrow we will feel the repercussions Luisa García Partner and Managing Director at LLYC / Spain David González Natal Partner and Senior Director, Consumer Engagement at LLYC / Spain