Editorial vol 25 Num 2 2025

Abstract

In this new edition of FACE journal, we are pleased to present a valuable collection of research that addresses, from various perspectives, the complexity of contemporary consumer behavior, with a special emphasis on Generations Z and Alpha. The topics revolve around sustainable digital marketing, creativity in visual art, ethical consumption, and responsible purchasing decisions. These proposals contribute innovative perspectives to the field of economics and management from Latin American contexts, particularly Mexico, Chile, and Argentina. Based on the above, there is evidence of a growing interest in understanding how new generations shape markets through more conscious, responsible, and sustainable decisions. Studies such as those related to the consumption of clothing, ice cream, and candy enrich the debate on the perception of value, satisfaction, and corporate image. Comparative analyses also allow us to identify differentiated patterns by country and culture, providing a broader view of sustainable marketing and knowledge management as catalysts for innovation.Consequently, sustainability is not only positioned as an environmental requirement, but also as an ethical and strategic imperative in public and private management. Evidence of this is provided by the works on responsible tourism, the use of natural resources, and the implementation of sustainability indices in decentralized entities, as well as the reflections on urban phenomena such as gentrification and touristification. These contributions demonstrate the capacity of academia to offer applied solutions to real and contemporary problems. Finally, we invite our readers to delve deeper into these studies, which not only enrich the academic field but also offer concrete tools for decision-making in business and government settings. The articulation of knowledge, sustainability, and creativity remains the transformative axis of our societies.