Faced with the clichés that portray young people as fragile, hypersensitive or unable to face the real world, Anfevi – the National Association of Glass Packaging Manufacturers – has presented its new Branded Content campaign under a symbolic title: “Glass generation”. It is a documentary that not only proposes a semantic correction, but a narrative transformation.

The initiative starts from an observation: in English, Glass Generation It has been erroneously translated into Spanish as “Crystal generation”when in reality it refers to glass, a material with radically different qualities. While the glass alludes to the fragile and brittle, the glass represents transparency, resistance, recyclability and transformation capacity without loss of quality. It is precisely what Anfevi wants to claim of current youth: its silent strength, its environmental and social commitment, its authenticity and its potential for change.

Directed by Jaime Dezcallar, the documentary intertwines the voices of referents such as the psychologist and disseminator Rocío Ramos-Paúl, the writer Juan Manuel de Prada, the Green star chef Michelin Samuel Moreno, Professor Ángel Luis González-Spanish Spanish nominated for the Global Teacher Prize-or the photojournalist Óscar Corral. Each of them brings their gaze to disassemble generational prejudice and understand, from experience and reflection, what is behind the “glass generation” label.

The documentary is made up of six young people: Rebeca, Mateu, Mané, Carlos, Sara and Patricia. Their testimonies are not scripted and in their conversations they speak of Mental healthof Climate activismof precariousnessof scienceof art and of future. Through them, the documentary builds a polyhedral generational image, according to the complexity of the historical moment they live.

As the director himself points out, “With this documentary we wanted to give voice to a generation that often feels judged before being heard. Through her own words and experiences, we discovered a solid, conscious youth and with an incredible capacity for transformation.”

To cement the story, Anfevi has conducted a study for more than 1,000 Spanish young people between 18 and 30 years old. The results point to a generation involved: almost totality believe that they can influence the most sustainable future and the vast majority recycled. But it is not just about separating waste, but about choosing how to consume, What brands support And what world build. Thus, 7 out of 10 young people would be willing to pay more for a product if their container were more respectful of the environment. And a similar figure declares to prefer glass containers in its day to day, either in supermarkets or bars.

Paulo Pinto, president of Anfevi, has declared that this documentary is not only a tribute to young people, but also a mirror for the industry: “We want to value a youth that, like glass, faces current challenges with responsibility, commitment and transformation capacity. Glass protects what matters, and they too.” And he says it supported by some figures, such as that in 2024 the industry has supplied more than 8,000 million containers to the food sector, exceeding the million tons of recycled glass for the first time, according to data from the association itself.

With this campaign, Anfevi seeks to consolidate its commitment to a story that connects industry and society through shared values. “Glass generation” It is emerging as well as a declaration of intentions on how to look and accompany those who are defining the rules of the future.