Last May 13, Javier Hurtado, Minister of Tourism, Trade and Consumerism, presented the Ekinn conference on trade, youth and entrepreneurship in Donostia. There was a very young crowd at the event, and they had the opportunity to listen to the entrepreneurs, who shared their experiences in the field of commerce in order to be a source of inspiration for some young people.

The Minister stated that right now the views of young people must be heard and understood, emphasizing that "young people are not only the future, but also the present of society" and that "they will shape its direction".

On the other hand, trade is a very variable field, as it must constantly adapt to the impact of the digital age on consumer habits and the need for innovation that this field requires. In these kinds of conferences, young people are sought to consider trade as a viable option for entrepreneurship, highlighting all the opportunities it offers.

The minister calls the relationship of different generations with the world of commerce a social mosaic. Young people, as a result of being born into a digitized world, are much closer to commerce, with ways of consuming, paying and communicating that have changed from previous generations. "For you, the boundaries between online and offline shopping are much more blurred, you are able to make multi-channel purchases, you have the same ease of movement in the physical and digital environment, depending on the factors that move you at any given moment. And that makes you much more adaptable, and gives you the opportunity to start innovation in the commercial sector", explained the minister.

He emphasized the importance of innovation in commerce, defending it as a process of continuous improvement, rather than creating something new. He also encouraged attendees to think about ways to improve the shopping experience and use innovation as a tool for business success.

The Ekinn conference ended with a message of empowerment for young entrepreneurs, reminding them that commerce is not a matter of past generations, but an activity of the future that offers many opportunities. "Consider the experience of someone who has already been an entrepreneur, who has had to face difficulties and challenges. Consider what he knows. And then think about what you want, what you, as a customer, would like to find in a store", emphasized the minister.