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“Responsible use of digital space is key to fostering healthy habits and positive online experiences,” emphasized Zhivko Mukaetov, Chief Executive Officer and President of the Management Board of Alkaloid, at the conference Content Positive 2025 – Better Online, dedicated to promoting digital security and responsible online behavior. The event, organized by A1 Macedonia, brought together experts in online safety, cybersecurity, education, and technology, along with public figures and content creators, to exchange ideas and share best practices.

Panel 3 - Better Online Practices also featured Kiki Mukaetova, content creator; Ana Poprizova, psychologist and Gestalt therapist; Dr. Dimitar Jovevski, full professor at the Faculty of Economics at UKIM; and Eleonora Veninova, film director and screenwriter.

As a parent of a content creator and the head of a company with more than 3,000 employees whose work depends on advanced technology, Mukaetov drew parallels between personal and professional experiences to discuss the opportunities and challenges of the digital era. "Born in the analog era, and now in a family with four children — one millennial, two Gen Z, and the youngest a member of Generation Alpha — I see drastic differences between my youth and the world my children are growing up in," Mukaetov said.

“When I was their age, I started my mornings at the newsstand, looking for the latest Makedonski Sport. My children start their day with smartphones. In the past, production and analytical work required close supervision by experienced specialists. Today, with high automation, much of it is handled by technology. Still, the human role remains essential.”

Speaking on information overload, Mukaetov voiced concern about the growing tendency toward superficiality: “The pharmaceutical industry relies on precise science, rigorous protocols, and a deep understanding of all processes. There is no room for quick, superficial conclusions or improvisation. Every stage — from research and development, through quality control, to the production and safety of medicines — demands maximum accuracy and accountability.”

In today’s fast-paced digital age, social media, artificial intelligence, and online communication have become indispensable tools for learning, information sharing, and creative growth. However, these same tools carry risks, such as overexposure, screen addiction, and misinformation.

Kiki Mukaetova spoke about those challenges from a teenager’s perspective: “My average screen time is about 10 hours a day, much of it for school. That’s a lot, even to me, and I try to create routines that actually work — but you need the will to do it.

A major challenge for us teenagers is the pressure from social media and often unjustified criticism. In my opinion, the keyword is responsibility. There are behaviors and norms that are acceptable and we should follow. We teenagers can’t act institutionally, but I’d like to see laws defining what and how much is acceptable online. In short, we need an online space where young people feel accepted and not judged.”

The panelists agreed that the digital world should remain a space that encourages creativity, learning, connection, and the open exchange of ideas — free from toxicity, misinformation, and unrealistic standards.

They concluded that achieving such a healthy and constructive online environment requires joint, responsible cooperation among all stakeholders: individuals, educational institutions, digital platforms, the business sector, and relevant authorities.