PESTLE ANALYSIS

• The continuous unsettlement in governmental leadership and turmoil within the Conservative party has led to the public becoming untrusting and unhappy with their decisions.

P• Youth have lost faith in democracy due to governmental lies, deceit and scandals, empowering public frustrations

• Brexit has been a likely cause to the current financial climate downfall.

• Ukraine vs Russia war has injected fears of WWWIII into the nation

• Intertwining with the political component, the spectre of Brexit, war on the doorstep of Europe and effects of the Covid 19 pandemic have culminated in the downturn of the UK economy.

• Increased prices means families are turning to cheaper alternatives, voluntary charities and food banks. There is a heightened fear amongst both youth and adults for ways of survival, many turning to second jobs so they can have everyday necessities like heating of homes.

• Higher unemployment levels

• Younger generations are seeking inspiration from the likes of influencers

S• Social media and gaming is ingrained into the youth from a naive age, thus changing communication habits

• Consumer spending has adjusted due to the inflation- individuals are wanting more from brands

• Cultural shifts in gender acceptance and LGBTQIA+

• The young are turning to technology for everyday use

• Online shopping may see the decline of high street, physical shopping- meaning brand presence, image and consumer connectivity must be prevalent on social media and websites

• The rise of AI and VR technology, as well as the metaverse is changing the face of fashion

LT• Through documentaries like Inside the Shein Machine, individuals are becoming increasingly aware of the poor working conditions of their favourited brands and are now investing into companies which are transparent in their fabrications.

• Individuals are turning to brands which have a greater sustainable approach and want to help the declining environment

• Generation Alpha are the ‘changemakers’ for rescuing such environmental issues like climate change and global warming

• Many are investing in local, UK based companies to reduce carbon emissions

• Recycling and repurposing clothing has become more prevalent.

KNOW YOUR AUDIENCE SO YOU CAN CUSTOM YOUR STORY TO THEM...

The Youth of today,

The Underground of tomorrow…

Generation Alpha have been the subject of my FMP and idealised consumer since the start of my journey. Pressing myself to unearth and comprehend a generation which is not entirely born yet, is difficult; but who said I wanted to make things easy for myself? My 360 campaign drove me to speculate this cohort and gain a preliminary understanding of their traits. However, I want to be exquisitely knowledgeable and provide ample evidence that this generation is most fitting for my concept. It is vitally important that you have a vast comprehension of your consumer and know how you can adapt to their wants and needs. Generation Alpha expect more from brands, and I must recognise and analyse how I can do this in my FMP to ensure it is marketed with purpose and accuracy.

The proceeding pages will confidently sustain this through customer analysis.

I have projected my research findings into a 5x5 methodology as I feel this theory allows me to visually exhibit my interpretations. I have further backed this up with an interrogation process through primary case studies and academic theories. I feel I can articulate Generation Alpha’s characteristics in a substantially more appealing way through this book form, creating a balance of analog and digital skills.