HOw aRe bRanDs meThodS oF coMmunIcatiOn aDapTinG To tHe dIgItaL recEptiVenEss Of GeNeratIon AlPhA?

Communication has evolved with the progression of new generations, and this is highly transparent amongst us, as Gen Z students since we have immersed ourselves in online calls and virtual meetings to front a contemporary lens to fashion education within recent years.

Brands have acclimated to the notion of youth communications already by integrating implementations through collaborative processes with programming like Minecraft and Roblox, as well as engaging with AI technology to optimise performance and create a novelty for younger consumers. Generation Alpha’s relationship with technology revolves around kid-centric innovation, creative storytelling, and virtual connections (Ajana, 2022) and I feel this is pivotal to note, as they are more than just the ‘digital natives’ they are titled as. When discussing Generation Alpha, we are accustomed to the idea that they possess shorter attention spans and desire to be living in a virtual environmentwhilst this may be the case to some extent, we must also familiarise ourselves with how Generation Alpha are scoping into ways in which brands digitalise their storytelling; how it can be perceived as playful and visually curious to the eye. They are finding unique approaches in which technology can be utilised. AI will be something of the past to them come years down the line, therefore, innovation and continuous advancements in strategic thinking will be significant for brands success.

I intend for my concept to alleviate the digital nature of Generation Alpha as such, and gauge with their emotional tendencies instead, therefore I must consider my postproduction methods and how these will accommodate to this cohort who thrive on faster communication whilst maintaining robust storytelling. Within the future proofing of my FMP, I must observe how I can perhaps excel digital formats to ensure narratives remain robust and relatable to all characteristics of this consumer too.