HoW HaVe GeneRatIon AlPha aCquIrEd gREat KnOwlEdgE aND AwarEneSs FoR thEIr SuRroUndiNg enVirOnmeNt AnD HOw wiLl ThIs

aFfEct tHeiR HabIts And tHougHts tOwaRds tHe pRospeCtiVE?

I have conducted an interesting primary research case study within the next culmination of pages which addresses this question quite significantly. However, from researching into numerous articles, interviews, and reports, one of the most stipulated characteristics of this cohort is their concern and welfare for the community and world around them and I wanted to address this priorly.

Not only are Generation Alpha increasingly aware and accepting of challenges surrounding gender, sexuality, race etc, but they are also greatly familiarised with societal matters and require brands to be culturally inclined and add value to their society.

The pandemic of 2020 discerned this cohort become scared of the environment and the dangers it incurs and has since seen a progression in their knowledge for more societal phases including climate crisis’s, economic recession, and war. According to the Wunderman Thompson Commerce Report, 63% of children said that saving the planet will be central mission of their careers in the future (Ajana, 2022). Statistics like the latter, have underpinned the reasoning for my gap in the market, alongside the narrative behind my FMP dramatically. At such a tender age, this cohort have heard or observed the nasties of the world, thus impacting them to now see themselves as the ‘heroes’, holding responsibility and taking action to stop it. This stem of leadership has been infused by parents who are just as concerned about current societal issues, promoting an unhealthy fearmongering to spread through their youth.

I believe it is tolerable for the young to understand how to care for the environment and agree that it is hugely beneficial for Generation Alpha to seek consumerism in a brand which hails transparency and sustainable practices, but they shouldn’t be held accountable for salvaging a broken world.