AltHougH HailEd aS GeneRatIoN GlAss, wHy aNd How, wIlL GeNerAtiOn AlPhA sEEk THe tanGiBlE?

Personally, I see the metaverse as a palaver, and I understand that is a strong assumption to make! Nonetheless, I firmly believe that youth need the physical elements of life to prosper as normal human beings.

Your childhood years should be spent venturing the outside, socialising, playing with toys and creating an inevitably crazy imagination! How can you receive this through a digital interface 24/7? A persistent reliance on technology is unhealthy for one’s creativity and my point has been substantiated by Senior Strategist, Sophie Stucke and Senior Cultural Strategist Anna Pompilio- “although gen alpha has grown up in a techsaturated world, this doesn’t mean they’ve abandoned quality time with loved ones and the outdoors. They’re craving real world interactions and actively seek out places and people.” I resonate completely with these quotes and feel they are vital in emphasising how so many brands have easily hopped onto the bandwagon of catering to the technological phases of Generation Alpha’s characteristics, yet neglected how they will still desire a physical world and tangibility (if not now, in the future) which can be transpired through revitalisation of physical store experiences, for example.

According to consumer insights server, GWI, Generation Alphas top interests revolve around movies, music, animals, games, and holidays (Nott, 2023), most of which disregard an online presence. By no means am I saying brands should eradicate metaverse thinking as this will serve as a tactical marketing strategy in some circumstances, however, I think greater attention should be delineated towards entertainment and experience qualities, looking beneath the digital surfaces.