I lEaRn fRoM thEsE fIndInGs

To cOnsTruCt A roBusT FMP coNcePt?

Combining their extensive knowledge and awareness of the world, alongside an embedded digital mindset and conversant nature of high speed and responsiveness, Generation Alpha will be an extremely demanding cohort. They will expect a lot from companies and wish for them to accommodate their rich needs for customisation and personification.

Perceiving the likes of Roblox and Minecraft from a personal lens, children are preferring to build their own houses, jobs, businesses, within these worlds, and this is something I believe brands should recognise too- they are their own person and entrepreneur. I’ll be taking this personal notion forward with me, in that Generation Alpha will want to create their future and will correct anything along their journey which socially or ethically impacts it. They are the young activists with strong opinions and a voice which needs to be heard (Kidsindustries, 2020).

I agree with this statement prolifically. A study by Beano Studios recorded one in five of those aged 5-9 in the UK have already attended a march or protest, they question everything from stereotypes on gender to climate change denial (Beanodigital, 2019).

My intentions for my FMP narrative are to devise a storytelling which is reflective of societal propositions today; in unearthing resources like Beano’s study, it solidifies the reasoning as to how and why Generation Alpha will contest with pressures in society and will want to express their voices. This study enforces that my ideas will greatly resonate with this cohort.