CONSUMER

My 360 campaign will target Generation Alpha. Through my research I have been able to understand Generation Alpha’ future needs and consumer habits. Generation Alpha includes members born between the year 2010 and 2025. By the time they have all been born there will be almost 2 billion members, making this generation the largest in history. As the oldest members are only just aged between 11 and 12 it’s down to researchers to characterise the new generation of consumers. Even the size of the generation itself, my campaign will have the biggest impact on Alpha’s.

It is important to understand the qualities of Generation Alpha because they represent the future and provide an insight into the next decade. Although we don’t know a great amount about this generation yet we can predict a few things about them by analysing the demographics. However, we do know that they are linked to their millennial parents. Generation alpha are seen to be influenced by millennials and their brand loyalties, however they also have their own goals and values. Generation alpha will develop similar preferences as their millennial parents. Increased access to technology means that consumers will have more choice than ever and more tools at their disposal. These resources allow alpha consumers to research and scrutinise their opinions before making their own decisions and choices. To be effective, brands must provide the authenticity and diversity that the future consumers expect. Generation Alpha stands to be the most educated generation to date. They will have increased cultural diversity and individuality.

It is expected that generation alpha will have brand loyalties, passed down from their parent’s beloved brands. Generation alphas already stand out from Gen Z in their worldliness and brand awareness. Brands will need to understand generation alpha’s lifestyles, values and self concepts. Generation will be confident, savvy and curious. In multiple sources online they talk about this generation being more involved in technology, more likely to be surrounded by college educated adults and even more racially and culturally diverse than the generation before them (Casey, 2020). These consumers will also be concerned for their rights as individuals. The digitally native generation will utilize the power of social media to keep up to date with the world happenings and to participate in protests.