THE CONSUMER

From the very start of this journey it has been crucial to consider my target consumer. The target consumer for my final major project is Generation Alpha. Generation Alpha represent the future and provide an insight into the next decade. Although we don’t know a great amount about this generation yet 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. It is expected that generation alpha will have brand loyalties, passed down from their parent’s beloved brands. Generation alpha’s already stand out from Gen Z in their worldliness and brand awareness. Generation Alpha are unapologetically themselves, disregarding gender stereotypes and cultural norms but still considering how others see them in their online presence.

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. 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. Generation Alpha is growing up amid a period of significant historical change, having observed key events during their childhood. As a result, they have shown their discontent by protesting for issues that are important to them. Alpha consumers are expected to face even more times of change and therefore by rebelling against certain matters such as diversity and standing up for rights of themselves and others they will shape the future of society.