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INTRODUCTION A is for Alpha, B is for Better. The “Alpha-Bet” is a concept created as part of the Access All Alpha Instagram campaign which is an educational platform focused on promoting conscious consumerism and educating the next generation of consumers – Generation Alpha. The Alpha-Bet is a concept created to educate and inform future consumers on the benefits and positivity’s of being a conscious consumer. How by creating emotional connections with our clothing we can reduce the amount of clothing that is send to landfill and discarded. Each letter represents a word that encapsulates and embodies the campaign narrative.
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ALPHA Generation Alpha. The target consumer for my campaign, a generation of digital natives born between 2010-2025. With the world a click away, Generation Alpha are blessed with endless opportunities and supportive parents. Alpha is empowered by the opportunities they have and parents who can provide them with education, material objects and strong morals. They reject social customs and have strong identities which allow them to be self-expressive. Generation Alpha are hyperconnected. They are a generation defined by technology and digitalisation, from gaming, AI, and social media they have never known a time without it., Generation Alpha are set to be the most up-to-date, progressive, and socially conscious generation to date.
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BETTER Generation Alpha are a broad-minded generation, they care intensely and powerfully and take pride in caring for the environment they live in. By buying better and purchasing into brands who make effort to be better through their sustainability efforts and marketing strategies. Also, by channelling better purchasing preferences and battling overconsumption issues we can become better consumers.
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CONSCIOUS Conscious consumerism is at the heart of this project and campaign, it aims to shine a light on how through being conscious consumers the next generation can create a more sustainable fashion industry. The Access All Alpha campaign aims to educate and inform the next generation of consumers on what it means to be a conscious consumer and the benefits of channelling conscious choices.
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DURABLE Sustainable clothing tends to be more durable than fast fashion due to the materials that are used when creating the clothing. Clothing being durable also means that they last longer meaning the number of clothing items in landfill sites decreases, and this in turn reduces the effect that the fashion industry has on the environment. When clothing is durable it also means that consumers can hold on to the items for years to come and pass them down through generations of families creating sentimental attachments and heirlooms.
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EXCLUSIVE When clothing items are exclusive or limited edition it creates an excitement surrounding them. Limited edition drops of clothing build excitement among consumers and their communities. Exclusivity within fashion also creates communities of likeminded consumers who share an interest in the clothing they wear. Exclusive fashion drops are also a more sustainable way of creating and consuming clothing as it minimises waste created in the production.
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FRESH PERSPECTIVES Generation Alpha bring fresh perspectives and idea to the word, they are the next generation of consumers who bring a new, brighter outlook to the world of fashion and consumerism. Having a fresh and positive outlook on life is what makes generation Alpha the perfect new wave of consumers – they will purchase into brands that align with their values and share the positivity they hold.
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GENERATION The next gen Generation Alpha are the next generation of leaders, with unlimited access to knowledge and information they have unrestricted options of things to learn and discover – making them a generation of curious beings. They symbolise the next few decades of consumers, consumers who will change the world.
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HOPE Hope is a significant emotion in the lives of Generation Alpha, from being hopeful and positive about the future, to remaining hopeful whilst growing up during a global pandemic. Hope is key within all members of this generation’s life. When making purchasing decisions Generation Alpha will be attracted to brands that share this hope towards a better planet.
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INCLUSIVE Generation Alpha are set to be the largest generation group ever, with an estimated 2 billion children born into the generation by 2025. (McCrindle & Fell, 2021) They will be the most culturally diverse generation. With strong social values and sense of acceptance Generation Alpha will set up the future as an accepting and embracing space for all genders, ethnicities, and sexualities. “Generation Alpha brings with it a strong set of opinions about the world we live in today. For brands to build relationships with this group, they’ll need to embrace diversity and recognize it will take much more than a ‘one size fits all’ approach.”(Macdonald, 2019) Although they are an accepting generation, they will continue to crave community and acceptance.
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JUSTICE Due to being such a diverse generation, this group of consumers value social justice and have been fighting for it from a young age. 1 in 5 of those ages between 5-9 have already attended a protest for an issue they care about. (beanodigital, 2019). Fighting for justice whether that be for gender, sexuality, equality or the environment, Generation Alpha are passionate individuals who will buy from brands that follow their values and support charities that fight for justice.
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KNOWLEDGE Generation Alpha children will be the most educated generation to date – due to having unlimited access to data and information from the moment they are born They will continue to prioritise learning and keeping educated throughout their lives, it is precited that Generation Alpha will stay in education for longer than the generations before them.
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LONGEVITY Similarly, to durability, longevity is fundamental when making clothes for Generation Alpha. Clothes that not only last the test of time but also can be worn throughout any trends, timeless fashion is key when being a conscious consumer. Bold, monochromatic, and simplistic items are key to own for a simple yet effective wardrobe that will last for years.
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MINDFUL Through making mindful and well measured purchases, Generation Alpha will make more wellinformed fashion choices. Buy being taught about the slow fashion movement by campaigns like Access All Alpha they can become more aware of the reasons behind their purchasing decisions and drivers for buying.
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NEWNESS Just like the notion of having a fresh perspective, Generation Alpha consumers pursue newness and vibrance in the products that they buy and the brands that they invest in. Generation Alpha have unlimited access to the oversaturated worlds of social media and fashion, this results in them craving innovation and new, exciting ideas from brands.
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OPTIMISTIC Optimism is at the heart of Generation Alpha; they are a generation of positive individuals who have already witnessed dramatic life events already such as the Covid-19 Pandemic, Climate Strikes and Russia and Ukraine conflict. Due to witnessing such shocking events and overcoming troubles during their formative years Generation Alpha have become resilient and optimistic to the future. “Through technology, they have a window into ideas and cultures outside their bubble, and they see it as a way to be engaged.” (Winter, 2022)
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PERSONAL It is key for brands who are targeting the next generation of consumers to harness personalised marketing strategies – such as customisation and artificial intelligence. The digitally native generation are well aware of brands creating digital content to appeal to the consumers – by adding a personal touch brands can gain the attention of the tech-savvy consumer. Personal can also infer to the narrative that Generation Alpha consumers feel a deep personal responsibility to care for the environment and ensure they are environmentally friendly. “Gen Alpha feels a deep responsibility to reverse the damage of past generations” (Winter, 2022)
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QUALITY Sustainably sourced and created clothing is higher in quality than its fast fashion counterparts. High quality tends to mean longer lasting. To channel conscious consumerism, we should channel the “quality over quantity” mindset, making considered investments into high-quality, long-lasting clothing that we can wear more than once.
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RE-PURPOSED Purchasing re-purposed or recycled garments is another way to be a conscious consumer. Through buying items that have been given a second life rather than being sent to landfill it not only reduces the landfill sites but also gives the consumer a unique piece of clothing that has been upcycled. Consumers can also re-purpose their own clothing through following tutorials on social media such as the at home tie dye trend.
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SOCIAL Social media has been around since before Generation Alpha were even born, they are the first digital native generation who are growing up in the new digital age. Brands should channel social media when marketing to the next generation of consumers as social media is a part of their everyday lives. Not only are Generation Alpha active on social media but also social in their everyday lives – whether that be online through mediums such as zoom or games like Roblox or seeing friends in person which they value due to being locked inside during the pandemic.
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TOGETHER A sense of community is crucial to capturing the next generation of consumer. Generation alpha value community and strong bonds with those they associate with. The Access All Alpha Campaign aims to build an online community to engage future consumers and educate them. “Community first, commerce second.” (Webb, 2022)
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UNDERSTATED Understated clothing can be worn for years no matter what trending is. The idea of being understated and simplistic can be channelled by generation Alpha who are surrounded by so much information and media at their fingertips, they may choose to be less bold and wear more understated garments as they express themselves in the way the act rather than how they dress. Understated clothing is also a more sustainable way of purchasing due to the minimal nature of the garments they tend to be trendless rather than trend driven.
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VALUE “Two thirds of Alphas want to buy from companies that are trying to do good in the world”(Wunderman Thomspon, 2019) Generation Alpha value authenticity and realness, being vulnerable and honest. Brand transparency is key to engaging the new consumer.
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WELLBEING “Gen Alphas are also expected to be the longestliving generation as well as the wealthiest, according to accounting firm Grant Thornton.” (Liffreing, 2018). Health and wellbeing are important to Generation Alpha, they are invested in taking care of themselves. “As the children of (mainly) Gen Y, Alphas are being raised by the most actively health conscious and wellbeing focused generation yet.(EmployeeBenefits, 2018)
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LEVI’S X CELINE Levi’s x Celine is where the idea for Access All Alpha began, the initial collaboration is where the Instagram platform stemmed from, there would be no Access All Alpha campaign without Levi’s or Celine. These brands have been pivotal during my research and have enabled me to build on branding and marketing strategies. Levi’s are a great brand to look to when it comes to sustainability efforts and branding. As a brand Levi’s are now targeting the next generation of consumers through campaigns such as the “Buy better, wear longer” campaign who features iconic youth ambassadors such as Marcus Rashford who is a key figure in current social justice campaigns.
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YOUTH Youth are at the heart of the Access All Alpha campaign; it targets the youth and focuses on educating them. The youth of today are key to changing the world we live in. Through everyone channelling youthfulness and living with the optimism of naivety and positivity children embrace, both brand and consumer can see the world in a more positive light. Generation Alpha symbolise a shift. A change in society. The power of the youth.
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ZERO WASTE Similarly, to the notion of re-purposed clothing, zero waste can signify clothing made I a waste free manner, or even the idea of not throwing clothing away and instead donating it to friends or family or a charity shop. Zero waste fashion brands are changing the narrative surrounding sustainability, “zero-waste promotes a more focused way of producing and living. As opposed to working toward the overarching goal of sustainability” (Huber, 2021). Living in a way in which you reduce waste is another form of conscious consumerism that Generation Alpha consumers can follow.
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REFERENCES beanodigital. (2019, June 20). THE FUTURE’S BRIGHT: THE FUTURE’S GEN ALPHA. Beano Studios. https://www.beanostudios.com/post/the-future-sbright-the-future-s-gen-alpha-1 EmployeeBenefits. (2018, February 5). How Generation Alpha will shape wellbeing. Employee Benefits. https://employeebenefits.co.uk/generationalpha-will-shape-wellbeing/ Huber, E. (2021, August 3). Where Does “Zero-Waste” Lie On The Sustainability Spectrum? In A Pretty Good Place. What Is A “Zero-Waste” Fashion Brand? https://www.refinery29.com/en-gb/2021/08/10610766/ what-is-zero-waste-fashion Liffreing, I. (2018, October 23). Forget millennials, Gen Alpha is here (mostly). Digiday. https://digiday.com/marketing/forget-millennials-gen-alpha/ Macdonald, L. (2019, December 9). Generation Alpha: New Study Shows How Being the Most Diverse Generation Yet Impacts Their Behaviors Now & In the Future. https://www.businesswire.com/news/home/20191209005093/ en/Generation-Alpha-New-Study-Shows-How-Being-the-Most-DiverseGeneration-Yet-Impacts-Their-Behaviors-Now-In-the-Future
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McCrindle, M., & Fell, A. (2021). Understanding Generation Alpha. Hachette UK. file:///Users/milliewright/Downloads/Understanding-Generation-AlphaMcCrindle.pdf Webb, B. (2022, January 24). Gen Z’s ambition? Create a new fashion system | Vogue Business. Gen Z’s Ambition? Create a New Fashion System. https://www. voguebusiness.com/fashion/gen-zs-ambition-create-a-new-fashion-system-tiktok-depop-instagram Winter, D. (2022, February 10). The Kids Are Alright: How Gen Alpha is Shaping the Future of Everything. Shopify. https://www.shopify.co.uk/blog/gen-alpha Wunderman Thomspon. (2019, December 3). Generation Alpha | WPP. Generation Alpha Preparing for the Future Consumer. https://www.wpp.com/wpp-iq/2019/09/ generation-alpha---preparing-for-the-future-consumer
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