• Generation Alpha – the teenage demographic – is the first generation born entirely in the 21st century, being deeply influenced by the digital age.
With approximately 2,5 million Generation Alphas born each week, by 2029 this demographic's economic footprint is expected to be $5,46 trillion (€5,1 trillion), almost as much as as much as the purchasing power of Millennials and Generation Z combined, according to international statistics.
Specialists say that the needs of Generation Alpha, born between 2010-2024, are different from those of the generations before them due to the digital environment and the way they discover, purchase and consume products.
In their teenage years, Generation Alphas have grown up in a more health-conscious world and focus on environmental factors such as sustainability. And in addition to growing concerns about climate change, they also faced challenges such as a volatile economy and a turbulent political landscape.
All of this influences the way Generation Alpha behaves as consumers, with market analysts identifying six directions that manufacturers targeting this age group need to consider.
1. Sustainability beats veganism
According to a study Datassential, nearly a third (31%) of Generation Alpha eat plant-based foods several times a week, which they consider trendy, but the number who are fully vegan is lower than we might expect. Thus, a survey carried out in 2023 by YPulse showed that only 7% of Generation Alphas described their diet as vegan, 10% described themselves as vegetarian and 6% as fish eaters. These figures confirm that they are embracing choice rather than rigidity, and the main reason they are giving up animal products is out of concern for the environment.
2. Environmental concerns are growing
Generation Alpha isn't waiting to come of age to make a difference in the future of the planet. Indeed, according to a research conducted by McCrindle on their parents, 80% of those interviewed stated that their Alpha Generation children influenced their actions or consumption decisions, making them more aware of the environment.
By 2030, the oldest members of the category will be adult consumers with even more decision-making power. This coincides with the deadline of Sustainable development goals (SDGs) of the United Nations (UN) launched in 2012, which call on world leaders and companies to prioritize the needs of people and the planet by protecting and conserving the environment. Gen Alpha is entering the consumer landscape as the SDG target approaches, so brands will need to pay more attention to this demographic's clear and powerful calls for sustainable action and real progress.
3. The importance of brand integrity
Researchers call it the Alpha Generation "upagers", as they mature physically, mentally, socially and psychologically quickly and become engaged consumers faster than other demographics. Almost three-quarters (71%) of Gen Alpha parents say their children have a deeper knowledge and understanding of brands than they did at their age.
As champions of inclusion, compassion, equality and protecting the environment, they demand the same from the brands they consume. Gen Alpha is looking for brands that use their language and technology to communicate, engage and care about people and the planet. Therefore, authentic and transparent messaging, affirmations and conversations are vital. Producers and their brands will need to demonstrate integrity, honesty and consideration for the world at large through authentic stories, clear communication and policies that put people and the plant first.
4. Reducing sugar consumption
Gen Alphas have grown up with a greater concern for health and wellness, and this is very important in marketing communications. And reducing sugar consumption is one of the main concerns in the diet of this group.
Data provided by recent studies of consumption behavior show that almost half of parents (46%) restrict the consumption of drinks with added sugar in their children's diet. Over a third (39%) also said limiting their children's sugar intake was very important to them. Therefore, manufacturers must be careful with this ingredient, while also taking into account Gen Alpha's sensitivity to taste and texture.
5. The digital era reigned supreme
Generation Alpha lives in a digital world and brands need to follow suit. The representatives of the segment prefer brands to them "speak" on the platforms they grew up with, like digestible social media like TikTok, Snapchat, and YouTube Shorts.
Indeed, studies show that nearly half (43%) of Generation Apha in the US had a tablet before the age of six, and 58% of them received their first iPhone by the age of ten. Generation Alpha has been immersed in technology since birth, spending more time online and in front of computer, smartphone and tablet screens than any previous group, and they expect the same from manufacturers.
Difficult to achieve at first glance, this presents a huge opportunity for start-ups using a consumer-oriented strategy and engaging social media campaigns.
6. Clean label is essential
Generation Alpha wants full and clear information about product ingredients, where they come from, and the impact the creation of these products has on the planet. The provenance of ingredients, formulation and packaging are all important aspects that manufacturers should take into account.
Whether it's refreshing the packaging of existing brands or launching new products, simplicity and transparency should be prioritized. And packaging should highlight the product's core ingredients and clear nutritional information.
Article written by Gabriela Dan Editor-in-Chief Arta Albă
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