What retail brands must know about Generation Alpha in 2024

Helenor Gilmour

Generation Alpha (Gen A) – those born after 2010 – are not only tomorrow's consumers, but also have a significant influence on family decisions and spending today.

Generation Alpha (Gen A) – those born after 2010 – are not only tomorrow's consumers, but also have a significant influence on family decisions and spending today. And, while marketers are currently preoccupied with how to engage Gen Z, we are seeing this focus shift as Gen A become increasingly important consumers. This makes this demographic important to brands and marketers, and those who aren’t considering Gen A in their marketing strategies are missing a trick.

The good news, for brands that have invested in understanding Gen Z, is that they are not too different from Gen A. But Gen...

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