Active influencers of the future: What to know about Gen Alpha in India

Marketers must switch their focus from Gen Z to Gen Alpha – those born from 2010 to 2024 – if they want to understand these true digital natives who will be the ones shaping an evolving world.

Marketers may have their eye on Gen Z but they should really be paying more attention to Gen Alpha, said Smriti Singh Bhatia, chief visionary of market research agency InQognito Insights at the QUAL360 conference in Singapore.

“Five, six years down the line, we are going to be struggling with Gen Alpha if we don't understand them now," she said of the demographic cohort succeeding Gen Z born from 2010 to 2024.

Unlike preceding generations, Gen Alpha are “true digital natives" exposed to digital devices from as early as two or three years of age, as well as being in...

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