As young as it might be, Gen Alpha is well aware of world she lives in. Born between 2009 and 2024, its members have their eye on tech and environmental issues, two key factors for analyzing their spending habits which, in the near future, could transform our consumption patterns for good.

A digital mindset

Gen A watches the world through screens. Entertainment, information and products are absorbed through apps, with an average usage time of 4.44 hours a day for mobile phones and tablets. Snapchat, Youtube, Instagram and TikTok lead the way, with 15 million users a month in France only for the latter. When scrolling, it’s fluidity and simplicity of interaction that they’re after, a race for an ever more stimulating, effortless and accessible content. This phenomenon is likely to transform our vision of omnichannel over the next 10 years, switching our focus on promotion through voice memos and collaborative messages, via cutting-edge robotic technologies.

While 76% of children between 6 and 9 already own a phone, and are able to recognize brand codes from the age of 5, the growing influence of these platforms can already be observed on previous generations : 85% of parents now admit that their purchasing desires are influenced by their children’s preferences.

Social justice and environment

Along with a strong influence on the family circle come new concepts and new perceptions, in tune with the issues of our time. 87% of teenagers aged between 13 and 15 believe they have a role to play in the climate crisis and young people already feel in charge of the big challenges of the future. While they are sensitive to the positive, cleaned out image of brands such as Apple, Starbucks or Nike, they are also more inclined to buy on Vinted than in-store. For them, a fair society also means fighting gender inequalities, leading to a non-gendered approach to textile and fashion that has already started to influence the way we perceive fabrics, colors and shapes.

E-sport and entertainment

Gen A is all about paradoxes : both influent and influenced, drawn to luxury and second-hand, it loves spending as much as saving money. The same dynamics apply to physical activity, in which the cult of the body is combined with an obsession for on-screen representation of wellness. Sport has to be fun and stimulating, and if possible combined with a polished aesthetic in which outfits no longer constrain the body and fabrics don’t crease.

AI and virtual reality are on their way to revolutionize these practices by entering both physical gyms and video games, where kids now spend fortunes to dress up their characters with trendy items by Moncler or Burberry. Investing in these spaces has become capital for brands in order to lay their hands on the future purchasing power of a new customer base, which in the beginning of the 22nd century will represent around 11 billion human beings.

A generation in search of attention and recognition, seeking the meaning of a globalized world where values, social and ecological commitment, abolition of gender and positive economy must align. A new, solid base to build on the consumer and marketing tools of tomorrow.