The next generation of future consumers, Generation Alpha, aren’t as socially conscious as their predecessors, a new study by Razorfish has suggested.
The US-based study, which examined the purchasing habits and behaviours of Gen Alpha consumers, aka those born after 2010, found that while some Alphas have been ‘influenced by their environmentally conscious older Gen Z counterparts’, just 38% would be willing to pay more for a vehicle that was good for the environment.
Alphas also demonstrated mixed perceptions relating to social inclusion, with 63% wanting to see inclusive representation in the media, however 80% of Alpha girls have applied a ‘filter or used a retouching app to change the way they look’.
‘A cohort of influential tweens’
The study, Gen Alpha: A cohort of influential tweens, added that while Gen Alphas have a few years to go to become fully-fledged consumers themselves, they still hold great sway in households, with 61% of parents saying that their Gen Alpha kids exert a ‘big influence’ on what the family eats, and 77% actively participating in grocery shopping.
“Being the first generation to grow up entirely within the 21st century, it’s no surprise that Alphas have been one of the most interesting generations we’ve attempted to understand,” commented Dani Mariano, Razorfish president. “They are digitally savvy, but they’re having an offline renaissance.
“The speed at which Alphas are breaking preconceptions and paving their own path is remarkable, and marketers need to be paying close attention if they want to win them over.”
In-person experiences
Other findings from the study include that two thirds would pay more for products they can use in real life (66%), rather than those existing solely in digital spaces (33%). Close to half (47%) say that they value traditional cash.
In addition, more than a third (36%) state that its ‘more important to look good online than in real life’, while 75% follow beauty content on social platforms and 38% say that they make their own content.
The study, which was conducted in partnership with GWI, surveyed approximately 2,300 children aged 9 to 13 in the United States between October and November 2024. Read more here.
Read more: One in ten older Gen Z and younger Millennials willing to pay 50% more for sustainable products
