Commerce INSIGHTS Generation Alpha 2019 lead image

Generation Alpha

Preparing for the future consumer



Proud to be different

Many organisations are struggling to initiate strategies that will make them relevant for Gen Alphas (aged 6-16) - the future generation of customers. And all the while, retail innovators like Amazon are setting the benchmark for customer expectations.

Wunderman Thompson Commerce set out to discover more about Alphas and their views on everything from influencers and Amazon, to deliveries and the shop floor. We spoke to over 4000 individuals across UK and US.

Digitally native but not digital only

What became clear is that Generation Alpha are different, and they like to shop differently to previous generations. They hold strong values and principles, so businesses need to be ready to embrace them too, treating these 6-16 year olds as human beings, not just consumers. For them, friends rule too, outranking social media influencers and bloggers for most influence. And notably 3 in 4 really enjoy the physical store experience, so don't think its days are numbered any time soon!

Digitally native doesn't mean digital only. Gen Alpha enjoy high street shopping and physical stores. 72% of our Gen Alpha survey like Amazon and 70% know about Amazon Prime.

Generation Alpha

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