GEN ALPHA

Digital Marketing
Valeria Herbas - A01423315

Samantha Keghida - A01760171

Michaela Poláčková A01759916

Richardo Mezher A01759230

Buyer Persona
General
Characteristics
Born after 2010
Growing up in a digital surrounding

Term given by Mark McCrindle

This generation is increasingly defined by the use of a technology than by historical

or social events.

Some emblematic Characteritics

Favorite toy: fidget spinner

Musical devices: Smart speakers

Leadership style: Inspiring

Learning style: Virtual

Marketing: In Situ (Live)

 Hyperconnected
The attention they pay to new technologies became a lifestyle.

Independent
They make their own decisions and manage their digital identities, they also expect
their individual needs and preferences to be taken into account.

They are... Visual

They prefer video format. Video games will boost their visual skills, improving eye-
hand coordination and the ability to switch between tasks with ease.

Technological
They are experts in the use of new technologies, which facilitates their
digital learning and opens up a very wide range of possibilities.

Diverse
diversity refers not only to demographics, such as ethnicity and gender, but
also to tastes, lifestyles and points of view
 Problems they're
facing
Reduced attention span
and concentration
Being used to using several screens
at the same time and quickly
scanning information, their ability to
pay attention and concentrate is
diminished
Less time for socializing
By spending much of the day
connected, both inside and outside
the home, their time to learn, play
and socialize in more traditional
ways is reduced. In fact, much of
the socialization moves to social
networks
Less development of Less ability to achieve
creativity and happiness
imagination As psychologist Jean M. Twenge
points out in her book iGen, there is
Without questioning the skills that
a "junction between the rise of
the Alpha generation will acquire
smartphones and social media, and
thanks to new technologies, it
the rise of depression, anxiety, and
should be emphasized that, by
loneliness in today's youth."
reducing the use of physical toys,
the development of imagination and
creativity will suffer.
Habits and Uses
Extremely connected
Attracted to new technologies (intelligent devices

such as smartphones and vocal assistants) and

unique experiences.
All about entertainment
Searches mainly on the Internet and Google for

information (online courses)

Very active on social media, with a preference for

video content (especially Tiktok and Youtube)

Passionate about augmented reality and video

games
Needs Favors brands that develop fun and
original products

Focus on brands that have real values

(animal protection, environmental causes…)

Demanding on the quality of the customer

experience
 Shopping Habits

Awareness Consideration Purchase Service Loyalty Advocacy

From friends or favorite Reviews and videos on Doing further research Delivery speed and Any other products Left a positive review
stars on social media social media quality (toys) from the same and follow the brand on
brand social media
Shopping online is fast
Wishlist on the E-shop and easy
Accessories for the Share the new product
product (toy) (toy) with friends on
social media
 Fully integrated with the digital world

Spends a lot of time with their digital tools

Psychographic Is the most technically advanced generation

Information They will be the most educated generation thanks to the wide
amount of information that exist today

Growing up with AI, social media, advanced healthcare,

robotics.

They will be digitally literate and very good at multitasking.

Generation Alphas don’t like to share too much, unlike the

previous Generations. Their anti-sharing stance is good for
marketers, as ownership is back.
THANK YOU!
ANY QUESTIONS?