UBS Global Research Pod Hub The World in 2035: Gen Alpha
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Mar 21, 2025 Generation Alpha is emerging as a major economic force with a projected $5.4 trillion impact. They are digital natives whose unique needs are redefining market dynamics. Key trends like gamification and a focus on wellness and sustainability are shaping their preferences. This generation's buying behavior is influenced by their millennial parents, creating a complex landscape of brand loyalty and consumption. Brands must adapt to engage effectively with these new consumers, balancing sustainability with demand for fast fashion.
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Gen Alpha Drivers
- Gen Alpha, unlike previous generations, prioritizes gamification, wellness, and sustainable living.
- These values are significantly impacting their consumer behavior and brand preferences.
Gaming over Social Media
- Gen Alpha spends more time gaming than on social media, unlike previous generations.
- This makes gaming platforms crucial channels for brands to engage with this demographic.
Brand Loyalty
- Gen Alpha already displays strong consumer preferences and brand loyalty, influencing family purchases.
- Their brand loyalty might shift as they age and gain more financial independence.