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Discovering Generation Alpha
Delve into the world of Africa’s Gen Alpha, examining their growing influence on household spending, cultural values, and consumption patterns across key sectors like finance, beauty, and food and beverages.
Gen Alpha - Motivations and Growing Impact on Household Consumption
Although the oldest Alpha is only 14 years old today, research suggests that they already have a strong influence over their household’s spending decisions. As the rise of digital services makes Alphas active consumers at a young age, it also gives brands a chance to build early relationships with this demographic. On the other hand, growing up with endless tech possibilities will also likely make Alphas demanding consumers. They may require product and service providers to deliver new experiences continuously. This may, in turn, shorten product life cycles and increase competition across industries.
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