Authors

1. Ms. Anadi Trikha
2. Dr. Kavya Saini

Affiliation

• Associate Professor, International School of Informatics and Management, Jaipur
• Research Scholar, Rajasthan Technical University, Kota

Abstract

Pandemic is expected to be a defining event for the next generation because the age at which we are
exposed to a transformational event affects how deeply it will be ingrained in brains. The pandemic
has already impacted today's youngsters. Children are becoming prominent online influencers and
vloggers who market, review and sell companies and items to their fans worldwide. Marketers have
been tapping them on the 8-inch screen for the last year. According to McCrindle's research, 84 per
cent of respondents believe COVID-19 will significantly impact Generation Alpha. Still, the good
news is that 78 per cent feel COVID will make their Generation Alpha children more resilient in the
future. The popularity of online games, educational applications, and websites has risen. Most
millennial parents admit that their alpha children influence their latest purchases. Children frequently
desire "conversations" with artificial intelligence-driven devices like Siri or Alexa. Children have
always had "imaginary pals," so it's not unreasonable to expect them to become "friends" with A.I.
Because technology has been a part of this generation's existence since infancy, marketers and
advertisers have both an opportunity and a difficulty. Advertisers and marketers will find Generation
Alpha an easy target because technology can easily reach them (Twenge, 2017).This paper
discusses generation alpha's features and insights and how marketers may utilise them to develop
marketing strategies that target the untapped market. This paper also highlight the relationship of
Generation Alpha with Millennial Parents.

Keywords

Digitalisation, Generation Alpha, Pandemic, Consumer Behaviour, Marketing Strategies, Consumerism.

References

1. The Annie E. Casey Foundation. (2020). What is generation alpha? The Annie E. Casey Foundation. Retrieved October 7, 2021, from https://www.aecf.org/blog/what-is-generation-alpha. BBC (2021). Instagram for kids paused after backlash. BBC News. Retrieved October 2, 2021, from https://www.bbc.com/news/technology-58707753. Beaton, K. (2021). The latest generation of marketers are courting? Gen Alpha (and their millennial parents). The Food Institute. Retrieved October 9, 2021, from https://foodinstitute.com/focus/the-latest-generation-marketers-are-courting-gen-alpha-and-their-millennial-parents/. Caylor, B., & N. (2021). 6 tips for marketing higher ed to generation alpha. Caylor Solutions. Retrieved October 8, 2021, from https://www.caylor-solutions.com/6-tips-for-marketing-higher-ed-to-generation-alpha/. Cod Steaks develops a new Hamleys play concept for Mumbai Mall. Blooloop. Retrieved 8, 2021, from https://blooloop.com/retailtainment/news/cod-steaks-hamleys-play-mumbai/. Corporativa, I. (n.d.). Generation alpha will lead a 100% Digital World. Iberdrola. Retrieved October 5, 2021, from https://www.iberdrola.com/talent/alpha-generation. McCrindle, (2020), “How COVID-19 Will Shape Generation Alpha - McCrindle.”, https://mccrindle.com.au/insights/blog/how-covid-19-will-shape-generation-alpha/. Glazer, R. (2020). COVID-19 will permanently change the way every generation lives—Here’s how. Forbes.Knorr, C. (2021). Parents' ultimate guide to YouTube kids. Common Sense Media: Ratings, reviews, and advice. Retrieved October 8, 2021, from https://www.commonsensemedia.org /blog/parents-ultimate-guide-to-youtube-kids. Lyons, K. (2021). Facebook is working on a version of Instagram for kids under 13. The Verge. Retrieved October 8, 2021, from https://www.theverge.com/2021/ 3/18/22338911 /facebook-instagram-kids-privacy-coppa. Martin, E., Martin, S., & Cimbalo, G. (2021). Who is generation alpha? A guide to winning over Gen a - ceros inspire. Ceros Inspire: Create, Share, Inspire. Retrieved October 2, 2021, from https://www.ceros.com/inspire/originals/who-is-generation-alpha/. Nagy, Á., & Kölcsey, A. (2017). Generation Alpha: Marketing or Science? Acta Technologica Dubnicae, 7(1), 107-115. Nguyen, Terry. (2021), “Lalo, Lovevery, and Gen Alpha Brands Are Reaching Kids through Millennial Parents - Vox.” Vox, Vox, 9 Aug. 2021, https://www.vox.com/the-goods/22611284/brands-gen-alpha-millennial-parents. Nicole Harris and Anna Halkidis (2021).Is Instagram safe-especially for kids? Parents. Retrieved October 8, 2021, from https://www.parents.com/ parenting/ better-parenting/ advice/how-instagram-is-helping-you-protect-your-child-from-social-media/. Patel, N. (2021). Who is generation alpha, and why are they important to marketers? Neil Patel. Retrieved October 2, 2021, from https://neilpatel.com/blog/ generation-alpha/. Trikha, M. A., & Saini, K. (2022).Children's influence on purchase decisions in households: a literature review and bibliometric analysis. Journal of management and entrepreneurship, Volume 16, issue 3, ISSN: 2229-5348. Trikha, A., Saini, K. (2019). The Growing 'Kidfluence' on Parents' Buying Behavior: The Era of Young Consumers. IJRAR - International Journal of Research and Analytical Reviews (IJRAR), E-ISSN 2348-1269, P- ISSN 2349-5138, Volume.6, Issue 2, Page No pp.742-751, June 2019.