Authors

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

Affiliation

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

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. This paper will discuss generation
alpha's features and insights and how marketers may utilise them to develop marketing strategies
that target the untapped market. This paper will also highlight the relationship of Generation Alpha
with Millennial Parents.

Keywords

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

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