Although Generation Alpha are still young, now is the crucial moment for brands to start preparing for and engaging with this emerging cohort. Born between 2010 and 2025, Gen Alpha is set to redefine consumer culture and become a powerful force in the marketplace. By 2029, as they transition into adulthood and enter the workforce, their spending power is projected to reach a staggering $5.5 trillion. Their unique behaviours, values, and expectations – particularly in the food and drink industry – distinguish them from previous generations.
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