In researching Generation Alpha, retail architecture and design specialist MG2 determined a generation that’s digitally adept and AI ready still wants to shop in stores as it exerts a growing influence on household purchasing.
MG2 reported 73% of Gen Alpha members prefer shopping in stores because they want to fully immerse themselves in a brand environment and value hands-on test-and-try experiences. In general, Gen Alpha wants to interact with the companies they shop in new ways. As such, 97% of Gen Alpha members want to help brands make design decisions by testing new items and informing product development, as well as by shaping the look and feel of store environments,
However, the particular experiences of Gen Aplh has shaped the emergent consumer group. Some 66% of Gen Alpha consumers said they want to find clear in-store signage to guide their shopping, balancing predictability and discovery and reflecting the easy navigation they have come to expect from online engagement, according to MG2 research.
MG2 reported an additional factor that is important to consider when thinking about Gen Alpha and its influence: Seven in 10 surveyed indicated adults in their lives often purchase items they suggest, which indicates Gen Alpha not only influences current household buying decisions but the group also shapes trends and brand loyalty across generations. Although the oldest are only aged 14 years, nine in 10 Gen Alpha consumers report having a degree of influence on household purchases.
