CDT Summer 2022 - 53

Generation
alpha
Understanding and
Influencing the New
Generat ion of Global
Consumers .
generation Alpha (gen Alpha) is the new generation of
global consumers. Understanding who they are and how
to reach and influence them involves uncovering the
fingerprints embedded in their psyche and lifestyle; and
what steps can be taken to prepare to meet their needs.
during the nACUFS 2022 national Conference, three
presenters from three continents shared insight on the
next generation of consumers and provided guidance on
preparing to serve and work with this generation.
WHO IS GENERATION ALPHA
in the U.S. today, there are currently 55 million persons
who fall into the newest generation category, gen Alpha,
and by the end of 2024, there will be 2.2 billion globally.
Born between 2010 and 2024, gen Alpha will be the
largest generation in the planet's history. Many of them
will live to see the 22nd century and are also the first
generation to be born entirely during the 21st century.
this new generation's global mindset looks at products
and services differently. in fact, this generation is
empowered through technology. in exploring this further,
look at the year they were born. in 2010, instagram was
launched, the iPad was released, and the word of the
year was " app. " gen Alpha came into the world during a
digital, mobile, social, and globally connected generation.
A generation that speaks to its technology, creates shortform
video rather than just consuming it, utilizes voice
recognition,
and is
accustomed
to predictive
algorithms.
Furthermore,
this generation
won't carry
plastic credit
cards or cash,
nor will they
need a wallet or car keys.
Builders | 1925 - 1945
Boomers | 1946 - 1964
Generation X | 1965 - 1979
Generation Y | 1980 - 1994
Generation Z | 1995 - 2009
Generation Alpha | 2010 - 2024
" People resemble their times more than their parents, "
states Mark McCrindle, BSc, MA, gAiCd, principal of
McCrindle Research (Australia). " the times they live
through and what influences them-their experiences,
events, conditions, and technologies-are what leave
fingerprints in their formative years and are what form
generational gaps. "
" the year in which an individual is exposed to new
technologies or a transformative event will determine how
embedded it will be within an individual's psyche and their
lifestyle, " says Mark. " one-third of the memories of a six
or seven-year-old are from living during a pandemic. From
masking and virtual learning to isolation and limited social
interactions, the fingerprints of Covid-19 will mark this
generation. "
the career pathways for gen Alpha will be " more fluid than
previous generations and will involve multiple careers and a
mentality for life-long learning, " shared Mark. Adding " gen
Alpha will have 18 different jobs and six separate careers
in their lifetime, with an entrepreneurial spirit and working
longer and later in life. "
gEnERAtion ALPHA | CAMPUS DINING TODAY
53

CDT Summer 2022

Table of Contents for the Digital Edition of CDT Summer 2022

CDT Summer 2022 - 1
CDT Summer 2022 - 2
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https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodaynationaledition2024
https://www.nxtbook.com/nacufs/NACUFS/summer-2024-campus-dining-today
https://www.nxtbook.com/nacufs/NACUFS/spring-2024-campus-dining-today
https://www.nxtbook.com/nacufs/NACUFS/winter-2023-campus-dining-today
https://www.nxtbook.com/nacufs/NACUFS/cdt-summer-2022
https://www.nxtbook.com/nacufs/NACUFS/cdt-national-conference
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodayspring2023
https://www.nxtbook.com/nacufs/NACUFS/cdt-fall-2022
https://www.nxtbook.com/nacufs/NACUFS/cdtsummer2022
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodayspring2022
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodayfall-winter2021
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodaysummer2021
https://www.nxtbook.com/nacufs/NACUFS/campus-dining-today-spring-2021
https://www.nxtbook.com/nacufs/NACUFS/Winter2020
https://www.nxtbook.com/nacufs/NACUFS/summer2020campusdiningtoday
https://www.nxtbook.com/nacufs/NACUFS/Spring2020
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