CDT Summer 2022 - 54

OPENING NEW DOORS
HOW TO PREPARE
" today, there are six sets of consumers-six different value
sets-as every generation will consume a product and
service in a new and different way, " states leading Consumer,
shopper behaviouralist and CX strategist, Ken Hughes
(ireland). " if we don't keep up with it, we lose the race for
relevance. "
An example of this consumption can be found in this graphic.
" old ways won't open new doors, " says Ken. " if
we don't get it right for gen Alpha and we don't
understand what values they hold dear, their needs
will be met in a different way. " Here are four ways
Ken describes how to prepare for gen Alpha:
Flexibility and Customer Focused
Boomers
Vinyl Records
Generation X
Walkmans and Bulky
Headphones (music is
now mobile)
Generation Y
iPods and White Wires
Generation Z
Spotify (download
single tracks)
Generation
Alpha
TikTok - consume
small bits of music
gen Alpha expects products and services to be
built around them. they expect it to be easy. " they
are blue dot consumers, " says Ken. " they are the
world. they stand in the middle of everything, and
everything revolves around them. they are the blue
dot. " in previous generations, you would pull out
your paper map if you needed to get from one place
to another. You would need to know where you were
on the map and where you needed to go to navigate
travel. For the blue dot consumer, using a mobile
phone, the world around you appears, and an app
will tell you what is around you. in fact, it may even
bring a product or service directly to you. Case and
point: Uber. You stay in your location, and someone
will bring a car to you.
to recalibrate your operation around the blue
dot consumer (and economy), you must utilize
the available data on your customer and then
personalize the experience for them. " You must
move from the assembly line concept of the same
product for everyone, to customization for a specific
customer, " adds Ken.
Demand for Instant Gratification
gen Alpha is an on-demand generation. " they
are one click or one swipe way from access to the
products and services desired, " notes Ken. What's
more, they also know the status of their product
or service. they know where their food order is,
the whereabouts of a package, the location of
their Uber, their luggage, or their flight. in previous
generations, if you wanted to watch a television
show, you would reference the tv guide for the day
and time the show would be aired. today, you can
watch nearly any television show or binge-watch a
season on-demand, built around your schedule.
to meet the demands of gen Alpha, explore how
your operation delivers on the " i want it now
expectation, " adds Ken.
Collaborative Consumption
For gen Alpha, collaboration is everywhere. during
Covid-19, this generation witnessed collaboration
between competing companies looking to solve
a pandemic. " they share all their memories,
54
CAMPUS DINING TODAY | gEnERAtion ALPHA

CDT Summer 2022

Table of Contents for the Digital Edition of CDT Summer 2022

CDT Summer 2022 - 1
CDT Summer 2022 - 2
CDT Summer 2022 - 3
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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
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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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