Abstract

Attention is focused on Generation Z as the core group that will drive future consumption. However, the day when Generation Alpha, who will grow up below them, will become the center of society is not far off.

Generation Alpha refers to the generation born between 2010 and 2024, and is young people who will be 14 years old (second year of junior high school) or younger in 2024. This book is the first comprehensive book in Japan to examine the characteristics of Generation Alpha and the nature of consumption and society in 2030, when they will take center stage.

In 2030, two different generations, Generation Alpha and Generation Z, will play central roles in society. How should companies and marketers build relationships with both generations and energize society? This book offers hints to answer that question.

A strength of this book is that it is based on actual data from research conducted by the author, Atsushi Kokoma, since 2014 on the values and consumption behavior of young generations, as well as industry-academia collaborative research such as the "Comparative Study of Millennials, Generation Z, and Generation Alpha" with the Intage Group.

Author’s Information

President and CEO of Brand Engineering Co., Ltd. Professor, Faculty of Management, Sanno University Professor, Graduate School of Integrated Management, Sanno University Visiting Member, Nikkei Advertising Research Institute

After supporting marketing strategies for FMCG brands at a global ad agency, he moved into the brand consulting industry. After working at Interbrand Japan, he served as the representative of the Japanese subsidiary of Prophet, where DA Aaker serves as vice chairman, and as the president and CEO of Futurebrand, a McCann Group company. He supports intangible asset value management, business portfolio strategy, marketing, and public relations strategy in diverse industries.

In industry-academia collaborative research at a university research lab, he co-sponsors the "Mirai Marketing Research Group" with the Japan Marketing Association, which provides insights and reports on the evolution of next-generation marketing through research on the values and purchasing behavior of generations X, Y, Z, and α. In recent years, he has contributed numerous articles to publications such as the "Nikkei Advertising Research Institute Report" and "Nikkei CrossTrend".