Razorfish：2023探索阿尔法世代（Alpha世代）研究报告（英文版）（38页）.pdf

1、Exploring Generation AlphaA Look into the FutureThought leadership 20232“Look at this,man,”Tristan Walker says as he leans into a wooden lawn chair in his backyard.He forms his thumbs and index fingers into a rectangle and squints through it at the seven-bedroom literal house on a hill before us.Its

2、 a warm April afternoon,too early yet for Georgias notorious swelter.Blues singer Tyrone Daviss“Baby,Can I Change My Mind?”plays from a glowing Bluetooth speaker that doubles as a sleek outdoor light.Brands today are focused on Gen ZDigital natives,aged 18-25,who have taken commerce,gaming,and socia

3、l media by storm.But what about Alphas?The fast-growing generation.expected to reach 2.2 billion by 2024.They are the 17-year-old children of millennials and Gen Z and are the future consumers of many brands.SPOILER ALERT:Remember when you were a kid?Alphas arenothing like that.1Are You Are You Alph

4、a-Ready?Alpha-Ready?3“Look at this,man,”Tristan Walker says as he leans into a wooden lawn chair in his backyard.He forms his thumbs and index fingers into a rectangle and squints through it at the seven-bedroom literal house on a hill before us.Its a warm April afternoon,too early yet for Georgias

5、notorious swelter.Blues singer Tyrone Daviss“Baby,Can I Change My Mind?”plays from a glowing Bluetooth speaker that doubles as a sleek outdoor light.Yes,Alphas love their smartphones,.but do you know what they would change about them?Yes,Alphas are influenced by content creators,.but do you know if

6、they want to be one?Yes,Alphas favorite games are Roblox,Minecraft,&Fortnite,.but do you know why?Yes,Alphas relationships with brands are still developing,.but do you know what their favorite brands are today?Going deeper than what you already“know”4Table of Contents1.Methodology2.Alpha Insights3.C