An Analysis of Purchasing Attitudes and Behaviors in Gen Z and Gen Alpha

Anna Zinola and Carlos Gago Rodriguez

Micro & Macro Marketing, 2025, issue 3, 661-677

Abstract: In a cultural landscape redefined by connectivity, activism, and rapid innovation, the youngest generations are transforming the meaning of consumption itself. Generation Z and Generation Alpha, shaped by fluid identities and digital environments, no longer respond to traditional marketing logics: they demand authenticity, transparency, and memorable experiences. This study explores their evolving expectations and behaviors, analyzing how brands can engage with them through immersive experiences, inclusive narratives, and purpose-driven strategies. Through emblematic cases, the research highlights how values like micro communities and technological fluency are redefining brand-consumer relationships. The findings offer a lens through which to anticipate future shifts in the marketplace, where identity, status and participation may outweigh ownership and belonging.

Keywords: Young generation; generational shift; consumption patterns; key strategies; consumer value (search for similar items in EconPapers)
Date: 2025
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