Generation Alpha will start becoming adults in the next six years, and some either have already or are about to become teenagers. By 2030, they will account for nearly a quarter of the world's inhabitants and make up 11% of the workforce.(30)
And because Gen Alpha is predicted to be the longest-living generation of humans so far, they'll most likely stay in the workforce longer and earn more money over the course of their careers.
This means their participation in Malaysia's eCommerce world is not only set to soar in the next 5-10 years but will impact brands for many decades to come.
Looking ahead, social shopping is set to be the dominant force in eCommerce. Research shows 28% of Gen Alpha will use social media to shop as they mature, compared with 23% of Generation Z.(31) What they see on social media will have a massive impact on their purchasing decisions and what items become the best-selling products in Malaysia. The time is now for brands to fully immerse themselves in social shopping.
Gen Alpha will show support for brands that support their beliefs, especially on environmental and social issues. As they are predicted to experience between two and seven times more extreme weather events compared to people born in 1960,(32) especially heat waves,(33) their focus on sustainability will intensify as they age.