Jewellery for generation Alfa

“A” Like Always Online

Do you remember the first computers from your childhood, sending orders via fax, or going to the bank to make a transfer? Today, you probably have Facebook and use the internet primarily for informational and business purposes. If so, you’re likely part of Generation X—the transitional generation.

You call twenty-year-olds glued to their smartphones “zombies.” You shake your head and wonder, “What will become of them?” as you look at children who are Always Online.

Born between 2010 and 2024, Generation Alpha is the first cohort to know nothing of life before smartphones. By 2025, there will be an estimated 2 billion of them worldwide, surpassing the Baby Boomers in numbers. The internet is their natural habitat, where they form communities and shape their worldviews. Their style is influenced by TikTok and YouTube influencers. They prefer games over television and images over text. The virtual world feels as real to them as the physical one. Their attention span is just two seconds, which explains their constant scrolling and switching between content.

Alpha Jewellery

Traditional norms of age, gender, race, and beauty will lose relevance. Alphas will create their own standards, which often means… no standard at all. Classic divisions will blur. Living in an era of ecological crisis, they will prioritize care for the planet, minimizing environmental impact, and promoting sustainable development. Jewelry made from recycled metals and ethically sourced materials will be essential. Reducing carbon footprints and ensuring transparency in supply chains will earn additional points. Their constant connection to the internet makes them highly informed, so any attempts at greenwashing or similar tactics will destroy a brand’s reputation.

Alphas are creative and want to enjoy life. Jewelry should evoke positive emotions and highlight their individual style and way of living. Thanks to artificial intelligence, they will be able to design their own jewelry to express their individuality. Traditional consumerism and fast fashion cycles will be replaced by products whose value increases over time. In a world of overwhelming choices, brands will need to captivate and engage Alphas, with a personalized purchasing process. More than specific brands, they will choose stories and ideas. To attract Alphas as customers, companies must engage them emotionally, craft a compelling narrative, and deliver it through modern digital technologies. It will take more than a decade for Alphas to gain significant purchasing power, but the process of change has already begun. So if you want to target your marketing activities to young generations you should start the preparations already now.