Meet the most diverse generational cohort in history: Gen Alpha is coming of age

Purpose – The purpose of this study is to identify segments in the Gen Alpha population (born since, 2010) in Gen Alpha samples in the USA, the UK and Germany, based on brand- and lifestyle-related variables. This study aims to explore how these segments differ and provide insights into cross-country similarities and differences. Design/methodology/approach – An online survey was conducted in stratified random samples (1, 722 participants in total), and categorical principal-components analysis (CATPCA), latent class analysis and analysis of variance were used to identify and profile Gen Alpha segments. Findings – Across the three countries, the identified four Gen Alpha segments differ in terms of the importance they attach to trendy and original brands, values such as sustainability, diversity, equity and inclusion, physical and mental health, self-image and social media influencers. Similar segments are found in the three geographical areas, although they are differently represented in each country. Research limitations/implications – This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to study intra-cohort diversity in other parts of the world, explore cross-cultural differences and delve deeper into the role and impact of parents of Gen Alphas. Practical implications – The study provides input for marketing practitioners to create more fine-grained, better-focused and more effective campaigns. Originality/value – Academic research and segmentation research in a generational cohort context about Gen Alpha is virtually non-existent; cross-country generational cohort research is also very scarce, and intra-cohort diversity is under-researched. This study offers a fine-grained insight into the diversity of the Gen Alpha cohort across three geographical areas.