The Future of Marketing for Gen Alpha: Strategic Brand Development to Address Emerging Consumer Behaviors in Thailand
Keywords:
responsive branding, new consumer behavior, Gen AlphaAbstract
This study aims to examine the behaviors and values of Gen Alpha consumers that influence purchasing decisions and brand engagement in the digital era. It also analyzes appropriate brand development and marketing strategies, while proposing approaches to promote social values aligned with the emerging consumer generation. A mixed-method research design was employed, combining quantitative data collection from 400 respondents through an online structured questionnaire and qualitative data from in-depth interviews with 10 marketing and branding experts. The research instruments included structured questionnaires and open-ended interview guides. Quantitative findings revealed that Gen Alpha actively engages with digital platforms such as YouTube and TikTok and shows a statistically significant preference (p<0.01) for brands that leverage AI and personalized content. Qualitative results highlighted that participatory marketing, AI-driven customization, and the communication of sustainability values are critical strategies for fostering long-term brand loyalty. The study proposes that businesses adapt their marketing strategies to effectively respond to Gen Alpha’s consumption behaviors and align brand identity with their core values.
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