More Extreme Than Gen Z, Here's How Alpha Gen Views A Brand

JAKARTA - In the next few years, the Alpha generation will enter adulthood which allows them to decide for themselves various things in their lives. One of them is about goods purchased from a brand.

In making the decision to buy goods from a brand, the Alpha gene is said to consider many things, which are different from gen Z and millennials. This was revealed through research conducted by the communication agency Pantarei, with their social media-based platform, LUMA Insight, which was launched at the agency's 21-year celebration.

The social media-based platform is designed to search for the latest trends in Indonesian society, which rarely get marketing attention. This platform captures insight through research which is then processed and poured through creative data storytelling.

Regarding research on how the Alpha gene assesses a brand conducted by LUMA Insight from November 2024 to January 2025. Through research, it was revealed that the Alpha gene did not buy goods from a bran based on profits that could be obtained from these items, such as those done by millennials and gen Z.

"If millennials and gen Z are a bit similar, I prefer to know what the advantages are and why buy it will benefit us," said COO Pantarei, Sismita Sasmita, during a media meeting in the SCBD area, Jakarta, on Thursday, January 16, 2025.

In buying goods from a brand, the Alpha gene is said to see the impacts given by these goods and brands. Starting from the impact of sustainability or sustainability to what the responsibility of a brand is, whether it is in accordance with the price offered or not.

"But if you talk about the Alpha gene, of course, many of them haven't done their own decision yet, but it can be seen from the answers they give, they are more value, precisely the thing behind it," he said.

Sustainability, how this brand is responsible, how this brand can provide value beyond what they pay for. This is the future seen by us and brands," he added.

Although the thoughts related to the sustainability of the Alpha gene are similar to that of the Z gene, the Alpha gene turns out to be responding to it in a more extreme way. Of course, this must be understood by a brand-brand to be able to peddle products well in Alpha genes in the future, which is the main target of sales, one of which is by utilizing the latest research data.

"It's a little similar to Gen Z, but it's more extreme. If Gen Z is still advocating, if their Alpha gene is even harder," he concluded.