Gen Alpha

Generation Alpha: ‘more Gen Z than Gen Z’

Tay Ling, vice-president of TBA Hong Kong, Pico Group, explores how new generations will force an adjustment in both brand marketing and the MICE sector: The moment that marketers spent years preparing for is already here: Generation Z’s phase of demographic dominance has begun. So, as the influence of their expectations, habits and needs becomes increasingly embedded in brand marketing and the MI...