In a world that is increasingly shaped by consumer culture, understanding those who don’t yet buy / spend is often not a priority. L'Oréal recognised this gap in understanding Gen Alpha and tasked us with investigating them as a generation – across Frontier Asia markets like India, Indonesia & Vietnam. What defines their zeitgeist and what unique needs are they evolving as they grow up in these times of tumultuous change?

Gen Alpha is the kind of generation that the world has never met before. The youngest generation to live through the pandemic, they are growing up in the fastest changing times and being brought up with the smartest technology in human history. The life experiences and needs that define them are unique – and something that brands will need to understand as empathetically as Gen Alpha’s parents 👼🏾