Skip to content
Home » A new book focusing on the “α generation” and predicting consumption in the 2030s, “The α generation cre ating new consumption” is released.

A new book focusing on the “α generation” and predicting consumption in the 2030s, “The α generation cre ating new consumption” is released.

Nikkei BP Co., Ltd.
A new book focusing on the “α generation” and predicting consumption in the 2030s, “The α generation creating new consumption” is released. By understanding the values ​​and behavioral characteristics of the young generation, we can see marketing in the 2030s.
Nikkei BP, Inc. (Headquarters: Minato-ku, Tokyo, President and CEO: Tetsuya Iguchi) announced on Monday, May 13, 2024, a book by Professor Atsushi Kojima of Sanno University, “The Alpha Generation Creating New Consumption: Answers Included.” We have published “Metacognitive Power”: Thinking with Knowledge.
Generation α refers to the generation born between 2010 and 2024 who are 14 years old or younger as of 2024. If we estimate the composition of the working-age population in 2034 based on the Population Estimates Table (*1), 44 million people, accounting for 70% of the total 64 million people, will be Generation Z and Generation Alpha, which should not be overlooked as a marketing target. yeah. In this book, we elucidate the values ​​and behavioral characteristics of Generation Alpha through comparison with Generation Z, and consider the consumer society of the 2030s in which they will play a central role in society. From there, we will also think about the type of marketing that will be required in the future and the skills that marketers will need. (*1) Reference: Ministry of Internal Affairs and Communications Statistics Bureau Population Estimates Statistics Bureau Homepage/Population Estimates (
Generation Z (age classification in this book: born between 1997 and 2009) is attracting attention as the generation that drives modern consumption. However, the day is not far when the “α generation” who will grow up under them will become the center of society. Generation α is the generation born between 2010 and 2024. Refers to young people who are 14 years old (second year of junior high school) or younger as of 2014.
This book examines the characteristics of the Alpha generation and the state of consumption and social image in the 2030s, when they will rise to the center of society.
At the beginning, we explore the behavioral characteristics of the α generation based on a growth timeline and quantitative and qualitative interviews. We will explore the consumption consciousness of the Alpha generation by focusing on the market scale seen from the population distribution and the consumption views of their parents’ generation, which influence the consumption views of the Alpha generation. Also, from a comparison with Generation Z, we can see that the values ​​of Generation Alpha are newer. For example, Generation Z is said to be digital natives, but as they grew up in a period of transition in the development of SNS and digital tools, they have witnessed the negative effects of social media and digital tools, and they also have skepticism towards digital technology.
On the other hand, the Alpha generation is naturally accustomed to digital devices in their school and play environments, and they feel comfortable using tools to make their lives more convenient. This is a generation that is also an AI native. In the 2030s, two different generations will play central roles in society. How should companies and marketers build relationships with both generations and liven up society? This book provides hints.
The author, Atsushi Kojima, has been conducting research on the values ​​and consumption behavior of the young generation since 2014, as well as industry-academia collaborative research such as “Comparative research on three generations: Millennials, Generation Z, and Generation Alpha” with the Intage Holdings Group. Another strength of this book is that it provides considerations based on actual data. The baby boomer generation, which used to be the largest consumer group, has entered the working-age population, or the so-called active workforce, and the paradigm shift is accelerating. Additionally, with 2030, the year in which the SDGs (Sustainable Development Goals) will be achieved, approaching, many companies are beginning to formulate visions for the post-SDGs era. The time to think about future marketing and develop strategies to deal with it is now.
[Image 1:×600.jpg]
[Image 2:×600.jpg]
[Image 3:×600.jpg] [Recommended for these people]
・I want to deepen my knowledge of marketing for Generation Z and Generation α. ・I want to know the values ​​of my children in Generation Z and Generation Alpha.
・I want to build a business that is accepted by Generation Z and Generation Alpha.
・I want to know what kind of marketing will be required in the future. ・I want to learn the skills of a marketer that will be useful in the future. [Sales site]
BookLive: 【table of contents】
Introduction: Why are we paying attention to the α generation now? Current status of Japan’s working age population
The perspective that young people are not targets for securing sales Paradigm shift will accelerate from 2025
How to read this book
Chapter 1 Who is the α generation?
Definition of α generation
Alpha generation growth timeline
Five values ​​and behavioral characteristics to understand the α generation What is behind the five characteristics?
Dialogue 1 Alpha generation growing up in the new normal: Education and relationships with parents have evolved — Mr. Toshimitsu Issuki, elementary school teacher and individual instruction classroom operator
Chapter 2: Alpha generation seen in data by INTAGE Consumer Research Center Researcher Haruka Kobayashi
Characteristics of the α generation who live with information Are game consoles replacing smartphones for the α generation? Sources of information that cause consumption by the α generation α Generation 4 consumption clusters
Instinctively understand and utilize the recommendation function Differences between the alpha generation in Japan and the world summary
Dialogue 2: How is the “common sense” of Generation Alpha different from Generation Z? Forecasting the future based on research – Mr. Takahiro Ohno, INTAGE Qualis, Mr. Haruka Kobayashi, INTAGE Consumer Research Center
Chapter 3: Differences between Generation Z and Generation α Generation Z has no sense of “consumption”
Frequently asked questions about “Generation Theory”
Generation Z is human-oriented; Generation α is humanistic-oriented. Differences in information seeking behavior to avoid failure Account = community; self-expression changes depending on how you use it Generation α is result-oriented and builds a community.
Companies become context creators
STP no longer works
Dialogue 3: Companies should focus on “neighborhoods” rather than “fan communities” – Mai Nagata, director of SHIBUYA109 lab.
Chapter 4: Differences between Generation Z and Generation α With the arrival of the era of population onus, society shifts to the opposite vector.
Traditional marketing methods are becoming less rational
In 2024, the definition of marketing will be updated for the first time in 34 years
How can marketers approach an era of negative consumption?
A new form of consumption that creates a positive-sum society There are opportunities for businesses that do not take money from consumers. What is “EIEEB”, a new purchasing model in the SNS era?
How to utilize EIEEB in marketing
Advertisements that Gen Z sees and dislikes
What kind of purchasing model is likely to be seen in the α generation? From STP marketing to neighborhood marketing
Neighborhood communities advance through network decentralization Are fan communities effective?
Dialogue 4: In a society where AI mediates communication, how can companies connect with customers? –Akira Amano, Dentsu Media Innovation Lab
Chapter 5: Marketers are essential workers who create a “plus-sum” society Marketing is a job that serves people’s happiness.
How marketers can become “essential workers”
Five qualities required of marketers in the new era
Business opportunities in the 2030s
A paradigm shift to a new era will begin to emerge sooner than expected. Dialogue 5: Marketers should be equipped with “art thinking” and “metacognition” – Mr. Shinya Tanaka, Dentsu 2nd CR Planning Department Final chapter: Connect generations and be excited about the future! Connecting generations and excited about the future
In the 2030s, Generation Z and Generation Alpha will co-create a better society. [Author profile]
◆Atsushi Kogoma Representative Director, Brand Engineering Co., Ltd. Professor, Faculty of Business Administration, Sangyo Nozu University Professor, Graduate School of Comprehensive Management, Sangyo Nozu University Visiting Researcher, Nikkei Advertising Research Institute Supporting marketing strategies for FMCG brands at Global Ad Agency After that, he transferred to the brand consulting industry. After working at Interbrand Japan, he served as representative of the Japanese subsidiary of Prophet, whose vice chairman is D.A. Aaker, and as president and representative director of Future Brand, a McCann group. We support intangible asset value management, business portfolio strategy, marketing, and public relations strategy in a variety of industries. In industry-academia collaborative research at university laboratories, the Japan Marketing Association (Public Corporation) has established the Future Marketing Study Group, which analyzes and reports on the evolution of next-generation marketing through research on the values ​​and purchasing behavior of the X, Y, Z, and α generations. Co-hosted with In recent years, he has contributed numerous articles to “Nikkei Advertising Research Institute Report”, “Nikkei Cross Trend”, etc.
◇For inquiries regarding the contents of this release, please contact Nikkei Cross Trend Editor
(Telephone: 03-6811-8916, inquiry form:
To request an interview, please visit Nikkei BP’s corporate website contact page (

More details about this release: